VP OF MARKETING

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 brandsincluding iconic American lingerie brand Hanky Pankyinto 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-onsetting 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 c