Growth & Performance Marketing Director Europe

Lands’ End is a global multi-channel retailer designing and selling American classically styled clothes. We are also a company with a great story to tell. Since 1963, we’ve earned a reputation for quality clothing, being a great place to work and providing the best customer service in the industry. In fact, we believe in our product and our people so much that everything we sell comes with an unconditional guarantee.

Our European Head office is based in beautiful Rutland, voted one of the best places to live in the UK. We have a second office in Mettlach, Germany – close to the borders of France and Luxembourg.

Expectations of the position holder and the role:

We are seeking a highly accomplished strategic Growth & Performance Marketing Director Europe, responsible for overseeing and executing the organization's strategies to drive growth and expansion within the Europe markets, increasing customer acquisition, and achieving revenue growth targets.

This dynamic role will develop and deliver our European strategic multi-channel marketing plans, which align to our vision & values, and will integrate all channels to create a seamless customer experience. You will be highly customer centric, passionate about fuelling Lands’ End’s digital growth and expanding our marketing activities and services in order to penetrate untapped market opportunities.

The global business is undergoing significant investment in updating its technologies and skills that you will be instrumental in ensuring that our European marketing team is capitalizing on this investment. At the same time, you will transition the team’s structure and skills to maximize our digital capabilities at a pace that works for the European customer. To do this you will bring cutting edge digital marketing skills and be able to maintain strong communications with the senior US Marketing leadership whilst collaborating closely with your European Director counterparts and in particular with the Data & Customer Analytics, Creative and Ecommerce teams to ensure the business as a whole moves in synergy.

To perform this key role successfully, the position holder needs proven in-depth experience in conducting throughout market research to identify promising opportunities, devising market entry strategies tailored to each target country's unique characteristics and customer preferences.

You will have a customer and brand first mentality and a proven track record of driving customer acquisition and retention in a high-growth company. They should bring relevant and nuanced approaches to attracting, reaching, and engaging key customer segments. There should be a strong emphasis on bringing a customer-centric mindset to marketing while unlocking Lands’ End’s full brand potential, driving profitability, and building and growing a robust customer platform.

This key position gives the great opportunity to work closely with the global and Europe leaders and the marketing teams. The role will report to the Managing Director Europe and will serve as part of the Europe leadership team. This is a high impact role in shaping and driving the company’s growth within the Europe market.

This role would be ideal for someone who is based in the UK and willing to travel within Europe. The marketing team is based across the two offices – Oakham (UK) and Mettlach (DE).

KEY RESPONSIBILITIES

The role reports to the Managing Director Europe and will serve as part of the Europe leadership team. It is a high impact role in shaping and driving the company’s growth within the Europe market.

Ecommerce Strategy & Management:

Develop and execute comprehensive e-commerce strategies to drive sales, customer engagement, and brand loyalty.

Performance Marketing:

• Lead and manage performance marketing campaigns across various digital channels (e.g., PPC, SEO, social media, email marketing).
• Implement data-driven strategies to maximize ROI and achieve KPIs.
• Collaborate with the creative team to develop compelling marketing materials and ad copy.

Marketplaces:

• Expand and manage our presence on key online marketplaces (e.g., Amazon, eBay, Alibaba).
• Optimize product listings, pricing strategies, and promotional activities to increase visibility and sales.
• Monitor marketplace trends and competitor activities to stay ahead in the market.

Partnerships/Wholesale:

• Identify, negotiate, and manage strategic partnerships that align with our growth objectives.
• Build and maintain relationships with key partners to drive collaborative marketing and sales initiatives.
• Track and analyze the performance of partnership programs to ensure mutual benefit and growth.

New Customer Acquisition (NCA)

• Develop and implement innovative strategies to attract and acquire new customers.
• Leverage various marketing channels and tactics to expand our customer base and enhance brand awareness.
• Monitor customer acquisition costs and lifetime value to ensure sustainable growth.

KEY COMPETENCIES:

Innovator: The ideal candidate is an experienced and innovative leader with a deep understanding of the digital landscape. Passionate about understanding consumer behaviour with ability to translate findings into meaningful, prosperous long-term relationships.

• In depth knowledge of the Europe markets: competition, trade, advertising, promotion, market research, with experience analyzing and developing strategies using all elements of marketing mix (360° Marketing)
• Strong experience of leading the development and design of customer-centric digital strategies and channels (e.g. web, mobile, social, catalogue) and how to integrate and leverage both.
• Demonstrated experience in locating and developing new European retail markets resulted to business growth.
• Outstanding analytical skills, strong experience interpreting test & learn results and drawing conclusions.
• Entrepreneurial approach with ability to innovate and deliver results in a
• matrix structured business.
• Has functional knowledge of emerging digital technologies, CRM applications and uses, satisfaction surveys, mobile strategies, web services and operational web analytics.

Leadership: The position holder will provide strategic and tactical leadership to further develop our existing core retail markets UK and Germany as well as develop new European markets.Strong organizational skills with a proactive attitude and ability to bring solutions to business challenges.

• Excellent project and time management skills including the ability to manage multiple priorities to meet established timelines.
• Understanding of cost structures and P&L implications of building programs.
• A proven record of attracting, motivating, and developing strong talent to continue building a forward-thinking European Marketing team.
• The ability to lead by forming productive relationships cross-functionally within Europe and the U.S. Ability to understanding how we operate today while bringing new thinking for improving the performance of the business.
• An outgoing approach that welcomes input and transparency.
• Ability to interact with all levels of management within a matrix organization.
• Strong communication skills to persuade others, articulate a point of view, and set direction.

Driving Results: The ideal candidate will be a leader who sets stretching goals and pushes to ensure improvement happens in the quickest time.

• Develops long term goals while delivering short-term results with the ability to translate the vision/mission of the organisation into actionable, quantitative plans.
• Leads with a sense of urgency and seeks opportunities to drive change and make a significant contribution.
• Possessing excellent judgment regarding investment prioritisation and the implications of trade-offs.

Business Acumen: The ideal candidate brings a deep and broad understanding of the customer and industry landscape and can quickly grasp the key business drivers in an industry or organisation.

• Keeps a tight handle on the overall P&L and the ability to translate business opportunities and scenarios into key metrics and financial strategies.
• Uses strong negotiation skills to persuade others with fact-based judgments and sees hidden value in the business and how to leverage or unlock it.
• Results-oriented, bottom line, business person who has an affinity for numbers and metrics.

Other Essential Qualities

• Bachelor or Master degree in Business, Marketing, or a related field required, with a minimum of 10 years experience on leadership level with an understanding of key growth & performance marketing levers.
• Strong computer skills including all MS Office applications.
• Ability to travel about 30% of time within and outside Europe.
• Fluent in English, any other European language skills would be an advantage.