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Executive Director, Marketing
Fashion Industry Company
New York, NY, United States
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Executive Director, Marketing, MAC, Travel Retail Worldwide
Description
Responsible for the execution of Travel Retail Worldwide marketing strategies to enhance brand equity, improve market share, ensure brand objectives are realized and financial targets achieved for M·A·C in the channel. Position reports to VP/GM, M·A·C Travel Retail Worldwide.
Key Responsibilities:
Strategic Development
• Work with VP/GM to develop 3-year Strategic Plan
• Develop product and consumer marketing (social media, online, mobile, and influencer) strategies to increase market share
• Plan, program and execute regional and market-specific strategies
• Drive development, execution and follow up of strategic initiatives with regional marketing teams
• Present strategies to brand and TR senior management, present to key retail partners
Marketing Strategy/Applied Marketing
• Develop marketing strategy for seasonal launch participation based on regional/market relevancy and corridor alignment
• Drive program development for TR exclusive initiatives (lineups, store design/merchandising, kits, collateral)
• Plan dollarized launch calendar to anniversary programs and drive incremental sales
• Drive execution of over 40 launches annually, oversee Marketing Manager and Regional Marketing teams to execute and track performance of launches; manage cost implications of each individual program
• Leverage brand-developed 360 marketing campaigns
• Review regional P&L to ensure regional NOP and ROI KPIs are met for A&P activities
• Oversee Manager in tracking all new product launches and manage sell-thru
• Oversee Associate to manage visualization calendar, enhanced merchandising/visualization programs, and ensure alignment with traveling corridors
• Identify merchandising needs, work with Store Design and Visual Merchandising to initiate creative requests, develop merchandising guidelines and TR-specific VM elements
• Lead quarterly market trend reviews (identify market trends) to align commercial and training teams with Marketing and DP; gain corridor-specific intelligence and ensure forecasting accuracy of all new and ongoing products and programs; maintain awareness of competitive activity in channel
• Support new door openings with support from Associate and VM teams; oversee Associate to manage collateral offerings (new and ongoing) displayers and supplies
• Drive limited and ongoing forecasts with Demand Planning; review and make recommendations for new products, review ongoing forecasts, participate in pre-SIOP meetings
• Lead Lachen task force meetings (operational excellence for the channel)
SKU Management
• Lead SKU management/line edit analysis, drive category reviews and manage COG efforts to increase SKU productivity
• Develop regionally relevant and market-specific lineups to accelerate distribution (TR lineups, Small Store format, TR Gondola)
• Analyze mix of business and maximize SKU performance; present line edits and SKU management efforts to TR and brand senior management
• Track and analyze sales performance and quarterly magic quadrant review
• Manage service levels with Lachen DC partners
• Work with Demand Planning to manage OOS and Excess inventory monthly
• Oversee team in promo reserve clean-up and ensure proper collateral allocations based on regional needs
Consumer Marketing
• Develop strategies with Digital Marketing NY, brand and Regional teams and initiate requests with the brand
Social Media – retailer owned platforms, brand & UGC, and paid for support
Influencers – develop and strengthen targets towards the traveling consumer
Online – email/SMS/MMS, appointment booking
Mobile – geo fenced, mobile ads, google platforms, snapchat, and geo-filters
• Work with Manager to develop Retail Events strategy and ensure proper execution at Regional level
• Oversee Manager to approve and track all requests
• Drive online/pre-purchase calendar development
• Work with Regional teams to develop Local market (Caribbean and South Pacific) brand awareness and event strategies
Develop Talent and Capabilities
• Coach and lead team to execute with excellence and motivate with strong team leadership
• Lead by example to foster an encouraging, respectful and cooperative team environment
• Position manages Marketing Manager and Assistant Marketing Manager, and Marketing Coordinator
• Regional Marketing Managers (EMA, APAC, Americas) have dotted line in to Marketing Director
• Position reports to VP/GM, M·A·C Travel Retail Worldwide
• Position has matrix reporting to Executive Director, International Marketing, M·A·C Cosmetics
Qualifications
• Position requires 10+ years experience in Marketing or related field
• College/University graduate
• Development and applied marketing background
• Financial and strong analytical skills
• Excellent organizational skills
• Strong communication skills both written and oral
• Demonstrates strong leadership capabilities
• Understanding the commercial aspect of the business