Freelance Senior Manager, Member Strategy & Program Development (Maternity Cover 6 months)

About Tommy Hilfiger

Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and retail company with more than 16,000 associates worldwide. With the support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in over 90 countries and more than 1,400 retail stores throughout North America, Europe, Latin America and the Asia Pacific region. Global retail sales of the Tommy Hilfiger brand were $9.2 billion in 2019

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide with a brand portfolio that includes TOMMY HILFIGER and TOMMY JEANS.

Tommy Hilfiger is one of the world?s most recognized premium designer lifestyle groups and is recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs.

Its focus is designing and marketing high-quality men´s tailored clothing and sportswear, women´s collection apparel and sportswear, kidswear, denim collections, underwear (including robes, sleepwear and loungewear), footwear and accessories. Through select licensees, Tommy Hilfiger offers complementary lifestyle products such as eyewear, watches, fragrance, swimwear, socks, small leather goods, home goods and luggage.

The Department and Team

The Digital & Membership team sits within PVH EMEA DTC Hub, the hub overseeing all direct-to-consumer channels. Within the Digital & Membership team, the Membership & CRMs pillar is building the number one premium fashion retail benchmark on membership & CRM and transforming EMEA DTC into a members-first business. Across the team, we are focused on designing state-of-the-art membership programs that customers want to be a part of, acquiring new members with a robust program, and maintaining direct and personal relationships through valuable and relevant communication, benefits and offers. All of this is geared towards our ultimate goal to increase O&O repeat purchases through the best membership program in the industry. We do this work by pairing the power of data and insights, with passion, collaboration and trust in our team and iconic brands.

The Position

In the role of Senior Manager, Member Strategy & Program Development, Tommy Hilfiger Europe, you develop and execute on the strategy to build a world-class membership & loyalty program that consumers across Europe want to join and be a part of. You do this by formulating mid- to long-term winning membership strategy, based on (member) data, insights, benchmarking, and research. You gain stakeholder support towards your engaging, shared vision, influencing development & implementation by providing strategic insights and inputs. In your vision you always have brand, business, and consumer at heart.

Your key stakeholders include the full Membership & CRM team, EMEA DTC teams (e-com, full-price, outlet), Tech- and development teams, as well as EMEA marketing functions and Hub retail & marketing teams.

This role reports to the Director, Membership, Tommy Hilfiger Europe.

Key outputs & responsibilities:

   Program vision: Informed by thorough analysis & strategy work, and in partnering with the Director, Membership, Tommy Hilfiger Europe, you build a long-term membership & loyalty program vision that inspires and energizes both internal and external stakeholders and share with the broad stakeholder group.

   Membership strategy: In partnership with the Member Insights & Tech Operations team, develop a deep understanding of our members? behavior, and based on our long-term growth ambitions, identify key areas of focus that will unlock the biggest opportunities. Develop proposals on how to address those opportunities, either through improved program design and/or member engagement/activation tactics. For the former, build them into the program roadmap. For the latter, in partnership with the Senior Manager, Member Growth, Tommy Hilfiger Europe, build concrete plans to address the opportunities and report back on achieved impact.

   Program roadmap: Translate the vision and strategy into short-term/mid-term/long-term program roadmaps, which include program benefits & rewards, program mechanics and omnichannel program experiences where you engage with stakeholders on feasibility.

   Competitive research & benchmarking: At a regular cadence, run comprehensive research on membership & loyalty programs and benchmark ourselves against the top performers across all key program elements. Share the analysis & insights to the broad stakeholder group. Define an objective scoring mechanism to benchmark us against key competition and demonstrate growth over time.

   Business owner/stakeholder: Play the role of business owner/stakeholder for general member experiences as well as channel-specific member journey development towards Ecom and retail (Membership In Store team) teams, to ensure the program vision is translated into benefits and experiences, to user journeys, and into concrete briefs for the teams to work on. Influence the stakeholder roadmaps and development by providing strategic context, insights and analysis. For example, partner with the Digital Retail team to dramatically improve sign-up and identification methods in-store and drive an industry leading experience in these journeys.

   Yearly/quarterly reporting: Together with the Member Insights & Tech Operations teams, you take a mid-to-long-term view on reporting and analysis and look at the bigger trends that would inform program design or yearly/quarterly strategies.

   Strategic (project) support: Support the Director, Membership, Tommy Hilfiger Europe on any strategic/tactical projects and continuously develop use cases for the membership program to provide strategic (data) input back into the organization.

Desired Skills and Job Requirements:

   A completed Bachelor / Master´s degree

   Approximately 8-12 years of experience working in a high paced, international setting, preferably with a global premium fashion brand.

   Is strategic, analytical, collaborative, creative and can think critically, and comprehensively.

   Skilled in strategy development and able to effectively communicate it to a broad range of stakeholders, both verbally and visually.

   Has excellent communication skills and high levels of energy, being able to pitch new ideas to functional partners to get them excited, onboard and to support.

   Experienced in membership marketing.

   Be able to translate strategy into concrete action; both tomorrow and on the long term.

   Is fluent in English (both verbal and written).

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.