Senior Manager - Global Loyalty and Engagement Specialist

Ralph Lauren
London, United Kingdom
22 Aug 2022
29 Oct 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
What began more than 50 years ago with a collection of ties has grown into an entire world, redefining the American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in his dream and his lifestyle. This is a newly created role in the Consumer Intelligence and Experience (CIX) organization, focused on leveraging consumer insights and predictive analytics to drive personalized consumer experiences at scale. This 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, Clientelling), for all brands and channels across our global organization. As part of the Global CIX organization, this role will deliver a core part of the experience strategy. The successful candidate will be a loyalty specialist who is data and analytically minded and will help drive and develop the Loyalty Proposition for the Global business from the ground up through to ensuring its regional implementation and successes while elevating the Brand with a fashion and luxury sensitivity.

Essential Duties & Responsibilities
To help transform our client experience through our global CIX, CRM vision and strategies. You'll be working on exciting loyalty and CX transformational projects at a global level. · Own and create a robust business case for a transformative global Loyalty Strategy, across a complex business structure, with various brands, channels and verticals under the Ralph Lauren brand. · Report back at Senior Management level on objectives, targets, projects roll out, performance and next steps · You'll ensure best practice for integrating data across Loyalty: automation & personalization, CX, clientelling, retention initiatives and loyalty customer journeys. · Oversee, implement and scale key CIX project workstreams and roadmaps: o Loyalty Program: starting with the development of the business and investment case, you'll design loyalty strategies incorporating intelligent customer segmentation across appropriate brand offering against different profiles and customer clusters. o Manage loyalty POC and scale it globally. o Customer Journey Mapping & Orchestration: articulate, develop and activate high impact customer journeys driving the loyalty and retention vision across different marketing touchpoints. You'll be a passionate advocate of the key CX loyalty drivers that create customer advocates. o Develop our wider VIP and HNW segments global clientelling strategy. o Innovation: Identify new opportunities such as new ways of selling and driving digital/experiential innovation that connects with new and existing audiences. · Work closely with specialist Loyalty consultancies and agencies to support the development of the program. · Partner with our CIX Insights and Data Science team to create relevant insights helping you make decisions informed by our analytics and customer intelligence. · 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.

Experience, Skills & Knowledge
PREVIOUS EXPERIENCE · You'll have experience of working in a strategic loyalty role either client-side or within an agency/consultancy - having created and delivered Advanced customer loyalty and experience strategies, full end to end design and launch of Loyalty programs and CX initiatives in complex global organisations. · Fully aware of the loyalty landscape and leading innovation, and on the flip side the pitfalls of loyalty design and implementation to robustly create a market leading program that is best in class within industry. · You typically use data insights to inform decisions within a retail company or relevant consulting agency, FMCG group, tech company. · Experience of successfully managing complex project delivery in a global organisation, managing multiple workstreams and resources in line with budgets and deadlines; tracking and reporting on project progress and statuses. · Technology stack and vendor assessment experience within a tender process framework. · Ability to articulate loyalty business requirements in detail and partnering with multiple business units to bring a vision to life. · Competent with financial business case detail, investment and financial metrics · Track record of working successfully in partnership with internal stakeholders and managing external suppliers. · Direct experience of how to apply a loyalty proposition within a retail or client development landscape - best practice clienteling and advocate of luxury customer service and experience. · Stakeholder, agency management and experience of RFP processes are an advantage Experience: 7 years+ EDUCATIONAL QUALIFICATIONS Advanced degree. PERSON SPECIFICATION
* Strategic and visionary thinker with the ability to see/understand the big picture, develop new ideas in line with the latest loyalty landscape and technological innovation and developments around AI, ML and automation. · Strong Project Management, prioritization and organization skills - Strong hands-on experience managing a complex portfolio of projects and multiple stakeholders in a fast moving, dynamic and matrixed team and business environment. · Excellent written and verbal communication. Good interpersonal skills, including an ability to communicate complex concepts clearly and concisely with technical and non-technical teams across multiple business segments, including the creation of impactful, management presentations
* 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 to develop business cases/financial models. · Team management - in time managing the global BAU aspects and measurement of Loyalty, leadership and driving change, and building collaborative internal relationships