SVP, Marketing and Digital, Hanna Andersson

Position: SVP, Marketing and Digital Reports to: CEO Location: Portland, Oregon
Opportunity: This is an opportunity to lead marketing and digital operations for one of the most iconic and well-positioned global brands in the children‰Ûªs apparel category.
The Company: In 1983, a Swedish expat and her husband, Gun and Tom Denhart, dreamed up Hanna Andersson upon the birth of their firstborn when they couldn‰Ûªt find comfy children‰Ûªs apparel. From their garage, they launched a catalog company of Swedish-inspired children’s clothes made from soft, indestructible cottons. To this day, the clothing‰Ûªs quality, durability and style remain unmatched in the market. Over the last decade, Hanna Andersson has expanded from a successful catalog brand to become one of the most well-loved and fastest-growing premium brands in the children’s specialty apparel category. With a successful omni-channel platform, Hanna Andersson has been generating double-digit annual revenue growth since 2010 through its catalog business, ecommerce platform and 70 retail locations.
In August of 2016, the company was acquired by the leading consumer-focused global private equity firm, L Catterton. In partnership with L Catterton, Hanna Andersson plans to rapidly expand its performance marketing expertise, ecommerce capabilities and retail store footprint nationally and internationally.

The Role: The SVP, Marketing and Digital will report directly to the CEO and join an accomplished executive team tasked with aggressively scaling a company that is well-positioned in the growing $7 billion premium children’s wear market sector. He or she will be strategic and visionary, yet must also be hands-on and resultsdriven, responsible for transforming the customer, integrated marketing, and digital strategies to ultimately fuel the next wave of growth for the company. Hanna Andersson is looking for a marketing and digital leader who will come to the role with bold, creative, out-of-the-box ideas to break through the clutter and noise in the sector.

Responsibilities: The SVP, Marketing and Digital will accelerate the momentum that Hanna Andersson already has in the US by planning, developing and executing: (a) integrated marketing strategy, including end-to-end customer strategy and relationship; (b) CRM and performance/digital marketing; (c) ecommerce strategy and operations; (d) research and analytics; and (e) organizational development and talent management.

Core functional responsibilities include:

Global Marketing Strategy & Management •âá Develop and lead the integrated marketing strategy and plan encompassing all customer touch points; work with the CEO to set clear expectations for the plan and its impact on revenue, earnings, and cash flow •âá Lead the creation and implementation of a high ROI technology platform to support the company’s efforts to rapidly expand reach to new customers, further enhance customer satisfaction, and increase lifetime value for existing customers (platform needs to provide a single view of the customer across channels) •âá Lead the marketing team on all cross-channel initiatives to expand and grow the brand, including through retail marketing, catalog, social, PR strategies and more •âá Identify, prioritize and drive marketing innovation to profitably grow the customer base and deliver industry leading performance with new and existing customers •âá Develop and manage large marketing budgets effectively, in partnership with finance, to deliver desired return on investments
CRM & Digital Marketing •âá Develop Hanna Andersson‰Ûªs approach to Customer Relationship Marketing, including defining the customer segmentation and owning the holistic customer experience across all channels and marketing touch points •âá Lead team to create a best-in-class digital experience and a differentiated brand and selling environment appropriate for Hanna Andersson •âá Work with brand creative leadership to deliver on brand tenants that inspire customers to engage •âá Initiate and implement a winning loyalty strategy for the company that supports customer acquisition and retention, and encourages customer participation and promotion of the brand
E-commerce Operations •âá Lead the digital and ecommerce strategy for Hanna Andersson, ensuring that the company‰Ûªs digital experience is truly world class and a key driver for brand engagement and business growth •âá Work in close collaboration with the leadership team to provide the vision and strategy for how Hanna Andersson‰Ûªs ecommerce operations will fuel profitable business expansion •âá Partner with IT to guide Hanna Andersson‰Ûªs business system architecture plans, assessing the feasibility and determining
costs/benefits of system requests and ensuring the plans support both strategic and near-term business goals •âá Work in close collaboration with retail and distribution operations to optimize ecommerce fulfillment and provide a superior ecommerce experience for customers •âá Ensure that technology changes are fully embraced by the rest of the organization through effective internal communication and education
Consumer Insights & Analytics •âá Champion brand and customer surveys as needed to provide additional insights to key partners including executive leadership, marketing, merchandising and stores •âá Deepen Hanna Andersson‰Ûªs understanding of the customer through analytics and share insights and tools with appropriate teams for planning and decision making •âá Define measurements of marketing effectiveness, implement tracking and reporting on measurements, and communicate regularly to teams and leadership •âá Improve marketing ROI through the continuous refinement of customer insights utilizing business intelligence to improve segmentation, targeting, and messaging to engage new customers and drive more personalized content to existing customers
Talent Management •âá Hold the marketing team accountable for results; lead team to high performance levels to achieve successful completion of strategic initiatives, and provide resources and guidance on activities needed for execution of tactical objectives •âá Lead cross-functional and collaborative teams through complex activities and projects, and through change •âá Step in and get the job done when resources are limited

