Sr. Integrated Marketing Manager - Hybrid Life

Job Summary

The Sr. Integrated Marketing Manager - Hybrid Life leads the end-to-end orchestration of go-to-market planning, translating upstream brand and product strategy into integrated, fan-facing activation plans. This role serves as the central briefing hub and program integrator, aligning Strategy (account-facing) with Brand Communications and Regional teams to ensure clear, actionable plans that can be consistently adopted and executed across markets.

Essential Functions

Description

• Translate Strategy into Integrated GTM Briefs
  • Translate seasonal category strategy, insights, and priorities into clear, actionable Integrated GTM briefs across global and regional/channel needs.
  • Define campaign objectives, target audiences, success metrics, and KPIs in alignment with business goals.
  • Frame strategic “where to play” decisions, including key consumer moments, platforms, and partnership archetypes into actionable GTM pathways, briefs, and activation plans.

• Lead GTM Briefing & Alignment
  • Lead seasonal and campaign kickoff meetings to align Strategy, Brand Communications, Creative, and Regional teams.
  • Facilitate cross-functional input, decision-making, and alignment throughout the briefing process.
  • Maintain a single source of truth for GTM briefs and activation toolkits, including version control and key decisions.

• Orchestrate GTM Planning & Readiness
  • Lead development and management of the integrated GTM calendar and cross-functional workback plan from brief through launch, in partnership with Program Management.
  • Coordinate deliverables and dependencies across Strategy, Creative, Brand Communications, and Regional teams.
  • Run readiness reviews to ensure alignment, on-time delivery, and launch preparedness.
  • Identify risks and escalate blockers with clear options and recommended solutions.

• Partner with Regions to Enable Activation
  • Partner with Regional Marketing teams to incorporate local market needs, channel strategies, and activation requirements into global plans.
  • Develop and deliver global activation toolkits and playbooks, including messaging frameworks, content guidance, event templates, and asset requirements.

• Regional I&E Partnership
  • Partners with regional marketing leads to gather channel goals, local nuances, and activation needs; integrate this into global brief deliverables.
  • Delivers the global activation toolkit/playbook (messaging guardrails, event templates, influencer/ambassador frameworks, content guidance, asset lists, sampling/toolkit readiness checklist).
  • Prepares and host milestone pitchback cycles; coordinate feedback into final plans and toolkits.

• Manage Governance & Cross-Functional Alignment
  • Coordinate cross-functional review and approval processes across Strategy, Brand Communications, and Creative leadership.
  • Maintain visibility of key decisions, approvals, and changes through structured documentation.
  • Ensure alignment between sell-in strategy and consumer-facing activation across global and regional execution.

• Drive Measurement & Continuous Improvement
  • Define and align cross-functional success metrics, including readiness, adoption, engagement, and commercial performance indicators.
  • Lead integrated campaign recaps by consolidating inputs from regional and channel teams.
  • Translate performance insights and learnings into actionable recommendations for future seasonal strategies and GTM planning.

Please note this job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties responsibilities and activities may change at any time with or without cause.

Qualifications

• Bachelor's Degree in Business Administration, Marketing, Communications, or related field required.
• Six (6) to eight (8) years experience in integrated marketing/brand programs (footwear/apparel/consumer preferred) with proven cross-functional leadership without authority.

Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.

Knowledge, Skills, and Abilities

• Demonstrated ability to translate strategy into activation briefs and orchestrate complex, multi-region programs.
• Expert facilitation, comms, and decision-log/issue-management; fluency in E/O/