Merrell · 1 week ago
VP Brand Marketing - Merrell
Rockford, MI
Full-time
Onsite
Director/Executive
10+ years expMerrell is a company dedicated to promoting outdoor participation through innovative products and storytelling. They are seeking a VP of Brand Marketing to set strategic direction for brand marketing efforts, drive growth, and enhance consumer engagement across various channels.
E-CommerceFashionRetail
Responsibilities
Partner with key members of the Merrell leadership team to bring the brand vision and mission to life through research, business analysis, ideation, innovation, development, and commercial execution
Lead the development of long-term brand marketing strategies that helps define and build a path to growth by aligning key priorities and areas of optimization and transformation for the portfolio
Influence and drive decisions across long-term and annual business strategies, innovation strategy and development, revenue growth management strategies and marketing execution optimization
Act as the brand steward collaborating with internal multi-functional team (Consumer Insights, Design, Finance, Product PR, etc) and external partners to drive comprehensive brand plans to be executed by markets around the world
Drive on going evolution and refinement of Merrell brand strategy: positioning and architecture (in conjunction with Consumer Insights)
Ownership of the US marketing strategies for Merrell; develop 360 strategy for all launches
Partner with the product team to generate a 3 Year Innovation Pipeline by helping the team to unlock powerful consumer insights that translate into disruptive and incremental innovations boosting revenue and profit for the business lines
Track record of translating business priorities into brand objectives, strategies, and plans
Work with Consumer Insights, Strategy and Lead markets to develop consumer grounded, high business potential and sustainable innovation architecture and road map
Oversee the development of strategic global integrated marketing big idea platforms that unify our brand communication center in our purpose
Lead a structured and organized approach to craft engaging integrated marketing campaigns that drives consumer interest and demand and grows overall sales
Lead the development of omni-channel marketing strategies that drive both brand engagement and sell-through at retail
Direct and coordinate integrated marketing campaigns across various channels, including print, digital, social media, influencers, events, and collaborations
Oversee the alignment of media planning and investment to ensure the right balance between brand and performance channels
Partner closely with Retail Marketing to ensure seamless integration of brand campaigns across owned retail, wholesale, and digital channels
Understand how to effectively inspire and delight consumers through product performance, pricing, and positioning of brand’s key franchises
Create campaign briefs and partner with agencies to develop advertising, credibility and consumer engagement campaigns
Collaborate with media and retail partners to optimize campaigns for awareness, conversion and in-store traffic
Collaborate with regional marketing teams to develop and implement execution plans for global campaigns, including facilitating information sharing and to drive alignment across regions and troubleshoot issues
Direct team in the creation of Toolkits and Playbooks to facilitate the implementation of key marketing initiatives
Monitor competitive activity and provide regular competitive intelligence updates
Orchestrate and drive multifunctional teams towards same vision and goals in an absence of direct reporting relationships
Manage the development of marketing budget (forecast, value analyses, brand profitability, development costs, etc.) as well as the budgets for key programs
Identify opportunities to continue to enhance the customer experience through an omnichannel approach focusing on new customer acquisition & to ultimately drive sales
You will provide leadership and feedback in the development across a range of Insights & Analytics agenda of standards and capabilities
Own the overall development and activation of Merrell’s Learning agenda to reflect the most important consumer questions for the business in support of top tier growth goals
Building and aligning business stakeholders on the annual Learning agenda
Relentlessly drive toward a 360-degree understanding of our consumers across the consumer journey; provoking continuous improvement and motivating adoption of tools to further this effort
Serve as subject matter expert for team in designing, explaining, and providing recommendations in consumer research
Building out marketing reporting framework to track monthly/ quarterly marketing performance and drivers of the brand and sharing outcomes and key actions and insights with marketers, brand, and leadership
Giving direct reports proper guidance on their projects, meeting their calendar milestones, and utilizing systems, while keeping them "on track" in terms of their professional development
Lead the training and development, talent assessment, coaching and mentoring to develop the talent and elevate the team capacity and build on the positive and inclusive working environment to support the long-term business needs
Ensuring timely performance discussions and individual development plans
Continuously check / adjust to drive clarity and maximize team performance
Simplifying complex decisions for direct reports and team and demonstrate strong rationale
Establish relationships with key agency partners to deliver breakthrough marketing that will drive market share
Work fluidly in a matrixed global environment across functions
Performs duties consistent with the company’s AAP/EEO goals and policies
Performs other duties as required/assigned by manager
Qualification
Required
Bachelor's degree in marketing, communications, or a related field
MBA preferred
10+ years of professional experience in brand marketing
5 years people leadership
Strong content background, with a track record of developing successful marketing campaigns
Experience managing integrated marketing campaigns across multiple channels, including social media and digital platforms
A track record driving brand impact through innovative and creative marketing initiatives
Strong understanding of paid media planning and measurement across traditional and digital channels
Skilled in building and maintaining trust-based relationships with teams, stakeholders, and agencies
Passion for creative and good eye for design and detail
Experience managing relationships with media partners to deliver integrated programs
Looks ahead to reasonably anticipate business opportunities and obstacles
International marketing experience and a passion for expanding brands into new markets
Fosters an environment of excellence and personally champions break through initiatives
Operates effectively in matrix relationships across organizational boundaries
Demonstrates the courage and conviction needed to drive large scale change initiatives
Proficiency in analyzing marketing performance metrics to optimize strategies
Exceptional organizational skills, balancing structure, and creativity
Performance-driven with a test-and-learn mindset
Strong leadership and team management abilities, with a focus on developing high-performing teams
Great written and verbal communication
Company
Merrell
Merrell provides a footwear and clothing related items.
201-500 employees
Funding
Current Stage
Growth StageLeadership Team
Kathy Forstadt
Director of Sales
Noreen Naroo-Pucci
Global Chief Product Officer
Recent News
2025-10-23
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