As the Communications Director for Originals, this individual will be responsible for driving the Originals vision and consumer experience in the US marketplace with a team of brand experts across events, retail, digital & communications.
Deliver industry leading US marketing strategies and plans to inspire, connect and engage the Originals’ consumer, and cement Originals’ place in street and sneaker culture. Create Brand desirability and premium consumer experience at every communication touch point. Ensure plans, execution, creative content and KPIS are in full alignment with Global Marketing and US Brand activation strategies . Lead and inpsire a cross functional marketing team including media, social, retail, events, and PR to deliver and execute exceptional consumer, culture and brand stories and experiences against category objectives.
KEY ACCOUNTABILITIES:
Deliver the Global Brand Marketing strategy in the US, ensuring consistent messaging and creative content is executed across all communication platforms.
Envision short and long term communications strategy based on the Originals’ SBP and specific business unit objectives and drive the development of an effective channel-planning strategy based on the consumer and marketing objectives.
Partner with the Global Brand Marketing team to deliver relevant Brand concepts, tools and content for the US market and consumer.
Deliver the execution of the Global marketing calendar (including any locally planned and globally approved Market-specific initiatives) with a focus on Wholesale and Own Retail.
Ideate comprehensive action plans for all BU communications projects with the aim to maximize brand and (new) product exposure while maximizing efficiencies.
Envision communication opportunities, as well as opportunities for Co-ops & Co-branding and coordinate with day-to-day management of all other marketing disciplines: Digital, Social, PR and retail.
Own and manage the category MWB budget and planning according to the Brand priorities and business initiatives, while ensuring category objectives and estimated budget are met.
Select and steer the selection and briefing of local agencies for the development of concept and creative elements including content for market activations and toolkits.
As the Brand guardian, ensure all communication platforms across WHS and DtC have a consistent On-Brand tone, creative and messaging.
Partner and lead US CtC and DtC teams to ensure account and retail plans and executions deliver and amplify category priority concepts and messaging.
Ensure consumer and cultural insights are integrated in all marketing strategies and communication platforms.
Owns the 2020 Brand marketing strategy development for the Originals SBP and acceleration plans, including the MWB long-term investment and key levers required to meet strategic ambitions.
Deliver appropriate channel activation sell-in tools at Sales Launch period.
Plan resources to guarantee optimal execution at Points of Sale (space planning, merchandising, Point-of-Sale ordering, Visual Merchandising planning, etc.).
Obsess consumer insights, imbedding key findings into marketing strategies and initatives.
Create exceptional, consumer-focused briefs for agencies to execute seasonal marketing iniatives against.
Monitor and measure performance through determined business KPIs.
Ideate post-campaign evaluation performance by conducting or coordinating research and tracking project development, collating results into regular quality reports.
Team
Manage a cross functional team including Media, Newsroom, Retail, Hype, PR and Hype to deliver against the seasonal marketing strategy, creating culturally impactful activations/experiences.
Establish a high performance culture and drive employee engagement, leading by example.
Provide a suitable performance framework for direct reports by setting SMART performance targets and coaching for continuous improvement.
Identify and develop high-potential talents, to fuel the team's succession plan.
Expert knowledge of & proven track record in the style / fashion / streetwear / lifestyle marketing industry, trends, and consumer.
Manger with strong marketing knowledge and experience in sport and/or fashion/lifestyle categories.
Leading and managing a diverse team.
Proven project management experience.
Advanced user of MS Office suite.
Experience in both market and above market organization preferred.
Excellent verbal and written communication skills.
Strong presentation, planning, and analytical skills.
QUALIFICATIONS:
Bachelor’s degree (B.A.), with an emphasis in Marketing discipline preferred.
At least 8+ years sports or other product marketing or related experience.
2 years+ experience managing communications in a leading sports/and or fashion brand environment.
Equivalent combination of education and/or experience may be substituted for degree.
