Smartwool & icebreaker Senior Manager, Marketing (Americas)

Smartwool icebreaker AMER Marketing, Senior Manager

Reporting to the Smartwool icebreaker North America Regional General Manager and serving on the AMER Leadership Team (LT), the Smartwool icebreaker (SW-IB) AMER Marketing, Senior Manager leads a team responsible for executing all marketing initiatives across the Americas for both brands. Leading a team of marketing professionals, this role is responsible for interfacing with global brand marketing teams, setting and managing the regional marketing budget and developing the strategies necessary to execute brand marketing objectives across the DTC and wholesale channels in the Americas.

Key Responsibilities:

• Responsible for continuous improvement of brand health score, new consumer acquisition and brand awareness across all consumer touch points for both Smartwool and icebreaker.
• Lead performance media and associated agencies through partnership with the ecommerce lead to ensure the revenue goals and needs of ecommerce are met.
• Partner closely with global brand marketing teams from Smartwool and icebreaker to ensure owned and earned media channels align with global brand priorities and regional commercial needs.
• Collaborate with community, ecommerce and brand creative teams to ensure integrated brand story and integrated marketing plans across product, community, website, retail, regional and performance marketing.
• Ensure a single brand experience for both Smartwool and icebreaker across digital retail, brick and mortar retail, owned retail and ecommerce.
• Partner with ecomm team to ensure CRM, email strategy and on-line marketing is driving traffic and conversion and supporting revenue targets.
• Lead, develop and manage the Wholesale Marketing Strategy in conjunction with Wholesale Marketing Manager.
• Ensure strategy aligns to over-all brand strategy
• Work in partnership with sales and key account leaders to define and deliver the strategy
• Manage wholesale marketing development and execution
• Lead the team in development and execution of the marketing materials and actions supporting the strategy
• Ensure on-time, on-brand execution with key accounts across Americas region
• Set and manage the GTM process, gates, and meetings across all channels
• Collaborate with Product and Sales departments to define marketing strategies, tools, and communication strategies
• Develop presentations for Go To Market meetings and sales meetings, and present them
• Lead the legal approval and creative development process for new product names
• Develop supporting marketing materials for consumers and retail sell-in
• Develop thematic ideas for the sales meetings and ways to generate buy-in and excitement around the brand and marketing.
• Ensure product launches, franchise styles, and brand are appropriately supported across all channels
• Represent all channel marketing needs in integrated marketing planning, moments, toolkits
• Ensure key account, DTC channel and field service representative focus and plans are aligned to brand strategy
• Support sell-ins and sell-in meetings, and partner in development of sell-in materials, to ensure brand and marketing messages are supporting sell-in
• Ensure a the wholesale marketing team is responsive to real-time needs of the business
• Lead a team with the ability to create and deliver gap plans or elevated focus on a need as it is identified.
• Manage key account plan development and execution
• In partnership with sales, marketing and merchandising leaders, determine key account strategy and annual plans
• Develop ideas, calendars, and pitch materials to sell-in annual marketing and sell-through programming
• Lead the team to execute plans
• Support channel expansion with marketing strategy, sell-in support and test and learn plans.
• Tradeshows
• Collaborate with product and sales to ensure SW-IB show up well at trade shows
• Be the voice of the brand and marketing at these events
• Balance the intersection of branding and selling where needed
• Team and operations requirements:
• Develop and manage all marketing budgets and associated monthly forecasts/updates.
• Manage T&E forecast and budget for the wholesale marketing and field service teams
• Work effectively with cross-functional teams, and across the marketing and creative teams to build positive, productive work relationships
• Drive innovative and integrated ideas and strategy, effectively communicating consistently across all sales and marketing channels.
• Build strong partnerships and establish credibility with the internal and external team based upon a demonstrated collaborative approach, leadership skills and experience.
• Monitor retail, media, competitive brand and consumer trends and determine implications for our business
• Define, evaluate and report key metrics that tie to business goals
• Adopt and enrich marketing plans through consumer insights
• Measure programs, present results, and demonstrate evolution of our plans based on learning.

Requirements & Skills:

• BA or BS degree in Business, Marketing or related field of study and 10+ years of progressive marketing experience, preferably in the run, outdoor, apparel or related industry.
• Experience leading marketing teams in a fast paced, high volume environment and managing a budget of $10M + is critical.
• Proven leadership and talent development abilities.
• Experience in leading multi-channel marketing teams and processes.
• Proven success in creating and delivering strategic marketing initiatives and product launch materials.
• Understanding of retail and brand-retailer relationships.
• Ability to successfully manage complex projects.
• Proven skills in managing agency/vendor partners, including negotiating and managing fees and directing/evaluating brand communications campaigns.
• Analytical, strategic and problem-solving skills.
• Excellent interpersonal skills.
• Strong verbal and written communication skills including meeting facilitation and presentations.
• Proven ability to innovate and foster innovation in others.
• Drive for operational results including budgets, timelines and efficiencies.
• 25% travel.

Hiring Range :

$125,280.00 USD - $156,600.00 USD annually

Incentive Potential : This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.

Benefits at VF Corporation : You can review a general overview of each benefit program offered, including this year's medical plan rates on and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.

Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual's race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you are unable to submit your application because of incompatible assistive technology or a disability, please contact us at . VF will reasonably accommodate qualified individuals with disabilities to the extent required by applicable law.

Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.

VF Diversity Vision Statement
VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.VF is an equal employment opportunity/ affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.