Director, Brand Strategy Planning

Tommy Hilfiger

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Job Details

Job title

Director, Brand Strategy Planning, Tommy Hilfiger


Amsterdam, Netherlands


Director / VP / President


PR, Marketing & Communications



Full-time, Salary Unspecified

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Job Description

Department and Team

Grounded in consumer centricity, the Consumer Insights & Brand Strategy Team’s aim is to secure a growth-focused strategic brand framework, enabling coherent investment decision-making, driving sales and equity. We have 3 key pillars:  

  1. Consumer Insights
  2. Brand Strategy (strategy content, frameworks and articulation development)
  3. Brand Strategy Planning (deployment of the Brand Strategy)

The Position

The purpose of this role is to orchestrate the Brand Council and the strategic brand planning process, leading to a coherent approach helping the business stakeholders execute in the consumer touchpoints. The Director, Brand Strategy Planning will work closely with the participants in the Brand Council (CMO, VP Marketing & Communications, VP Brand Marketing, EVP Global Design, SVP GMPM, VP Creative Services, VP Omni-channel, Director Consumer Insights & the Senior Manager Brand Strategy). The role is part analysis, part leading, part steering to release others’ creative energy to secure buy-in and coherent implementation. The role reports into the VP Consumer Insights and Brand Strategy.

Position Responsibilities:

  • Lead the Brand Council agenda & meetings; establish calendar, cadence, objectives and content, securing the connection and participation of all business stakeholders,
  • Regular reporting to CEO to review progress vs plan
  • Secure the definition of a coherent 3-year brand strategic growth framework, with annual updates following review of progress (for the business to execute against), including regional adaptations if necessary
  • Identify the key, high-level brand growth initiatives (“big brand plays”) which will then be reflected in the functional plans - where to play, how to play and capabilities needed
  • Support Brand Council members to secure implementation of the “big brand plays” in their functional strategies, linking back to both Consumer Insights and Brand Strategy as needed
  • Develop clear and quantifiable brand objectives to align all functions and to track the performance against for each brand function to
  • Secure the appropriate deployment of the brand strategy across all relevant parties and consumer touchpoints
  • Ensure that range, omni-channel and marketing strategies dock into each other
  • Regular check-in with VPs in participating functions

The Ideal Candidate

  • Strong facilitation and project management skills with ability to manage multiple projects at one time
  • Excellent communication and interpersonal skills, with ability to effectively lead discussions with senior management
  • Strong listening skills with the ability to capture the perspectives of diverse stakeholders, in order to develop a unified plan and solution
  • Strategic planning experience, preferably in retail and/or consumer space
  • Experience driving broad, cross-functional, cross-market strategic initiatives from definition to execution in a complex, matrixed organization, marrying both quantitative and qualitative analysis
  • Ability to forge relationships internally and externally, with a track record of leadership and motivating teams
  • Flexible to adapt to changing priorities in a fast-paced environment

You Bring:

  • Bachelor’s degree in Business or relevant fields, MBA preferred
  • 5-7 years of corporate finance, strategy, consulting or analytics experience
  • Masterful expertise in Excel, Power Point, Keynote
  • Excellent communications skills, fluent in English, both written and spoken

 We Offer:

  • Trainings and courses for self-development
  • Competitive salary and benefits
  • A newly built campus with gyms, cafes, amazing lunches, and plenty of company events

About Us

Tommy Hilfiger is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating the essence of “classic American cool” style, featuring preppy with a twist designs.  Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the Tommy Hilfiger and Hilfiger Denim brands, with a breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and children’s sportswear, denim, accessories, and footwear. In addition, the brand is licensed for a range of products, including fragrances, eyewear, watches and home furnishings. Founder Tommy Hilfiger remains the company’s Principal Designer and provides leadership and direction for the design process.  Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and retail company with more than 17,000 associates worldwide. With the support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in over 90 countries and more than 1,400 retail stores throughout North America, Europe, Latin America and the Asia Pacific region. Global retail sales of the Tommy Hilfiger brand were US $6.7 billion in 2014.

With a heritage going back over 130 years, PVH has excelled at growing brands and businesses with rich American heritages, becoming one of the largest apparel companies in the world. We have over 30,000 associates operating in over 40 countries with over $8 billion in 2014 revenues. We own the iconic Calvin Klein, Tommy Hilfiger, Van Heusen, IZOD, ARROW, Speedo*, Warner’s and Olga brands and market a variety of goods under these and other nationally and internationally known owned and licensed brands.