Director, International Marketing Strategy - Old Navy

Old Navy makes current American fashion essentials accessible to every family. From day one, Old Navy was a revolution. We were something the world had never seen - fabulous, affordable fashion. We didn't take ourselves too seriously, and we broke the industry's rules. We said fashion didn't have to be just for rich people - it could be for everyone. We opened our first store in 1994 in San Francisco and have been on a roll ever since. Today, customers can shop for their must-have fashion essentials online as well as in one of our 1,000+ stores located globally.

When you work at Old Navy, you’re choosing a different path (and a pretty awesome one at that). We believe that style and quality should be accessible to everyone and we work hard to make that possible. Truth is, in fashion, it’s easy to be exclusive. It takes a lot more creativity, guts and drive to be inclusive. What we believe in today is exactly what we believed in when we started: we’re on a mission to democratize fashion and make shopping fun again. Sound good to you?
Old Navy – a brand for everyone, a place for you.

General Summary: Responsible for overall Old Navy International marketing strategy and planning in close partnership with the global marketing team, cross-functional experts and Country/Franchise GMs located in San Francisco and/or in-market. Responsible for effective marketing launch of Old Navy Brand in new markets and ongoing seasonal marketing strategy for international stores. Develop and evolve a scalable international marketing platform that reflects the global marketing voice as well as local relevancy. Act as the key International marketing lead within the global marketing structure.

Organizational Relationships:

  • Solid line reporting to Senior Director Global Marketing Strategy
  • Dotted line reporting relationship to SVP International and serves as Marketing point person on SVP International’s leadership team
  • Work closely with Country/Franchise GMs in SF and/or in-market to align on business objectives and strategies
  • Lead high performing team of country-specific Marketing Strategy and Execution leads for Canada, Mexico, and Franchise in SF and in-market
  • Build relationships with cross functional marketing partners to insure all markets are incorporated in strategic and executional planning. Cross functional partner experts include: Media, PR, Engagement Marketing and Brand Communications on bringing best-in-class ideas and creative execution to international markets
  • Leverage existing assets/ marketing & promotional strategies whenever possible

Essential Duties and Responsibilities:

1) Drive International annual and seasonal marketing strategy, plans and budgets

  • Partner with Sr. Director of Global Strategy to build global annual marketing plans that are aligned and support long range business plan. Use international quantitative and qualitative research studies to inform this strategic work
  • Build scalable marketing processes that drive consistency and speed for effective expansion
    • Develop local store marketing kit and brand guidelines that help bring the brand to life and address specific business needs (e.g. driving traffic in a new mall)
    • Develop an approach that educates new markets and customers on Old Navy's unique brand proposition (what it stands for)
    • Drive launch plans for all opening markets, in partnership with in market and brand based international team
    • Build a system for easily accessing, customizing and distributing creative assets as needed globally
  • Be the representative of all local consumer and market trend information to help inform global marketing team and planning processes
  • Drive development of seasonal International marketing strategies and plans to best support seasonal business objectives and product strategies
  • Drive launch plans for all opening markets, in partnership with in market and SF based international team
  • Present plans across key marketing, cross-functional and International teams to ensure alignment and clarity needed for teams to carry out seasonal work
  • Manage and allocate international marketing budget, and allocate budget in close partnership with Sr. Director and International partners, where appropriate
  • Partner closely with marketing functional experts to carry out seasonal marketing execution. Ensure every aspects of execution are aligned and support overall marketing plan.
  • Ensure overall global alignment from planning process through creative execution
  • Write project briefs and creative briefs when needed
  • Work with external in market agencies as needed

2) Contribute to the development of seasonal promotions, events and marketing calendar

  • Partner with the Sr Director, Country/Franchise GMs in SF and/or in-market and Field Leadership to develop seasonal/monthly promotions and event plans
  • Work with finance and marketing leadership to help establish marketing business objectives and traffic goals for our International markets
  • Partner with Country/Franchise GMs in SF and/or in-market, and Field Leadership to help plan and execute Flagship and/or launch events
  • Work with execution teams to plan and provide strategic oversight on new store opening marketing
  • Apply customer lens and creative thinking to promotions and events

3) Act as Key Marketing Lead for new market launches

  • Drive marketing launch planning in partnership with in-country marketing teams
  • Use knowledge of market and past experience, along with in-market expertise, to create a distinctive launch in market
  • Drive seasonal plans after launch to continue momentum while creating global marketing alignment
  • Create an ongoing marketing operating model to drive and sustain positive business performance
  • Act as the key marketing representative on the launch steering committee team to insure flawless entry to market

4) Participate in global marketing community

  • Participate in global marketing community in terms of regular team meetings, conference calls, etc.
  • Represent and advocate for international in-market needs based on business requirements, making recommendations to Senior Leadership
  • Act as market expert and provide necessary market information within marketing, cross-functional and global teams, as appropriate
  • Share and cascade global information among in-country teams in a timely, collaborative and culturally effective way

5) Lead international marketing team

  • Actively work to create a “one team” spirit and a climate that bridges function, role and geographic location
  • Effectively manage and support the career development process of direct reports to drive engagement and future talent development

1) Knowledge, skills & abilities:

  • Prior experience effectively launching an American retail apparel brand globally
  • An expressed understanding of the Old Navy brand (including aesthetic, taste level, competition)
  • Skilled and experienced in Agency management a plus
  • Strategic agility; has a proven track record of being able to create competitive and breakthrough marketing strategies and plans for launch campaigns and sustainable, long-range plans for international markets
  • Strong drive for results; can be counted on to lead self and others to exceed goals successfully
  • Cross-culture sensitivity; actively seeks to learn, understand and empathize with differences in people and cultural norms and uses that information to build trust, teams and effective business interactions and decisions
  • Strong communication skills; including presentation skills, listening, verbal and written communication
  • Strong influencing skills; supporting your point of view to both peers and senior management
  • Ability to manage effectively through ambiguity to actionable recommendations/solutions
  • Balance of analytical skills and creativity, in order to drive an effective strategy to completion through business partners, agencies, and global marketing team
  • Ability to build and lead a team, promote high standards and quickly establish team’s focus in the face of competing priorities \
  • Capacity and desire to work in a fast paced environment
  • Fluent language skills in Japanese and/or Spanish a plus
  • Ability to travel internationally up to 10 times per year

2) Minimum educational level:

  • BA/BS degree required; MBA a plus

3) Minimum experience:

  • Minimum 8-10 years Corporate Marketing experience
  • Fashion, Retail or other Consumer Goods Brands work experience
  • International work experience
  • Leadership experience, managing a large team across multiple geographies & time zones


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