The Director of Brand Marketing serves as the brand communications leader for all lifestyle business units and is responsible for developing (along with the Brand VP) and executing all brand communication strategies for targeted lifestyles, consumers and retailers. It is responsible for effectively and efficiently driving demand creation activities for the brand, within the established brand positioning and brand playbook strategies.
Demand Creation: Lead and develop targeted marketing programs, focused on key lifestyles and consumers, to drive awareness, interest and consideration for the Wrangler brand and its products.
Brand communications strategy: Drive execution of brand strategies and marketing plans, so as to consistently generate profitable revenue growth and build brand health and equity scores.
Brand Playbook: In conjunction with senior leaders, develop and enforce the Brand Playbook, actively managing diverse business partners adherence to it. Works to ensure and preserve brand integrity and value in the marketplace.
Marketing/Brand Leader: Provides high level of marketing skills and expertise to the company by building, developing, and managing a strong Demand Creation team along with effective plans to achieve key objectives of the company.
Communications Platforms. Oversees all communication (national media, PR, social) initiatives that are appropriate and relevant for key lifestyles and target consumers. Works with staff and external agencies (creative, media, PR) to develop unique, targeted and relevant consumer strategies which support brand plans.
Retailer focus. Works closely with sales, key retailers and internal RVM team and to optimize the brand’s presence, brand strength and sell-through with wholesale customers and within their retail environment.
Marketing Budgets: Oversees and manages marketing/brand budget and allocation of marketing dollars to drive highest ROI
Consumer Packaging: Collaborates with lifestyle business units to ensure superior product packaging that is well-branded and easily understood by consumers.
Presentations: Develops (and often presents) brand presentations for internal and external use.
Vision. Creates the brand vision for relevant consumer targets/lifestyle segments.
Skills for Success:
Proven leadership and management of a multi-functional, multi-level marketing team
Experience in strategic planning and collaboration for long term growth initiatives
Strong track record developing branded national communications plans (advertising, media, promotions, endorsements)
Excellent written and oral communication skills, including presentation skills in all media formats
Balanced blend of analytical, strategic, practical and creative thinking skills
Proactively collaborates with internal partners to create a results driven, team oriented environment
Excellent personal-, team- and time-management skills
Strong budget management skills
Thorough knowledge of quantitative and qualitative consumer research techniques
Successful experience with brand building and strategic brand marketing
Demonstrated ability to manage/lead outsourced marketing activities (ad agency, media agency, in-store marketing agencies)
Demonstrated expertise at creating marketing programs that have breakthrough branding and highly persuasive impact
10+ years integrated brand marketing experience, leading multi-functional marketing-focued teams
Bachelor’s Degree required in Business, Marketing or related field of study
Lee is an American brand of denim jeans, first produced in 1889 in Salina, Kansas. The company is owned by Kontoor Brands, a spin-off of VF Corporation's Jeans wear Division. Its headquarters is currently in Greensboro, North Carolina. The company states that it is an international retailer and manufacturer of casual wear and work wear and that it has more than 400 employees in the United States. In Australasia, the brand is owned by Pacific Brands since 2007, after it was acquired from Yakka.