Retail Marketing Associate, Germany, Spain, Scandinavia & EU POLO Branding Strategy

Ralph Lauren
London, United Kingdom
01 Apr 2022
17 Jun 2022
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
CONTEXT We are seeking a passionate, creative, tech savvy, and highly motivated individual to join the Retail Marketing team for Europe, overseeing the brand growth strategy for POLO across all EU Retail doors and the overarching marketing strategy for Germany, Spain and Scandinavia. The position has an equal commercial and brand emphasis with the main objectives of driving brand awareness and desirability, store footfall, and revenue, and client acquisition and retention, whilst elevating and bringing new energy to the brand experience. OVERVIEW OF THE ROLE The successful candidate will contribute to the team in coordinating the amplification of global brand campaigns at local level, through 360 direct marketing and events; Introducing innovative concepts and technologies to drive brand engagement, convenience and acquisition in brick and mortar; Contributing to the execution of tourism, new store opening and partner strategies that drive client acquisition; And finally playing a significant role in accelerating brand awareness in Germany, Spain and Scandinavia and in gathering and assimilating market insights for the wider Marketing team. This person will also be required to lead and coach their direct report to develop marketing initiatives that deliver on the team's core objectives. Over and above all the skills and experience required to be successful as a marketer within Ralph Lauren, we seek an individual with a genuine passion and "feel" for the brand, strong interest in fashion and digital innovation, with strong project management skills and the ability to deliver campaigns on a large scale.

Essential Duties & Responsibilities
POSITION SCOPE & KEY RESPONSIBILITIES Reporting into the Retail Marketing Manager for Europe you will: · Implement the execution of the POLO brand Retail marketing strategy across Europe.
* Engage with all key stakeholders (Sales, Buying, Planning, CRM, Customer Insights, PR, Media, Brand Presentation, etc.) to implement the team's strategy on a European or local level. · Drive the amplification of global brand campaigns across EU, ensuring high visibility, high reach, and high engagement of the brand through direct marketing, in-store activations, and innovative experiences. · Develop energy marketing activities and partnerships, and contribute with innovative ideas to shape the new retail experience and attract new millennial & Gen-Z customers to our stores. · Successfully implement the opening strategy for 10 new stores in FY23. · Gather and integrate market and consumer insights on Germany, Spain and Scandinavia and develop adequate marketing strategy for each market.
* Research and keep track of market trends and competitor activities, identifying key opportunities for 'buzz generating' activations. · Develop strong partnerships within the field and store network to foster new ideas and explore new opportunities. · Keep track of costs and manage budget daily, demonstrating the ability to report on spend on a monthly and quarterly basis.

Experience, Skills & Knowledge
REQUIRED SKILLS & EXPERIENCES The role requires someone with strong communication skills, a business mindset and a creative and entrepreneurial spirit to be able to drive and execute ambitious projects involving several internal & external stakeholders. · Relevant marketing and communications experience gained in international consumer goods organizations, preferably with some exposure to Premium brands or Fashion/Luxury Retail. · Strong marketing credentials including strategic analysis, digital marketing, communications, with strong experience in brand amplification, including in-store events and digital. · Experience in managing 360 marketing campaigns from initial concept and strategic planning to day-to-day execution and post-campaign reporting. · Comfortable liaising with third parties to get project across the line. · Strong business sense and analytical capacity, extending to budget management and expense tracking. · Creative thinking skills and pro-activity in bringing new ideas and concepts to the table. · Strong understanding of the briefing and feedback process of creative agencies and graphic designers. · People management experience and ability to coach a direct report . · Strong team player, collaborative, pro-active and enthusiastic · Exemplary written and oral communication skills with experience producing content for presentations, mastery of Microsoft Office (Outlook, Word, PowerPoint & Excel) · Fluent in English, additional languages a bonus DESIRED PROFILE · Internationally curious and with an appreciation of cultural differences · Brings a real "feel" for branding, has a passion for the industry and is aware of market developments and competitor activity. · A starter and finisher, with an eye for detail and best in class execution. Ability to contribute creative, innovative ideas and solutions with a structured approach. · Ability to deal with ambiguity and fast paced environments and to manage multiple tasks simultaneously while meeting tight deadlines. · Extremely well organized with a structured approach and attention to detail.

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