VP OF MARKETING

Job Description

Job Description

Title:  Vice President of Marketing

Company:  Rafar Group Companies & Affiliates

Reporting To:  President, Rafar Group

Location:  NYC office

About the Role

The Rafar Group is seeking a marketing visionary to help usher its growing portfolio of prestigious intimates and innerwear brands—including iconic American lingerie brand Hanky Panky—into their next era. The Vice President of Marketing is a critical leadership role responsible for brand strategy, creative expression, marketing activations, and DTC growth performance across the portfolio, with primary ownership of HankyPanky.com and Hanky Panky on Amazon.

This is a rare and exciting opportunity to help reposition and grow a heritage brand with global recognition, while contributing to the broader marketing vision of a multi-brand intimate apparel company. The role is both strategic and hands-on—setting long-range growth plans and delivering quarterly business results. The ideal candidate is a marketing generalist with proven experience across the full spectrum of marketing disciplines, from creative and brand to performance and analytics. They will have an exceptional taste level, a pulse on cultural trends, and the instincts to keep iconic brands relevant and desirable for a new generation of consumers.

The VP of Marketing reports to the President of The Rafar Group and oversees a nimble internal team and best-in-class external agency partners.

Key Responsibilities

Marketing Strategy & Budget

● Create and own the annual marketing strategy and integrated marketing plan across brand, performance, and communications channels

● Manage and allocate budget across all marketing functions, including creative production, paid media, PR, influencer, e-commerce, and Amazon

● Maintain a detailed marketing calendar and ensure it is consistently updated and shared with all cross-functional partners

● Translate brand and business objectives into clear seasonal marketing priorities with measurable KPIs

● Report to senior leadership on marketing performance, budget pacing, and strategic recommendations on a regular cadence

DTC & Performance Marketing

● Own P&L, revenue growth, and profitability metrics for DTC (i.e. HankyPanky.com) and Amazon channels

● Oversee the end-to-end site experience, including functionality, merchandising, checkout, delivery, and customer service

● Develop and execute a full-funnel digital marketing strategy that drives profitable customer acquisition and retention

● Partner with agencies to execute a coordinated performance plan, inclusive of paid search, paid social, affiliate, email, and loyalty programs

● Analyze reporting across digital channels to identify trends, improve KPIs, and optimize spend efficiency

● Oversee Amazon marketing strategy and execution, ensuring strong visibility, conversion, and brand presentation on-platform

Brand Communications & Organic Marketing