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At Calvin Klein, we believe in fostering an inclusive and collaborative culture by celebrating different perspectives, backgrounds and beliefs to truly connect with our associates and consumers. Join us and have a meaningful impact on the world – and – endless opportunities to design your future. Immerse yourself in Calvin Klein here! (YouTube, Instagram, TikTok)
The Team
Within the Calvin Klein Marketing department, our role is to adapt the Global Marketing strategy to the EMEA context. We enhance consumer engagement in O&O stores, drive awareness and sales across wholesale and pure players, build brand desirability, and accelerate Calvin Klein’s integrated media ambitions, ensuring alignment with PVH’s overarching goals and objectives. This team is a key pillar of our department, collaborating closely with Hubs, eCommerce, Global Marketing, and Buying to drive EMEA marketing strategy, digital sales, brand alignment, and product messaging forward. With an integral position in the team, the role contributes significantly to the department's operational efficiency, strategic growth, and overall success.
The Position
As Senior Director Paid Media you will be crucial to the Marketing team, responsible for developing and executing brand media activation strategies across all traditional, digital, and performance media channels for CK EMEA. You will work closely with eCommerce teams to drive online sales and align with digital merchandising strategies. This role is vital for achieving the Marketing team objectives and your work will be key to the commercial success of the CK brand.
Key Responsibilities:
• Paid Media Strategy: Develop and execute a comprehensive paid media strategy for Calvin Klein EMEA, aligning with business goals, marketing objectives, and consumer insights. Ensure these align with retail, e-commerce, CRM, and omni-channel marketing efforts
• Full-funnel media planning: Oversee full-funnel media planning, ensuring a seamless integration between brand awareness, consideration, and conversion campaigns. Oversee all paid media consumer touchpoints, including traditional, digital, and performance media channels
• Media budget & investments: Oversee multi-million euro paid media investments, optimizing budget allocation across digital (social, search, display, video, programmatic) and offline (TV, OOH, print, radio) channels.
• Campaign execution: Lead cross-channel campaign execution, ensuring the right mix of branding and performance media to maximize impact.
• Buying strategies: Drive AI-powered media buying strategies, incorporating automation, machine learning, and data-driven optimizations.
• Campaign development: Develop innovative brand activation and performance marketing campaigns to drive engagement, traffic, and sales
• Market alignment: Ensure seamless media execution across key markets, balancing global brand consistency with localized market needs.
• Campaign optimization: Continuously test, analyze, and optimize paid media campaigns, leveraging data to improve efficiency and effectiveness.
• Media attribution models: Establish robust media attribution models, ensuring accurate measurement of media impact across all touchpoints.
• Best practice: Implement best practices for A/B testing, incrementality studies, and audience segmentation.
• Relationship management: Manage relationships with media agencies, publishers, platforms (Meta, Google, TikTok, etc.), and ad-tech providers and negotiate media contracts and partnerships to maximize efficiency and effectiveness of paid investments.
• Support departmental plans: work with the VP CK EMEA Marketing to develop departmental plans and priorities
• Manage Paid Media team: provide managerial and pastoral care to the team, providing guidance and direction to enable them to best deliver the task their teams are responsible for
Note: Responsibilities include, but are not limited to, those listed above. The role may require additional tasks and duties as assigned to meet the needs of the department and organization.
Measures of Success
• Performance and Revenue: positive return on ad spend, customer acquisition cost, conversion rate, revenue attribution
• Budget Efficiency & Spend Optimization: positive media budget utilization rate, cost per click, cost per acquisition
• Campaign Execution & Optimization: positive A/B test success rate, click through rate, campaign launch timelines
The ideal candidate
• 7+ years of leadership experience in paid media, media planning, digital marketing, or a related field, with significant experience in fashion, retail, or consumer brands.
• Proven expertise in full-funnel media strategy, balancing upper-funnel brand awareness with lower-funnel performance marketing.
• Deep understanding of paid digital channels (social, search, display, video, programmatic) and offline media (TV, OOH, print, audio).
• Strong analytical skills, with experience in data-driven decision-making, measurement, and attribution modeling.
• Experience managing large-scale media budgets and driving ROI-positive campaigns.
• Excellent leadership and people management skills, with at least 7 years managing and developing high performing teams
• Strong collaboration and stakeholder management skills, with the ability to work cross-functionally.
• Familiarity with AI-driven media buying, automation, and data-driven optimization tools is a plus.
• Education: Bachelors’ Degree, Masters preferred
At PVH, how we act is as important as what we do. Here are some key behaviours we expect from our people:
ENTERPRISE FIRST – we act in the best interests of PVH and its consumers beyond our own team, brand, region or market.
DRIVE CHANGE – we lead by example and are optimistic about change. We challenge the status quo but fully commit once a decision is made.
CREATE CLARITY – we are diligent in providing context and setting our priorities so we can be productive quickly.
INSPIRE TRUST – we create safe spaces for debate and deliver on what we promise so people can learn to depend on us.
TAKE ACCOUNTABILITY – we focus on work with the biggest business impact and give candid feedback to each other.
Your Wellbeing is Our Priority
In the heart of Amsterdam, PVH is home to the global headquarters of Tommy Hilfiger and the European offices of Calvin Klein.
Wellbeing: exclusive onsite gym and fitness classes, personal training, meditation studio, sports clubs, in-house physio, and receive access to our nutritional and wellbeing programs
Campus: extensive food and beverage offerings, top-notch restaurant, barista coffee bars, sky bar, monthly social events, weekly Thursday drinks, game nights, and campus-themed activities that will keep your social life busy
Develop your career: whether you lead a team or contribute your own expertise, everyone is a leader at PVH. PVH University curates and delivers training programs for you to continuously develop your professional and personal goals
Be at the forefront: stay closely connected to our brands, CALVIN KLEIN and TOMMY HILFIGER, and be a part of seasonal market launches, sample sales and receive employee discounts!
Check out our Amsterdam Campus here.
About PVH:
We are brand builders who focus our passion and creativity to build Calvin Klein and TOMMY HILFIGER into the most desirable lifestyle brands in the world and at the same time position PVH as one of the best-performing brand groups in our sector. Guided by our values and enabled by our scale and global reach, we are driving fashion forward for good, as one team with one vision and one plan. That’s the Power of Us, that’s the Power of PVH+.
One of PVH’s greatest strengths is our people. Our collective desire is to create a workplace environment where every individual is valued, and every voice is heard, and we are committed to fostering an inclusive and diverse community of associates with a strong sense of belonging. Learn more about Inclusion & Diversity at PVH here.
PVH Corp. or its subsidiary ("PVH") is an equal opportunity employer and considers all applicants for employment on the basis of their individual capabilities and qualifications without regard to race, ethnicity, color, sex, gender identity or expression, age, religion, national origin, citizenship status, sexual orientation, genetic information, physical or mental disability, military status or any other characteristic protected under federal, state or local law. In addition to complying with all applicable laws, PVH is also committed to ensuring that all current and future PVH associates are compensated solely on job-related factors such as skill, ability, educational background, work quality, experience and potential.