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Marketing Director
VFC
Carlsbad, CA, United States
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MARKETING DIRECTOR
As a senior leader in the Marketing Organization, this role is responsible to develop, direct and execute Reef’s global demand creation initiatives to grow the business across Lifestyle, Outdoor, Wellness and Action Sports markets. The Marketing Director is a strategic leader with the ability to build brand awareness through highly-engaging brand storytelling with integrated product messaging across all marketing platforms, including advertising, PR, digital, social, grass-roots and in-store experiences that align and contribute to the growth of business objectives. Provides dynamic, visible and inspirational leadership to positively impact business initiatives, direction, and vision for team and peers.
Key Responsibilities:
• Consumer insights – Work with Product Development to research the target consumer and establish a creative strategy to reach that consumer.
• Strategic Planning – Collaborate with Product Development and Sales on key initiatives and priorities to drive the business.
• Demand Creation - Create brand awareness by leading the evolution and communication of the Reef-differentiated brand position that resonates across our business and consumer segments (Lifestyle, Outdoor, Wellness, Action Sports). Effectively use advertising, PR, digital, social, grass-roots, etc.
• Go-To-Market Process - Supports our cross functional GTM process in a timely and effective manner that ensures execution to meet organizational objectives.
• Marketing Campaign Operations – Develop detailed briefs, calendars and planning documents to keep teams organized, efficient and on point for flawless execution.
• Partnerships – Activates brand partnerships and collaborations to reinforce authenticity and drive awareness / revenue.
• Ambassadors and Influencers – Develop and direct brand ambassador and influencer programs to develop engaging content and extend reach of the brand.
• Retail Marketing – Develop and direct in-store initiatives for both brick and mortar and digital retail environments. Foster relationships with buyers, merchandisers, and marketing personnel. Strong focus on POP, fixtures as well as trade shows.
• Global oversight - Supports our international business / regions with brand support materials and programs to ensure global consistency.
• Consumer Outreach & PR - Oversees the development and implementation of the company's overall strategic consumer outreach and public relations programs. Includes consumer, media and trade relations, community relations and internal communications.
• Website – Partner with E-commerce team to develop content and drive traffic to Reef.com.
• People Development - Develops and directs the Demand Creation individuals' career paths and goals to support corporate strategies.
• Budgeting - Leads long term and seasonal strategies for Reef’s Demand Creation budgeting, staffing and resource planning.
• Marketing ROI / Analytics – Define goals and measurments for success and regularly evaluate and optimize demand creations initiaitives through key learnings and application.
Job Requirements:
Years of Related Professional Experience: 10-15 years
Educational/Position Requirements:
• Bachelor’s Degree in Marketing, General Business or 10 years applicable work experience preferred. MBA is a plus.
• Minimum 5 years supervisory experience.
• Excellent creative and management skills.
• Strong experience in Lifestyle marketing, with understanding of Outdoor, Wellness and Action Sports
• Solid understanding of footwear and apparel business
Skills:
• Strategic and creative thinker
• Adept at consumer insights and how to reach and connect with both male and female audiences.
• Brand communications and storytelling
• GTM planning and execution
• Marketing ROI and analysis
• Strong Digital and Social marketing perspective
• Experienced in Retail Marketing: customer relationships, in-store experiences, POP, fixturing, etc.
• Superior leadership and supervisory skills.
• Able to recognize and resolve problems quickly using sound judgment and diplomacy.
• Excellent presentation skills / public speaking
• Computer literate: Excel, Word, Power Point.
• Self-driven and highly-motivated.
• Highly organized and conscientious of follow-through.
• Copy-writing skills: English, grammar, punctuation, positioning, spelling and composition.
• Strong interpersonal skills with the ability to use tact and diplomacy.
• Project management skills.
Find out more about Reef here