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.
The Customer Insights and Experience (CIX) team mission is to put the customer at the heart of Ralph Lauren business through personalized customer experiences across total eco system, fuelled by data analytics and predictive modelling informing customer and business strategy. The Data Strategy team is the vital part of CIX organization driving end to end data and technology capabilities to enable best in class customer centric marketing. We are seeking a passionate and experienced Data Strategy Manager to lead our Data Strategy team. Reporting into Director of Insights and Data Strategy, this strategic role is responsible for helping build data, technology, and operational best practices necessary to carry out the overall data strategy vision. The Data Strategy team supports all aspects of customer segmentation, first party data capture and consumer activation (acquisition and retention) along the consumer journey for all brands and channels across our EMEA organization.
Essential Duties & Responsibilities
CRM STRATEGY ACTIVATION: - Lead data requirements to support CRM strategies for all direct-to-consumer channels - Oversee audience selection and data implementation in ESP - Manage database heath reporting, campaign data trouble shooting and optimization - Oversee successful campaign data execution across total campaign cycle - Create and maintain data standards and procedures that ensure data accuracy, completeness and consistency - Oversee the management of customer data, including data acquisition, storage and analysis DATA CAPTURE STRATEGY: - Develop and implement data capture strategy and optimization across all direct-to-consumer channels - Establish data quality standards in collaboration with Legal, IT and Global CIX teams - Define and prioritize implementation roadmap across all channels o Identify progressive data collection methods to enhance customer data - Monitor and evaluate data capture processes and effectiveness AI MODEL OPTIMIZATION: - Work closely with the CRM agency on development and enhancements of AI model suite - Identify and evaluate business opportunities that require further AI model development - Lead analysis to evolute business hypothesis and interrogate existing model suite - Track performance of customer database across AI models as required - Support test and learn roadmap, advice on optimization in partnership with CRM team CDP MIGRATION: - Lead EMEA CDP migration and partner with Global IT team on delivery roadmap - Oversee migration plan including timelines, data mapping, data cleaning, and data validation - Lead all key stages of migration including Foundational Data UAT, Reporting, AI Models and Campaign migration - Ensure appropriate testing and validation of the new CDP platform MARKETING TECHNOLOGIES INTEGRATION: - Oversee Marketing Technologies implementation as necessary including new data feeds, Microsite development, omnichannel optimization - Work with the Clienteling team on data requirements to enhance clienteling tool capabilities - Collaborate with Media team on testing and lead data requirements as necessary - Identify Martech integration opportunities to optimize customer omnichannel experience PARTNERS AND AGENCIES COLLABORATION: - Be the voice of Data Strategy across functional forums and strategic initiatives - Lead the relationship with Data Agency and work closely on database management, governance, and data trouble shooting - Work closely with CRM agency on AI models development and optimization - Partner with IT and Legal teams on data governance, optimization, and best practice - Collaborate with the wider EMEA CIX team on cross functional strategies and activations - Work closely with the Global CIX team on alignment across key data projects and best practice TEAM LEADERSHIP AND MANAGEMENT: - Lead prioritization and delivery of all Data Strategy projects o Lead, coach and develop team of 2 Analysts and an Intern - Identify opportunities for team upskilling, internal and external resources, and new tools - Support individual Analysts development and dedicate time for each direct report as required - Work closely with the Insights and Data Strategy Director on team strategy, goals, development, and delivery
Experience, Skills & Knowledge
Key Requirements - Minimum 5 full strategic performance cycles in data experience in Data Strategy, CRM or Marketing Strategy - Experience in leading CRM data requirements and audience segmentation - Experience in leading data governance and standards - Experience in data modeling and customer profiling - Excellent leadership and team management skills - Experience presenting to senior teams, supporting, and influencing their decisions - Great experience in prioritization and managing team projects - Highly self-motivated, analytical, with sharp attention to detail - Highly creative in problem-solving & communication, with rigorous implementation - Knowledge of current and emerging IT technologies and trends Technical Skills - Experience with SFMC or another Email Service Provider - Experience with customer databases, CDP - Experience leading Marketing technologies integrations - SQL/Java JDBC or another database language - Fully Fluent in Excel and PowerPoint