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POSITION SUMMARY:
This role is responsible for developing and executing Calvin Klein’s brand marketing strategy, including brand campaigns and product launches, with the goal of generating brand awareness and building a strong and valuable consumer following. This role will lead the charge in strategizing and executing innovative marketing strategies, including marketing, public relations, events, social/digital marketing, influencer/celebrity engagements, collaborations, consumer insights, Ecommerce and CRM. This individual will be a key leader on the CK regional leadership team, driving achievement of topline sales and key brand KPI’s.
This role requires a collaborative and strategic leader who can drive positive impact across a wide range of consumer and business segments, while delivering compelling and engaging brand and product experiences.
PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB:
Marketing
- Lead development and execution of integrated, full-funnel seasonal and annual marketing strategies, calendar and programs to drive growth of all product categories (Jeans, Close-to-Body, Sportswear, Accessories) Work in tandem with Visual Merchandising and Content Creation teams to ensure complete channel synchronization.
- Supervise the regional and local teams on plan execution. Develop best in class graphics, signage, relevant in-store branding, product storytelling and events to drive topline sales.
- Work closely with Merchandising, Sales teams to deliver effective sell-in programs and materials each season, support regional market week presentations and seasonal programs for OTB achievement.
- Maintain ongoing communication flow and define processes between global, regional and local marketing teams.
- Oversee collection of Consumer Insights. Analyze existing studies (e.g., brand trackers) to inform full-funnel strategies; initiate ad-hoc studies based on business needs to identify strategic paths for opportunities and challenges. Put learnings into plans to drive business forward.
- Oversee Licensing partners in APAC and support all business and marketing needs through partnership with the Global Licensing Marketing team.
Ecommerce
- Oversee Ecommerce content management, including site experience, seasonal refreshes and all customer-facing asset management, working with the Global team to ensure Global consistency and to drive traffic and conversion.
- Collaborate with regional and Global stakeholders to continue improving website experience and path to purchase, offering best-in-class customer interface and navigation experience.
- Accountable for CK assets supply on 3rd party pure-play platforms, collaborating closely with market-level Ecom teams to ensure experience and assets are on brand and on strategy.
CRM
- Responsible for customer relationships management, collaborating with key stakeholders (IT, vendors, local markets) to manage customer data base, systems development (e.g., CDP), elevate loyalty programs, maximize customer recruitment, retention and repeat.
- Create seasonal and category-focused CRM programs to drive incremental business and cross-category purchase. Continue to improve customer life cycle management, communication and engagement.
- Drive CRM KPI’s across the markets, including but not exclusive to customer capture rates, repeat purchase, cross-category sales, existing customer contributions and new customer acquisition.
Communications
- Deliver communications strategy, programs and KPI’s in support of the holistic marketing strategy. Oversee Press Relations, Events, Brand Advocacy/Community and Social Platforms; guide local teams and agencies to create on-brand, on-budget plans to meet business and branding objectives.
- Drive strategic partnerships and innovations with major press outlets, digital, technology and social platforms across APAC to optimize brand exposure, earned media value and consumer engagement.
- Create and execute high-impact brand events, retail activations and brand experiences to drive home key initiatives, as part of the 360-consumer engagement plan to elevate branding, drive word-of-mouth and amplification.
- Leverage industry, regional, consumer and customer data and insights, oversee and analyze brand visibility, engagement and desire vis a vis competition. Develop strategies and brand-building initiatives to drive target KPI’s and stay above competition.
- Support crisis management in compliance of global and regional processes.
- Oversee compilation and delivery of communications and competitive reports. Collaborate with cross-functional teams on integrated post-campaign analysis.
Influencer Engine
- Lead Influencer strategies. Keep constant pulse on the youth/pop culture; leverage consumer trends, data points and first-to-market opportunities to identify and grow celebrity/influencer network. Apply creativity for best partnership formats and executions to generate highest brand heat and exposure.
- Manage celebrity relationships, grow fleet of “friends of the house” and optimize organic brand exposure. Formulate long-term celebrity strategies and pipeline building to support brand development strategy and objectives.
