Director Brand Communications

Amsterdam, Netherlands
23 Jun 2022
11 Jul 2022
Full Time
About Tommy Hilfiger

Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and retail company with more than 16,000 associates worldwide. With the support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in over 90 countries and more than1,400 retail storesthroughout North America, Europe, Latin America and the Asia Pacific region. Global retail sales of theTommy Hilfigerbrand were $9.2 billionin 2019

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide with a brand portfolio that includesTOMMY HILFIGERandTOMMY JEANS.

Tommy Hilfiger is one of the world's most recognized premium designer lifestyle groups and is recognized for celebrating the essence of "classic American cool" style, featuring preppy with a twist designs.

Its focus is designing and marketing high-quality men's tailored clothing and sportswear, women's collection apparel and sportswear, kidswear, denim collections, underwear (including robes, sleepwear and loungewear), footwear and accessories. Through select licensees, Tommy Hilfiger offers complementary lifestyle products such as eyewear, watches, fragrance, swimwear, socks, small leather goods, home goods and luggage.

The Team

Global Communications drives strategies and executions to enhance brand and business reputation, maximize brand exposure through earned and organic channels, deliver global alignment of consumer-facing communications channels, and lead all associate facing communications and engagement tactics.

Fitting within this group, Influence, Events, Social & Earned Media focuses on the distribution of our brand and collection/product news across our owned and third-party channels, including the development of earned media partnerships and platforms. The Director, Communications Tommy Jeans (World of Tommy) will also lead the social media team. The team seeks to enhance brand reputation, deepen consumer awareness of key attributes/activations/Hero Products, attract new consumers within our target groups, and trial innovative new storytelling techniques.

The Position

As a member of the Global Communications leadership team, the Director, Communications Tommy Jeans provides strategic direction for the communications tactics applied across owned channels and in media partnerships.

Partnering with the Senior Director, Brand & Marketing, TH Global, this leadership role seeks to set long term communications strategies for evolving consumer perception in line with our Marketing objectives and brand purpose:
  • Taking the communications frameworks and hierarchies provided by the Marketing Communications team, the Director Brand Communications Tommy Jeans develops ongoing story arcs that can play across all channels to deepen engagement and attract younger consumers into the marketing funnel.
  • Taking the seasonal and divisional communications strategies provided by the Brand Communications team, the Director Brand Communications guides the briefing process to all regional and local communications teams (in-house and agencies), ensuring these teams activate locally in a consistent and powerful way.

Partnering with the Creative Director for Tommy Jeans, this leadership role brings together the creative and strategic competencies to create powerful, elevated content that push the boundaries of our brand storytelling efforts and raises consumer desire for our brand and products. Reporting into the Vice President, Global Brand Marketing & Communications, Tommy Hilfiger, the role ensures innovative communications strategies are trialed and run across on owned channels, and brand/product stories are impactfully conveyed through media partnerships around the world.

Key Responsibilities:
  • Senior leader for all Earned Media and social media efforts, driving awareness, relevancy, heat and consumer interest through all third party channels, including media, customers/consumers, and industry thought leaders.
  • Responsible for the efficacy of the Global Communications Structure & Regional/Market relationships globally for Tommy Jeans
  • Coordinate and synchronize all of the PR/SOCIAL/COMMS/MEDIA initiatives to create 360 impactful overall strategy
  • The Director is responsible to provide the regions all they need to amplify the global strategies. Lead the Market with Weekly global calls, KPI's to be sent for each projects, follow up on the KPI's and analyze of the results, identify challenges
  • Lead on the Global activities calendar across all the COMMS departments
  • Create synergies between department and bring her/his vision when it comes to future makers initiatives or brand activations.
  • Being able to identify new trends, new influential people and new platforms that speaks to the audience TJ is connecting with
  • Help identify and amplify talents media visibility in coordination with the talent's team. Make sure to create opportunities to leverage our partnerships with established and upcoming talents
  • Ideate TJ social media strategy, liaise with the creative team, identify opportunities for content creation and visibility.
  • Shake up the brand's vison: Work closely with the Corporate Communications, brand public relations and brand social media teams to create a new path for the Tommy Jeans brand
  • Responsible for driving all global third party storytelling with media outlets (in-house & agency relationships) and TJ social media channels
  • Responsible for setting and delivering against long term objectives to change and evolve consumer perception of the brand according to evolving brand purpose, business and marketing objectives
  • Project Management:Lead creation of seasonal strategies for Tommy Jeans along with individual strategies for initiatives inclusive of goal setting, calendar development, and measurement against key benchmarks
  • Bring the brand to life. Set strategy and manage planning for major moments, meetings and events to ensure a balanced and dynamic approach to reaching employees and consistency across audiences.
  • Built a comprehensive media partnerships strategy together with the Media Team ( Global and Regional level) and identify new medias aligned with TJ positioning
  • Engage with new medias and new platforms that will help us connect in an authentic way with our TJ communities.
  • Global alignment around communications calendar & stories
  • Innovating earned and social media partnerships
  • Deliver Exceptional and disruptive Results:Create new processes to ensure public relations align with business planning and leveraging resources and relationships across the team to effectively deliver stellar proactive media results.

The Ideal Candidate:
  • 7+ years related work experience, including 4 years of leadership experience in team management roles
  • Natural interest for street and pop culture with deep knowledge of fashion and streetstyle community
  • Naturally curious, her/she will be able to identify the future trends that TJ should anticipate
  • Capacity to be the catalyst and bring all the department together.
  • Natural leader who is speak her/his voice, team player, create enthusiasm within the teams, problem solvers
  • Ability to build strong relationship with other department in order to create real 360 impactful initiatives
  • Forward thinker: out of the box ideas, able to connect creativity, innovation and technology
  • Real interest of all the sustainable questions
  • Strong interest in global sub cultures
  • An attitude built around striving for everyday excellence
  • Highly collaborative and teamwork-oriented
  • Appreciation of cultural differences and the positive impact this makes to learning styles, ways of working and output

What You Can Expect from Us:
  • Acompanyculturethat fostersdevelopment, offering trainingand learning opportunities through our very own PVH University
  • Be part of an empowered, innovative team; work with an adventurous spirit and a customer-centric mindset; play a critical role in making decisions that will position us to win
  • An international environment which respects diversity, equality,and individuality
  • Asmart work programthatempowers ourassociates to workfrom home in the Netherlands, withina flexible schedule
  • Abeautifulstate-of-the-artCampus awaiting you upon our return to the office

PVH Europe and ourbrands,TOMMY HILFIGER and CALVIN KLEIN, are committed to fostering an inclusive and diverse community of associates with a strong sense of belonging. We believe we are bettered by all forms of diversity, and take pride in working with top talent from every walk of life and corner of the world. In the spirit of inclusivity, qualified applicants will be considered without regard to age, ethnicity, ability, gender, gender expression, gender identity, nationality, race, religion or sexual orientation.