Senior Manager, Home Marketing

Ralph Lauren
London, United Kingdom
02 Aug 2022
15 Sep 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
Working within a multi-functional team in London and across EMEA regional MarCom departments, the successful candidate will play a key role in helping Ralph Lauren Home drive brand awareness, desirability and sales across Europe and regain market share. The ideal candidate will fully support the development and implementation of RL Home Global marketing campaigns in EMEA as well as conceptualising and activating EU focussed strategies and integrating RL Home into broader apparel and lifestyle campaigns where possible and appropriate. This includes online and offline for Ralph Lauren retail doors, wholesale partners in addition to a broad network of specialty stores network across the regions and working in with licensees partners. There will be a focus on customer acquisition strategies focused on the end consumer as well as interior designers and the trade. All Marketing activity will include campaign tracking, KPIs analysis and marketing watch. Finally, your analytical skills will assist you as your monitor and report on the success of your marketing efforts. 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, interest and "feel" for luxury, interiors and design with already a good network in the industry in these regions.

Essential Duties & Responsibilities
As a member of the European marketing team, the successful candidate will:
•Develop and lead a commercially intelligent 360 Marketing Strategy for EU to support and drive the Home Business across all channels throughout Europe. These strategies will be both BTB and BTC focussed. o Direct to Consumer (Ralph Lauren Stores), Wholesale o Specialty Retailer network o EU Licensees
•Support seasonal launches, new point of sales openings, Pop-up's and create a compelling calendar of marketing activities and strategies in line with key industry moments including key EU Design Fairs in London, Paris and Milan.
•Lead a schedule of targeted consumer and trade event, partnerships and strategies designed to recruit new consumers (end consumers and trade) and re-engage with existing devotees of the brand. This could include but not limited to direct mail, clientelling, gifting, 3rd partnerships with media partners, interior designers, architect studios, super yacht designers....
•Integrate RL Home into broader brand and apparel campaigns where possible (for example Wimbledon, Holiday, Gifting Strategies)
•Demonstrate the commercial capability to plan, manage and distribute the associated budgets and act as a "business partner"
•Partner with Global and EU Media team on the on development of corporate & licensee media plans. Manage licensees Marketing obligation budgets (Fremaux Delorme, Designers Guild) + Harrods contribution
•Work with the EU Licensees and retailers to ensure all activity is in line with brand strategies and policies.
•Develop & maintain relationships with Specialty Retailer network, serving as the day-to-day contact for developing & implementing seasonal marketing campaigns including Media campaigns (print, digital and social)
•Support Branded Residence Projects in Europe and ensure that RLH is represented in the right way and that correct branding and standards are adhered to
•Manage the marketing collateral strategies from concept development through briefing and timely execution for the licensees, retailers and department stores.
•For all initiatives, ensure resources are in place, budgets are optimized, and projects are managed efficiently and on time.
•Amplify marketing activity and campaigns by working closely with the Media, Press and Social Media Teams
•Maintain ongoing reporting of all marketing & media activity in EMEA region
•Communicate seasonal media needs - product focuses, opportunities, cultural taste, regional lifestyle/interiors market knowledge and consumer insight into the global marketing and design teams for consideration during the creative development process

Experience, Skills & Knowledge

• Minimum 5-7 full strategic cycles experience in a similar position with a proven track record of success in project management
• Depth of relevant marketing and communications experience gained in international consumer goods organisations, preferably with some exposure to premium/luxury brands/interiors/design
• Outstanding marketing credentials including strategic analysis, brand positioning, merchandising, communications, and sponsorship
• UK experience (and/or European Experience): Will ideally have a strong relevant network and have held a significant marketing role focused on this region.
• Experience of developing brand building strategies; protecting and enhancing brand equity and increasing market share within a rapidly changing and highly competitive marketplace
• A confident leader and coach with an affinity for luxury goods and interiors/design
• Commercially accountable. Will have managed marketing budgets and be adept at calculating return on investment and creating a robust business case to support activity
• Comfortable negotiating with third parties to establish marketing partnerships
• Well organised with a structured approach. Can demonstrate good interpersonal and influencing skills

More searches like this