VP – Brand Marketing

VP – Brand Marketing

Requirements

• 15+ years of progressive marketing experience including experience in a multi-channel retailer; preferable experience with the Mom/Kid space
• Bachelor’s degree
• Decisive, innovative leader with demonstrated success displaying strong communication, organizational, analytical, negotiating, and problem-solving skills; not afraid to take calculated risks and offer points of view
• Background and demonstrated understanding of brand identity and voice; proven ability to champion ideas and influence key stakeholders
• True collaborator easily navigating and driving consensus through influence in a highly matrixed environment while building cross functional relationships (both internal and external)
• Proven ability to foster an environment where people seamlessly work cross-functionally to deliver outstanding results; team player, with a track record of eliminating barriers to achieving goals by way of influence and relationship building
• Proven experience leading, developing and growing high impact teams

Responsibilities

• Lead strategy and execution to drive traffic, sales, and engagement focusing on paid media and paid social for the brands
• Develop strategic, integrated marketing plans and programs that align with the organization’s goals, inclusive of customer acquisition, eCommerce traffic and store traffic
• Lead quarterly and weekly inter-agency planning processes, facilitating connectivity between creative teams and agencies, media agency and PR agency to develop and execute effective 360 campaigns
• Oversee total enterprise media investment, partnering with Finance and Marketing Analytics to ensure spend is pacing to forecast and delivering on objectives
• Leads the go-to-market plans and strategies for the brands, including product launch plans, promotion plans, product news, marketing and promotion plans
• Develops seasonal marketing calendar that supports business plans and priorities in partnership with the retail team
• Align all cross-functional partners including design, merchandise, sales, channels and other cross-functional partners; works with marketing channel managers to develop and build brand specific campaigns and activations to achieve brand goals
• Owns strategy and execution for programs that inspire loyalty and brand advocacy i.e. Preemie, Pajama Program, B’Gosh Genius
• Responsible for developing the positional strategy and overall execution for the Carter’s, OshKosh, Little Planet, and new brands
• Responsible for the architecture of the brands as well as each overall brand positioning and brand identities both internally and externally
• Oversee brand creative AOR on brand campaigns, activations, and positioning
• Partners with design, merchandising and channel partners to establish the short- and long-term brand strategies to drive business growth
• Partner with the marketing channel leaders to develop a sustainable omni-channel marketing strategy specific to each brand that will deliver the sales and revenue targets
• Partners with consumer insights to deliver actionable brand positioning, customer segmentation and brand tracker
• Develops and leads best in class social media strategy across all 3 brands
• Develops differentiated social media strategies for each brand to break through in the marketplace and develop a community of passionate fans for each individual brand
• Drives performance analysis for all social media programs; strengthens social listening & intelligence programs to deliver a comprehensive view of the digital landscape in retail
• Oversee and own the relationship with our PR agency that oversees consumer and corporate communications

Preferred Qualifications

• Thorough understanding of consumer insights, CRM/contact strategies, tactics and segmentation
• Strong financial understanding of marketing ROI and impact on the business
• Ability to freely move between strategic activities to day-to-day tactical execution tactics without pausing
• Successful experience across a range of marketing channels including Broadcast/TV, radio, print/magazines, newspaper, direct mail, interactive/digital, social, in store/POP
• Experience managing a high frequency, multi-channel environment (wholesale and retail business is highly preferred)