Manager, Franchise Marketing (LATAM)

About the Role

The Marketing Manager (LATAM) plays a key role in driving the overall Gap Inc franchise and wholesale business across Latin America and the US, from existing and new partners, alongside the cross-functional regional teams. Latin America is Gap Inc’s largest revenue-driving and fastest-growing region globally and this role is pivotal in sustaining ‘bread and butter’ financial performance across the region, supporting 6x brands and up to 12x partners.

As brand guardian for all Gap Inc brands, the role will be focused to drive brand equity in the territory, ensuring brand consistency across all customer-facing channels by guiding franchise partners in the translation of the global marketing strategies into locally relevant, customer-centric campaigns and ROI-driving investments.

The successful candidate will have proven experience in the full marketing mix, accountable for driving brand power and presence across stores, web and all customer touch-points.

As well as protecting the integrity of our brands across the terriority, the role will also be accountable for direct management of select partners, involving dedicated relationship management and influencing of creative marketing plans, budget investments and execution

What You'll Do

• Management of Gap Inc’s largest and fastest-growing, high-profile partners, driving brand power, Marketing ROI and multi-channel business growth in these markets

• Define annual and seasonal Marketing and Ecommerce strategy to fuel regional business growth objectives and support cross-functional strategic alignment e.g. AMP, Product, VM

• Provide direction to Franchise partners to support market, channel and seasonal launches across the brands in LATAM

• Support the Senior Marketing Manager to approve and monitor brand and marketing performance across all brands and channels, ensuring consistent omni-channel customer experiences in line with global direction across the territory

• Plan and deliver seasonal marketing strategies and investments in line with the global brand’s, franchise partner’s, regional and business objectives

• Partner closely and effectively with key internal stakeholders and Gap Inc cross-functional peers: Marketing, Brand, PR, VM, Digital, Creative, Account Management, L&D, Product, Planning, Logistics and Finance

• Build effective partnerships with multiple external Franchise partner teams e.g., Marketing, VM, Product, Sales, influencing strategic decision-making and execution in line with the US brand vision

• Adapt communication style to suit varying internal and external interaction levels e.g., GM, Brand Presidents, Vice Presidents, Senior Directors

Who You Are

• Extensive marketing experience across multiple business models is essential – brand marketing, trade marketing, media, experiential, event marketing, PR, digital, social, CRM and ecommerce – with ability to make strategic investment and planning decisions to drive maximum ROI

• Operation of multi-brands within multi-channel environments is ideal

• Solid Latin America territory knowledge i.e. retail landscape, customer mindset and market sensitivities with proven evidence of tailoring Marketing campaigns to this territory

• Experience of working within a franchise / international structure and strong business acumen is essential; the role demands solid understanding of how functional practices and procedures integrate with and impact matrix functions and overall business goals

• Ability to effectively influence and motivate at all levels of the organization both internally and externally

• Detail oriented with proven accuracy through self-motivation & use of initiative

• A “can-do” attitude, willing and effective working as part of an extended cross-functional, remote team

• Excellent project management, planning & organizational skills with an ability to manage several tasks at once

• Fluent in Spanish language is essential