Build and manage the brand marketing function
Strategize, develop and execute multi-channel brand marketing and promotional programs that support brand ethos.
Manage ATL, BTL, onsite creative and campaign management activities to drive fashion branding
Activate and manage a robust fashion PR program with fashion influencers.
Regularly track and monitor customer perception and improve metrics
Act as an authority and promoter of the Brand, ensuring consistent brand expression through all consumer and cultural touch points, both external and internal.
Develop and execute a rolling 3 month marketing and promotional calendar to drive traffic, profitable sales, and engage the target customer with the brand.
Develop and direct measurable multi-channel, cross-channel, channel-specific, product, promotional, and cause-related marketing programs that tie back to brand strategy and business goals.
Ensure fashion/product relevance to timing, Big Ideas and Merchandising Point-of-view.
Facilitate integration of marketing, merchandising, product development and other departments as appropriate, to fully develop Big Ideas.
Employ a variety of communications tools: print advertising, public relations, visual merchandising, direct marketing, strategic partnerships, events marketing, on-line, viral marketing, cause-related, local/community initiatives.
Develop, optimize and track annual brand marketing budget.