Wholesale E-Commerce Head/Lead Region UK & Nordics

Ralph Lauren
London, United Kingdom
28 Oct 2022
28 Dec 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
This role is a critical leadership role, managing the Wholesale e-Commerce business of Ralph Lauren in Region UK & Nordics. The role will be a key strategic partner to the country leads to win in digital and shape the strategy in each market/region. Digital channel is critical for Ralph Lauren in terms of driving sustainable and profitable business growth, acquiring new consumers, elevating the brand and driving strong impactful reach of brand messaging. Region UK is the most critical region for elevating the brand with key luxury partners and acquiring the next gen customer with tailored assortments. Region Nordics needs an analytical mind to ensure the Digital business is planned at the appropriate level to maximize full price sell out and increase brand equity. The mission is to ensure Ralph Lauren is the no. 1 premium brand on all of our Pureplay partner websites in terms of sales, brand presentation on-site and marketing innovation. As such the role has 2 critical facets: grow and protect brand equity as well as drive traffic and sales on high reach digital platforms accelerate. The successful candidate will be a true leader and will be responsible for being the expert and owning the Luxury Pureplayer's Commercial Strategy and Digital Marketing for EMEA to drive profitable business growth, brand elevation and customer acquisition. The candidate will also create the regional WHS Digital strategies, negotiate and manage budgets and growth plans, manage existing distribution / grow new distribution where relevant, and work across various internal functions to ensure key levers for growth are unlocked, including assortment, marketing, operations and sustainability. The role will work very closely with the head of the UK & Nordics region and Head of UK & Nordics WHS / WHS Sales Directors, the head of the Wholesale e-Commerce business (based in Geneva) and regional Sales Directors (based in Germany). This person will be the digital leader within the UK & Nordics organization and constantly look to innovate and drive rapid roll out of best practices across accounts.

Essential Duties & Responsibilities
Essential Duties & Responsibilities Full leadership, strategic planning and day to day management of the Pureplayer business with priorities of ensuring i.) season on season profitable business growth ii.) maximizing full price sales growth iii.) clear data strategy with business, category and consumer understanding at key accounts iv.) all operational processes are fit for use with key digital accounts v.) platforms correctly represent brand equity and see RL as a true innovation partner and vi.) there is relevant product and marketing support to fuel the growth. Specific tasks:
* Be a complete expert on our Pureplay partners: their business evolution, Ralph Lauren market share evolution, competitor performance, consumer KPIs to truly define RL Success Measures
* Lead Luxury Pureplayer digital strategies for accounts under UK region and provide guidance for Luxury Pureplayers in other regions
* Drive brand elevation across the channel by optimizing distribution, assortment mix, on-site experience and partnering closely with Marketing to elevate overall consumer experience
* Lead Long Range Planning at Key Accounts
* Oversee digital strategy across Sales and Marketing to i.) identify key initiative opportunities to drive brand desirability and sales and ii.) ensure Ralph Lauren product pages are high quality in driving the brand and sales
* Work with Pureplayers to secure relevant sales and consumer data, that can be leveraged in all operations of the business
* Pilot innovation, and roll out successful innovations to new partners Additional Key Areas of the Role
* Team Management: day to day management of a multi-functional team of 7 (Sales and Marketing) based in London and Stockholm
* Bricks & Clicks: with Sales teams to drive brand storytelling, brand elevation and quality of sales, maximizing e-commerce business, and rolling out best practices from Pureplayers.
* Lead Digital Capability Building, training / acting as a consultant for the local organization on e-commerce key business drivers and helping them to think / act in a digital first manner.

Experience, Skills & Knowledge

* commerce key business drivers and helping them to think / act in a digital first manner. Experience, Skills & Knowledge
* Experience in similar role within an e-commerce business, ideally with experience at a brand (Luxury / Premium Fashion) and at a retailer (key targets: YNAP, FarFetch) with a proven track record of success of building profitability category value and growing brand(s) equity
* Natural Passion for Brands and Customers, continually searching for ways to grow value
* Passion for the luxury and fashion industry and for product
* Ability to think proactively, creatively problem solve, prioritize, and escalate issues when needed
* Excellent negotiation, interpersonal and relationship building skills across all hierarchy levels
* Proven track record of successfully managing diverse teams to deliver outstanding results
* Proven track record of navigating complex internal organizations and collaborating with varied multi-functional stakeholders

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