- Build and develop influencer and advocate communities to drive always-on word of mouth and brand affinity. Apply strategy to expand network of internal and consumer advocates.
Social/Digital
- Responsible for cohesive social media communication and strategy, paid and organic. Deliver KPI’s on reach, engagement, positive sentiment, fan base growth and sales conversion.
- Oversee social media calendar and content development for owned platforms, including but not exclusive to Weibo, WeChat, Red, Facebook, Instagram, Kakao and Line. Partner with markets to build full funnel private domain strategies to enhance loyalty, drive Ecom sales conversation and build customer community.
- Assess new strategic platforms to lead the industry and maximize social conversations around the brand.
Budgeting
- Develop and manage annual departmental budgets. Responsible for tracking, reporting and ROI optimization.
Team Building and Development
- Maintain effective working relationships with key stakeholders in CK Global, APAC Regional, local market leaders and marketing teams.
- Develop and upskill team members to elevate morale and engagement. Grow subject matter expertise and capabilities to deliver results.
- Instill a team culture that upholds PVH values and vision and actively fosters a positive working environment for the team.
KEY COMPETENCIES:
CREATIVITY: It will be necessary for the candidate to make decisions quickly, innovate, and create new processes when warranted.
TEAMWORK: Builds good working relationships; collaborates toward deadlines and deliverables. Able to communicate effectively across the team and organization.
ORGANIZING: Works according to defined schedules and deadlines; takes direction well and able to work with high accountability; manages own work and tracks progress. Seeks out resources to get things done; able to multi-task and adapt to changing priorities.
ENVIRONMENT: The environment is extremely fast-paced and deadline-driven but maintains a supportive and team-oriented atmosphere.
QUALIFICATIONS & EXPERIENCE:
- Proven leadership and management of a marketing organization.
- Experience in strategic planning and collaboration for long term growth initiatives.
- Strong interpersonal skills: positive, energetic, empathetic, and open-minded. Passion for the industry and brand.
- Excellent written and oral communication skills, including presentation skills in all media formats.
- Balanced blend of analytical, strategic, practical, and creative thinking skills.
- Ability to lead, inspire and work collaboratively with internal partners to create a result driven, team-oriented environment.
- Organized and disciplined, with excellent time management skills. Flexibility to adjust quickly to changes and deliver on tight deadlines.
- Strong financial management skills.
- Thorough knowledge of quantitative and qualitative consumer research, agency research, public relations.
- Knowledge of brand building and strategic brand marketing. Strong storytelling skills with the ability to get the heart of why a creative idea is relevant, capable of articulating key messages in a clear and concise manner.
- Demonstrated ability to manage outsourced marketing activities (PR, Agency partners).
Education:
- 15+ years of marketing experience, preferably within a fashion apparel/luxury industry
- BA in marketing/communications/business/liberal arts/fashion management. MBA a plus.
#LI-Hybrid
About PVH:
We are brand builders who focus our passion and creativity to build Calvin Klein and TOMMY HILFIGER into the most desirable lifestyle brands in the world and at the same time position PVH as one of the best-performing brand groups in our sector. Guided by our values and enabled by our scale and global reach, we are driving fashion forward for good, as one team with one vision and one plan. That’s the Power of Us, that’s the Power of PVH+.
One of PVH’s greatest strengths is our people. Our collective desire is to create a workplace environment where every individual is valued, and every voice is heard, and we are committed to fostering an inclusive and diverse community of associates with a strong sense of belonging. Learn more about Inclusion & Diversity at PVH here.
PVH Corp. or its subsidiary ("PVH") is an equal opportunity employer and considers all applicants for employment on the basis of their individual capabilities and qualifications without regard to race, ethnicity, color, sex, gender identity or expression, age, religion, national origin, citizenship status, sexual orientation, genetic information, physical or mental disability, military status or any other characteristic protected under federal, state or local law. In addition to complying with all applicable laws, PVH is also committed to ensuring that all current and future PVH associates are compensated solely on job-related factors such as skill, ability, educational background, work quality, experience and potential.
