VP Brand Marketing - Merrell

For over 40 Years, Merrell has been trying to share the simple power of the being outside with everyone. We believe in the positive benefit of the outdoors to restore individuals and communities. As a result, we want to fuel the growth of outdoor participation through the creation of awesome products and amazing stories that encourages people to get outside everyday whether in the city or on the trail. To help drive this journey, we are looking for a VP Brand Management who will report directly to the Chief Marketing Officer.

This individual will set the strategic direction for all brand marketing stories that will deliver the brands short-term and long-term growth goals. This individual’s success will be based on their ability to be consumer-centric, creative, and drive change that elevate our integrated marketing efforts and gets more people to love and seek out our brand and products.

Leadership Capabilities:

As an influential strategic business leader, you will build strong partnerships across the Merrell brand including serving as a vital voice of the consumer and brand with senior leaders, brand strategists, marketers, customers, agency partners, product teams, and designers.

Brand Strategy:

• Partner with key members of the Merrell leadership team to bring the brand vision and mission to life through research, business analysis, ideation, innovation, development, and commercial execution.

• Lead the development of long-term brand marketing strategies that helps define and build a path to growth by aligning key priorities and areas of optimization and transformation for the portfolio.

• Influence and drive decisions across long-term and annual business strategies, innovation strategy and development, revenue growth management strategies and marketing execution optimization.

• Act as the brand steward collaborating with internal multi-functional team (Consumer Insights, Design, Finance, Product PR, etc) and external partners to drive comprehensive brand plans to be executed by markets around the world.

• Drive on going evolution and refinement of Merrell brand strategy: positioning and architecture (in conjunction with Consumer Insights).

• Ownership of the US marketing strategies for Merrell; develop 360 strategy for all launches.

• Partner with the product team to generate a 3 Year Innovation Pipeline by helping the team to unlock powerful consumer insights that translate into disruptive and incremental innovations boosting revenue and profit for the business lines.

• Track record of translating business priorities into brand objectives, strategies, and plans.

• Work with Consumer Insights, Strategy and Lead markets to develop consumer grounded, high business potential and sustainable innovation architecture and road map.

Integrated Marketing Development:

• Oversee the development of strategic global integrated marketing big idea platforms that unify our brand communication center in our purpose.

• Lead a structured and organized approach to craft engaging integrated marketing campaigns that drives consumer interest and demand and grows overall sales.

• Lead the development of omni-channel marketing strategies that drive both brand engagement and sell-through at retail.

• Direct and coordinate integrated marketing campaigns across various channels, including print, digital, social media, influencers, events, and collaborations.

• Oversee the alignment of media planning and investment to ensure the right balance between brand and performance channels.

• Partner closely with Retail Marketing to ensure seamless integration of brand campaigns across owned retail, wholesale, and digital channels.

• Understand how to effectively inspire and delight consumers through product performance, pricing, and positioning of brand’s key franchises.

• Create campaign briefs and partner with agencies to develop advertising, credibility and consumer engagement campaigns.

• Collaborate with media and retail partners to optimize campaigns for awareness, conversion and in-store traffic.

• Collaborate with regional marketing teams to develop and implement execution plans for global campaigns, including facilitating information sharing and to drive alignment across regions and troubleshoot issues.

• Direct team in the creation of Toolkits and Playbooks to facilitate the implementation of key marketing initiatives.

• Monitor competitive activity and provide regular competitive intelligence updates.

• Orchestrate and drive multifunctional teams towards same vision and goals in an absence of direct reporting relationships.

• Manage the developm