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 budge