Job Description:
The Director of Brand Strategy will be responsible for leading the development, direction, and execution of regional brand strategy, ensuring that the Abercrombie & Fitch brand’s purpose, customer priorities, and commercial objectives are consistently delivered across the EMEA region.
This role reports directly into the VP Marketing EMEA and partners closely with the A&F Global Home Office whilst operating with a high degree of independence to drive innovative, customer-centric brand expression and strategic growth across key markets.
This job is located at our EMEA Home Office in London, UK
What Will You Be Doing?
- Leverage regional expertise to optimise global messaging and strategy to suit the EMEA customer, centered around the focus markets of UK, Germany & the Middle East but crafting a launch plan for strategic new entry markets where required (e.g. France)
- Lead the regional Strategy & Experience Sprint processes for EMEA, identifying customer, cultural & product nuances that require bespoke content or timing adaptations in region
- Supervise, build & develop a high-performance team of 4 dedicated brand associate resources (3 direct reports) and oversee local executional excellence across multiple marketing disciplines, including: Influencers, Activations & Events, Audience Strategy, and Customer Experience
- Interface with cross-functional EMEA teams (Product, Planning, Promotions, Customer Insight, Finance etc.) to identify key regional products, seasonal trends & customer insights.
- Work with key Global Home Office teams like Procurement & Legal to ensure compliance in all regional contracts & activations.
- Develop and manage relationships with external regional partners ensuring they deliver according to their contractual obligations.
- Own analytics on the success / ROI of regional marketing initiatives and leverage results to update regional strategy and improve operations.
- Provide business updates regularly for EMEA Leadership and monthly to the Global Home Office to share high-level takeaways and best practices.
- Some travel to Columbus, Ohio to participate in key Global Home Office meetings and travel within EMEA to build customer intimacy & activate the brands locally.
- Successfully oversee a substantial marketing spend process, working closely with Finance to adapt and adjust according to changes in budget.
What Do You Need To Bring?
- Strong academic credentials in Marketing Strategy or equivalent.
- Minimum of ten (10) years of retail or related industry experience.
- Proven ability to utilize customer research to develop and execute brand strategy.
- Fluency in English.
- Experience managing teams.
- Successful track record of brand market penetration and/or product sales growth.
- Familiarity and experience across different marketing spectrums (media, experiential, performance, etc.)
- Proven critical thinking and analytical ability.
- Ability to travel frequently within European region.
Our Company
Abercrombie & Fitch Co. is a global, digitally led omnichannel specialty retailer of apparel and accessories catering to kids through millennials with assortments curated for their specific lifestyle needs.
The company operates a family of brands, including Abercrombie & Fitch, YPB, abercrombie kids, Hollister and Gilly Hicks, each sharing a commitment to offer products of enduring quality and exceptional comfort that support global customers on their journey to being and becoming who they are. Abercrombie & Fitch Co. operates over 750 stores under these brands across North America, Europe, Asia and the Middle East, as well as the e-commerce sites abercrombie.com, abercrombiekids.com, and hollisterco.com.
At Abercrombie & Fitch Co., we lead with purpose and always put our people first. We’re proud to offer equitable compensation and benefits, including flexibility and competitive Paid Time Off, as well as education and engagement events, including various Associate Resource Groups, volunteer opportunities and additional time off to give back to our global communities.
Benefits & Perks
As an Abercrombie & Fitch Co. (A&F Co.) associate, you’ll be eligible to participate in a variety of benefit programs designed to fit you and your lifestyle. A&F Co. is committed to providing competitive and comprehensive benefits that align with our company’s culture and values, but most importantly – with you! We also provide competitive incentives to reward the commitment our associates have for moving our global business forward:
- Incentive bonus program
- 401(K) savings plan with company match
- Annual companywide review process
- Flexible spending accounts
- Medical, dental and vision insurance
- Life and disability insurance
- Associate assistance program
- Paid parental and adoption leave
- Access to fertility and adoption benefits through Carrot
- Access to mental health and wellness app, Headspace
- Paid Caregiver Leave
- Mobile Stipend
- Paid time off and one paid volunteer day per year, allowing you to give back to your community
- Work from anywhere (Mondays and Fridays are “work from anywhere” days for most roles and six work from anywhere weeks per year)
- Seven associate wellness half days per year
- Merchandise discount on all of our brands
- Opportunities for career advancement, we believe in promoting from within
- Access to multiple Associate Resource Groups
- Global team of people who will celebrate you for being YOU!
Company Description
Abercrombie & Fitch Co. (A&F Co.) is a global, digitally led omnichannel specialty retailer of apparel and accessories catering to kids through millennials with assortments curated for their specific lifestyle needs.
The company operates a family of brands, including Abercrombie brands and Hollister brands, each sharing a commitment to offer products of enduring quality and exceptional comfort that support global customers on their journey to being and becoming who they are. Abercrombie & Fitch Co. operates stores under these brands across North America, Europe, Asia and the Middle East, as well as the e-commerce sites abercrombie.com, abercrombiekids.com and hollisterco.com.
Learn more about A&F Co. by visiting our corporate website here.
ABERCROMBIE & FITCH CO. IS AN EQUAL OPPORTUNITY EMPLOYER.
Skills Required
- Strong academic credentials in Marketing Strategy or equivalent
- Minimum of ten (10) years of retail or related industry experience
- Proven ability to utilize customer research to develop and execute brand strategy
- Fluency in English
- Experience managing teams
- Successful track record of brand market penetration and/or product sales growth
- Familiarity and experience across media, experiential, performance marketing
- Proven critical thinking and analytical ability
- Ability to travel frequently within the European region and occasionally to Columbus, Ohio
What We Do
Abercrombie & Fitch Co. (NYSE: ANF) is a leading, global specialty retailer of apparel and accessories for men, women and kids through five renowned brands. The iconic Abercrombie & Fitch brand was born in 1892 and aims to make every day feel as exceptional as the start of a long weekend. abercrombie kids sees the world through kids’ eyes, where play is life and every day is an opportunity to be anything and better anything. The Hollister brand believes in liberating the spirit of an endless summer inside everyone and making teens feel celebrated and comfortable in their own skin. Gilly Hicks, offering intimates, loungewear and sleepwear, is designed to invite everyone to embrace who they are underneath it all. Social Tourist, the creative vision of Hollister and social media personalities, Dixie and Charli D’Amelio, offers trend forward apparel that allows teens to experiment with their style, while exploring the duality of who they are both on social media and in real life. The brands share a commitment to offering products of enduring quality and exceptional comfort that allow consumers around the world to express their own individuality and style. Abercrombie & Fitch Co. operates approximately 730 stores under these brands across North America, Europe, Asia and the Middle East, as well as the e-commerce sites www.abercrombie.com, www.abercrombiekids.com, www.hollisterco.com, www.gillyhicks.com and www.socialtourist.com. Working at A&F Co. We strive to create inclusive, welcoming, omni-channel experiences for our global customers. Every day, our associates show up and empower one another to stay curious and push boundaries. We hold our work and our ideas to the highest caliber, and ourselves to the highest character. We coach, mentor, care, and bring our best selves every day, because we are in this together. Whether you lead yourself, a team, or the company, everyone has a voice at A&F Co.
