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Director, Brand Marketing
VFC
Greensboro, NC, United States
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The Director of Brand Marketing serves as the brand communications leader for specific lifestyle business units and is responsible for developing (along with the Brand VP) and executing all brand communication strategies for targeted lifestyles, consumers and retailers. It is responsible for effectively and efficiently driving demand creation activities for the brand, within the established brand positioning and brand playbook strategies.
Key Responsibilities:
• Demand Creation:Lead and develop targeted marketing programs, focused on key lifestyles and consumers, to drive awareness, interest and desire for the Wrangler brand and its products.
• Brand communications strategy: Drive execution of brand strategies and marketing plans, so as to consistently generate profitable revenue growth and build brand health and equity scores.
• Brand Playbook: In conjunction with senior leaders, develops the Brand Playbook and manages business units’ adherence to it. Works to ensure and preserve brand integrity and value in the marketplace.
• Marketing/Brand Leader: Provides high level of marketing skills and expertise to the company by building, developing, and managing a strong Demand Creation team along with effective plans to achieve key objectives of the company.
• Communications Platforms.Manages all communications initiatives that are appropriate and relevant for key lifestyles and target consumers. Works with staff and external agencies to develop unique, targeted and relevant consumer strategies which support brand plans.
• Retailer focus.Works closely with key retailers and Sales team to optimize the brand’s presence, brand strength and sell-through with wholesale customers and within their retail environment.
• Marketing Budgets:Oversees and manages marketing/brand budget and allocation of marketing dollars.
• Consumer Packaging:Collaborates with lifestyle business units to ensure superior product packaging that is well-branded and easily understood by consumers.
• Presentations:Develops (and often presents) brand presentations for internal and external use.
• Vision.Creates the brand vision for relevant consumer targets/lifestyle segments.
Qualifications:
• BS/BA degree required in Business, Marketing or related field of study; MBA preferred.
• 10+ years integrated brand marketing experience, leading multi-functional marketing-focused teams
Capabilities:
• Proven leadership and management of a multi-functional, multi-level marketing team
• Experience in strategic planning and collaboration for long term growth initiatives
• Strong track record developing branded national communications plans (advertising, media, promotions, endorsements)
• Excellent written and oral communication skills, including presentation skills in all media formats
• Balanced blend of analytical, strategic, practical and creative thinking skills
• Proactively collaborates with internal partners to create a results driven, team oriented environment
• Excellent personal-, team- and time-management skills
• Strong budget management skills
• Thorough knowledge of quantitative and qualitative consumer research techniques
• Successful experience with brand building and strategic brand marketing
• Demonstrated ability to manage/lead outsourced marketing activities (ad agency, media agency, in-store marketing agencies)
• Demonstrated expertise at creating marketing programs that have breakthrough branding and highly persuasive impact