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Senior Brand Marketing Manager
2 months ago
About the Position
As a vital member of the Athleta Brand Marketing team, the Senior Brand Marketing Manager collaborates closely with the Director of Brand Marketing to spearhead Athleta's comprehensive seasonal marketing strategy, ensuring that significant brand and product concepts are effectively communicated across all key brand touchpoints. This role is also responsible for formulating marketing strategies for the Athleta Girl category, a crucial and rapidly expanding segment of the business. The primary objective is to enhance brand visibility, attract new customers, drive traffic and conversion, and strengthen the emotional connection consumers have with both Athleta Girl and the overall brand.Key Responsibilities
- Collaborate with the Director of Brand Marketing to develop and execute the comprehensive seasonal marketing strategy, ensuring that Athleta and Athleta Girl concepts are delivered in a compelling, distinctive, and emotionally resonant manner across brand touchpoints.
- Create seasonal campaign briefs and work alongside the creative team to produce marketing materials that align with brand identity, meet messaging goals, and create significant impact.
- Oversee all seasonal product marketing and messaging initiatives to guarantee that marketing strategies yield measurable business outcomes.
- Work with Brand Marketing colleagues on the Women's business to establish seasonal brand, product, and cultural integration points between the Women's and Girls' divisions.
- Conduct seasonal evaluations and competitive analyses to inform and refine marketing strategies.
- Collaborate with cross-functional team members to continuously assess, measure the effectiveness (ROI) of, and enhance brand marketing initiatives.
- Engage with the customer insights team to guide seasonal marketing strategies.
- Serve as the senior marketing representative in all relevant Athleta Girl pipeline milestone meetings.
- Present seasonal marketing strategies and plans to the CMO, cross-functional partners, and senior leadership to secure buy-in and approvals.
- Assist the Director of Brand Marketing in steering brand marketing strategies for key growth initiatives to drive business performance, growth, and relevance.
Qualifications
- 6-8 years of experience in brand marketing strategy and planning within the fashion/apparel, consumer brand, or marketing agency sectors.
- Familiarity with the Sports/Fitness/Outdoor industry; athletic experience or interest is advantageous.
- Experience in marketing to Mom and Gen Z demographics, with a solid understanding of consumer insights and engagement strategies.
- Proven omni-channel brand marketing experience with a strong grasp of retail, print, and digital marketing.
- Demonstrated expertise in developing and executing annual and seasonal brand marketing strategies that drive substantial business results.
- Ability to translate product, trend, and merchandising information into compelling marketable messages.
- Strong leadership and collaboration skills, with the ability to build effective partnerships across cross-functional teams.
- Highly adaptable, detail-oriented, organized, and self-motivated with leadership capabilities.
- Comfortable presenting to and gaining buy-in from senior leadership team members.
- Experience and enthusiasm for creative development, including effectively briefing and collaborating with creative teams.
- Strong project management skills, with a proven track record of managing complex projects.
- Able to thrive in a fast-paced environment and navigate ambiguity.
- Flexibility to manage competing priorities and adjust focus based on the evolving needs of the business.