Introducing Tate Simmons
In the dynamic world of brand marketing, Tate Simmons stands as a beacon of creativity and adaptability. As the Perry Ellis Brand Marketing Manager, she navigates the ever-changing landscape of fashion marketing with a passion for innovation and a keen understanding of the brand's unique identity. Working directly under the Senior Vice President of Marketing, Tate plays a pivotal role in shaping a comprehensive 360 marketing strategy, encompassing partnerships, collaborations, advertising, social media, and more.
Below, Tate shares insights into her approach to brand marketing, the challenges, and so much more.
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Describe what your role as Perry Ellis Brand Marketing Manager entails.
Every day is different, which is one of my favorite parts about my job. I work directly under our SVP of Marketing as his right hand. Together, I assist with developing a 360 marketing strategy from a brand perspective. This entails partnerships, collaborations, advertising/media strategy, social media strategy, and brand photoshoot planning.
Can you provide an overview of your approach to brand marketing and how it aligns with the unique identities of Perry Ellis?
The reason why I got into brand marketing was because of the creativity and thought process that it entails. To be a successful brand marketer, the first most important element is to genuinely love the brand you are working on. I get to go to work everyday and be in an environment where creativity is not just encouraged, but required. We are a very collaborative marketing team in the sense that we have weekly meetings where we spitfire ideas and thoughts. Some days, it doesn’t even feel like work.
Brand marketing is a very competitive field when you look at other brands and their approaches. You have to think in the mind of your competitors while also remaining focused on your own brand which is challenging to do at times. You have to address the needs of the customer without even knowing them personally. It’s like playing the role of being a mind reader, while having to stay one step ahead of the consumer's thought process before they even think about it..
Perry Ellis is a heritage brand and what many people don’t know is that Perry Ellis laid the blueprint for mens fashion and what “everyday wear” looks like. It’s a unique brand with lots of history and soul. My favorite part about my job is looking at where Perry started in 1976 and continuing to build the bridge of where we think he would want to see the brand go for the future.
Photo Credit: Tate Simmons
Favorite piece of advice, business or otherwise?
One of my first ever bosses used to come into work everyday with a smile, regardless of what was going on within the business; it really helped set the tone for my team at the time and that attitude is something I always wanted to ensure I had as well. Kindness is key.
He would tell me to “always ask questions, speak when you feel passionate about something, and never stop broadening your knowledge, under any circumstances”.
What is your greatest success (or something you’re most proud of) in your professional life?
My ability to evolve and grow with the ever-changing conditions. The last two and a half years at Perry Ellis have been full of tremendous professional growth. I have pushed myself to learn elements inside and outside of marketing so I could fully understand other important pillars of the business, and be a better professional because of it.
What’s the hardest thing about your job that isn’t obvious?
What many people don’t know is that the NY marketing team that works on Perry Ellis also works on the brand Original Penguin too! Quite honestly, having both brands is one of my favorite parts about working for Perry Ellis International, but it can be challenging at times!
Each brand has its own rich heritage with completely different pasts. You have to split your brain in half and designate one side to Perry Ellis and the other to Original Penguin, ensuring that you don’t cross over strategies and brand elements that make each unique. The brands live under the same roof but have different customers, different personalities, and their own beautifully different identities.
What made you want to get into marketing?
For the majority of my life, I was in the competitive equestrian space. I was homeschooled for part of my schooling because of the rigorous travel and training expectations. Unlike other sports, horseback riding is a two team sport; you and your 1500lb animal. You have to be thoughtful in your riding style, creative in your jump approaches, and always analyzing your competitors' style. In a way, it encompasses the same logic and processes that marketing entails; be creative, be thoughtful in your approaches, and always keep your competitors on your radar.
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Would you recommend brands to communicate through influencers more?
YES! Influencers move brands and establish a clear sense of community to your audience. When you look on social media, brands are trying to shift far from campaign only assets. As hard as a brand can try, when you place a piece of user generated content next to a brand campaign that was shot internally, it is easy for followers to tell the difference. In today’s world, it has never been more important to showcase authenticity. Finding influencers that a) shoot amazing content in their own taste & tone, and b) authentically voice their admiration to their own followers about your brand, is crucial and undervalued.
I believe in a 70/30 split~ 70% of content on social should be diverse influencer content and 30% should be the internally shot brand campaigns.
As the Brand Marketing Manager, how do you work collaboratively with other departments, such as design and sales, to ensure a cohesive and integrated approach to brand messaging and positioning?
As a brand marketing manager, if you cannot communicate, it is not the role for you. It’s kind of like driving a jetski on a crowded bay; If you’re not constantly communicating with the boats around you, whether it be showing a clear sense of direction with your hands, eyes, or voice, you will get hit and sink.
My role is to ensure that all teams are always hearing our plans while also being heard. I am constantly in contact with our ecommerce, buying, merchandising, licensing, and design teams on the daily. Each team is a crucial piece of who we are as a brand and needs to be communicated with prior to the majority of everything we do.