Now Hiring - Deckers Brands - Sr. Director, Global Consumer and Product Marketing in Goleta, CA

Full description of the position

Job Title: - Senior Director of Integrated Consumer and Product MarketingReports to: - VP of Global MarketingLocation: - Goleta, CA -The RoleThe Senior Director of Global Consumer and Product Marketing will be a key leader in transforming the UGG brand into a global fashion powerhouse. We are looking for a world-class marketer who is experienced in leading bold, consumer-centric initiatives that drive category growth, brand interest, new consumer adoption, purchase of core and new products and brand equity worldwide. The Senior Director should be a business leader who is skilled in leveraging consumer insights, developing integrated 360 brand and product campaigns, achieving business and commercial objectives, delivering digital marketing and collaborating on product innovations. They should have their pulse on culture, understand global markets and be passionate about creating world-class brand, product, and consumer experiences.

• Lead and collaborate on the development of global marketing calendar strategies, 360 campaigns and category growth opportunities with a seasonal view and a long-term view 12-36-month outlook (core, newness, promo opportunities)
• Develop 3-year strategic product category growth plans in partnership with Product to build brand equity (Footwear and Apparel)
• Participate in GTM from early product development at the beginning of a season to in-season execution (Key Seasonable Messages and Product Must Buys)
• Brief campaigns with consumer insights and regional input
• Develop and communicate seasonable market strategies and clear KPIs to drive growth, adoption and brand equity
• Ensure all global content is developed along the consumer journey with a global/regional relevance
• Partner with regions and countries to ensure alignment with the global market plans or develop specific regional POV in line with brand equity and brand codes
• Create channel strategies in partnership with US and international markets
• Operate in a highly team-oriented environment and collaborates closely with all departments and obtains alignment to ensure consistency of message across all consumer touch points and best in class launch execution.We celebrate diversity--of your background, your experiences and your unique identity. We are committed to ensuring an inclusive and equitable workplace where all of our employees can Come as They Are. We believe that when we bring our different perspectives to work, we are truly Better Together.Your Impact The primary functions of this role, include but are not limited to:1. CATEGORY INSIGHTS & PRODUCT MARKET
  • Lead and share global competitive insights to identify key trends, understand shifts in market direction, and inform marketing decisions
  • Collaborate with consumer insights to develop, leverage and maximize adoption of consumer segmentation across the organization, including gathering and sharing seasonal insights through the lens of our consumer segments
  • Gather seasonal inputs from previous seasons and key lessons learned
  • Kick-off and synthesize category insights for the season - mix of consumers, competitors, macro factors and marketing direction to help feed product, design and marketing direction for season
  • Identify whitespace and opportunities in the market - mix of financial model and market intelligence
  • Help create marketing concepts and directions in partnership with product and design at the beginning of the season and stay connected until product that maximize commercial opportunities for each category (pre-season to GTM 1)
  • Develop product marketing direction for the season - what is the narrative around key styles, messages, materials, colorways, etc. - Identify key features and benefits, color stories and storytelling angle for the season - develop the high-level narrative
  • Identify consumer targets and micro communities for products and product tiers, i.e., Pinnacle, premium and core
  • Collaborate with Visual Merchandising to bring stories to life in DTC, wholesale, and outlet. Collaborate with PR to ensure that marketing styles are compelling for PR/influencers
  • Develop seasonal and long-term category plans by Footwear category - women's - classics, slippers, sandals, sneakers, men's, kids and Apparel category - sportswear, loungewear, outerwear and accessories (Develop franchise management plans with product for new and core)2.INTEGRATED CONSUMER MARKETING
    • Develop and share 12-36 Month view of Marketing Plans
    • Develop and champion global and US marketing budget and provide global marketing guidelines for regions
    • Kick off the brief for the Integrated 360 marketing plans to Creative- ensure insights, market intelligence, trend, business objectives and high-level narrative are included
    • Collaborate with Creative and Brand Coms to develop the key Creative and Communication Idea, Strategy and Lead Activation Initiatives
    • Drive integrated marketing strategy and brief to other 360 GTM Partners and Regions
    • Collaborate across channel/function - Media, Partnerships, eCommerce, Retail, Regions, PR, Social, Influencer, Loyalty, GWPs and Promotions, Events/Experiential, MetaVerse/Web3, Purpose/Philanthropy, Community, Collaborations, Customer Service, and UGGLife in store
    • Integrate Collaborations into Integrated 360 Marketing Plans
    • Identify all content needs and objectives across the marketing funnel and consumer journey
    • Ensure that all content has clear objectives and uses
    • Leverage data and AI to recommend dynamic use of content to reach consumer segments and trigger appropriate actions
    • Collaborate with Omni team to ensure 360 Integrated Marketing Strategy provides global guidance on key activation channels, media partnerships and brand "tentpole" or signature moments
    • Partner with teams to ensure on-going data loop from social listening and real
    • Ensure all content and campaigns are aligned with brand codes, driven by insights, relevant in culture and performance focused.
