General Overview: Position leads the Rawlings marketing strategies and execution in the areas of brand marketing, digital marketing in collaboration with cross-functional teams to deliver and optimize solutions for business needs and achieve Company growth targets and strategic initiatives.
Essential Duties & Responsibilities:
BRAND MARKETING
Together with CMO Develops and implements global brand strategies for Rawlings
Oversees and partners with brand marketing leaders and creative team to support all Brand Marketing functions and drive key initiatives for Rawlings, Worth and Miken
Together with Brand Team creates a brand plan and brand strategy and ensures all aspects of the companies marketing activities align with the goals of the brand
Champions the brand internally making sure all key stakeholders of the company understand the brand and its goals
Oversees Creative Team and all related marketing projects and initiatives
Develops and sustaining strong collaboration with various functional areas of the company to accomplish brand marketing objectives, e.g., Product BU’s, R & D, Engineering, Sales, Finance, Ops, DTC, etc.
Supports key account campaigns for all trade channels—Team/CI/Retail/DTC
In concert with Brand Leaders develops high quality content that aligns correctly with the overall brand strategy for product launch campaigns for each trade channel
Partners with respective teams and provides leadership for campaign initiatives – Japan, Canada and other key strategic regions globally
Together with Brand Leaders manages all third-party partners
Continuously seeks out new marketing activities that fit with the brand strategy while maximizing all opportunities for growth
Establishes analytics to optimize marketing performance
DIGITAL MARKETING
Oversees and partners with digital marketing leaders and creative team to support all Digital Marketing functions and drive key initiatives
Provides leadership and direction in establishing the digital marketing strategy for continued growth to meet and optimize company targets
Oversees and supports the technical development of the DTC platform, including configuration strategy for DTC and B2B
Drives Social Media growth for all platforms working in concert with respective teams to achieve desired objectives
Develops internal consumer insights data and longer-term resource planning
Analyzes Market Research for implementing strategic planning initiatives
Together with CMO, oversees and participates in the development of global DTC strategies. Partners closely with IT and/or third party for successful implementation— Japan and Canada
Provides direction and insight regarding digital marketing activities of additional brands, including Miken and Worth
Works closely with key third-party partners and vendors
Continuously seeks out new technology and ideas that fit the strategy for optimizing opportunities for growth
Establishes analytics to optimize DTC performance
Bachelor’s degree required, preferably Marketing, Business or applicable field.
10 years progression in various areas of marketing of consumer products, particularly brand marketing and digital marketing ideally within a similar industry.
Proven experience in developing initiatives/programs and managing within established budgets to achieve objectives.
Proven ability to manage and mentor a professional staff
Proficient in Microsoft Office, Google Analytics, CMS, social media & advertising platforms
Proven leadership, organization and analytical problem-solving skills
Excellent written and verbal communication skills, as well as strong presentation skills
Ability to react quickly to market changes and consumer trends
Together with Digital Leaders manages all third-party partners
