Role SummaryThe Senior Manager of Brand Strategy & Integrated Marketing for Terrain is a strategic and analytically minded marketer responsible for connecting Terrain's brand vision with its business and customer growth objectives.
Serving as the strategic marketing lead for Terrain, this role will develop integrated marketing strategies rooted in a deep understanding of business performance, customer behavior, product priorities, and growth opportunities. You will partner closely with Terrain leadership, Merchandising, Creative, Digital Marketing, Customer Analytics, and Retail to understand what's driving the business, identify where opportunity exists, and translate those insights into focused marketing strategies and customer experiences.
This role requires someone who can move fluidly between the numbers and the narrative, digging into performance to understand what is happening and why, then turning those insights into clear decisions about where Terrain should focus, what stories we should tell, which customers we should reach, and how marketing can drive measurable growth.
Role ResponsibilitiesBusiness & Customer Strategy
- Develop annual and seasonal marketing strategies for Terrain grounded in business objectives, customer insights, category performance, and brand priorities.
- Maintain a deep understanding of Terrain's business performance, including category and product trends, traffic, conversion, customer acquisition and retention, channel performance, and key growth drivers.
- Partner closely with Digital Marketing and Customer Analytics to analyze customer behavior and identify opportunities across acquisition, engagement, frequency, retention, and lifetime value.
- Connect quantitative performance data with qualitative customer and cultural insights to identify the biggest opportunities and challenges facing the business.
- Translate insights into clear strategic choices around who we need to reach, what we need them to understand or do, and where marketing can have the greatest impact.
Integrated Marketing Strategy & Execution
- Translate Terrain's business priorities into clear seasonal narratives and integrated go-to-market plans across digital, email, social, paid media, PR, partnerships, retail, events, and Anthropologie ecosystem touchpoints.
- Identify and prioritize the customer moments, categories, and product stories with the greatest potential to drive both brand and commercial growth.
- Build marketing strategies that balance Terrain's distinctive brand positioning and storytelling with measurable traffic, customer, and revenue objectives.
- Partner with channel owners to define the role of each channel and ensure investment and storytelling align to the biggest business opportunities.
- Identify opportunities to leverage the broader Anthropologie ecosystem to introduce Terrain to new audiences and accelerate customer growth.
Performance Analysis & Optimization
- Own the marketing performance narrative for Terrain, working closely with Digital Marketing, Customer Analytics, Media, and Finance partners to understand results and identify actionable insights.
- Regularly analyze performance across campaigns, categories, customer segments, and channels to identify trends, opportunities, and areas requiring intervention.
- Develop clear hypotheses around performance and work with partners to test and learn against them.
- Establish KPIs and measurement frameworks for key marketing initiatives, connecting marketing activity to customer and commercial outcomes.
- Lead campaign and seasonal recaps that go beyond reporting results to answer what happened, why it happened, and what we should do differently as a result.
- Use insights to continuously optimize audience strategy, channel mix, messaging, investment, and future seasonal plans.
Cross Functional Leadership
- Serve as the primary strategic marketing partner to Terrain leadership, Merchandising, Creative, Digital, and Retail.
- Bring teams together around a shared understanding of the customer, business opportunity, marketing objective, and measures of success.
- Translate complex data and competing business priorities into clear recommendations that enable faster, more informed decision-making.
- Develop compelling presentations and communicate business performance, insights, and strategic recommendations to senior leadership.
- Partner with the broader Anthropologie Group Brand Strategy & Integrated Marketing team to ensure Terrain benefits from shared capabilities, insights, and opportunities while maintaining its distinct brand positioning.
Role Qualifications- 7+ years of experience in integrated marketing, brand strategy, growth marketing, e-commerce, retail, or a related field.
- Strong business and analytical acumen, with demonstrated experience using customer, digital, and commercial performance data to shape marketing strategy.
- Ability to move beyond reporting metrics to identify the insight, implication, and action behind performance.
- Experience partnering closely with Digital Marketing, Customer Analytics, Media, Merchandising, and Creative teams.
- Strong understanding of the customer funnel, including acquisition, conversion, engagement, retention, and frequency.
- Proven ability to translate business objectives into integrated marketing strategies across owned, earned, and paid channels.
- Strong brand instincts and appreciation for elevated storytelling, with the ability to balance brand-building with commercial performance.
- Genuine passion for and fluency in the gardening, outdoor living, and lifestyle space, with a strong understanding of the brands, tastemakers, partners, and cultural conversations shaping the category and a clear point of view on Terrain's distinctive place within it.
- Exceptional written, verbal, analytical, and presentation skills.
- Highly collaborative and intellectually curious, with the confidence to ask questions, challenge assumptions, and develop a clear point of view from imperfect information.
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The PerksURBN offers comprehensive Perks & Benefits to employees. Availability and eligibility to specific benefits may be subject to your location and employment status. Benefits include medical, dental, vision, PTO, generous employee discounts, retirement savings and much more! For additional information visit www.urbn.com/work-with-us/benefits
