ANDY GRIFFITHS
Vice President, Marketing at 7For All Mankind, North America Asia
Summary
The ability to turnaround, reinvigorate or redefine a brand through digital, social and celebrity marketing, while also serving as a business leader is a rare combination of skills in today's global branding landscape. Rarer still is an innate talent for seamlessly conducting business in all the major global capitals of fashion, innovation and branded entertainment including Los Angeles, New York, London and Hong Kong.
Andy Griffiths is equally adept at transforming brands through the power of e-commerce as well as digital and social media platforms but also views those marketing efforts within the context of the overall business case. Uniquely, Andy’s expertise lies across Performance Marketing (both acquisition & retention) as well conceiving & leading creative for Advertising and Brand campaigns. As such he is equally committed to merchandising, design, financial operations, product development, supply chain, team-building and coaching / mentoring.
With more than 19+ years experience his background also extends across fashion, apparel and accessories in the US, Europe and Asia. Andy Griffiths is a long-time US resident with Green Card status who holds dual UK and New Zealand citizenship.
Experience
Vice President, Marketing
North America & Asia
at 7 For All Mankind, a Division of VF Delta Galil (previously VF Corporation) March 2012 - Present (5 years)
• Serve as a key innovator and decision-maker in 7 For All Mankind's leadership team and long-range strategic planning process.
• Create and implement Global Marketing strategies focused on revenue generation and Branded storytelling.
• Deliver a global holistic, consistent visual language and communication that translates across all aspects of the Brand, including product, marketing and commerce (web and stores).
• Delivered $9m+ of e-commerce revenue in 2016. YTD, e-commerce revenue is +37% vs LY through digital marketing tactics while optimizing aligning the Brand's social performance.
• Drove $2m+ dollars directly to the bottom line by leveraging under-utilized CRM capabilities, which subsequently accounted for 20% of total e-commerce revenue, +37% vs LY.
• Serving as Creative lead for innovative yet ROI-generating seasonal Advertising Product campaigns.
• Establish strategic partnerships and negotiating celebrity marketing contracts with fashion trend-setters such as Zoe Saldana, Miranda Kerr and James Franco.
• Lead all global Consumer Insights, global Brand Health Tracking and market intelligence.
• Conducting high-level media and celebrity relations.
• Built -- and continues to build -- a strong marketing team empowered to manage their areas of expertise, as well as a culture that works collaboratively and cross-functionally.
• Overseeing all marketing budgets and staffing, including recruitment and on-boarding.
Brand Communication Director
Oasis Stores Ltd / London
Brand Communication Director at Oasis Stores Ltd. (London, UK)
April 2011 - March 2012 (1 year contract)
• Appointed to reimagine Oasis' core DNA brand values and transform the global brand in six months. Delivered robust UK consumer insight that allowed the Design Director to significantly improve the product value proposition new marketing strategy.
• Created an entirely new Brand visual language, identity package Brand tone from Branded Advertising to Web content.
• Responsibilities included Advertising, Global Media planning, Digital and Social partnerships and activations, PR, Celebrity Strategic Partnerships, Events and creating Web Content.
Founder
Global Digital Strategies Consulting Group
A consulting group focused on advising fashion, life- style, digital and luxury brands on three key areas:
• Appointed 'Interim' Marketing Director for DUNE, a luxury international footwear Brand based in London
• Consulted on effective business strategy and implementation for crane.tv digital, a video magazine
• Consulted on Go-to-market ideation identifying new paths to generating sustainable revenue, both online and offline for Trend
Safari, a global trend-scouting group of entrepreneurs.
Head of Marketing & Communications
Diesel (London) Ltd / London
Responsible for the creation, development and execution of "Commerce Revolution and Consumer Brand Experience" marketing strategy in UK and Scandinavia
• Key creative player working on the global Advertising campaign for 2 years
• Brought the Diesel brand to life across multiple facets of popular culture, including fashion, music art.
• Built the UK networking strategy for Renzo Rosso focused on intimate dinners with high profile Editors, key London social events personal introductions to key influences and VIP's.
• Led all external advertising / creative and public relations resources and drove strategic RD activity.
• Built and led the Diesel Cult loyalty CRM program team delivering an additional GBP$4m of revenue in 18 months.
• Structured and developed an Internal Key Account Management team to manage a growing e-commerce business.
• Led the visual excellence and in-store experience team across 23 stores in UK and Scandinavia.
Divisional Fashion Director
Halpern / London
• Led all UK Marketing PR activity for Ermenegildo Zegna and Z Zegna in the UK for 7 years.
• In 1998, worked with the internal Burberry team to establish a new brand positioning and value proposition.
• Led strategic launches for Christian Dior watches, Z Zegna, DG Eyewear, Tom Ford Eyewear, Roberto Cavalli and Chloe Eyewear.
• Grew the fashion divisional business by 84% in 14 months while delivering impactful, strategic marketing & PR campaigns.
Skills
