ABOUT THE POSITION

As Vice President of Brand Marketing, you will be responsible for defining, building, and amplifying the SOREL brand globally. You will lead the development of the brand strategy, oversee the creation of compelling content and storytelling, and ensure that every consumer touchpoint consistently strengthens brand relevance, distinctiveness, and demand.

This role sits at the intersection of brand vision, creative excellence, and commercial impact. You will guide how SOREL shows up in culture, across channels, and throughout the consumer journey, leading teams responsible for brand marketing, content creation, social media, influencer marketing, partnerships, and brand communications.

Working closely with Creative, Product, DTC, Regional Marketing, and Performance Marketing leaders, you will drive a cohesive marketing ecosystem that balances long-term brand building with short-term business results. While not directly accountable for performance marketing execution, you will provide strategic leadership and input to ensure brand and performance efforts work together to maximize growth.

HOW YOU9LL MAKE A DIFFERENCE

• Provide visionary leadership for SOREL's global brand marketing organization, leading teams across brand strategy, content, social, communications, influencer marketing, and partnerships.

• Define and evolve SOREL's global brand positioning, ensuring clear differentiation and relevance with target consumers.

• Develop integrated seasonal and annual marketing strategies that drive awareness, consideration, engagement, and conversion.

• Lead the creation of compelling brand storytelling and content ecosystems that bring the SOREL brand to life across owned, earned, and paid channels.

• Oversee the development of campaign concepts, content plans, creative briefs, and go-to-market strategies in partnership with internal Creative and external agency partners.

• Ensure brand consistency and excellence across all consumer touchpoints, geographies, categories, and channels.

• Partner closely with Performance Marketing leadership to align creative strategy, audience insights, and campaign priorities, ensuring brand investment contributes to measurable business outcomes.

• Champion a consumer-first approach by leveraging insights, cultural trends, analytics, and market intelligence to inform marketing decisions.

• Lead influencer, ambassador, partnership, and public relations strategies that authentically elevate the SOREL brand.

• Establish measurement frameworks and learning agendas that connect brand health, consumer engagement, and commercial performance.

• Manage agency relationships and external partners to ensure best-in-class execution and strategic alignment.

• Collaborate with Product, Merchandising, Sales, DTC, and Regional teams to create integrated business plans that support both brand growth and revenue objectives.

• Build and develop a high-performing marketing team while fostering a culture of creativity, accountability, collaboration, and continuous improvement.

YOU ARE

• A strategic brand builder with a proven ability to create enduring consumer brands and drive business growth.

• A powerful storyteller who understands how to translate brand strategy into compelling consumer experiences and content.

• A collaborative leader who inspires teams and influences cross-functional partners at all levels of the organization.

• Equally comfortable discussing brand vision, creative development, consumer insights, and business performance.

• A consumer-obsessed marketer who stays connected to culture, trends, and emerging opportunities.

• Data-informed and analytically minded, using insights to guide decisions while maintaining strong creative instincts.

• A skilled communicator capable of influencing executive leadership and driving organizational alignment.

• Comfortable operating in a fast-paced, entrepreneurial environment where agility and adaptability are critical.

• Passionate about building teams and developing talent.

YOU HAVE

• Bachelor's degree in Marketing, Business, Communications, or a related field; MBA or advanced degree preferred.

• 15+ years of progressive experience in brand marketing, consumer marketing, or brand management within premium consumer, lifestyle, footwear, apparel, or related industries.

• 10+ years of leadership experience, including managing leaders and leading through organizational complexity.

• Proven success developing and executing brand strategies that drive both brand equity and commercial growth.

• Extensive experience leading content strategy, content creation, communications, social media, influencer marketing, and integrated campaigns.

• Demonstrated ability to build and scale global brand platforms and go-to-market strategies.

• Experience collaborating closely with performance marketing teams to connect brand storytelling with measurable business outcomes.

• Strong understanding of consumer insights, analytics, marketing measurement, and brand health metrics.

• Proven agency management experience across creative, content, influencer, communications, and media disciplines.

• Exceptional leadership, communication, and stakeholder management skills.

• Experience working within global, matrixed organizations and influencing across functions and geographies.

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This job description is not meant to be an all-inclusive list of duties and responsibilities, but constitutes a general definition of the position's scope and function in the company.