Director of Hispanic Marketing

Director of Hispanic Marketing

About Us: Perry Ellis International, Inc. represents a diverse portfolio of lifestyle apparel brands, including Perry Ellis®, Original Penguin®, Cubavera®, and Laundry by Shelli Segal®. With a heritage rooted in the Hispanic community, we own and license over 40 brands globally and partner with powerhouses like Nike®, Callaway®, and the PGA TOUR®.

Position Summary: As the Director of Hispanic Marketing, you will lead the development and execution of our marketing strategy to effectively engage and grow our domestic Hispanic consumer base. This role requires a versatile leader capable of driving growth across two distinct channels: Direct-to-Consumer (DTC) and Wholesale (Key Accounts). You will translate deep cultural insights into business growth by creating authentic, multi-generational campaigns that build brand loyalty and drive market share across the U.S.

Key Responsibilities:

• Channel-Specific Execution (DTC & Wholesale):
  • DTC (Digital & Owned Channels): Drive customer acquisition and retention through culturally relevant digital advertising, social media content, email marketing, and SMS strategies. Oversee the Hispanic consumer journey on our brand websites and in our physical retail stores.
  • Wholesale (Retail Partnerships): Develop and execute co-marketing initiatives and "shop-in-shop" experiences for key accounts including Macy’s, JCPenney, and others. Ensure brand consistency and cultural relevance at the physical point of sale.
• Domestic Strategy & Research: Create and implement comprehensive marketing strategies specifically for the U.S. Hispanic consumer segment. Conduct in-depth research to understand the unique needs of diverse groups (e.g., Mexican-American, Caribbean, and Central/South American demographics) within key U.S. regions.
• Brand & Cultural Partnerships: Identify and collaborate with U.S.-based influencers, cultural leaders, and community organizations to build authentic brand advocacy.
• Cross-Functional Collaboration: Partner with Brand, Sales, and E-commerce teams to ensure Hispanic-focused initiatives align with North American commercial goals and wholesale account requirements.
• Performance Analysis: Track and analyze campaign ROI using domestic market data to optimize spend and report results to senior leadership.

Qualifications:

• Bachelor’s degree in Marketing, Communications, or a related field.
• At least 8 years of experience in marketing, with a dedicated focus on the U.S. Hispanic market.
• Proven track record of managing both DTC (Digital/Social/Email) and Wholesale/Retail marketing channels.
• Deep understanding of the acculturation spectrum and the "200%" consumer (100% American, 100% Hispanic).
• Experience in fashion, apparel, or consumer goods is highly preferred.
• Fluency in Spanish (verbal and written) is required.

Personal Attributes:

• Omnichannel Mindset: Ability to pivot between digital-first DTC strategies and traditional retail/wholesale environments.
• Strategic & Analytical: A data-driven approach to capturing market share in high-density Hispanic regions.
• Cultural Fluency: A genuine passion for the evolving U.S. Hispanic cultural landscape.