Senior Manager, Integrated Marketing

About the Role

In this role, you are responsible for developing strategies for Old Navy's integrated marketing plan, including content strategy, divisional email content planning, and digital media content planning.

What You'll Do

Seasonal Product Briefs

• Research, write, and create a brief detailing the product and content strategy for all the marketing campaigns planned for each season.
• Leverage deep cross-functional relationships to gather information from teams as diverse as design, commercial planning, styling, and merchandising. Synthesize product knowledge, business needs, customer mindset, and industry trends to develop overarching content strategy for each campaign.
• Each season, present brief to group of 50 stakeholders including brand management, creative, media, PM, SM, and agency partners and answer questions.
• Act as SME for product knowledge for the content team.

Big Idea

• Lead the strategy for and development of all Big Idea marketing on homepage and in email.
• Own all pre-season strategy for Big Idea site and email.
  • Create clear and inspiring pre-season briefs by combining product strategy, customer sentiment, commercial offers, and past results.
  • Attend all pre-season meetings and work with creative team to ensure marketing strategy is represented accurately in all marketing assets.
• Oversee in-season execution of all Big Idea assets, including participating in all creative reviews.
• Oversee Item of the Week marketing and ensure integration of IOTW into Big Idea marketing placements.
• Continually monitor performance via asset-level results and weekly reports. Combine findings with competitive research and industry trends to nimbly iterate content plans and spearhead test and learn initiatives with the email team.
• Spearhead homepage redesign process with cross-functional team of design, production, CRM, and online experience teams.

Divisional Email

• Own content planning and execution of all division-specific emails for the entire family (women, men, kids, toddler, and baby), ensuring that all product categories, holidays, and business needs are addressed with specific storytelling emails.
• Create clear, inspiring marketing briefs that combine creative constraint with a business need, customer preferences, and a clear product viewpoint.
• Work with cross-functional partners from BM, production, design, PM, and editorial to execute and deploy emails.
• Continually monitor performance via asset-level results, weekly analyses, seasonal hindsights, and competitive research. Iterate live emails in real time and adjust future plans based on results.
• Work with production and creative partners to develop and launch new dynamic templates based on performance, product needs, and competitive insights.

Consideration Digital Media

• Lead consideration digital media content strategy. Set pre-season content strategy and deliver in-season tactical execution for PPOF and produced assets. Duties include:
  • Develop quarterly plans with content and media teams and present plans to marketing leadership.
  • Represent consideration assets in all internal pre-season kick offs, concept, and photo planning meetings.
  • Write detailed and inspiring marketing briefs by synthesizing marketing knowledge with creative concepts, hindsight learnings, and product information, and kick off briefs to external marketing agency and internal creative team.
  • Develop optimal linking experience with site merchandising team.
  • Lead cross-functional consideration digital team through in-season executional milestones like in-season kickoffs, creative reviews, linking review, mechanicals approval, providing SKUs to feature, etc.
• Leverage weekly analyses, seasonal hindsights, competitive research and industry knowledge to continually iterate on marketing plan and spearhead test and learn initiatives.
• Liaise with external creative agency, internal creative team, and internal media team.
• Partner with media team and agency to evolve strategies based on recent ad formats & learnings.

Management

• Manage Manager’s work on Big Idea and Item of the Week marketing and career development.

Who You Are

• 8-10 years of Integrated Marketing experience
• Ability to assess relatively complex situations and analyze data to make judgments and recommend solutions.
• Strong written communication skills; presentation skills and problem solving skills with ability to build strong cross functional partnerships and influence change.
• Able to motivate, coach and inspire a high performing team in a fast paced environment.