Freelance CRM Manager, Member Acquisition & Activation

About PVH Corp.

PVH is one of the most admired fashion and lifestyle companies in the world. We power brands that drive fashion forward for good. Our brand portfolio includes the iconic CALVIN KLEIN, TOMMY HILFIGER, Van Heusen, IZOD, ARROW, Warner’s, Olga and Geoffrey Beene brands, as well as the digital-centric intimates brand True&Co. We market a variety of goods under these and other nationally and internationally known owned and licensed brands. PVH has over 40,000 associates operating in over 40 countries and $9.9 billion in annual revenues. That's the Power of Us. That’s the Power of PVH.

About Calvin Klein

Calvin Klein is one of the world’s leading global fashion lifestyle brands with a history of bold, non-conformist ideals that inform everything we do. Founded in New York in 1968, the brand’s minimalist and sensual aesthetic drives our approach to product design and communication, creating a canvas that offers the possibility of limitless self-expression. The Calvin Klein brands CK Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance are connected by the intention and purpose of elevating everyday essentials to globally iconic status. Each of the brands has a distinct identity and position in the retail landscape, providing us the opportunity to market a range of universally appealing products to domestic and international consumers with a variety of needs. Our products are underpinned by responsible design, high-quality construction, and the elimination of all unnecessary details. We strive for unique and dimensional pieces that continuously wear well and remain relevant season after season. Global retail sales of Calvin Klein products were approximately $8.5 billion in 2021.

Calvin Klein continues to solidify its position as an innovator of emerging digital platforms and modern marketing campaigns. PVH acquired Calvin Klein in 2003 and continues to oversee a focused approach to growing the brand’s worldwide relevance, presence, and long term growth.

The Team

The Marketing & Communications department has 3 key objectives, 1) continue to build the brand through relevant and exciting storytelling while staying true to our values and what we stand for, 2) delivering thumb-stopping campaigns to improve brand awareness and consideration, and 3) drive quality traffic to our owned as well as partner platforms to drive revenue. Our work covers a wide range of activities, from brand strategy, consumer insights, seasonal campaign management, creative development, advertising, digital marketing, CRM & membership marketing, retail marketing, PR management and celebrity endorsement, event management and corporate communications.

Within the Marketing & Communications department, we are part of the Membership & Loyalty practice in Amsterdam HQ, and we oversee all membership & CRM activities across Europe for Calvin Klein. The team’s focus is threefold; 1) to acquire new consumers into the membership database, 2) to start and maintain a one-to-one, personal dialogue with members through valuable and relevant communication, benefits & offers, and 3) to convert members into buying members and retain and unlock their member value over their lifetime.

Member Acquisition & Activations is one of the four core pillars within Membership & Loyalty, and the core responsibilities are; 1) to drive sign-up and growth of the membership database across all owned channels, including Ecom, stores and media, 2) to increase consumer engagement and drive quality traffic to our channels, with a particular focus on working with EU Hub teams across the region - through developing member-only activations, 3) to develop omnichannel membership activation programs and facilitate the execution across channels and markets, and 4) to define the membership capabilities necessary to drive sign-up, identification and conversion in store, and support omnichannel & tech partners in their delivery.

The Position

As the CRM Manager, Acquisition & Activation, you will be part of the team driving the acquisition, engagement, conversion and retention of our CRM members, with a special focus on working closely with key EU market partners to execute membership marketing across the EU region.

You will work across various initiatives that help us achieve the objectives, from analyzing CRM member behavior to draw insights and develop action plans, running inter-store sign-up competitions, developing marketing plans that deliver “member-only” value, reporting on campaign performance and sharing learnings across the region, to continuously improving our membership propositions and activations.

Your key stakeholders include core HQ marketing functions (marketing/comms, CRM, paid media, creative), business & commerce functions (omnichannel, CK retail, CK Ecom) and markets (marketing & retail).

Key Responsibilities:

• Research & analysis: Through both external & internal research (competitive benchmarking & consumer behavior analysis), build hypotheses and plans to influence the most critical KPIs through membership activation

• Influencing stakeholders and get buy-in: Build a comprehensive action plan backed by data and insights and present to key stakeholders, in order to gain buy-in and push through a plan towards execution

• Develop comprehensive marketing plans: Together with key stakeholders both in markets & Amsterdam HQ, develop key consumer moments that deliver “member-only” value, design end-to-end consumer journey that will drive new member acquisition, member engagement, conversion and retention

• Briefing communications/activations: Based on the marketing plan, get all relevant stakeholders onboard (eg. internal creative agency, media partner, other stakeholder functions (PR, etc.)) and brief-in the deliverables which will help us achieve the goals of the marketing plan.

• Retail stakeholder management: Working closely with the omnichannel and local retail teams, ensure key initiatives are in place and running to drive consumer acquisition & consumer identification.

• Recap/learnings/measurement: With the help of internal teams (eg. CRM data & analytics), build hypotheses and set goals/KPIs for each project, execute it, measure the results and recap into learnings decks, which will be shared across the org for best practice sharing and continued learning/improvement.

• Strategic projects: To take on team-wide or department-wide strategic projects as necessary.

The Ideal Candidate:

• Has graduated at a degree level or equivalent

• Has approximately 6-10 years of experience working in a high paced, international setting, preferably with a global premium fashion or retail brand.

• Is strategic, analytical, creative and has a good eye for visual communication.

• Has outstanding communication skills, being able to pitch new ideas to functional partners to get them excited, onboard and to support the initiatives.

• Has a deep understanding of CRM and different consumer segments and consumers’ motivations, and is able to address them in a different manner and tone of voice.

• Has experience in measuring consumer engagement, understanding data points and key levers to improve the core KPIs.

• Has experience in marketing activations, including global/local content creation, exclusive/local events and product offers that drive member engagement and purchases.

• Has experience in membership/loyalty marketing (this would be a big plus).

• Is able to work in a highly productive, sometime hectic environment with a hands-on mentality

• Is fluent in English (both verbal and written).

What You Can Expect from Us:

• A company culture that fosters development, offering training and learning opportunities through our very own PVH University

• An international environment which respects diversity, equality, and individuality

• A monthly Covid home- office budget

• A smart work program that empowers our associates to work from home in the Netherlands, within a flexible schedule

• A beautiful state-of-the-art Campus awaiting you upon our return to the office

PVH Europe and our brands, TOMMY HILFIGER and CALVIN KLEIN, are committed to fostering an inclusive and diverse community of associates with a strong sense of belonging. We believe we are bettered by all forms of diversity, and take pride in working with top talent from every walk of life and corner of the world. In the spirit of inclusivity, qualified applicants will be considered without regard to age, ethnicity, ability, gender, gender expression, gender identity, nationality, race, religion or sexual orientation.