Manager, Marketing, American Eagle

Location:

Work Experience:

Education:

Key Result Areas & Supporting Actions

Impact the Brand Financials

• Build marketing plans and budgets aligned with agreed business objectives.
• Continuously monitor and improve %Sales and ROI from various marketing activities.
• Define brand objectives in terms of:
• Brand salience in the target segment
• Footfalls into stores
• In-store consumer experience
• Execute through ATL & BTL activities including PR, CRM, Events, Advertising, and Digital Activations.
• Develop new business-generating initiatives beyond routine marketing activities.
• Monitor overall marketing budget and optimize expenditure.
• Ensure accurate tracking, optimization, and reporting of spends for maximum impact.

Understand, Define & Continuously Track Evolving Consumer Needs

• Conduct external research to gain consumer insights related to branding, new stores, and TVCs.
• Implement internal feedback mechanisms (both digital and in-person).
• Understand and track target shopper segmentsdemographic and psychographic profiles.
• Map consumer triggers, buying journey, and behavior using CRM and campaign feedback.
• Translate consumer insights into actionable marketing strategies.

Digital Marketing

• Develop and maintain the AE website at par with top international benchmarks (e.g., Selfridges, Harrods).
• Continuously enhance UI/UX to support the evolving e-commerce landscape.
• Ensure brand visibility across owned and paid digital media platforms.
• Craft and execute timely, high-impact digital campaigns aligned with seasonal communication goals.
• Solve limitations of traditional media through performance-driven social, SEM, and display ads.
• Ideate and launch digital activationsfrom one-day Twitter contests to long-term in-store programs.
• Ensure cohesive and consistent brand messaging across platforms.

Digital Marketing Listening, Engagement & Conversion

• Collaborate with the Social Media Command Centre (EPIC) for streamlined feedback loops and rapid response.
• Launch hyper-localized ads and mobile offers to boost regional footfall.
• Initiate new digital experiencessuch as blogs and microsites.
• Manage both internal teams and external agencies to ensure timely and controlled digital delivery.
• Recruit and amplify voices of customer brand ambassadors through long-term digital engagement programs, especially targeting youth.

PR & Events

• Build media visibility and consumer buzz through:
• Seasonal press days and influencer engagement
• Stylist support via product sourcing and sales enablement
• Store launch events to generate excitement and engagement
• Ensure all PR and event efforts align with overall sales enablement and brand growth goals.

Ecommerce Marketing

• Develop strategies to increase traffic and conversions on the company website.
• Improve website design, content, usability, and effectiveness.
• Run focused digital campaigns using SEO, PPC, and paid search.
• Own social media strategy, digital campaigns, and online brand positioning.
• Plan and control the digital marketing budget.
• Evaluate market conditions, customer behavior, and competitor activity regularly.
• Leverage the latest technology to stay ahead in digital marketing performance.

Visual Merchandising (VM) & Store Support

• Identify and act on new marketing opportunities to support AE retail stores.
• Create store-specific walking strategies and co-op promotions to increase engagement.
• Support VM efforts with GTM campaign concepts and in-store collateral.
• Ensure store-level marketing initiatives translate into improved sales and customer engagement.

Desired Skills and Experience

• Market Analysis
• Market Development
• Marketing Strategy
• Marketing & Sales Collaboration
• Marketing Agency Management
• Marketing Analytics
• Marketing Communication
• Marketing Budget Management