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Vice President of Marketing
Lilly Pulitzer
King of Prussia, PA, United States
Job Details - this job has expired, please see similar jobs below
King of Prussia, PA - Home Office
Pennsylvania
Job DescriptionThis position has overall responsibility for the marketing and creative communications for Lilly Pulitzer®.
The Vice President of Marketing has overall responsibility to lead, develop, and implement a marketing and creative communications strategy that results in increases in company profit-before tax (income) for the company over a multi-year time horizon. The Vice President of Marketing is responsible for delivering A+ Communications that move the business forward, within the context of the market and within the brand positioning. The Vice President of Marketing is a key leader in the company. This position has responsibility to contribute to overall company strategy, goals, results, and leadership, in addition to delivering the results in Marketing.
There are five major elements of responsibility:
(1) Lead the development of the strategy, structure, and team within Marketing;
(2) Develop and implement A+ communications for the company;
(3) Establish and achieve goals related to consumer acquisition, retention, and Average Annual Spend, working across strategic pillars as necessary;
(4) Operate within an appropriate mix of centralized and decentralized delivery and use of Communications, designing and leading integrating mechanisms as necessary; and
(5) Be a key leader in the company, and serve on the Operating Committee.
The five major areas of responsibility are discussed below:
Lead the development of the strategy, structure, and team within Marketing:
• The goal is to increase operating income over a multi-year period. The Vice President is expected to make appropriate and strategic tradeoffs between short-term and long-term growth.
• The Vice President is a key leader in the company. The strategies for Creative Communications must align with, and be central to shaping, total company strategy and growth goals.
• Develop and articulate a clear strategy for Marketing.
• Develop compelling and feasible multi-year plans for executing the strategy.
• Design the organizational structure that is optimal for executing the strategy.
• Build and shape the team that can achieve the strategy. This includes recruitment, performance management, and fostering the appropriate team culture.
• Measure results, evaluate the effectiveness, synthesize learnings, and refine the strategy, structure, and/or team as necessary.
• The company’s current brand positioning is Lilly’s Resort Chic. Continue to clarify Lilly’s Resort Chic, and lead the adoption and implementation of Lilly’s Resort Chic throughout all brand communications.
Develop and implement A+ communications for the company:
• Lead the development of all communications that are directly communicated to our consumer. Influence the development of all communications that are indirectly communicated to our consumer (e.g., through wholesale accounts such as a Nordstrom email blast).
-Content presented on the website, mobile app content and push notifications, overall in-store messaging, and other appropriate modern media (e.g., Influencer marketing).
-The specific execution of some of these messages is decentralized (e.g., search engine marketing, wholesale communications).
-It is the Vice President’s responsibility to determine the appropriate mix of these communications forms. Consumers’ preferences toward receiving communications change over time. Technology is often an enabler of this change (e.g., Radio advertising moving to TV advertising mid-century; email emerging in the 1990’s, social media in the current age). It is the VP’s responsibility to be aware of relevant social and technology trends, and to maintain the right modern mix of communications forms, that will achieve the strategy and business goals established each year.
-The Vice President is accountable for achieving the total financial metrics of the company. With the significant majority of communications content and execution centralized, the Vice President needs to be well aligned with the Distribution profit center leaders and the Product leaders to achieve the financial goals by Distribution channel and by Product category.
-Annual and seasonal concepts, integrated with the annual and seasonal product development, are also important elements of A+ communications.
• Lead the development and evolution of the creative communications platform, consistent with the brand positioning of Lilly’s Resort Chic. This is currently Life in Print. The application of Life in Print continues to evolve. The Vice President must measure, evaluate and know when to adapt Life in Print.
• Develop all visual assets that are leveraged to communicate to consumers. Appropriately monitor the use of these visual assets when not specifically implemented by the Marketing and Creative Communications team (e.g., wholesale email blasts)
• Lead the implementation of Life in Print into our retail store design. Use the talents of the print design artist to make the stores distinctively Lilly Pulitzer in a cost effective way. Work with the Vice President of Retail Stores and Wholesale to establish and maintain an effective matrix of tasks and responsibilities related to Store Design and Construction.
• Develop and execute compelling promotions and events that delight the consumer and lead to increased operating income for the company. Understand the market context, the product offering, and overall business performance. Integrate with fashion design and merchandising as necessary to develop compelling gifts with purchase that help execute the promotions strategy. Define promotions and events appropriately broadly; for example, in store events such as shop-and-shares, as well as the After Party Sale that occurs in all channels, should be considered in the landscape of promotional events for our consumer.
• Develop and execute packaging that delights our consumer at the point of purchase, in company-operated stores and in e-commerce. Influence the packaging for wholesale accounts as appropriate.
