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Trade Marketing Manager
Deckers Outdoor Corporation
Goleta, CA, United States
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Job Duties, Responsibilities and Requirements
Under the strategic direction of the Senior Global Marketing Director for Teva and working in close partnership with the Sales Director, the Trade Marketing Manager will be responsible for delivering leadership that will leverage marketing and account management expertise to drive Teva’ s wholesale business. Working in partnership with a key account sales organization, this position will serve as a bridge between marketing and sales, elevating our brand’s exposure, retail presence, sell in preparation, marketing partnerships, and sell thru with our top current and prospect accounts. Position is a core contributor to meet Teva’ s strategic imperative to grow the U.S. business and elevate brand storytelling with our key account retailers, in store and online. Responsible for leading planning, influencing, selling and executing programs that will maximize the brand through retail experiences, account partnerships, and sales, via product presentations, retail experiences and brand campaigns that are meaningful to consumers.
This role will lead key account go to market efforts to drive brand sell in and sell through in partnership with Teva sales and marketing. Position requires a strategic account planning and marketing leader that understands how to activate the consumer journey with our wholesale partners (online and in store).
Account Marketing Strategy and Execution:
• Responsible for the creation, selling and execution of account specific, integrated, account strategies and marketing plans that support brand and account specific business objectives. Drive Teva sales.
• Develop, present and execute all aspects of account specific marketing plans that uphold brand standards support sales objectives and drive sell-in/sell-through of products for designated account base. Tactics may include: partner advertising, digital/social activations, consumer promotions, ecommerce, sales associate contests, in-store merchandising concepts, and event marketing.
• Act as primary liaison with sales team and retailer teams (buyers, visual, advertising contacts etc.) for designated account base – focused on key account, online and influencer dealers. Foster communication with regard to all planning and execution of initiatives.
• Collaborate with Sr. GTM Manager, PR and Brand Design team to ensure the brand’s presence is consistent and correct with accounts in regard to brand message, campaigns and content. Responsible for briefing all key account needs.
• Prospect new channels and opportunities to grow the brand in partnership with Sales.
• Project and Budget Management.
In store Communications:
• Manages global visual merchandising strategy, production and execution.
• Oversee the global development, delivery and implementation of Teva graphics, windows, fixtures, and in-store communications. Inclusive of seasonal launches, POS and key account needs that fulfills the overall goals and objectives of marketing and product strategy.
• Utilize the overall marketing and product strategies to build and manage the retail calendar and associated budget.
• Leverage internal brand design and manage outside agencies in the development of retail presentations. Manage creative process from concept to production to campaign installation, and ensure flawless rollout of creative assets.
• Create in-store communication package to drive clear consumer journey in-store, highlighting product features, brand stories and increase sell in opportunities and drive sell-through.
• Partner with merchandising, GTM team and store operations to create effective campaign directives that will provide clear execution expectations for the accounts and Brand Ambassador field teams.
• Initiate new opportunities in the store environment for marketing program communication to drive sales
• Communicate and coordinate with internal stakeholders (product, sales, marketing, and international) to gather requirements and develop project plans. Manage multiple interdependent timelines and distributes ongoing documentation of project plans with internal teams.
• Analyze market insights gathered from retailers, sales reps, field agents, regions and other sources in order to make strategic recommendations for brand improvements.
Tradeshows:
• In partnership with brand design, sales operations and Deckers operations, activate brand at trade events (i.e. Outdoor Retailer, Surf Expo, Platform, etc.)
• Additional responsibilities could include – GTM launch support, online retail applications, etc.
KPI’s:
• Accelerate the brand via growth in underpenetrated distribution channels (i.e. fashion/boutique, athletic specialty and sporting goods) and increase share (of sales and wall) in our traditional outdoor channel.
• Deliver account plans and turnkey activation for the US and international markets, driving improved sell in on core programs and earning incremental marketing reach via account channels.
• Lead strategy and implementation for all brand in store communications and seasonal launches, elevating the consumer brand experience at retail, and driving sell through.
Education & Experience
• Bachelor’s degree in Marketing or related field
• 6+ years marketing experience, preferably in footwear, apparel or related consumer goods industry
• Retail marketing experience in related industry
• Negotiation experience with budgets exceeding $1M
• Proven, successful track record in effective marketing and team management
• Ability to work effectively in a leadership role across all marketing disciplines
• Excellent presentation, communication, interpersonal, and organizational skills
• Proficient in Microsoft Office – Outlook, Word, Excel, PowerPoint
• Should have a positive and energetic working style
• Proficient in Microsoft Applications
• Proven track record of fiscal responsibility and knowledge
• Highly intelligent, self-directing and self-confident leader
• Proven track record of success
• Knowledgeable in current trends
• Innovative manager with people & processes
• Global business knowledge with cross culture agility
• Experience working effectively in complex global organizations, satisfying the needs of diverse constituents, and often working under the pressure of competing and sometimes conflicting priorities.
• Ability to use independent judgment in performing all duties of the position
• Ability to travel domestically and abroad
• Ability to assist with event and promotional execution
• Strong written and verbal communication skills to professionally and effectively interact with staff, colleagues and the executive management
• Experience in the footwear industry preferred
• High degree of integrity with the ability to handle confidential and sometimes highly sensitive matters in the appropriate manner
*LI-DC