WHAT? Old Navy seeks CMO
Steve’s breakdown: So surprised to see this job post. Such a huge brand without a marketing chief. Time to start asking them questions and create a friend.
SAN FRANCISCO, CA: 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.
The position reporting to the President of Old Navy, the SVP/Chief Marketing Officer is a “voice of the customer” and the strategic architect of marketing programs designed to connect with the consumer and position the brand and product in the marketplace. Ultimately, the Chief Marketing Officer is responsible for developing and guiding marketing strategies and seasonal marketing plans that build brand buzz and drive traffic resulting in revenue and profitability growth.
As a key member of the Steering Committee and Old Navy Leadership Team
(ONLT), the CMO will be responsible for developing a clearly differentiated brand position for Old Navy and implementing integrated marketing plans. This individual will lead the following areas: business and marketing strategy, creative (both in house and external), and marketing operations
Specific responsibilities include:
-Business and Marketing Strategy
Develop long-term, integrated annual and seasonal marketing vision and strategies
Develop compelling customer centric marketing and communication strategies, in
partnership with Marketing Creative, Design, and Merchandising
Ensure that product, timing and messaging strategies are fully integrated across
vehicles (T.V., Circular, In-Store, etc)
Oversee Brand advertising, PR, and Media.
Oversee development of relationship marketing plans and programs, including cross–brand credit card program
In partnership with our creative agency, develop consistently creative and
impactful communications that drive sales and evolve the brand in engaging
and loyalty-building ways across all vehicles, including Advertising
Deliver marketing ideas with executional and operational excellence, with a global
point of view
Manage executional processes, including approvals and alignment
Proactively communicate and partner across marketing, and across functions.
In addition the CMO will:
Be a true business partner to the President and the Old Navy leadership team.
S/he will be required to not only deliver traffic building programs that impact sales, but is expected to have a broad understanding of all areas of the business and the levers required to manage the P&L.
Have a keen sense of trends within the market and have the “touch & feel”
necessary to take advantage of market factors to create marketing programs
that build momentum
Build Business and Brand-driving marketing plans and campaigns that leverage all
Elements of the marketing mix, tapping into Old Navy channels, including online,
Direct and the Old Navy card
The successful candidate will have a reputation for developing partnership
Oriented relationships and have the ability to establish credibility throughout an
Experience and Qualifications
The ideal candidate is an extremely dynamic marketing leader who provides
world-class marketing experience and strategy. This executive will have
significant experience (at least 15 years) in building marketing strategies in creatively driven companies.
S/he will have a proven record of personal leadership and sound judgment, with a track record of attracting, hiring and retaining a strong team of qualified marketing professionals.
S/he possesses a strong creative sensibility and experience harnessing the power of dynamic Retail brands. The candidate will be a forward-thinking executive with success as a marketing leader and strategist in dynamic, fast-paced environments.
It is critical that this executive not only has a track record of marketing innovation and leadership, but also has a strong P&L orientation and understands the levers of managing and marketing the business.
S/he should have had experience setting marketing strategies to enhance store experience and in this role will be responsible for translating a creative vision into a three dimensional store environment, which engages the customer on a physical, emotional, and intellectual level.
The successful candidate will possess the following personal traits:
Exceptionally dynamic and energetic leader, who not only has the
ability to lead his/her own teams, but is also a strong presence
cross-functionally and is viewed as a leader throughout the organization
Ability to persuade, influence and inspire through both verbal and written communication. It is critical that this executive can synthesize complex issues into straightforward strategies and actions.
Ability to work in a dynamic and fast moving environment and be willing to partner with key executives across the organization.
Possess the core values of the brand and corporation. S/he must have strong integrity and truly care about delivering high-quality product, customer and employee experiences.
Consumer Marketing Experience:
Track record of success in developing and executing integrated marketing plans that
Leverage all elements of the marketing mix. S/he will possess a consumer-centric focus and will have the know-how to develop the most effective strategies and campaigns to drive the business.