The VP of Marketing is responsible for creating consumer desire and visibility for the brand, which translates into profitable revenue growth. This position is responsible for providing strategic direction across all areas of the marketing mix — NPD strategy, portfolio management, global pricing and margin standards, distribution strategy and customer segmentation, and the commercialization of key launches each season. The VP of Marketing is expected to further develop organizational capability and effectiveness in key areas critical to future growth. These include a more robust Digital capability (web site, ecommerce, CRM, social media), a stronger brand values expression within the brand’s architecture, and leveraging of critical, 3rd party influencers (WTC, NY Giants, NYRR, Spokespeople/ athletes, J. Crew, Disney, etc…).
Build revenue and market share by region and category
Your Goals include:
Improve key brand equity health measures
Optimize the marketing budget around key objectives
Ensure consumer communication against specific targeted growth areas are consistent with the clients masterbrand. This will include a mix of advertising, digital, social media, and in-store communication to sell-in/sell-through products and build clients brand equity around the world.
Global Marketing Communications – Overall global leadership of clients marketing and communication.
Drive and own Global Marketing storytelling strategies for web, social media, mobile, content creation, and creative strategy.
Lead a cross-functional digital team (including regional Marketing colleagues, agencies, interactive team, IT) to develop global strategies for web, social media, ecommerce, SEO/SEM, and CRM.
Look to integrate clients values/ DNA into all key initiatives.
Develop the right partnerships and high-profile values programs that build clients equity and reinforce the brand statement.
This VP of Marketing must drive seamless collaboration between clients external agencies and the internal creative services group (which produces a significant share of the final creative on a global basis).
Marketing Strategy & Seasonal Planning – Partner with peers in Product Development and Sales to architect an integrated brand development and Marketing strategy.
Utilize market data, consumer research and insights, and competitive intelligence to identify new consumer and customer opportunities.
Build global, integrated Marketing plans to support Spring and Fall product launches.
These plans must embrace all critical channels—Mass, Mid-Tier, Dept Stores, Fashion & Sport Specialty, Sport Big Box, and the Online/Web/CRM channel.
Insights & Research – With the support of external consultants and Research partners, provide direction and planning advice for all qualitative and quantitative Research, as well as back-end analytical support and business recommendations, based on findings and key consumer insights.
Critical areas informed by this Research will include Market Segmentation, Brand Architecture & Positioning, Product Development & Portfolio Optimization, Shopper Experience, and Marketing Communications including Digital.
Organizational Leadership & Development – Continue to build and shape a highly-effective, world-class Marketing (traditional “Brand Management”) organization by hiring, training, motivating and setting leadership direction for all direct reports. As-needed, put in place, monitor and improve processes to link corporate brand-building activities and product development activities with Marketing, Sales and Retail activities across all market segments and channels.
Define and nurture a collaborative and customer-oriented Marketing community, cross-functionally.
• Regional Activation Support – Liaise with regional Marketing colleagues to align product and launch priorities; the hierarchy of Marketing stories; and the global advertising, digital, and in-store communication plans. Create compelling sales toolkits that arm regional Marketing and sales colleagues with the Marketing plans, stories, and research they need to drive sell-in. Work collaboratively with the Regional Marketing resources to activate the Global strategy via optimal local application of the Global Marketing toolkits. While the Regions are ultimately accountable for their local efforts, maximum results can only be achieved through a seamless working relationship with the Global Marketing Team (International Marketing Managers).