Dearfoams, Vice President, Brand Marketing

Basic Function:

The Vice President of Brand Marketing for the Dearfoams brand is a GM with P&L ownership for a $200M+ brand. This critical role is meant to be a change agent and to provide transformational leadership, strategic direction, and business delivery of the brand to existing and next generation of consumers. This includes setting strategic direction, branding, innovation, commercial activation, collaborating closely with our key retail customers, product development, and direct-to-consumer marketing, always ensuring high returns on investment, and working closely with operations and shared services to ensure efficiency.

Specific Responsibilities:

1. Develops business strategies, including key where to play and how to win strategies.
2. Manages stewarding brand equity throughout commercial plans (e.g. branding, advertising, collateral).
3. Manages and develops commercial innovation (e.g. innovation claims, platforms, collaborations, etc.).
4. Directs content across all owned and paid channels (e.g. website, DTC, owned social, influencer).
5. Contributes to innovation and product strategy development and GTM approach as a steward of brand equity.
6. Partners with COE (center of excellence) Insights into custom research to support brand building framework, BHT (brand health tracker), and commercial innovation needs.
7. Partners with COE Creative Excellence on creative agency and production requirements.
8. Delivers business strategies, including strategic direction, brand positioning, and long-term strategic planning.
9. Partners with Sales to identify key channel distribution opportunities to advise strategic plans.
10. Partners with Product & Innovation to ensure the readiness of key product launches to support the strategic plan and drive innovation claims.
11. Partners with COE Analytics for category growth forecasts, marketing efficiency lift, return on investment/ROAS, and working media budgets.
12. Triangulates and owns consensus forecast.
13. Briefs IAT and Media AOR on omni-experience planning objectives.
14. Briefs creative AOR for creative strategy needs.
15. Develops business strategies specific to Amazon and DTC and ensures business objectives and marketing support are built into IAT (Implicit Association Test) briefing.
16. Collaborates with Sales and Brand President on brand distribution and channel strategy; represents marketing strategy and products to key retailers.
17. Requests updates on important metrics and performance indicators (e.g. BHT, return on investment, media delivery metrics, POS trends, Share trends).
18. Leads all aspects of the department’s marketing and business strategy and three-year planning, including strategic direction and brand positioning, driven strength and analysis, customer segment selection and penetration plans, and related product positioning. Ensure growth on the top and bottom line of the portfolio and each business and prioritize efforts accordingly to improve growth.
19. Coordinates marketing communications, including branding, public relations, advertising, trade shows, digital and events collateral materials, analyst and market research management, website design, and content and strategy, either directly or outsourced.
20. Provides strong brand stewardship and ensures brand equity in all initiatives. Works closely with Product Creation team leadership to ensure all creative outputs are on strategy and brand.
21. Works as a partner with the Sales Department to improve opportunities for establishing customers as strategic partners, as needed.
22. Supervises the advertising strategy and execution from concept to agency selection results reporting.
23. Manages subordinate supervisors and non-supervisory employees in accordance with Dearfoams policies. Responsible for the overall direction, coordination, and evaluation of a department. Interviews, hires, and trains employees. Prepares work schedules, assigns duties, and directs work. Evaluates quality of work, conducts performance appraisals, and counsel employees. Addresses complaints and resolves problems.
24. Owns the business and delivering the P&L of Marketing Budget and results according to plan.

Qualifications and Competencies:

1. Requires a minimum of a bachelor’s degree (master’s degree preferred).
2. Requires 10+ years of Marketing experience in the consumer products/fashion retail industry/agency with 4 years in a senior management position.
3. Ability to plan and manage concurrently at both a strategic and operational level.
4. Must show an exceptional track record of developing and implementing marketing and sales strategies that have consistently met or exceeded planned objectives, providing personal leadership through example.
5. Demonstrates the ability to lead effectively, working together with colleagues and staff to cultivate a collaborative environment.
6. Ability to manage cross-functionally and across an organization.
7. Demonstrates the ability to manage outsourced marketing activities for research, etc.
8. Must be proficient in analyzing and planning for sales, marketing, and business strategies on a global scale.
9. Must have excellent communication and interpersonal skills.
10. Need to have experience working with and addressing upper management and retailers to merchandisers.
11. Must have the capacity to assume more significant executive responsibilities over time.
12. Needs to have excellent computer skills (preferably with systems like Salsify, Adobe Creative Suite, Excel).
13. Must be authorized to work in the United States on a full-time basis.
14. Ability to travel as needed.