Director of Marketing, Americas
at Australian Fashion Labels Ltd
Los Angeles, CA
Los Angeles, CA
posted 01/04/2018 in
  • Employment Type
    Full Time
  • Compensation
    Depends on experience

Responsibilities include but are not limited to:


  • Collaborates with AFL Regional Marketing Teams to create both global and US marketing strategy for both BNKR Retail/Ecommerce and AFL Brands in Wholesale.
  • Develop annual US Marketing Calendar across brand, retail, and wholesale.
  • Build and manage annual US Marketing Budgets
  • Set KPI’s per year, and ROI targets per initiative aligned with company goals and revenue plan.
  • Production of the marketing plan in accordance with revenue plan, SWOT analysis, and regular competitor checks.                                                                      Branding + Advertising
  • Champion brand values and ensure Australian Fashion Labels and external parties adhere to brand standards and positioning, identity and guidelines in all internal   and external communications.
  • Carry out regular brand checks and audits, and implement marketing communications approval process
  • Secure free/paid advertising opportunities to expose brand names across US market.
  • Collaborate on media plans for key seasonal campaigns and product launches
  • Work cross-functionally with all departments to communicate consistent consumer messaging across all touch points.
  • Communicate all content needs and requirements to the brand teams to execute collateral specific to the US market or seasonality.                                             Wholesale Marketing
  • Partner with major wholesalers to push sell through and visibility of AFL brands within their business
  • Ensure merchandising opportunities are maximized (in store, online).
  • Manage expectations with wholesalers to ensure they are meeting requirements on agreed marketing strategy
  • Strategically plan and spend co-op marketing dollars and build out incremental annual budgets for key wholesalers.
  • Maximize cross promotions with external brand partners
  • Liaise with top accounts on creative content needs on a seasonal basis. 
  • Brief internal Creative Department on content needs for top accounts, and provide final content to relevant accounts.
  • Optimize communication between Marketing/PR, in-house sales team, and sales agents for streamlined planning with stockists.
  • Track successes and communicate wins across teams.
  • Brief the social team on necessary support needed for each account.                                                                 Retail Marketing
  • Implement marketing initiatives to grow sales for BNKR and all labels in the US retail locations.
  • Collaboratively plan seasonal event and promotional opportunities for retail to drive traffic and sales.
  • Measure ROI on all Marketing campaigns and publish results.
  • Collaborate on all retail events for the US- both in-store and pop-up events.
  • Brief and manage all digital support, including emails and social campaigns.
  • Plan all social content for the store handles and work with team to execute and manage community.             Online Marketing
  • Implement marketing initiatives to grow sales for BNKR online.
  • Collaborate on seasonal promotion and campaign opportunities for BNKR online.
  • Measure ROI  on all US Marketing campaigns and report results.
  • Collaborate on and expand affiliate programs for the US site.
  • Providefeedback to tailor global web content, promotions, and tone of voice are specific and consistent with US market.                                  Partnerships / Sponsorships /  Events
  • Actively seek opportunities for partnerships with other organizations (eg. accessories, magazines etc.) to expose Australian Fashion Labels to new audiences and favourably position brands within the market.
  • Select vertical brand partners for cross promotion and in-kind donations to add value to the annual marketing spend.
  • Maintain alignment with key high profile events in the region.
  • Seek financial sponsors to supplement AFL marketing spend and assist with brand activations and events.
  • Maintain relationships with key sponsors.                     Social Media
  • Advise on regional events and holidays to be incorporated into social media calendar
  • Collaborate with global marketing team to drive revenue via AFL social media following.
  • Advises social media team on relevant content and ideas for follower growth.
  • Partner with PR to create local content creation for social as needed.
  • Provide live social media assets from US based events.       Internal Communications +   Reporting
  • Provide monthly recaps on US marketing initiatives.
  • Track spending and provide quarterly budget updates.
  • Recommend adjustments to annual plan based on historical data and campaign analyses.
  • Collate market intelligence and competitor tracking.
  • Research customer insights and report findings.
  • Meet with brand managers on a quarterly basis to revaluate brand strategies.
  • This list is not exhaustive. Other duties and tasks will be assigned as required.                                                     CORE COMPETENCIES
  • Strong presentation skills
  • Excellent organizational, verbal and written communication skills
  • Creative, energetic, motivated
  • Analytical, Strategic, Organized
  • Goal oriented, forward thinker
  • Passionate about fashion and retail industry
  • Ability to be effective cross-functionally in a global business                                                        QUALIFICATIONS AND EXPERIENCE
  • Bachelor’s degree or MBA in Marketing or   Communications.
  • 5-7 years experience in Marketing, preferably in the Fashion/Retail industry.
  • Experience in advertising, events, retail marketing, digital marketing, wholesale, and social media.
  • Proficient in Microsoft Office Suite; Adobe Creative Suite a plus.
  • Knowledge of online marketing platforms, including Social Advertising, Google Analytics, Affiliate Marketing etc.
  • Strong proficiency in retail math, extraction and review of digital marketing analytics and reporting
  • Strong relationships with key industry professionals
  • Proven success managing a team of direct reports
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