    • Partner with Purpose to ensure all campaigns are aligned with UGG brand purpose and mission - inclusive and sustainable.
    • Build alignment of marketing vision across all consumer touchpoints and journey
    • Develop and communicate clear KPIs for marketing, campaigns, category -3. BUILDS BEST IN CLASS TEAM AND PROCESSES
      • Identify best- in-class capabilities for marketing team
      • Assess the marketing team's talent and outline learning plan based on capabilities strengths and gaps
      • Recommend training, on the job learning and specific assignments to upskills the team
      • Hold teams accountable for milestones and targets
      • Coach team for delivery against objectives and improving leadership capability and marketing know-how
      • Instill and reinforce the highest standards for collaboration and teamwork.
      • Foster an environment of inclusion and belonging where all employees feel valued, where differences are embraced, and everyone feels empowered to bring their full, authentic selves to work.
      • Champion best practices to improve representation and diversity at UGG.
      • Champion and ensure progressive employee development practices that provide employees with clear roles, clear goals, clear feedback and development plans, and visible career paths within Deckers -4. DRIVES ALIGNMENT & INNOVATION ACROSS CONSUMER JOURNEY & TOUCHPOINTS
        • Build alignment of marketing vision across all consumer touchpoints and journey
        • Champion innovation and new approaches to "wow" and "delight" the consumer with immersive experiences
        • Ensure consistent experience for consumer across regions aligned with global brand codes
        • Develop new capability for digital products that showcase UGG classics and innovations in the metaverse or other digital venues with key partners and potential revenue streams
        • Lead transformation for consumer - centricity and ensure that consumer centric dashboards are leveraged across the organization
        • Lead cross functional meetings and task forces as necessary to ensure adoption -Who You Are
          • Proven ability to create a strategic vision for a global company and execute business-driven results that appropriately align with corporate priorities and resources.
          • Commercially savvy and business oriented
          • Previous experience leading consumer marketing function
          • Worked in product innovation or marketing and high-level understanding of product (cpg, footwear or fashion)
          • Strong understanding of digital marketing and digital capabilities
          • Excellent written and verbal skills, including confident presentation and training skills, and creative copywriting experience.
          • Ability to engage and influence business partners in multiple functional areas globally.
          • Excellent judgement and the capacity to make decisions and give advice which demonstrates and understanding of risk/rewards of each situation.
          • Ability to develop strong internal and external relationships and interact effectively with employees at all levels.
          • Ability to train and develop team members based on individual talents, and support internal career path and development
          • Experience mentoring and providing regular feedback to team members that foster skill development and performance improvement including tough conversations
          • Practical and creative problem analysis and resolution skills.
          • Ability to collaborate and build relationships across company.
          • Strong ability to work autonomously. -We'd love to hear from people with
            • Bachelor's Degree or MBA Preferred.
            • 15+ years marketing experience, preferably in footwear, fashion or related industry, with 5+ years in managerial role leading a team of 5+ -
            • Experience/understanding of consumer products.
            • Experience/understanding of global/international business.
            • Experience/understanding of digital marketing and innovation.
            • Experience/understanding of the fashion or footwear industry.What We'll Give You
              • Competitive Pay and Bonuses - We've created a variety of competitive compensation programs to foster career development, reward success and to show our employees just how much they're valued.
              • Financial Planning and wellbeing - No matter what financial goals our employees have set, we want to help them get there. Our plans provide powerful ways to protect income, pay for expenses and invest in the future.
              • Time away from work - Sometimes we need time away to be with family, focus on our health or just simply recharge. Our plans support our employees' needs to get out, get healthy and come back stronger than ever.
              • Extras, discounts and perks - Being a valued member of the Deckers Brands team means more than just a paycheck. From generous discounts to community-based programs, we offer a variety of cool extras
              • Growth and Development - Deckers Brands was built on the idea of pursuing passion. That's why we offer extensive opportunities and support for personal and professional development.
              • Health and Wellness - There's nothing basic about our comprehensive health and wellness programs and offerings. While at work and at play, we aim to support a healthy lifestyle. -$223,000 - $246,000The salary range posted reflects the minimum and maximum target for new hire salaries for this role in our Goleta, CA location. Individual pay will be determined by location and additional factors, including job related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary for your preferred location during the hiring process.Equal Employment OpportunityAll qualified applicants will receive consideration for employment without discrimination based on race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other factors prohibited by law#LI-IA1