Qualifications: Candidates for the SVP, Marketing & Digital role will be measured against the following competencies:

Marketing Leadership •âá Min. of 8-10 years in leadership roles of increasing responsibility •âá Deep experience, engagement, and understanding of branding, digital, social and omni-channel marketing, as well as sophisticated attitudinal-based customer segmentation •âá Experience leading and implementing comprehensive marketing technology platforms including CRM tools such as marketing cloud. •âá Knowledge and experience in retail marketing, including event-based, grassroots and influencer marketing

•âá Knowledge of catalog, including circulation and contact strategies, is a plus
Digital Marketing Experience •âá Min. of 5 years‰Ûª experience deploying innovative digital, social media and ecommerce initiatives, including mobile website optimization •âá Proven success in CRM and database marketing with a track record and recent experience building and managing CRM and loyalty programs
Ecommerce Operations •âá At a minimum, experience being part of a team that has implemented or significantly upgraded the ecommerce capabilities for a wellregarded consumer-focused company •âá Background leading team responsible for putting all digital content into production across a website and all outbound, customer facing marketing communications •âá Experience working closely with IT in organizing, planning, and executing large-scale technology projects from vision through implementation •âá Experience working broadly across all functions within a company to measure and quantify the impact of decisions made
Low-Ego, Hands-On Leadership •âá Down to earth, roll-up-your-sleeves personality who can rally others to take initiative •âá Excellent communication skills, verbal, written and presentation, at all levels of the organization and the board of directors •âá Ability to innovate, drive and achieve results in a values-based environment
Metrics-Driven Approach to Business •âá Naturally analytical; strives to continually improve the visibility and accuracy of data for marketing planning and activation •âá Track record of delivering growth and profitability through marketing effectiveness •âá Track record of helping companies upgrade processes and implement new technologies to support growth
Talent Management •âá Inspire, attract, develop, and retain a high-powered team of ‰ÛÏA‰Û caliber marketers and digital leaders; identify star performers and place them in high potential situations; manage non-performers up or out

•âá Hold the marketing team accountable for results; lead team to high performance levels to achieve successful completion of strategic initiatives, and provide resources and guidance on activities needed for execution of tactical objectives •âá Step in and get the job done when resources are limited

Education: Bachelor‰Ûªs Degree; Master‰Ûªs Degree in Business Administration a plus

Contact Breitlane: Cathy Walker ‰ÛÒ Partner 212-321-0196 cathy.walker@breitlane.com
Struan Scott ‰ÛÒ Partner 505-988-7231 struan.scott@breitlane.com
Samantha Cook ‰ÛÒ Principal 612-747-2592 samantha.cook@breitlane.com