Athleta
Senior Manager, Brand Marketing
Athleta, Folsom, California, United States, 95630
About the Role
A critical member of the Athleta Brand Marketing team, the Senior Manager of Brand Marketing leads, in partnership with Director of Brand Marketing, Athleta’s omni-channel seasonal marketing strategy, planning and implementation, ensuring big brand and product ideas are powerfully brought to life across all major brand touchpoints. Additionally, this role will drive marketing strategy for our Athleta Girl category, which is a critical high growth category of the business. His/her mandate is to grow brand awareness, new customer acquisition, drive traffic/conversion and deepen the emotional connection consumers experience to Athleta Girl and our brand on the whole.
What You'll Do
Lead, in partnership with Director of Brand Marketing, the omni-channel seasonal marketing strategy, planning and implementation, ensuring Athleta & Athleta Girl ideas are brought to life in a powerful, unique and emotionally engaging way across brand touchpoints
Develop seasonal campaign briefs and partner with creative team to develop seasonal marketing creative that is on brand, meets messaging objectives and delivers impact
Develop and lead all seasonal product marketing and messaging to ensure product marketing and vehicle strategies deliver business impact
Collaborate with Brand Marketing partners on the Womens’ business to develop seasonal brand, product and cultural integration points between the Women’s and Girls’ business
Lead seasonal omni-channel hindsighting and competitive analyses to inform seasonal marketing strategies
Partner with cross-functional team members to continuously test, measure the effectiveness (ROI) of and optimize brand marketing/brand campaign initiatives
Partner with customer insights team to inform seasonal marketing strategies
Act as senior marketing representative at all relevant Athleta Girl pipeline milestone meetings
Present seasonal marketing strategies and plans to CMO, cross functional partners and senior leadership team to garner buy in and obtain approvals
Support Director of Brand Marketing in leading brand marketing strategy for key strategic growth initiatives to drive business results, growth, and relevancy
Who You Are
6-8 years brand marketing strategy and planning experience with fashion/apparel, consumer brand and/or marketing agency
Knowledge of the Sports/Fitness/Outdoor industry, athletic experience or interest a plus
Experience in marketing to Mom and Gen Z audiences, with a strong understanding of consumer insights and engagement tactics
Omni-channel brand marketing experience with a strong understanding of retail, print and digital marketing
Excellent annual and seasonal brand marketing strategy development and execution experience with proven track record of driving strong business results
Ability to translate product, trend and merchandising information/strategies into marketable product messages
Strong leadership and collaboration skills and ability to form effective partnerships across cross-functional teams
Extremely flexible, detail-oriented, organized and self-motivated with leadership skills
High comfort level with and ability to powerfully present / garner buy in from senior leadership team members
Experience with and passion for creative development and effectively briefing in and working with creative teams
Strong project management skills, including demonstrated track record in managing complex projects
Comfortable with operating in a fast-paced environment and dealing with ambiguity
Flexibility to manage competing priorities and shift focus as determined by changing needs of the business
A critical member of the Athleta Brand Marketing team, the Senior Manager of Brand Marketing leads, in partnership with Director of Brand Marketing, Athleta’s omni-channel seasonal marketing strategy, planning and implementation, ensuring big brand and product ideas are powerfully brought to life across all major brand touchpoints. Additionally, this role will drive marketing strategy for our Athleta Girl category, which is a critical high growth category of the business. His/her mandate is to grow brand awareness, new customer acquisition, drive traffic/conversion and deepen the emotional connection consumers experience to Athleta Girl and our brand on the whole.
What You'll Do
Lead, in partnership with Director of Brand Marketing, the omni-channel seasonal marketing strategy, planning and implementation, ensuring Athleta & Athleta Girl ideas are brought to life in a powerful, unique and emotionally engaging way across brand touchpoints
Develop seasonal campaign briefs and partner with creative team to develop seasonal marketing creative that is on brand, meets messaging objectives and delivers impact
Develop and lead all seasonal product marketing and messaging to ensure product marketing and vehicle strategies deliver business impact
Collaborate with Brand Marketing partners on the Womens’ business to develop seasonal brand, product and cultural integration points between the Women’s and Girls’ business
Lead seasonal omni-channel hindsighting and competitive analyses to inform seasonal marketing strategies
Partner with cross-functional team members to continuously test, measure the effectiveness (ROI) of and optimize brand marketing/brand campaign initiatives
Partner with customer insights team to inform seasonal marketing strategies
Act as senior marketing representative at all relevant Athleta Girl pipeline milestone meetings
Present seasonal marketing strategies and plans to CMO, cross functional partners and senior leadership team to garner buy in and obtain approvals
Support Director of Brand Marketing in leading brand marketing strategy for key strategic growth initiatives to drive business results, growth, and relevancy
Who You Are
6-8 years brand marketing strategy and planning experience with fashion/apparel, consumer brand and/or marketing agency
Knowledge of the Sports/Fitness/Outdoor industry, athletic experience or interest a plus
Experience in marketing to Mom and Gen Z audiences, with a strong understanding of consumer insights and engagement tactics
Omni-channel brand marketing experience with a strong understanding of retail, print and digital marketing
Excellent annual and seasonal brand marketing strategy development and execution experience with proven track record of driving strong business results
Ability to translate product, trend and merchandising information/strategies into marketable product messages
Strong leadership and collaboration skills and ability to form effective partnerships across cross-functional teams
Extremely flexible, detail-oriented, organized and self-motivated with leadership skills
High comfort level with and ability to powerfully present / garner buy in from senior leadership team members
Experience with and passion for creative development and effectively briefing in and working with creative teams
Strong project management skills, including demonstrated track record in managing complex projects
Comfortable with operating in a fast-paced environment and dealing with ambiguity
Flexibility to manage competing priorities and shift focus as determined by changing needs of the business