Day in the Life of a ... fashion online marketing manager

In our ‘Day in the Life’ series, we talk to insiders from different sectors of the industry on how they got started, their day to day, and why they wouldn’t swap their fashion choice for anything. Today, we feature Frank Sendler, online marketing

manager at Crew clothing; a label which has just added a mobile friendly website.

FU:

How did you come to work as online marketing manager at Crew?
With a degree in Philosophy it's quite difficult to find a job so the obvious choice for me was to look to something that interested me. From there I went into marketing, which progressed to online as the web within fashion took off. Crew is a good brand to work for; and importantly I like the clothing which works both as smart and casual.

FU: Early Morning consists...
Marketing and Merchandising reports, cups of tea and team meetings. We look at sales reports and which products are selling well when and to which customer group. We also analyse past and on-going promotions to find out what works for us and what doesn't.

FU: Late Morning consists of...
Conversations with suppliers and more meetings.

FU: And afternoon...
A cup of strong coffee and project work. At the moment we are working on getting a new web infrastructure into place (new web servers and database) which is very important before the Christmas period. In the past, too many site visitors made the web site run very slowly - not a good experience for customers.

A second project we are currently working on is our email welcome & abandoned basket program. We work on new designs, times testing and how to re-engage customers that have been to the site but not purchased.

FU: Daily Objective...
To do things better and in a smarter way. Internet technology is evolving very quickly at the moment and offers new opportunities to optimise programs and processes.

FU: Why you chose online fashion marketing?
The product is great to work with and you get the full experience of a multi-channel business including visiting stores and warehouses.

FU: What you would recommend about online marketing for a fashion company to...a fashion graduate?
It's a fast changing market with new technologies emerging all the time and new fashion designs and products being developed, so it’s engaging and you have to be quite adaptable, and interested in all aspects of the business.