An exciting and dynamic role, the VP of Americas Marketing is responsible for all marketing, including Brand, in the Americas by channel, and by category (categories are sport specific, broken out by gender as appropriate). The leader in this role will act as the quarterback in orchestrating go-to-market strategies, positioning, and activation plans for the business. It is essential that this person focus is on growing the business and driving revenues by delivering consumer-focused marketing for product launches in footwear, apparel and accessories. The VP of Americas Marketing will oversee the allocation and deployment of a marketing budget that encompasses multiple channels, countries, and tactics. This leader will ensure Under Armour products are powerfully positioned in the market to connect with customers and drive sales.
What will you do:
Activation: create the architecture of “when and where the story is told” - selection and flighting of Americas campaigns, creating a point of view on traditional marketing and digital media. Partner with sports marketing for local and grass roots activation.
DTC and wholesale support: partner with leaders in DTC and wholesale to ensure that the channel needs are articulated and met for marketing from top to bottom of funnel. Partner with sales team to create powerful selling meetings to wholesale accounts.
Acquisition: create and execute a plan with a DTC first mindset that acquires consumers at efficient spend rates. This should be activated with an omni mindset and will encompass tactics in digital, apps, in-store and through traditional and direct media.
Retention: increase DTC retention rates through activation of consumer journey mapping and customer profiles. Improve core KPI’s to lead to increased consumer LTV metrics.
Collaborate with the global marketing team to ensure that the brand strategy needs of the Americas are incorporated into the global positioning and execution of brand strategy.
Develop, in coordination with finance and global marketing, a five-year plan for marketing spend allocation, KPI’s that will drive the business forward profitably, and annual budgets
Drive go to market strategies: design rolling 18-month marketing plan tied to the business plan. Align internal parties across product, sales, sports marketing and other cross-functional partners. Set and manage budgets for all touch points.
Partner with product and merchandising teams: be an active integrated part of the team to ensure delivery of their business needs from a marketing activation standpoint. Have deep understanding of business objectives as well as key products. Serve as the conduit between product and marketing assuring all marketing touch points have the information they need to execute effectively.
Consumer and business analytics - collaborate with internal and external partners to develop metrics in evaluating effectiveness of marketing tactics to reach the consumer. Use consumer research and business analysis to understand the competitive landscape and consumer and channel dynamics.
Minimum of 12-15 years of relevant marketing leadership experience in a fast-paced, product-oriented, consumer-centric company
Bachelor's degree required.
Established relationships at all levels, inclusive of the executive level, in the global marketing field.
5+ years of experience in branded consumer goods and/or retail industry.
Proven leadership skills in managing a strong, experienced and diverse team.
Experience conducting business and partnering with executives and staff in multiple regions globally, a plus.
International marketing experience highly desirable.
