Director of Brand Marketing (remote/hybrid/in office)
The Soul Factor Work from Home/Remote Full-Time
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Job Details
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Our client, an exciting company in the fashion/footwear industry, is looking for a Director of Brand Marketing to help expand its portfolio in the US and China.
General Function
Drives and leads the annual & long-term marketing strategy for the portfolio in North America and China. The candidate will be an experienced, customer obsessed, and results orientated person that will create and drive a marketing strategy that will optimize the success of the brand portfolio supporting ecomm, retail and wholesale business. This role will drive customer insights for the brand influencing marketing campaigns. Responsible for developing & implementing marketing programs that meet and exceed consumer needs, building market share within the leading footwear categories, ultimately driving consumer engagement.
PRIMARY DUTIES
STRATEGY
• Partner with the CMO to translate global plans & priorities into implementable regional marketing strategies for the product portfolio, with a focus on driving brand awareness & consumer demand
• Continuously develop and drive the brand positioning and values across the business and within the organization by delivering clear product and marketing concepts that ultimately provide incremental growth opportunities via consumer and distribution segments
• Develop a seasonal marketing calendar relevant to the region to include all marketing initiatives while keeping in line with the brand’s global messages
• Key stakeholder management with global teams across all brands, ensuring full brand and seasonal alignment to maximize opportunities for footwear
BRAND BUILDING
Defines brand platform & positioning in North America and China for the key brands and develops a balanced calendar of branding and ROI-generating activations. Implement opportunities that will grow the business / generate incremental revenue while enhancing brand positioning. Manage and measure the success of all marketing activities.
• Partners with merchandising team to lead a synergistic go-to-market approach with the development of seasonal sell-in and sell-thru packages to drive successful product marketing stories that are aligned to the global calendar.
• Partner with Commercial team to understand seasonal needs to drive sell through with key retailers and increase awareness for the portfolio.
• Drives creative brief process to develop regionally relevant seasonal assets that complement global offering
• Develop consumer insight strategy to identify category growth opportunities and positioning in the competitive landscape; work with external agencies to deliver a global Brand Tracking study to establish key benchmarks
• Analyze customer data across all channels to provide insights that deepen the organization’s understanding of the customer.
• Identify disruptive, innovative product opportunities, and pitch relevant & long-term brand partnerships & sponsorships that increase awareness and elevate the brand to engage new & existing consumers
PR / SOCIAL
• Manage the relationship with an external PR agency to generate globally relevant brand and seasonal stories.
• Align with the global social team to participate in the on-going development of relevant digital and social media content for GGB portfolio in line with the brand’s strategy.
RETAIL
• Understand the needs of the footwear retail environment and support the retail team with communications across promotional, semi-permanent and permanent displays ensuring these are in line with brand guidelines.
• Partner with retail team to continually improve the customer shopping experience, ensure that in-store and out-of-store experience is aligned, consistent, and on brand
LEADERSHIP / BUDGET
• Manage the development of two team members, empower them to maximise their potential
• Overall management and reporting of the marketing budget.
• Duties on assigned
KNOWLEDGE, SKILLS AND ABILITIES REQUIRED
• 8-10 years multi-channel marketing experience with a major brand in footwear (preferable) or fashion industry.
• Must have strong knowledge of digital and social media, fashion/footwear retail & consumer segmentation.
• Strong listening, written and oral communication skills.
• Fluency in Portuguese a plus
• Proven track record for leading and developing new initiatives and executing innovative marketing plans
• Team player with a drive for success
• Ability to self-direct and prioritize to meet calendar deadlines
• Ability to create strong relationships across the business and gracefully influence
• Comfortable in fast-changing, fast paced environment with tight deadlines.
Office in Wynwood, FL. Hybrid working arrangements will be considered. Some travel required.
Recommended Skills
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• Benchmarking
• Business Marketing
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• Communication
• Leadership
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