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Marketing Manager
VFC
Fort Worth, TX, United States
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Walls - Marketing Manager (Fort Worth)
SUMMARY
The primary purpose for the Brand Marketing Manager is to develop strategies and tactical plans to build the Walls brand through media and outward communication channels. This includes budgeting, media planning, agency management, and ROI measurement and analysis.
RESPONSIBILITIES:
• Strategic Planning: Drive the annual brand marketing planning process ensuring that it activates against all corporate objectives, product initiatives, budget goals and timing windows. Manage the planning flow between multiple internal departments and exterior agencies to ensure a seamless process.
• Tactical Activation: Develop and oversee all tactical plans to ensure they are activated throughout the entire path to purchase – from national brand media to regional/retailer specific activation all the way down to the in-store experience. Ensure that detailed timelines and deliverable schedules are set and adhered to.
• Agency Management: Build relationships with our agency partners and become their day to day contact. Manage all operations with different agencies on media planning, media purchasing and creative around all brand objectives.
• Budget Management: Develop, plan, and manage monthly and annual budgets for Brand Marketing.
• Coordination with Consumer Insights: Work with the Consumer Insights Team to ensure all strategic and tactical plans are founded on research findings, setting baselines measurements and tracking results against customer purchase drivers.
• Building Relationships: Work with Sales and Merchandising teams to ensure internal alignment against all brand marketing strategies. Coordinate with all sales divisions (National, Field, Farm & Ranch, Paint & Hardware, and Occupational) to build relationships with our retailer partners and drive sales through regional or retailer specific activations.
QUALIFICATIONS:
• Bachelor’s degree in Business is required with an emphasis in Marketing or Strategic Planning; MBA is preferred
• Minimum of 10 years marketing, sales, and retail marketing experience within the apparel, retail or consumer products industries required.
• Strong experience working with media agencies – either as an internal employee or coordinating efforts as the client contact
• Strong organizational, analytical, and problem-solving skills required.
• Multi-tasking, planning, and project management at a high level.
• Strong oral and written communication skills required.
• Proficient in Microsoft office (Word, PowerPoint, Excel, and Project)
• Proven public speaking and presentation skills
• Big picture brand strategist with the ability to conceptualize and activate both strategic and tactical initiatives
• Must possess excellent listening skills to translate consumer insights into powerful national brand strategies within the consumer goods market. Then be able to take national initiatives and translate them down to the regional or retailer specific level, ultimately activating at the in-store level.
• Deep experience with measuring and analyzing brand KPI’s, consumer purchase drivers and media campaign deliverables
• Considerable experience working with media planning and buying agencies as well as creative agencies.
• Must possess strong negotiation abilities to broker efficient cost structures for agency fees, creative fees, production costs and activation expenses.
• Must be a team player with the ability to manage up and across as well as build and nurture relationships across departments.
• Ability to drive excitement and involvement throughout the organization on all major brand marketing campaigns and accomplishments.
• Ability to travel up to 50%