Job DescriptionThe
VP Marketing is the owner of the Quill brand-responsible for defining and evolving brand strategy and architecture; setting and governing enterprise-wide brand standards; building an integrated, customer-centric marketing calendar; and leading the strategy and execution of brand campaigns across owned and earned channels (consumer PR and organic social). This role orchestrates cross-functional alignment with Merchandising, eCommerce, Retail Operations, Product, HR/Employer Brand, and (where applicable) Performance/Media teams to deliver consistent brand experiences that drive awareness, consideration, and loyalty. The VP oversees internal leaders and external agencies, manages significant budgets, and serves as a senior spokesperson for the brand in collaboration with Corporate Communications and Legal.
- Enterprise Brand Ownership & Strategy
- Set the long-term brand vision, positioning, and narrative; translate strategy into clear architecture across the enterprise, business lines, and sub-brands/portfolios.
- Establish and govern brand guidelines (visual/verbal identity, tone, design systems) and approval processes; ensure consistent application across all customer touchpoints.
- Lead brand health measurement (e.g., aided/unaided awareness, consideration, preference, NPS, share of voice/search); define KPI targets, dashboards, and quarterly reviews.
- Partner with Consumer Insights/Analytics to translate customer, competitive, and market signals into differentiating brand choices and test-and-learn roadmaps.
- Integrated Campaigns & Enterprise Marketing Calendar
- Own the annual/seasonal marketing calendar (major tentpoles, product/merch launches, promotional windows, and cultural moments); ensure sequencing, channel orchestration, and resource allocation.
- Lead strategy and creative briefing for brand campaigns; ensure strong storytelling across owned and earned channels and (if managed elsewhere) tight integration with paid media/performance.
- Oversee creative development (concept to final assets), content standards, and channel-right execution-prioritizing impact, efficiency, and reuse.
- Consumer PR & Organic Social
- Direct the consumer PR strategy (proactive storytelling, product/partnership announcements, thought leadership, reviews, events) and coordinate with Corporate Comms on corporate and issues/crisis.
- Lead organic social strategy and community management (platform mix, editorial calendar, creator/influencer partnerships, governance, and engagement playbooks).
- Implement measurement frameworks for PR & social (e.g., EMV, SoV, reach, engagement rate, sentiment, brand lift) and continually optimize.
- Cross-Functional & Agency Leadership
- Align with Product/Merchandising, eCommerce/CRM, Retail Operations, and Customer Care to ensure brand cohesion across the end-to-end experience.
- Partner with Legal/Compliance on claims, endorsements, privacy, and disclosures (e.g., FTC guidelines for endorsements/influencers).
- Select, negotiate, and manage agencies; structure scopes for creativity, quality, speed, and cost efficiency. health, and campaign KPIs.
- Financial & Operational Management
- Set and manage brand budgets; forecast, allocate, and track spend against ROI, brand
- Build scalable processes (briefing, approvals, content ops, DAM, social governance) to raise velocity and reduce rework.
Basic Qualifications:- Bachelor's degree in Marketing, Communications, Business, Design/Branding, or related field required
- 15+ years in marketing/brand management
- Led enterprise brand strategy/identity and delivered 63e3 national brand campaigns with measured lift (e.g., +5-10 pts aided awareness or consideration).
- Owned consumer PR and organic social at scale for a company with $1B+ annual revenue (or equivalent brand reach), including on record media interactions.
- Managed $10M+ annual brand budgets and multi agency ecosystems; demonstrated year over year efficiency gains (e.g., 63e10% improvement in EMV/SoV or cost per engagement).
- Proven brand architecture governance across multi brand or sub brand portfolios, including guideline creation and compliance processes.
- Built and sustained executive level KPI dashboards (e.g., awareness, consideration, preference, NPS, SoV, EMV, engagement rate) and led quarterly performance reviews.
- Direct leadership of teams, including Directors/Sr. Managers and matrixed cross functional partners.
- Experience coordinating with Legal/Comms on claims, disclosures, endorsements/influencers, and issues/crisis response; strong understanding of FTC endorsement guidelines.
- Demonstrated ability to influence C suite/Operating Committee and secure resources for enterprise marketing priorities.
Preferred Qualifications:- MBA or relevant master's degree preferred.
- Enterprise scale rebrand or architecture redesign end to end (strategy, identity, rollout, change management).
- Retail, eCommerce, or omnichannel services experience; comfort with seasonal/merch driven calendars.
- Success integrating creator/influencer programs with measurable outcomes (e.g., EMV growth 6320% YoY, positive sentiment shift).
- Familiarity with modern marketing measurement (brand lift studies, MMM/MTA inputs), social listening, and content ops/DAM at scale.
- Experience with M&A brand integration, sponsorships/partnerships, and experiential/PR events.
- Global or multi region brand stewardship.
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