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Marketing Manager (Lee Brand)
VFC
Merriam, KS, United States
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Lee is a 127 year-old iconic brand and is one of only a very few authentic American denim brands. This fall, Lee began the exciting journey of a complete brand reinvention to ensure the brand’s marketing communication is as strong as the robust portfolio of products. As part of that reinvention, Lee is expanding its marketing department to include a new Marketing Manager role.
This role will focus primarily on male and female product communication and retailer marketing. Lee is on a journey whereby the marketing function will now play an important role from the first step of the product innovation process. This role will lead product concept development, naming, benefit communication, and product story-telling for Fall, Spring, and Holiday key initiatives. Further, this role will take on the important work of ensuring that our Lee messaging is just as strong, and on-brand, when coming from our key retailers – Macy’s, Amazon, Kohl’s, JC Penney, and Lee.com. Retailer marketing is a large percentage of the overall Lee marketing spend, and therefore, it is critical that every dollar spent through retailer marketing is as productive as possible.
Key Responsibilities:
Product Marketing:
Partner with Consumer Insights, Product Merchandising, internal Creative team and external agency partners to lead conceptual development for each seasonal line. Post initial concept development, lead the process to bring all product innovations to life via brief writing, naming, benefit communication, storytelling, and directing the internal creative team on sell-in requirements. Post retailer product selections, lead the go-to-market plans for each of the big ideas, to include: product marketing campaigns, lifestyle photography, video, digital assets, social, mobile, in-store, story-telling toolkit for PR/influencer deployment, and budget management (50%).
Retailer Marketing: Serve as the key point of contact with our top retailers: Kohl’s, Amazon, JCP, Macy’s, Belk, and Lee.com. Work in partnership with sales team lead to create annual retailer marketing plans. Work in collaboration with retailer marketing teams to provide assets (photos, videos, copy points) and to develop assets where required. Serve as the Lee brand steward to ensure that all assets are on equity and consistent with visual identification. All work must be delivered on time to ensure maximization of retailer assets and consistency with product launch timing (50%).
Education/Experience:
• Years of Related Professional Experience: 3+
• BS/BA degree in Business, Communications or Marketing
• 3+ years of brand marketing experience on the client or agency side
Qualifications/Position Requirements:
• Strong knowledge of advertising/marketing development process
• Strong strategic/analytical skills and budget management experience
• Strong knowledge and experience working with and managing creative agencies/teams
• Excellent verbal and written communication skills
• Strong organizational skills – must be detailed oriented and accurate
• Self-starter – high level of initiative
• Proficient PC, Microsoft Office, and Microsoft Outlook skills
• Experience in the apparel/fashion industry is a plus
Special Physical and/or Mental Requirements:
• Periodic travel required (up to 25%)