Specific responsibilities include:
Create awareness of and drive engagement with the Lands' End brand via traditional and digital media designed to hit specific defined initiatives, marketing and divisional KPI’s
Lead the development of seasonal brand marketing divisional initiatives that convey the brand marketing point-of-view and support business targets with cross divisional partners
Partner with Marketing channel owners to optimize brand, marketing and retail marketing budgets and report data to measure effectiveness of campaign results.
Provide divisional goals, initiatives and overall key product stories to support media agency partnership in development of multi-channel media plans the meet annual and seasonal strategic business objectives
Lead development and coordinate measurable multi-channel, channel-specific, product, promotional marketing strategies that tie back to brand strategy and business goals
- Employ a variety of communications tools: print advertising, public relations, direct marketing, strategic partnerships, events marketing, on-line, viral marketing, cause-related, local/community initiatives, social media
- Ensure fashion/product relevance to timing, Big Ideas and Merchandising Point-of-view
- Facilitate integration of marketing, merchandising, product development, creative and other departments as appropriate, to fully develop Big Ideas
Lead divisional integrated marketing planning and partner closely with Catalog and Digital, Social, PR, Creative Channel Managers to incorporate campaigns into their strategies and tactics
Initiate and maintain program analysis reporting for all brand marketing initiatives
Maintain a consistent voice & focused execution across channels aligned with branding and target audience
Test new ways to reach prospective customers, lapsed, and current customers with a focus on increasing considerations and purchase intent to drive demand and increasing the customer file.
Create and present multi-channel marketing/campaign strategies tactics and performance to Sr. Leadership
Partner with Creative Directors to align on product focuses and marketing campaign initiatives to insure a cohesive message.
Partner closely with CEM’s to align on merchandising strategies in direct response channels (email, catalog and landsend.com)
Play an integral role in the seasonal go-to-market milestone meetings.