Brand Marketing Lead, Citizenship and Sustainability

3 weeks ago

New York City, United States Ralph Lauren Full time
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
The Brand Marketing Lead, Citizenship & Sustainability is a key leader responsible for developing global marketing strategies to promote our brand leadership in citizenship, sustainability and philanthropy. The primary objective of the role will be to translate our brands core values and purpose into meaningful consumer-facing messages and 360° global campaigns. Success in the role will come from developing a strong knowledge of the global markets, a passion for storytelling, an in-depth understanding of the advertising and digital landscape, implementation of the business strategies and the brand vision/direction as led by Mr. Lauren and the Design & Merchandising teams to create global strategies and stories that can then be adapted for optimal relevance across geographic regions and business channels.

Essential Duties & Responsibilities

• Development of integrated marketing and data-driven strategies for GC&S campaigns, including an end-state vision of how we leverage consumer data and insight to drive targeted messaging.
• Act as a brand guardian, driving consistency around brand positioning, creative expression, and tone-of-voice, keeping the customer at the center
• Identify and anticipate short and long-term business opportunities based on the integration and interpretation of consumer trends, competitive activity, and/or retail trends
• Collect and analyze global market information with a focus on GC&S, drawing conclusions on market trends and customer dynamics, and defining opportunities for the brand
• Collaborate with Global Merchandising, Design, and Sustainability teams to ensure campaigns are aligned with the brand vision, merchandising strategies, company goals and product assortments.
• Collaborate with the Corporate Communications, D&I, and Sustainability teams to ensure that campaigns are aligned with corporate stances and messaging. Cultivate a close relationship with these teams, bringing our company values to life in a way that is engaging to the consumer.
• Develop 360° campaign briefs to brief cross-functional partners on campaign strategy and execution
• Brief Agency on campaign content, including the development of briefing documents, ownership & deliverables matrixes (in partnership with global merch), and oversee shot list creation + execution
• Cultivate a partnership with creative and design/corporate communications/sustainability to guide the development of creative & marketing concepts/storytelling that can be executed globally in a manner that is appropriate and catered to each platform in the advertising/digital eco-system
• Partner with cross-functional teams across Regions (NA, EMEA & APAC) and PR, Media, Events, Digital (Social, Search, Site, Email), Retail/Stores, External Partners (if applicable), Licensing etc. to plan & execute campaigns, crafting 360 global brand plans - incl. creation & management of Brand Plan in partnership with cross-functional teammates
• Clear, consistent, timely communication to regional & channel stakeholders of strategies & plans and, thereafter, changes to plans, including setting up consistent cross-functional working team weekly meetings + running agendas
• Create and contribute to operational documents including launch plans, run-of-show, and messaging hierarchy documents in partnership with Agency copy team, including overseeing messaging approvals
• Work across team to contribute to and periodically update global marketing calendars to ensure all dates are accurate and reflected
• Deliver global campaign recaps, tracking KPIs, results, learnings, and proposing opportunities for improvement
• Compile budget tracking documents for specific campaigns & manage billing/invoices if needed

Experience, Skills & Knowledge

• Relevant experience in Brand Management, Marketing, Philanthropy, Sustainability, or related field
• Preferred professional experience in sustainability, fashion, digital marketing, corporate communications or agency
• Genuine understanding of the Ralph Lauren brand, fashion landscape, competitors, and trends
• Ability to balance business and brand considerations in both big picture and day-to-day ways
• A strong team player and self-starter - collaborative, proactive, and enthusiastic to drive teams to results
• Diplomatic thought leadership and solution-oriented with ability to navigate a matrixed and multi-stakeholder organization
• Excellent organization, communication, interpersonal and project management skills
• In-depth understanding of new media and the digital landscape
• Strong follow through with attention to detail
• Ability to think proactively, prioritize multiple projects and meet deadlines
• Exemplary written and oral communication skills with experience producing content for C-Suite presentations
• Mastery of Microsoft Office & Mac applications (Outlook, Word, PowerPoint, Excel, Keynote) #LI-CE1

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