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Sales Manager, E-Com

Ralph Lauren
London, United Kingdom
Closing date
10 Dec 2023

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Job Details

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 business role, based in London, managing the Wholesale e-Commerce business of Ralph Lauren. This is a strategically critical channel for Ralph Lauren in terms of driving sustainable and profitable business growth, brand elevation and acquiring new, young consumers, driving strong impactful reach of brand messaging. The mission is to ensure Ralph Lauren is the no. 1 luxury lifestyle brand on our wholesale partner websites, Pureplayers and Bricks & Clicks, in terms of sales, brand presentation on-site and marketing. As such the role has 2 critical facets: ensure sustainable business growth and protect brand equity on high reach digital platforms. The successful candidate will be a true leader, reporting to the Wholesale E-Commerce Lead based in London , and will be responsible for: developing the regional Wholesale Digital strategy, 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. The role will work very closely with the UK region Wholesale Sales team and with the EMEA Wholesale Digital E-commerce teams. This person will be the digital ambassador within the UK organization.

Essential Duties & Responsibilities
Strategic planning and day to day management of the Pureplayer / Key Bricks & Clicks business with priorities of ensuring i) season on season profitable business growth with brand elevation as a focus ii) maximising 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 vi) there is relevant product and marketing support to fuel the growth Specific tasks Commercial · Responsible for E-com business profitable sales growth and distribution elevation, operational excellence, wholesale sales management of allocated categories/brands · Be a complete expert on Ecom partners: business evolution, Ralph Lauren market share evolution, competitor performance, consumer KPIs to define success measures. · Understand and follow up on weekly performance and sales reporting, maximize potential of key business drivers · Contribute to Long Range Planning at Regional Pureplayer and P&L management · Develop yearly and seasonal strategy business by account. Own and Negotiate Budgets, Business Plans and Commercial Agreements · Manage sell-in and maximize sell-out identifying assortment needs, on-site optimizations, operational drivers and marketing opportunities to maximize full price sell-out · Bricks & Clicks: maximise e-commerce business, rolling out best practices from Pureplayer partners Onsite · Ensure a brand elevated and consumer right onsite experience at key Pure-players Marketing · Work together with Marketing to identify key opportunities to drive brand equity and sell out, and ensure Ralph Lauren product pages are of high quality and drive conversion · Drive and negotiate best possible marketing plans, maximize impact and reach, monitor and optimize ROAS · Ensure that marketing is closely related to buys and is commercialized with key wholesalers. Operations · Ensure operational excellence across key regional digital key partners / deliveries as forecasted / Sufficient Re-Orders and VMI opportunities are piloted · Identify opportunities to drive operational enhancements, and work with internal stakeholders to drive action Organization · Train regional teams on E-com best practices · Act as a digital E-com ambassador in the region · Management of the Wholesale Ecommerce Sales executive in the team, based in Stockholm Additional Key Areas of the Role

Experience, Skills & Knowledge

* Experience in similar role within an e-commerce business, ideally with experience at a brand (Luxury / Premium Fashion or Sportswear) and/or at a retailer with a proven track record of success of building profitability category value and growing brand(s) equity
* Passion for the fashion industry and for product, passion and understanding of the brand DNA
* Ability to think proactively, creatively problem solve, prioritize, and escalate issues when needed
* Excellent negotiation, communication, interpersonal and relationship building skills across all hierarchy levels
* Excellent analytics / data and retail KPI skills, good computer skills
* Strong organization skills and be able to multi-task
* Proven track record of successfully managing and navigating across multi-functional teams to deliver outstanding results


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