Senior Director Promotional Strategy & Forecasting

Lands' End Dodgeville , WI 53533

Posted 3 months ago

Lands' End is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period. Lands' End delivers timeless style for Men, Women, Kids and the Home. With over 50 years of experience, Lands' End is renowned for its culture of service for the customer and is recognized as an innovator in the industry. Lands' End is publicly traded and listed on NASDAQ under the trading symbol (LE).

Manage the planning process and develop promotional offer strategies across all channels and categories of the business that drive demand and provide incremental lift to the business at or above business hurdle rates. You will act as a resource across the Marketing division, as well as to division leaders and executive committee members on the corporate demand forecast and will be expected to analyze both actual results and complex what-if scenarios.

Responsibilities:

  • Develop comprehensive cross-channel offer strategy, including global merchandise (product) offers to increase Sales and profitability over all channels

  • Lead the creation of corporate demand forecasts for all channels of business, including promotional impact.

  • Work with Merchants, Inventory, Finance, Testing, and Analytics to determine optimal product offers

  • Work with vehicle owners (DM, Catalogue) to determine optimal offer strategy

  • Create comprehensive offer reporting, working with testing to assess offers; report on results to senior management on a quarterly basis

  • Develop quarterly view of all marketing offers across channels, categories and customer segments

  • Define the promotional planning process in which key stakeholders align on offers for a given quarter as part of the planning process

  • Partner with Creative to identify creative needs by quarter to ensure needs are defined within the planning process

  • Drive marketing callouts and positioning of offers across all channels, including order page messaging

  • Manage the selection and order process for all Marketing Premiums in partnership with merchants

  • Partner with Creative to drive execution of all Premiums in catalogue, direct mail, web, and emails, ensuring all assets are delivered in time for setup, and the execution provides an ideal customer experience

  • Maintain the promotional database for all offers and promotions

  • Manage a defined learning agenda to constantly challenge current offer strategy

  • Continue to identify new ways to drive demand thru partnerships and alternative marketing channels. Manage the execution of all programs through alternative channels and partnerships

  • Partner with Customer Analytics to develop proformas for all promotions to ensure promotions are designed to deliver business results

  • Partner with Testing team to ensure sound test design, understand results, and incorporate learnings into future offer strategies. Create a library of offer strategy results to serve as historical reference over time.

  • Constantly strive to develop new test ideas to continue to move the business forward

  • Monitor competitive landscape through competitive patterning of offers

Qualifications:

  • Bachelor's Degree in Marketing/Communications or related analytical field; MBA preferred

  • 10+ years marketing planning or brand management

  • Prior experience managing pricing and promotions

  • Strong P&L orientation with the ability to measure financial impact of marketing decisions and understand the systems, procedures, tools and methodologies used for forecasting and offer management.

  • Exceptional analytical skills to translate business results and analytics into meaningful offers that will drive business results

  • Detail oriented with strong organizational skills

  • Ability to think strategically, but also have exceptional attention to detail.

  • High degree of initiative, personal responsibility and ownership

  • Self-motivated with ability to prioritize and manage multiple priorities across competing planning seasons in fast paced environment

  • Demonstrated ability to meet stringent deadlines

  • Ability to work collaboratively across the organization in support of enterprise-wide strategies; able to foster relationships with cross functional counterparts and key stakeholders

  • Understanding of the catalogue, direct mail, and web planning processes

  • Strong written/verbal communication skills and presentation skills to communicate at all levels of the organization. This includes a strong command of Excel and Powerpoint as tools used to analyze and communicate strategic plans and messages.

  • Ability to understand overall business objectives and make accurate, effective decisions

  • Plans, organizes, schedules, budgets, and problem solves in a highly efficient, productive manner. Able to effectively manage multiple projects simultaneously and prioritize in accordance with changing deadlines and priorities.

  • Retail experience a plus, preferably with a direct marketer

  • Some knowledge of testing fundamentals and principles

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Senior Director Promotional Strategy & Forecasting

Lands' End