Global Lead CIX Customer Experience Strategy

Recruiter
Ralph Lauren
Location
London, United Kingdom
Posted
23 Mar 2022
Closes
29 Jul 2022
Ref
27246
Function
Customer Service
Level
Manager
Company Description
Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company's brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, among others, constitute one of the world's most widely recognized families of consumer brands. At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups and Celebration.

Position Overview
A year ago, the Company undertook a major organizational structure change to respond to the new Fashion retail environment. This includes the consolidation of the Company's global Marketing and Branding functions, and the establishment of a new Consumer Intelligence and Experience (CIX) organization, focused on leveraging consumer insights and predictive analytics to drive personalized consumer experiences at scale. This new team manages all aspects of market research, customer segmentation, first party data build up and consumer activation (Acquisition and Retention) along the consumer journey (Media, CRM, Clienteling), for all brands and channels across our global organization. As part of the new Global CIX organization, we are seeking for an experienced, passionate and highly motivated individual to head the CX Strategy function. The successful candidate will be responsible for shaping the Global CX Strategy team, vision and strategy, and ensuring its regional implementation and success while elevating the Brand with a fashion and luxury sensitivity.

Essential Duties & Responsibilities
TEAM LEADERSHIP HIRE, LEAD, AND NURTURE A HIGH PERFORMING TEAM; DRIVE STRONG COLLABORATION BETWEEN GLOBAL AND REGIONAL TEAMS
• Lead, coach and inspire the existing CX Strategy team, driving them to deliver brand and business right strategies
• Build CX function, hire high quality talent and shape future forward vision
• Instigate a positive working dynamic and collaboration between the Global and Regional teams, breaking down silos GLOBAL CX STRATEGY BUILD AND ROLL OUT THE OVERARCHING GLOBAL CX VISION & STRATEGY
• Enrich and build on established CIX vision, with a 3 year vision and roadmap
• Set targets from a Brand, Business and Customer perspective and in line with financial forecasts; and implement tracking and reporting process
• Drive customer LTV through increased personalization and improved CX
• Identify strategic business & customer growth opportunities through the analysis and management of qual and quant data
• Responsible for promoting and developing a customer centric culture within RL
• Report back at Senior Management level on objectives, targets, projects roll out, performance. Ensure a water tight process is in place across all key stakeholders of the business
• Lead and drive CRM Agency by giving them strategic direction to ensure the delivery of the CIX vision in line with business objectives
• Work with regional CIX teams (EMEA, US, APAC) to ensure their regional roadmaps are aligned and prioritized against the global vision and objectives. Ensure full consistency and partnership across regions
• Act as an internal consultant to harmonize initiatives through effective project management
• A strong digital perspective pulling on knowledge of apps, Martech/Adtech and other platforms
• Drive key CIX project workstreams and roadmaps: o Customer Segmentation: work closely with the Market research team and CRM agency to define and select Market segments with the highest potential for Ralph Lauren. Ensure these can be activated through CRM & Media o Loyalty Program Business Case: market benchmarking of loyalty business schemes, assess opportunity from a brand and business perspective for RL, and the value creation potential o AI Modeling: integrate fashion and lifestyle sensibilities into current AI modeling suite. Define AI model build priorities, based on projected brand, business and customer impact and regional needs. Challenge the data scientists and external CRM agency for new developments. Ensure incorporation of fashion sensitivities into the models o Customer Journey Orchestration: develop a Business case with the external Global CRM agency to activate high impact customer journeys across different marketing touchpoints. Then, once selected and approved, draw guidelines for local implementation and report back on successes o Implement new VOC NPS scoring platform and draw strategic outputs to improve CX at different points of the customer journey o Personalization: scale and automate current personalization efforts across all Marketing and Media channels / touchpoints o Lead strategic conversations and projects with Global IT and Personalization teams for the implementation of key CRM led projects (e.g. modeling, decision engines, journey orchestration etc.) o Data Capture: review, assess, and improve all data capture points, mechanisms, and fields across online (website, app) and physical stores o Progressive Data Capture: launch new and best in class innovative preference centre to enrich existing 1st party customer data, and capture fields that will support future modeling and segmentation needs

Experience, Skills & Knowledge
PREVIOUS EXPERIENCE CRM Strategy experience within a retail company, relevant consulting agency, FMCG group or tech company + 10 full strategic cycles Experience PERSON SPECIFICATION
* Strategic thinker with vision and the ability to see/understand the big picture, develop new ideas and think through creative solutions
* Luxury or fashion sensibility
* Proven analytical and quantitative skills, strong attention to detail, and an ability to use data and metrics to back up assumptions, develop business cases, and complete root cause analysis · Excellent written, verbal, presentation, and interpersonal skills, including an ability to communicate complex concepts clearly and concisely with technical and non-technical teams across multiple business segments, including results packaging and development of management presentations · Strong history of team leadership, communications and building collaborative business partner relationships · Strong hands-on experience working with real-world challenges and managing a complex portfolio of multiple stakeholders in a fast moving, dynamic and matrixed team and business environment · Exceptional ability to understand complex analytics topics, translate them into relevant conclusions/deliverables, and develop and deliver meaningful presentations, visualizations

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