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Marketing Manager
Perry Ellis
New York, NY, United States
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Marketing Manager, Laundry by Shelli Segal
SUMMARY
The Laundry by Shelli Segal Marketing Manager oversees the Marketing strategy for this women’s fashion lifestyle brand. The goal of the Marketing Manager is to create marketing strategies that increase consumer awareness, generate demand, and drive sales for the brand’s 10+ licensees across multiple product categories. This person interacts with internal colleagues across Licensing, Design, Merchandising, Creative, Finance, as well as external partners including licensees, retailers, media partners, influencers, and press. A successful Marketing Manager will have relevant marketing experience, a persuasive leadership style, and demonstrate his/her connection to contributing to profitable sales growth. The Laundry by Shelli Segal Marketing Manager reports directly to the CMO and works as a close partner to the licensing team.
DUTIES AND RESPONSIBILITIES
• Drive the articulation of what the brand stands for (distinctive positioning, key attributes, brand personality)
• Build annual plans to manage marketing budgets and determine the appropriate allocation of funds to strengthen brand, drive awareness, and generate demand
• Partner with licensees across all categories to build integrated marketing plans and tactics
• Provide direction on all marketing/messaging needs to guide development of seasonal campaigns, collateral, product marketing, content creation, advertising, and brand guidelines
• Liaison with any external agencies to build a strong brand and drive demand, including influencer outreach, celebrities, etc.
• Partner with internal social media team on social media page(s) for the brands, including planning editorial calendar and reviewing social media analytics
• Train all supporting business units and licensees on the brand’s DNA to help each communication touch point reinforce the brands’ positioning
• Manage marketing approval process with licensees and internal stakeholders
• Partner with internal and licensee teams to develop product marketing collateral (trims, hangtags, POP signage, etc.) that re-enforces strong brand identity and impactfully calls out key product features
• Develop seasonal master brand calendar that considers all key messages the brand and product will stand for, aligning across all communications and consumer touchpoints
• Prepare all briefing materials to guide Creative development for the brand and all communications
• Acquire and socialize consumer insights that enable the brand to understand target customers, develop the right product, communicate relevant brand attributes, maximize messaging, understand media habits, and more
• Support Licensing team efforts via trade shows, showrooms, presentation materials, and more
• Monitor and share compelling messaging and communication tactics both within and beyond our industry to ensure we are current with the rapidly evolving Marketing landscape
SKILLS, KNOWLEDGE, AND ABILITIES
• Proven experience in brand marketing roles with specific social media responsibilities. (fashion experience a plus)
• Strong leadership/management skills across peers, direct reports, sr. management, and other team members
• Sales-oriented mindset
• Highly collaborative and flexible
• Excellent communication skills (both verbal and written) and the ability to sell in ideas and gain support for initiatives
• Ability to operate quickly and calmly within a dynamic environment
• Proven ability to translate strategic goals into results driven initiatives
• Specific experience working with 3rd party partners (eg licensees, retailers, etc.)
• Resourceful; able to do a lot with a little
MINIMUM REQUIREMENTS
• Bachelor’s degree
• Minimum 5 years of marketing experience