Overview

Title: Vice President of MarketingCompany: Rafar Group Companies & AffiliatesReporting To: President, Rafar GroupLocation: NYC officeAbout the RoleThe 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 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 ResponsibilitiesMarketing 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 cadenceDTC & Performance Marketing Own P&L, revenue growth, and profitability metrics for DTC (i.e. ) 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-platformBrand 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 storytellingCreative & 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 growsTeam & Agency Leadership Lead, develop, and inspire a nimble internal