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.
CONTEXT We are seeking a passionate, creative, tech savvy, and highly motivated individual to join the Retail Marketing team for Europe as a Maternity cover, overseeing the brand growth strategy for POLO across all EU Retail doors and the overarching marketing strategy for Germany, Spain and Scandinavia. The position has an equal commercial and brand emphasis with the main objectives of driving brand awareness and desirability, store footfall, and revenue, and client acquisition and retention, whilst elevating and bringing new energy to the brand experience. OVERVIEW OF THE ROLE The successful candidate will hold a very rich and comprehensive role, which encompasses: driving the amplification of global brand campaigns at scale, through 360 direct marketing and events; Driving brick and mortar innovation, introducing innovative concepts and technologies to drive brand engagement, convenience and client acquisition; Accelerating acquisition through tourism and new store opening strategies, as well as partnerships - with a focus on next gen; And finally playing a significant role in accelerating brand growth across Germany, Spain and Scandinavia and in feeding market knowledge and consumer insights back to the centre. Central to the success of the Manager will be their ability to lead, nurture, and challenge their 3 direct reports to devise marketing initiatives that deliver on the core objectives. 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 and "feel" for the brand, strong interest in fashion and digital innovation, and who has the ability to deliver projects on a big scale, inspire change and drive excitement.
Essential Duties & Responsibilities
Reporting into the Senior Retail Marketing Manager for Europe you will: Lead POLO brand retail marketing across Europe implementing execution of plans at a local level Lead and develop a commercially intelligent omnichannel brand marketing strategy across EU, engaging with all key stakeholders and getting them to buy into your ideas (Sales, Buying, Planning, CRM, Customer Insights, PR, Media, Brand Presentation, etc.). Work with other EU & North America Marketing teams to understand group strategy, identify synergies and ensure their accurate and timely interpretation across regions. Lead the amplification of global brand campaigns across EU, ensuring high visibility, high reach, and high engagement of the brand through direct marketing, in-store activations, and innovative experiences. Develop energy marketing activities and partnerships, and contribute with innovative ideas to shape the new retail experience and attract new millennial & Gen-Z customers to our stores. Gather and integrate market and consumer insights on Germany, Spain and Scandinavia and develop adequate marketing strategy for each market. Feed regional market knowledge into senior leadership, country leads, buyers and other marketing teams to influence market strategy.
* Develop and project manage activations that drive data capture, driving traffic to new or existing stores and strengthening the brand's database by acquiring new customers. Develop strong partnerships within the field and store network to foster new ideas and explore new opportunities. Demonstrate the commercial capability to plan, manage and distribute budget and act as a "business partner" within wider Marketing team.
Experience, Skills & Knowledge
REQUIRED SKILLS & EXPERIENCES The role requires someone with outstanding communication skills, a strong business mindset and a creative and entrepreneurial spirit to be able to drive and execute ambitious projects involving several internal & external stakeholders. At least 6 full strategic cycles in marketing and communications within an international consumer goods organization, preferably with some exposure to Premium brands or Fashion/Luxury Retail. Outstanding marketing credentials including strategic analysis, brand positioning, merchandising, communications, with a track record of working on multi-channel brand amplification, including in-store events and digital. Will ideally have worked in Germany and will 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 Strong leadership skills and confirmed experience steering and coaching a team of 2 or more. Great team player and self-starter - collaborative, proactive, and enthusiastic to drive teams to results 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. Exemplary written and oral communication skills with experience producing content for presentations, mastery of Microsoft Office (Outlook, Word, PowerPoint & Excel) Fluent in English, additional languages a bonus DESIRED PROFILE Must have the intellectual breadth and personal stature to appropriately challenge the Business and consistently strive for results. Internationally curious and with an appreciation of cultural differences. Brings a real "feel" for branding, has a passion for the industry and stays on top of market developments and competitor activity. Strong leadership and networking skills, with a down-to-earth approach. The ability to build strong relationships on a cross-functional basis at all levels within the business. An energetic, entrepreneurial-orientated style coupled with well-developed interpersonal and influencing skills. Diplomatic and solution-oriented approach. A starter and finisher, with an eye for detail and best in class execution. Ability to contribute creative, innovative ideas and solutions with a structured approach. Ability to deal with ambiguity and fast paced environments and to manage multiple tasks simultaneously while meeting tight deadlines. Extremely well organized with a structured approach and attention to detail.