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Vice President of Marketing
Fender Musical Instruments Corporation
Los Angeles, CA, United States
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Fender Musical Instruments Corporation(“FMIC”) is locatedinHollywood, CA. Our brand mission is to accompany each player at every stage with products and brand experiences that fuel the pursuit of musical expression. Within Fender Global Marketing we are building a global community of active players, artists & influencers across all of our core physical and digital products and channels.
An American icon, Fender was born in Southern California and has built a worldwide influence extending beyond the studio and the stage. A Fender is more than an instrument, it’s a cultural symbol that resonates globally.
We are currently searching for a talented Vice President of Marketing to join our global marketing team, based in Los Angeles, CA. Reporting to the CMO, the ideal candidate will blend their obvious passion for music and culture with the proven ability to lead and drive results in three key areas: Integrated marketing planning and consumer-facing GTM execution for new product introductions, product lines and brand initiatives; paid media strategy, planning and execution to fuel increased demand and earned media; and social media marketing, supporting the continued growth, engagement and reach of Fender's shared channels.
About the Job:
• Lead an efficient integrated marketing planning process to drive delivery of effective marketing campaigns and programs that create increasing consumer demand and adoption of new Fender product introductions (NPI), and product lines.
• Own the development and distribution of all cross-functional marketing briefs, aligning product & business opportunities with target consumer segments & insights, marketing objectives & strategies, creative concepts, budgets & timelines.
• Work across Fender’s marketing functions and departments to ensure the coordinated, timely & effective delivery of Fender’s message, marketing activation(s) and marketing assets across all relevant consumer touch-points.
• Act as connector and partner to internal product, operations and sales teams, to align and support Fender’s sales and GTM process with Fender’s consumer marketing objectives.
• Build and lead a core marketing team to drive the seasonal and on-going marketing of NPI and key Fender product categories, including electric guitars and basses, acoustics and ukuleles, amplifiers, accessories, lifestyle, audio, signature artist series and Custom Shop.
• Lead the development and execution of a highly effective paid media strategy, in line with Fender’s demand creation and growth goals for all NPI and product lines/categories; and also in line with Fender’s global earned media and community development goals.
• Identify, create and lead execution of strategic & tactical media partnerships and media buys tied to key moments, artists, collaborations, activations and partnerships to fuel demand, drive traffic and generate significant authentic earned media opportunities.
• Identify and manage external agencies and freelance resources as required to establish target budgets, KPI’s, buying strategies and reporting for all media investments, across all paid media channels, partners and platforms.
• Lead and Manage a highly effective in-house global social media team to drive the continued growth and reach of Fender’s social channels and build an increasingly engaged global community of players, artists and influencers.
• Ensure the continued progression and adoption of global brand standards and best practices for marketing Fender products, artists, influencers, activations and promotions across Fender’s ecosystem, regions, teams, agencies and 3rd party contributors.
• Lead the team in identifying and prioritizing key channel growth drivers, including content, partnerships, collaborations, activations, influencers and paid media.
• Develop and execute social media and marketing strategies to more closely align the Fender brand and its channels with its increasingly diverse consumer-base, global artist and retail footprint and constantly evolving musical landscape.
• Champion the consumer’s experience and drive ongoing monitoring, reporting and internal adoption of both qualitative and quantitative consumer data and insights to better understand consumer behavior, inform product, marketing and social media strategy development and better serve the needs of Fender’s audience.
What you need:
• 10+ yrs. leading cross-functional marketing teams, integrated marketing strategy and execution for relevant consumer brands. In-house brand experience preferred.
• Strong track-record fueling consumer demand (awareness, interest, acquisition, engagement) and driving growth (sales, revenue) for brands with multiple annual new product launches and multiple product lines.
• Must have a clear passion for music, appreciation for Fender’s product heritage & authentic artist legacy, and informed point of view on Fender’s unique position – and potential – in music, entertainment, technology, media and culture.
• Proven experience setting strategy & driving multi-level/multi-channel marketing programs from strategic brief through concept development and activation.
• Strong digital media strategy background, with working knowledge of current digital marketing best-practices to drive interest, acquisition and engagement including content, paid, social, owned, editorial, SEO/SEM, mobile, .com and retail.
• Social media expert, current on industry best-practices and resources, strong track-record of driving growth of individual channels, and demonstrated experience building highly engaged, passionate, brand communities over sustained periods.
• Demonstrated experience working with artists and/or influencers to drive authentic brand connections, create demand and drive earned media.
• 5-7 years overseeing national (U.S.) and/or global paid media strategy and buying, including innovative media partnerships delivering measurable increases in traffic, reach, engagement and/or acquisition.
• Comfortable directly leading media negotiations and/or managing external media agencies/buyers.
• Hands-on leader, Comfortable creating presentations, generating insights and navigating on-going analytics & consumer behavioral data to inform strategy and day-to-day execution.
• Consumer-first, across all aspects of the role.
• Comfortable setting strategy and driving formal / informal communication with peers, superiors and reports (direct and indirect).
• Must be comfortable advocating/negotiating with 3rd parties and potential brand partners and collaborators within music, entertainment, media and culture.
• Comfortable setting, managing and reporting on budgets, spending and KPI’s. Must be a forward thinking that anticipates and adapts with changing trends.
• Team-player and willing collaborator.
About Fender Musical Instruments:
Fender Musical Instruments Corporation (FMIC) is one of the world’s leading musical instrument manufacturers, marketers and distributors, whose portfolio of brands includes Fender®, Squier®, Gretsch®, Jackson®, EVH®, Charvel® and Groove Tubes®, among others. For more information, visit www.fender.com. FMIC offers a competitive benefits package which includes medical, dental, 401(k), paid time off, and an equipment purchase program to help you get the band back together. Fender Musical Instruments Corporation is an equal opportunity employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, disability, veterans’ status, sexual orientation, or any other protected factor.