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

● Develop and lead integrated communications strategies to drive brand visibility, awareness, and cultural relevance across PR, influencer, affiliate, and partnership channels

● Drive earned media strategy, brand collaborations, and key cultural moments

● Ensure a consistent and compelling brand narrative is expressed across all owned, earned, and paid channels

● Identify and act on opportunities to grow brand equity and consumer affinity through culturally resonant storytelling

Creative & Brand Management

● Serve as the senior creative steward of the Hanky Panky brand, ensuring the Brand DNA is upheld across all teams, agencies, and external stakeholders

● Partner with the Art Director and internal creative team to develop and maintain a compelling, consistent visual strategy across imagery, graphic design, and brand expression

● Ensure the creative production calendar is seamlessly integrated across the organization so that e-commerce, lifestyle, and campaign content is delivered on time and within budget

● Lead consumer research, competitive analysis, and brand architecture work as the portfolio grows

Team & Agency Leadership

● Lead, develop, and inspire a nimble internal and external marketing team, fostering a culture of creativity, accountability, and continuous improvement

● Manage all marketing systems, workflows, and processes to ensure operational efficiency across timelines and teams

● Collaborate closely with cross-functional partners to ensure marketing strategy is integrated with product and business priorities

Skills & Experience Required

● 10+ years of experience in marketing, with a strong track record of brand building and performance marketing in fashion, retail, intimate apparel, or consumer goods

● Proven experience leading marketing across DTC e-commerce and Amazon, with direct ownership of revenue and growth metrics

● Demonstrated success developing and executing integrated marketing strategies across brand, creative, performance, and communications disciplines

● Deep understanding of full-funnel digital marketing, including paid search, paid social, email/CRM, SEO, affiliate, and loyalty programs

● Experience managing and growing Amazon marketing programs, including Sponsored Ads, DSP, and brand storefront strategy

● Exceptional taste level and cultural intuition—you understand what makes a brand desirable and how to maintain relevance with a modern consumer

● Strong creative sensibility with the ability to provide clear, inspiring direction to internal teams and external agencies

● Analytical and data-driven approach to decision-making, with comfort navigating performance dashboards, attribution models, and financial reporting

● Proven experience managing agency relationships and holding partners accountable to results

● A strong, collaborative leadership style with experience building and developing high-performing marketing teams

● Excellent communication and executive presence—able to present strategy clearly to senior leadership and cross-functional stakeholders

● Entrepreneurial spirit and comfort operating in a fast-paced, lean environment where leaders must be both strategic and hands-on

● Familiarity with Shopify, Klaviyo, Meta Ads Manager, Google Ads, and Amazon Seller/Vendor Central

● Bachelor's degree in Marketing, Business, Communications, or equivalent education required; MBA a plus

About the Rafar Group

The Rafar Group is a global leader in the intimate apparel industry with a strong commitment to innovation. With over 70 years of experience, Rafar is a top private label and brand manufacturer, partner to many of the world's biggest retailers, and operator of a growing list of iconic brands, including Hanky Panky, home of the iconic World's Most Comfortable Thong®. Rafar Group is family owned and operated with headquarters in New York City and offices in Bentonville, AR, and throughout Asia.

The Rafar Group is an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all employees and applicants without regard to race, color, religion, sex, sexual orientation, gender identity or expression, age, national origin, disability, genetic information, marital status, citizenship, veteran status, or any other characteristic protected by federal, state, or local law.