Senior Director, Brand Marketing
1 week ago
About the RoleA critical senior leadership team member of the Athleta Marketing Team, the Senior Director of Brand Marketing leads and acts as the guardian of Athleta and Athleta Girl’s short and long term brand vision and strategies, ensuring they come to life across brand touchpoints. He/she also oversees the brand strategy development for new businesses and brands. Additionally, the Senior Director of Brand Marketing is responsible for the development of Athleta and Athleta Girl’s annual and seasonal omni marketing and messaging strategies and plans that grow brand awareness, drive traffic (new and existing), conversion, engagement and profitability that meet or exceed Athleta’s budgeted sales and earnings goals. The Director of Athleta Women’s Marketing and the Director of Athleta Girl Marketing report into this role.What You'll DoPartner with CMO and marketing leadership team to develop annual and seasonal Athleta and Athleta Girl omni marketing strategies and plans that grow brand awareness, drive traffic (new and existing), conversion, engagement and profitability that meet or exceed our budgeted sales and earningsIn partnership with CMO, lead long term brand strategy for Athleta and Athleta Girl, including how to further deepen mission and brand values; support CMO in external and internal rollout and communications of Athleta’s brand strategyEnsure brand mission and brand platform comes to life across all brand touchpoints, partnering closely with cross-functional leaders (primarily in marketing, creative, design, merchandising, field and HR)In partnership with CMO, oversee brand strategy for any new businesses and brands (i.e. category expansions or global, etc.); this may include brand positioning, brand architecture and namingLead development of Athleta and Athleta Girl annual and seasonal brand messaging strategy and architecture, including clearly articulated hierarchy of brand and product stories, partnering closely with VP of Merchandising, VP of Design, VP of IM and Head of Athleta Girl; Ensure messaging strategy is in service to Athleta’s long-term brand mission, platform and marketing / product LRPBrief all marketing and creative teams about seasonal strategies, campaigns and messaging / content priorities to kick off creative concepting and omni channel marketing activations; Act as key point person for omni channel marketing and creative team to help bring seasonal brief to life across touchpoints and implement powerful omni channel marketing planAct as key marketing leader across key Athleta pipeline milestones, representing overall seasonal marketing and messaging strategy and overseeing marketing integration and optimizationWho You AreAt least 10-12 years brand marketing strategy, marketing planning and communications experience with fashion/apparel, consumer brand and/or marketing agencyBalanced left and right brain marketer, with exceptional problem solving and analytical skills and proven ability to turn findings into executable, strategic plansResults-oriented with an exceptional track record of developing holistic marketing strategies and plans that have consistently met or exceeded planned objectivesWell-versed in developing customer-driven marketing strategies based on consumer insights, competitive landscape and brand knowledgeInspirational leader with the ability to develop and coach highly talented, senior-level team membersProven thought leader within the department and cross-functional teams with the ability to galvanize and drive all parties toward a cohesive, actionable planHas a strong aesthetic sense and understanding for the Athleta Brand and apparel industry and ability to drive and maintain a singular brand aesthetic
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