The Opportunity:
The Marketing Associate role is responsible for supporting the Marketing team with integrated marketing strategy and planning, insights and business analysis, cross-functional team management, and omnichannel marketing execution. The MA will lead campaign planning and marketing initiatives to support American Girl’s sales growth across all channels, with a strong focus on DTC and retail execution. The ideal candidate for this role will have skills in strategic thinking, impeccable project management and organizational skills, demonstrated excellence in communication, and the proven ability to deliver measurable results in a fast-paced environment with multiple priorities.
What Your Impact Will Be:
- Marketing Strategy: With Marketing Manager, develop overarching omnichannel strategy and marketing briefs across key sub-brands within American Girl. Articulate target audience, positioning, messaging and creative guardrails, KPIs to ensure sales objectives are hit. Leverage consumer insights and learnings from past campaigns to ensure we are set up for success. Build overarching marketing plans with timelines, responsibilities, and channel KPIs.
- Promotional Strategy and Execution: Lead promotional activity timelines for the year, with quarterly presentations to VP on approach. Bring fresh ideas on promotional ideas and strategic thinking on when to promote which SKUs. Work closely with Analytics team to establish forecasts, and with Ecom and Retail teams to set up and execute promotions flawlessly.
- Catalog Strategy and Execution: Lead build out of American Girl catalog with recommendations for catalog flow (which SKUs to include where), what times of year to drop, audience size per catalog, page count per catalog. Work closely with the Creative team to bring catalog to life against timelines and with leadership feedback integrated at each milestone. Also work closely with outside agencies as relevant to ensure POs and other business needs are processed effectively.
- Channel Execution: Lead day-to-day execution across assigned AG segments, closely monitor sales performance across all channels, and leverage data to recommend changes to plans as needed to meet business results for revenue and profit targets. Work closely with relevant cross-functional partners and lead meetings where appropriate.