Vice President, Customer Marketing

Ralph Lauren

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Job Details

Job title

Vice President, Customer Marketing, Ralph Lauren


New York, United States


Director / VP / President


PR, Marketing & Communications



Full-time, Salary Unspecified

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Job Description

The VP, Customer Management will develop and lead the customer management across the region. Reporting to SVP, NA Marketing, this individual will be a key contributor to the driving customer engagement plans for all channels in the region - they are an advocate for the customer. The individual will play an integral role in developing and owning the strategy to build and evolve how the channels engage with customers.

  • Build new customer-facing capabilities to drive meaningful marketing results

  • Creation of a CRM system that uses customer and data analytics to identify opportunities in retention, reactivation and acquisition strategies within all NA channels and marketing.

  • Assist CMO in creation of marketing strategy to more profitably drive traffic, grow the customer file and track results

  • Create a winning customer experience that establishes confidence and trust, while seamlessly support the customer throughout their journey

  • Create a system that allows the region to use customer analytics to answer key decisions and opportunities for growth

  • Lead customer loyalty efforts to define and create a loyalty program for the upcoming year

  • North America lead, working with global teams on personalization initiatives - GCD map, ‘big data’ and predictive modeling

  • Create CRM lifecycle strategies to improve our customer performance and identify opportunities for profitable customer acquisition - lapsed customer, cross-channel shoppers, welcome program, tourist program, etc.

  • Integrate top of funnel media dollars into the full funnel thinking to increase and specialize acquisition

  • Develop a system for ‘big data’ to link all sources - democratizing data and creating more know how around all our customer types - allowing us to have more efficiency in marketing funds.

  • Establish customer-centric KPI’s across all channels in the region

  • Apply robust analytics to promotion, marketing and other key business decisions

  • Investigate and manage external corporate partnerships as a main source of acquisition for the region

  • Responsible for forecasting incremental sales generated from all customer marketing programs and consumer segments on Monthly, Quarterly and Annual basis.

  • Establish customer insight capabilities and improved marketing ROI.

  • Develop customer segmentation and contact strategies

  • Build marketing program financial models to support business unit goals, partner with Marketing team, Store Operations, Finance, Planning and Creative Services. Re-forecast based upon business trends

  • Point person for the region on the new GCD RFP

  • Collaborate with the global CIEM team - to ensure global consistencies and best practice.

  • Develop strong partnerships with cross-functional and inter-company peers

The Ideal Candidate

  • Management experience in CRM - leading a team and creating customer strategies

  • Articulate thoughts eloquently for multiple levels of management

  • Strong understanding of the Ralph Lauren brand and enthusiastic willingness to learn

  • Ability to see from the customer’s perspective and serve as their advocate

  • Strong analytical abilities and attention to detail

  • Demonstrated critical thinking skills with an ability to make decisions for the business

  • Team-player; ability to work with all business divisions in a proactive manner and drive results

  • Excellent verbal and written communication skills; ability to present complex information in an easy-to-understand manner with clear recommendations based on data insight

  • Adapts easily to changing situations and demonstrates flexibility in juggling priorities

Education & Skills

  • At least 12 years in Customer Marketing, Analytics, Partnerships, CRM/Database and/or Online Marketing

  • Well versed in all aspects of business intelligence, marketing analytics & retail analytics

  • Demonstrated leadership and management skills CRM role within a Retail company a plus Proven ability to mentor and develop staff

About Us

Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in four categories: apparel, home, accessories and fragrances. For 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 Purple Label, Ralph Lauren Collection, Double RL, Polo Ralph Lauren, Polo Ralph Lauren Children’s, Ralph Lauren Home, Lauren Ralph Lauren, RLX, American Living, Chaps and Club Monaco, constitute one of the world's most widely recognized families of consumer brands.