Smartwool/icebreaker: Marketing Manager

At icebreaker and Smartwool, we are two unique brands that embody the same spirit of belonging, adventure, sustainability, and getting out there. We create products made for people who enjoy nature and want to go far and feel good. We do this all while keeping our planet and the impact of our products in mind.

So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side-by-side with a team of fun, adventure-loving people, icebreaker and Smartwool may be just the place for you.

To learn more about our values and our culture, visit www.icebreaker.com and www.smartwool.com

What will you do?

A day in the life of a Marketing Manager at icebreaker and Smartwool looks a little like this:

This role sits within the Americas Marketing team and serves both the icebreaker and Smartwool brands. This role will work with the Americas marketing channel teams, creative teams, retail teams and ecommerce teams. The marketing manager will participate in marketing execution focused on project management and regional event activations. The marketing manager reports to the Senior Manager, SWIB Marketing.

Let’s break down that day-in-the-life a bit more.

Key responsibilities:

• Agency Management: Owns external PR agency for both brands and ensure that they are aligned on strategies, campaigns, and media outreach, ensuring seamless integration with our internal goals.

• Media Relations: Building and maintaining relationships with media outlets, journalists, and influencers to secure positive coverage and manage media inquiries.

• Crisis Management: Owns crisis communication efforts in collaboration with our VF Corporate Communications and PR agency to protect and mitigate any potential damage to our brand during challenging situations.

• Event Management: Organizing and attending PR events, including media events, product launches, and community engagement activities.

• Custom Content: Partners with internal creative team to create and deliver custom content tailored to our PR efforts (media one-pagers, lookbooks, etc)

• Integration: Leads strategic thinking with other commercial channel leads to align tactics and consumer facing interactions as it relates to PR

• Monitoring and Reporting: In collaboration with PR agency, provide regular reports to internal stakeholders. Set quarterly KPI’s for PR agency.

• Manage brand sample/seeding processes. This involves ordering and distributing sample products to key community members and providing guidance on intended use for various video/photoshoots, wear testing for feedback, or public appearances. This responsibility encompasses ordering for all ambassadors, events, partnerships and PR.

Integrated Marketing Communication Strategy, Strategic Partnership and Planning:  Support all aspects of the AMER go-to-market process, including:

• Integrated Communication and Planning: Partnership and Communication to SWIB internal teams, sales partners and key stakeholders on partnership updates, marketing support, event schedules and content opportunities and opportunities to integrate initiatives for full funnel consumer touchpoints

• Agency Management: Manage agency partners working on PR, partnership activation and events, by providing strategic guidance on executions, creative approvals, timeline budget management, and staffing support

• Partnership Management: Drives the Smartwool and icebreaker strategic partnerships including contracts, KPIs, integrated marketing plans and strategic planning.

• Event Planning and Execution: Plans and executes on-site events supporting strategic partnerships, brand collabs, and brand activations. 

What do you need to succeed?

We all have unique skills that we bring to work and celebrate every day. For this role, there are foundation skills you’ll need to succeed and excel. Additionally, while formal education in a related field is great to have, we are most interested in your 5-7 years of experience and professional achievements. 

Who You Are:

• Consumer Obsessed: You’re eager to grow your career in marketing across a range of consumer touchpoints, and the idea of working with leading outdoor apparel brands excites you. You are a self-starter and understand the role that marketing plays in generating growth for brands. You are