What began almost 50 years ago with a collection of ties has grown into an entire world, redefining the American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in his dream and his lifestyle. Building on the brand’s continued success, Ralph Lauren is multiplying the initiatives to further strengthen its European presence with a strategy geared towards locations that reflect the vision and philosophy of the Ralph Lauren brand.

Position Overview We are seeking a passionate and highly motivated individual to join the European Customer Insights & CRM team. Reporting into the CRM Director, the successful candidate will be responsible for driving the CRM strategies for all direct to consumer channels.

Essential Duties & Responsibilities 

RESPONSIBILITIES

LEAD CRM AI MODEL BUILD WITH EXTERNAL AGENCY, DEFINE USAGE FOR EMAIL COMMUNICATIONS & DRAW RESULTS, LEARNS AND NEXT STEPS FOR FUTURE CAMPAIGNS

• Partner with our data agency in building new AI segmentation models for CRM (project specifications to meet Business objectives, prioritization and selection, roadmap of model build follow through)
• Define tests to put in place, advise for potential gains and ensure their deployment in partnership with CRM and Business Forecasting teams
• Build high level results presentation and determine next steps in future email campaigns

LEAD THE CUSTOMER JOURNEY ORCHESTRATION STRATEGY, IMPLEMENTATION & RESULTS REPORTING ACROSS ALL TOUCHPOINTS

• Map customer journeys across all touchpoints, and identify the priority blind spots to tackle through the new proposed Marketing technologies, in partnership with the Martech team
• Select most important journeys to activate via Marketing tools available, in order to drive incremental revenue in the short and long term, and define at a strategic level the communication/messaging content
• Orchestrate the activation of these journeys, using the new Customer Data Platform, the new Content Personalization Platform and relevant Marketing activation tools (Email, Social, Mobile, Web…). Partner with Marketing teams to deliver consistent messaging across all touchpoints
• Report on incremental results linked to customer journey orchestration

MANAGE NEW MARKETING TECHNOLOGIES IMPLEMENTATION (IN PARTICULAR THE NEW CUSTOMER DATA PLATFORM AND PERSONALIZATION PLATFORM)

• Understand the future data stacks, platforms, technologies and structures related to Marketing purposes (CRM, Media, Ecom, Clienteling, Digital Acquisition…)
• Drive the implementation of these technologies in EU, in partnership with the Martech team (in particular a new global Customer Data Platform and Personalization Platform, in partnership with all key stakeholders in EU and globally)

IMPLEMENT AND ASSESS THE SUCCESS OF NEW CUSTOMER DATA CAPTURE TOOLS

• Screen new tools to acquire customer data on the Market with the Martech team
• Project lead the implementation of these tools (technologies integration, staff trainings…)
• Assess the success of these tools, and the related improvement of Marketing performances

OVERSEA DATA CAPTURE AND FLOW CONSISTENCY

• Flag any data capture and flow issues to IT and planning teams
• Follow through on weekly data capture scores by stores to relevant team

Experience, Skills & Knowledge

PREVIOUS EXPERIENCE

CRM and Data Platforms experience within relevant consulting agency, an FMCG group or tech companies

EDUCATIONAL QUALIFICATIONS

Bachelor’s degree in a quantitative field, e.g., Business, Economics, Engineering, Statistics, Computer Science, Mathematics

PERSON SPECIFICATION

• Strategic thinker with the ability to see/understand the big picture, develop new ideas and think through creative solutions
• Proven analytical and quantitative skills, strong attention to detail, and an ability to use data and metrics to back up assumptions, develop business cases, and complete root cause analyses
• Excellent written, verbal, presentation, and interpersonal skills, including an ability to communicate complex concepts clearly and concisely with technical and non-technical teams across multiple business segments
• Demonstrable project management and planning skills and familiarity with setting up, running, and improving business processes
• Independent mindset, with a strong curiosity for discovering new technologies, CRM and screening for Market improvements
• Business Spirit, with an affinity for Retail, the Apparel or Luxury Industry
• Team player, with an experience in people management
• Mastery of Excel, PowerPoint and Word
• Experience in SQL or fundamental understanding of relational databases, Tableau coding (Python, R, or Javascript) tool a plus