• A+ Communications is measured by a multi-year increase in operating income. The Vice President must set appropriate targets and metrics (e.g., ROI, total A&P spend) for communications efforts that result in the company’s achievement of operating income goals.
Establish and achieve goals related to consumer acquisition, retention, and Average Annual Spend, working across strategic pillars as necessary:
• Establish the roadmap for appropriate CRM tools. Collaborate with the appropriate parties in Technology to determine appropriate technology support for CRM tools. This includes quantitative and qualitative information necessary to establish and achieve goals related to consumer acquisition, retention, and average annual spend.
• Work across departments to share learnings and establish action plans as necessary. This may include working with retail stores to improve the capture of consumer data. This may include working with the Executive Vice President of Product Design and Development to identify products specifically targeted to achieve consumer metrics.
• Translate consumer goals to transactional metrics such as traffic, conversion, and average transaction across multiple channels. The company has an opportunity to better understand traffic, and the implications of our seasonal traffic rhythms. Help improve the company’s understanding and use of traffic in its decision-making (e.g., merchandising and assortment strategies)
• Work across departments to understand, communicate, and develop the optimal consumer “touchpoints” or “journey” related to how our consumers receive information and shop. This understanding should inform HOW we achieve the Creative Communications goals of consumer acquisition, retention, and average annual spend.
• Help the organization become consumer-savvy in pursuit of these goals. Educate the Product and Distribution teams (and others as needed) on our consumer so that they can be consumer-informed when making decisions.
Operate within an appropriate mix of centralized and decentralized delivery and use of Communications, designing and leading integrating mechanisms as necessary:
• Most of the delivery, use, and specific implementation of communications messages are now centralized. This requires substantial cross-collaboration with Distribution departments, specifically E-Commerce, Retail Stores, and Signature Stores.
• The balance between differentiation and integration is becoming increasingly important as the company grows. As the leader of a critical strategic pillar, the VP must help shape the right balance of integration structures (e.g., meetings) and effective differentiation of tasks (e.g., clear lines of responsibility and accountability).
• Collaborations with third parties, involving Product and Marketing, requires similar thought around appropriate integration mechanisms, and internal collaboration.
• Related to Communications, the VP must take the primary lead on designing and leading integrating mechanisms to achieve the objectives.
Be a key leader in the company, and serve on the Operating Committee:
• Fit with The Company Creed, the Core Values and the Core Leadership Qualities.
• Serve on the Operating Committee. The Operating Committee is the key committee to develop and implement strategies to grow total company income over a multi-year horizon. This includes integrating all functional disciplines. This enables the Operating Committee to provide clear direction to their teams so everyone understands their role in the development of the company.
• Demonstrate leadership. As a Vice President, it is essential to demonstrate substantial leadership that impacts the total company.
SKILLS REQUIRED TO PERFORM SUCCESSFULLY:
• The Vice President of Marketing must have the taste level, fashion sense, creativity, and strategic thinking skills to develop compelling strategies as well as creative content for communications that will attract new customers to the brand, retain existing customers, and motivate customers to buy more Lilly Pulitzer® merchandise.
• The Vice President of Marketing must have genuine excitement for the Lilly Pulitzerâ concept. The Vice President of Marketing needs to understand and appreciate the brand and the customer, and must also understand the strategic opportunity for the business in the marketplace.
• The Vice President of Marketing needs the ability to recruit, staff and build effective departments for creative communications.
• The VP must have excellent communications skills and must represent the brand well both internally and externally.
• Excellent leadership and teamwork skills are required.
• A balance of creative and visual abilities, combined with analytical and data-driven thinking, is required.
• The sense of urgency necessary in the apparel industry is required.
EDUCATION AND EXPERIENCE REQUIRED:
• A four year college degree is required. This should be in marketing, communications, or a closely related subject.
• At least ten years of prior experience in a senior creative communications position are required. This experience is preferably with a women’s fashion branded apparel company. Prior supervisory experience is required.
MISCELLANEOUS:
• This position is classified as full-time salaried; it is exempt and is not eligible for overtime. This position is eligible for standard company fringe benefits.
• The position requires domestic travel to New York, Palm Beach, Florida and to other Resort destinations. The position requires domestic travel to some Lilly Pulitzer® retail stores.
• Given the seasonality of the business, this position may require flexible, additional working hours during peak periods.
• This position is based in King of Prussia, Pennsylvania, a suburb of Philadelphia.
• This position is reviewed annually.
Lilly Pulitzer® is an Equal Opportunity Employer.
Lilly Pulitzer® participates in E-Verify. Details in English and Spanish. Right to Work Statement in English and Spanish.