Job Description
The Senior Manager, Brand Marketing is responsible for the marketing strategy and activation plan for the assigned brand that aligns with overall brand strategy & direction and delivers on business objectives of customer acquisition, brand awareness, and sales. This position will lead the strategy & plan development across brand, product, and customer channels, including brand messaging, content strategy, calendar planning, budget management, and partnership & collaboration with vendor/celebrity partners. This role will lead and influence marketing & cross-functional partners to ensure strategic vision is seen through to customer-facing activity across timing & channels
REPORTS TO: Director, Marketing Strategy
ESSENTIAL DUTIES AND RESPONSIBILITIES: • Lead the synthetization of quantitative & qualitative insights to guide the brand strategy & approach • Develop and manage the marketing strategy & activation plan across brand, product, and channels based on the brand strategy & positioning, customer strategy & target audience, macro/customer trends, business objectives, merchandise strategy, and relevant, differentiated brand moments to increase brand awareness, drive customer acquisition, and deliver sales growth • Identify and manage brand marketing timelines from brand strategy to customer-facing • Lead the brand content strategy, including identifying, planning, and managing content needs across evergreen brand, behind-the-scenes, campaign photoshoot, still life, influencer, video, etc. • Develop and manage the brand calendar and activation approach, including brand map, content release planning & management, messaging prioritization & cadence, and social calendars to be used for cross-channel alignment & execution • Influence marketing & cross-functional partners on development of tactics and messaging, ensuring plans align to the broader strategy & objectives • Manage the campaign asset calendar & overall approval process with vendor or celebrity partner • Lead and coordinate all marketing-related communications with vendor or celebrity partner; including serving as the main marketing point of contact, leading weekly TBs, etc. • Identify and manage the marketing budget based on brand strategy, business goals, and performance • Lead marketing-related monthly insights & actions, including acquisition results, marketing effectiveness, and customer engagement, which will be shared internally and externally • Responsible for the development of new, unique, innovative, and ownable brand activations & experiences that differentiate the brand and drive acquisition, consumer engagement, and sales, collaborating with agency
& external partners as needed • Collaborate closely & regularly with Creative leadership to ensure brand creative and content aligns with the brand strategy and is implemented effectively across all channels
REQUIRED SKILLS: • Strategic mindset with the ability to step back and see the bigger picture of a business challenge while not getting inundated with day-to-day tactics • Visual thinker with ability to synthesize learnings into clearly digestible visual formats • Highly organized and detailed-oriented; must possess ability to work independently and self-start with minimal direction at times • High level of critical thinking ability and curiosity, particularly in balancing multiple projects and priorities • Strong collaboration & communication skills as this role works with many cross-functional partners; must have the ability to build and cultivate relationships across all levels of the organization • Strong oral, written, and visual communication skills with deep experience in presentation development • Must have customer-first approach with ability to leverage quantitative and qualitative customer insights to make decisions and guide strategy • Must possess analytical acumen with ability to gather, digest, manipulate, & share complex data sets; proficient in Microsoft Excel
STRATEGIC THINKING - Creates and effectively communicates long term vision. Keeps team's work aligned to strategy. Creates and adjusts plans. Understands big picture to constructively challenge the status quo. Generates new ideas. Encourages innovation. Manages change effectively. Knows internal strengths and weaknesses.
LEADING & MOTIVATING - Models and supports DSW values. Assesses, identifies, retains and develops talent. Builds complementary teams. Motivates, supports and challenges associates. Resolves conflict. Makes tough decisions. Provides timely feedback. Works with and through others to exceed expectations of customers (internal/external)
MANAGING FOR RESULTS - Produces sustainable results consistently. Holds team accountable. Recognizes and resolves complex problems. Understands underlying issues and addresses root causes. Measures, analyzes quantitative information and presents it effectively. Seeks input from others. Makes timely decisions.
EXPERIENCE: • 8 years of experience working in a Marketing function with a focus on strategy • 4 years of experience Managing a team in a fast-paced retail environment • Experience engaging with cross-functional teams and building relationships for influence
PREFERRED QUALIFICATIONS: • Prior experience with luxury brands and celebrity partners • Retail experience preferred
EDUCATION: • Bachelor's degree in marketing or related field
