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Senior Director, Marketing

Canada Goose

New York, New York
posted April 20, 2021

The Senior Director, Marketing (US) is responsible for leading and driving effective marketing strategy and execution for the US market, including brand and commercial activations for Wholesale, E-commerce and Retail Stores. A member of the regional Leadership Team and global marketing  leadership, the role requires an artful and commercially-savvy, consumer-centric visionary who knows how to target, engage and inspire customers, measure success effectively, and deliver on time and on budget. Leading a dynamic team, success in this role means working collaboratively with global and commercial partners to ensure local relevance and global consistency to drive sustainable business growth in the US.

Key Responsibilities:

Strategic Marketing

  • Lead the development and implementation of omni-channel marketing strategy in support of the US market revenue goals, and corporate and regional initiatives
    • Develop, optimize and lead management of regional 360 marketing plans for all types of media, with a focus on creativity, innovation and a drive for results
    • Partner with Commercial peers to optimize marketing strategy across distribution channels
    • Ensure an integrated approach to include advertising, media, digital, social, CRM, PR, Retail Marketing and Research
    • Oversee development and maintenance of US Marketing calendar
    • Ensure relevant teams are informed of marketing plans and changes on a timely basis
    • Demonstrate and ensure adoption of Marketing guidelines and processes
  • Identify priority markets and lead Regional Playbook development, tracking and measurement
  • Understand and analyze US retail market landscape, including consumer behaviour, trends and competitors
    • Proactively bring market insights to the business
    • Identify and evaluate opportunities for partnerships/sponsorships
  • Select and effectively manage relationships with relevant agencies, (e.g. PR agency, Media agency, consulting firms, production houses, etc.) to drive optimal performance
    • Provide clear and inspiring project briefs with defined objectives, scope of work, budgets and timelines
    • Oversee the project development process; provides timely and constructive feedback to agencies
  • Establish strong relationships, and regularly communicate and collaborate with Central and Canadian Marketing, Insights, and Product teams
  • Be a brand guardian and ambassador for Canada Goose in the US market, internally and externally
  • Drive marketing leadership and inspiration through the marketing matrix org
  • Protect the brand at all costs

Measurement

  • Establish relevant KPIs for overall marketing strategy and key campaigns
  • Regularly monitor and report on campaign performance
  • Prepare and deliver meaningful reports for business owners and senior management

Team Leadership

  • Build and manage a diverse, strong and engaged team
  • Build a culture of testing and innovation
  • Take an active role in the team’s professional development by regularly providing clear and direct feedback that reinforces strengths and creates new learning opportunities
  • Work with global teams to ensure team structure and development plans properly support department and company objectives
  • Ensure timely participation in annual review process

Budget Management

  • Oversee development and adherence to annual marketing budget, and ensure proper allocation to support regional initiatives
  • Reconcile monthly budget and expenses to ensure spending is on target against deliverables
  • Understand and participate in LE and forecasting process

Experience, Education and Designations:

  • 10+ years of direct work experience in a marketing management capacity
  • University degree in Business, Communications or Marketing required; MBA considered an asset
  • Proven track record with multiple acquisition channels, AB and creative testing
  • Experience in forecasting, expense management and understanding profit and loss statements, is preferred
  • Experience in retail industry, with preference for luxury or outdoor apparel; high growth business experience an asset
  • Success working within a matrix organization desirable

Knowledge, Skills and Attributes:

  • Innovative thinker who can challenge status quo, with ability to operate in a strategic capacity, and execute against high bar of success
  • Self-starter who thrives in a fast-paced, high-growth and often ambiguous environment
  • Strong influencer with excellent interpersonal and persuasive communication skills
  • Excellent reputation for integrity and judgment and professional presence to be a trusted company representative externally
  • Inspiring leader who can drive execution and collaborate in a matrixed organization
  • Anticipates future needs and is proactive in finding ideas to address them
  • Proven ability to develop compelling, insight-based strategic proposals and present them effectively and persuasively, especially with senior management
  • Ability to transition seamlessly between projects of varying scale, timelines, audience, format and distribution channel
  • Strong analytical skills that lead to meaningful insights and conclusions, and understanding of attribution methods
  • Demonstrated success in building and managing brands including planning and implementation, research and analysis, product launch, public relations, advertising, sponsorships, product placements, partnerships, event planning, digital strategy and execution, marketing material production (POP, POS), etc.
  • Highly effective project management, prioritization, multi-tasking, and time management skills to meet deadlines