Project manager - Member Acquisition & Activation (Freelance)

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
Within the Marketing & Communications department, we are part of the TH Global Membership & Loyalty and CK Europe CRM team based in Amsterdam HQ, and we oversee all membership & CRM activities across the globe for Tommy Hilfiger, and 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.
 

The Member Acquisition & Omnichannel Activation team is one of the three core pillars within Membership & Loyalty, and our 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 Project Manager, Member Acquisition & Omnichannel Activation TH Europe, you will work across various initiatives that help us achieve the business objectives, from building yearly/seasonal membership strategies and playbooks/toolkits to deliver EU Hub teams, analyzing and drawing insights from member behavior in order to develop action plans, building marketing plans that deliver “member-only” value, to reporting on program performance and sharing learnings across the region.
Your key stakeholders include core HQ marketing functions (brand marketing, brand activation, membership & loyalty, paid media and online marketing), business & commerce functions (omnichannel, TH retail, TH Ecom) and Hub teams (marketing & retail).

Role and Responsibilities

• Membership acquisition & activation in key Hubs: Working closely with brand activation, omnichannel (commercial, expansion and product) and Hub teams, drive strategic initiatives to acquire, identify, engage, convert and retain members across all our key EU countries. Develop strategies and prioritize initiatives based on key membership metrics, build playbooks and toolkits to support Hubs, and engage in a 365 dialogue to push the strategic agenda forward. Get Hubs to pitch back seasonal member activation plans, and report on quantitative & qualitative performances
• Omnichannel member activation: Develop strategies and execute EU-wide omnichannel activations to offer members an unforgettable program experience - from early access to coveted launches, early access to seasonal sale, to integrating membership experiences within broader campaigns. Liaise with all key stakeholders in building the plan, map out communication touch points, and hand over to team members for creative execution - and do the reporting/measurement afterwards
• Change management towards new membership operating model: Drive the roll-out of new membership operating model across Europe. Work with key stakeholders and agencies to onboard and educate teams towards a more strategic, impact-driven, effective and seamless way of working
• Strategic projects: 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 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 experience in marketing activations, including global/local content creation, exclusive/local events and product offers that drive member engagement and purchases
• Has experience in measuring consumer engagement, understanding data points and key levers to improve the core KPIs
• Has experience in membership 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)
  
   

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.