Manager Retail Marketing
Amsterdam (HQ), North Holland
Marketing – Marketing /
Hybrid
ABOUT THE BRAND
At Karl Lagerfeld, we are driven by Karl’s mantra: “Embrace the present and invent the future.”
Always contemporary and forward-looking, the House of KARL LAGERFELD shares the creative vision and design aesthetic of its iconic founder, Karl Lagerfeld.
We are the only fashion house that carries Karl’s name on its door and we strive to live up to this responsibility in everything we do, every day, with the utmost joy and passion.
Our headquarters in Paris and in Amsterdam are home to a highly diverse and driven team of KARL family members that hail from over 50 countries. Together, we aim to create meaningful stories and product concepts that connect to Karl’s world and iconic attributes.
Women’s & Men's ready-to-wear, bags, small leather goods, swimwear and underwear are managed directly from our Amsterdam headquarters, while other categories, including footwear, fragrances, eyewear and more, are developed with best-in-class licensing partners.
We connect with our consumers on multiple levels, ensuring that our online and offline approach goes hand in hand. We thrive to maximize consumer engagement via more than 200 KL stores worldwide, our premium wholesale partners, and our strong digital footprint, spearheaded by our KARL.COM flagship store, which reaches 96 countries. Our digital channels currently represent more than 30% of our overall full-price business.
We are a dynamic, fast-growing and inclusive company built on professionalism and strong values. At KARL LAGERFELD we’re committed to working toward the highest standards of sustainability and integrity across all areas of our business,. In 2019, KARL LAGERFELD joined as a founding member of the Fashion Pact, a global sustainability initiative seeking to transform the fashion industry through objectives in three areas: climate, biodiversity and ocean protection.
The Marketing Manager, Retail is responsible for leading and executing multi-channel marketing strategies across diverse distribution channels, including Owned & Operated (O&O) stores (Full price and Outlet), Wholesale, Digital Wholesale, Franchise, and Distributors. This role is focused on driving growth, enhancing brand awareness, and delivering a cohesive and seamless consumer experience for the KARL LAGERFELD brand (including KL JEANS). The Marketing Manager works closely with internal teams and external partners to ensure marketing initiatives align with corporate objectives. This role reports to the Director Brand Marketing.
This role encompasses but is not limited to:
KEY RESPONSIBILITIES
- Channel Strategy & Execution:
- Develop and implement integrated global marketing strategies for all retail channels, including O&O, wholesale, digital wholesale, licensing, franchise, and distributors.
- Tailor marketing plans to the specific needs and dynamics of each channel to maximize brand growth, profitability, and customer engagement.
- Lead go-to-market (GTM) strategies, ensuring consistent brand messaging and consumer experience across both online and offline touchpoints.
- Align marketing initiatives with commercial and corporate goals, brand positioning, and sales targets to maximize revenue and brand impact.
- O&O Retail Responsibilities:
- Drive in-store marketing initiatives for O&O retail stores, ensuring a cohesive and premium brand experience.
- Develop retail-specific campaigns, seasonal promotions, and events to boost foot traffic and sales performance.
- Collaborate with retail operations teams to ensure seamless execution of in-store activations and brand storytelling.
- Campaign Planning & Partner Collaboration:
- Lead the execution of channel-specific marketing campaigns, including product launches, promotions, and seasonal initiatives.
- Manage co-marketing efforts with channel partners, ensuring brand consistency and effective communication.
- Oversee the creation of marketing assets and toolkits, including digital and POS materials, to support sales and brand alignment.
- Cross-Functional & Partner Management:
- Serve as the main liaison for channel partners, including franchisees, wholesalers, and distributors, ensuring marketing strategies are effectively communicated and executed.
- Collaborate with product marketing, communications, and sales teams to maintain brand consistency and achieve business goals.
- Localize and customize marketing plans for each partner, ensuring brand positioning and messaging are upheld.
- Performance Monitoring & Reporting:
- Track, analyze, and report on KPIs, including campaign effectiveness, sales impact, and ROI. Leverage data insights to optimize marketing initiatives and apply and include them in the overall strategic Retail Marketing planning.
- Team Leadership & Budget Management:
- Manage and develop the retail marketing team, fostering a high-performance culture and encouraging professional growth.
- Manager and oversee a team of 5 people.
- Oversee the retail marketing budget for all channels, ensuring efficient allocation of resources and maximizing ROI. including allocating resources for marketing development funds (MDF), campaigns, and partner incentives.
REQUIREMENTS
- Bachelor’s degree in Marketing, Business Administration, or a related field.
- 7-10 years of experience in channel marketing, partner marketing, or a related role, with proven experience managing multiple sales channels (O&O, wholesale, licensing, franchise, distributors).
- Strong background in fashion, luxury or FMCG brands, preferably in a retail environment. (Global or Regional experience preferred).
- Deep understanding of global retail trends, consumer behavior, and multi-channel marketing strategies.
- Experience with both digital and traditional marketing methods.
- Proven leadership abilities, with a track record of managing cross-functional teams and external partners.
- Strong creative thinking and problem-solving skills, with the ability to generate innovative marketing ideas and solutions.
- Highly organized and detail-oriented, with a data-driven approach focused on ROI and conversion.
- Proficiency in English, second European language is a plus.
- Strong team player with excellent communication and collaboration skills.
Why #TEAMKARL? (HQ)
· Learning and development courses/training
· Opportunity to make an impact
· Remote working arrangements
· Relocation Package
· Bonus holidays
· Working in the heart of Amsterdam
· Brand discounts
· And exclusive sample sales only for #TEAMKARL
JOIN #TEAMKARL
The collective vision of KARL LAGERFELD is to be the most connected global designer brand, inspiring consumers through luxury collections and immersing them in the World of KARL. If you are interested in joining #TEAMKARL, we invite you to submit your application today.
At #TEAMKARL, everyone can give their opinion, grow in their career, and be part of a genuinely caring and inclusive team. We welcome people from all backgrounds, with different perspectives, ideas, and experiences to work with us.
