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Vice President of Marketing Strategy

2 months ago

California, United States Decathlon America Full time

Company Overview

Decathlon America is a pioneering sports design, manufacturing, and retail organization dedicated to making sports and outdoor activities more accessible and sustainable for all. Established in 1976 in France, Decathlon has grown to become a prominent player in the global sporting goods industry, employing over 100,000 individuals across 70 countries. In the United States, our focus is on outdoor activities such as trekking, climbing, mountaineering, cycling, and trail running. As we embark on this journey, the potential for growth is immense. We operate with the agility of a startup while leveraging the resources of a large corporation. This is a unique chance to significantly influence the USA outdoor market, contribute to the legacy of a leading global sports brand, and positively impact both individuals and the environment.

Position Overview

We are seeking a seasoned and innovative Vice President of Marketing Strategy to spearhead the relaunch and drive our next growth phase in the United States. This position will report directly to the Chief Executive Officer (CEO) of Decathlon America. The ideal candidate will be a collaborative leader, strategic visionary, brand architect, and exceptional executor with a background in the sports and outdoor sectors in the USA, motivated by the desire to create meaningful change.

Your responsibilities will include:

  • Formulating, implementing, and scaling our marketing initiatives to enhance brand awareness, credibility, and demand within key outdoor communities in the USA.
  • Collaborating with your team, agency partners, and global resources to oversee Go-to-Market strategies, Consumer Insights, Brand Marketing (including Creative, PR, Organic Social, Influencer, Experiential, and Sponsorship), Trade Marketing (covering Retail activations, Point of Sale, and Trade Shows), and Growth Marketing (encompassing Paid and Owned Media).
  • Partnering with the executive team to develop and execute the long-range strategic plan for Decathlon in the USA.

If you have successfully launched and scaled sports or outdoor brands in the USA; possess a proven record of creating exceptional marketing strategies that enhance brand visibility and sales performance; thrive in dynamic and uncertain environments; and enjoy building initiatives from the ground up while embracing diverse responsibilities, we would be eager to connect.

Key Responsibilities

  • Act as a vital member of the USA senior leadership team, providing strategic insights and guidance to the CEO on brand direction, trade marketing, marketing return on investment, consumer insights, and go-to-market strategies.
  • Oversee the brand and go-to-market strategy, collaborating cross-functionally with our Offer, Wholesale, DTC, Supply, and Global Brand teams to ensure superior execution.
  • Identify effective methods to engage our target audiences and cultivate a loyal customer base through comprehensive marketing plans.
  • Drive brand and creative initiatives at the country level, serving as a brand ambassador to guarantee consistent representation across all channels. Provide local insights to the Global Brand teams.
  • Utilize customer insights, global resources, and local business requirements to design and implement integrated campaigns/programs (e.g., brand building, product launches, seasonal events) aimed at generating demand across various channels (DTC and wholesale) through a fully integrated marketing approach that includes Digital, Social, Influencers, Partnerships, Experiential, and in-store marketing.
  • Build, lead, and motivate a high-performing marketing team in a hybrid work environment, both in-house and with external agencies, fostering a culture of innovation and teamwork.
  • Stay informed about our priority audiences, market trends, and competitor activities to discover new marketing strategies, content ideas, and brand campaigns.
  • Leverage data and analytics to monitor and enhance the effectiveness of your marketing programs.

Qualifications

  • Bachelor's degree in Business, Marketing, Communications, or a related discipline.
  • 15+ years of marketing experience, with a background in the sports/outdoor sector in the USA being essential. Trade Marketing experience is preferred.
  • 10+ years of experience in building, developing, and leading a team.
  • Experience in launching and growing brands in the USA across various channels (Wholesale, e-commerce, DTC).
  • Ability to operate both strategically and tactically in a fast-paced, high-energy environment.
  • Experience in developing and executing multi-channel marketing campaigns that drive brand growth and sales.
  • Strong business acumen and analytical capabilities, with a proven track record of assessing marketing expenditures to determine ROI and guide future initiatives.
  • Demonstrated ability to collaborate across functions and externally, combined with strong prioritization and organizational skills, and a proactive, hands-on approach.

Additional Information

  • Salary Range: $150,000 to $250,000 Annually
  • Comprehensive Healthcare Coverage (Medical, Dental, Vision, Life Insurance)
  • Retirement plan contributions (401k)
  • Paid Time Off (PTO) and Holidays
  • Commuter benefit options
  • Generous employee discount
  • A supportive learning environment where you can make a significant impact
  • Opportunities for professional growth

Sports for all