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Company Introduction
The La Jolla Group is a worldwide leader in the action sports apparel business segment with a fast paced, high-energy environment that is continually on the move. With prominent brands such as O'Neill, PSD Underwear, Mountain Khakis, Sol Angeles, and Hang Ten, La Jolla Group has proved to be a builder of great brands, a creator of innovative products, and a master of operational excellence.
Our team enjoys flexibility with a hybrid schedule of in-office and remote work. We offer awesome discounts on our clothing brands, early release Fridays (2:00pm), occasional employer provided lunches, year-round fun events as well as a full benefits package! We believe our employees are our strongest asset and invest in their growth by focusing on developing their strengths.
General Summary
The Director of Brand Marketing for O'Neill at La Jolla Group is responsible for developing and executing the brand's marketing strategy to drive awareness, engagement, and revenue across wholesale and direct-to-consumer channels including retail. This role ensures brand consistency, strengthens wholesale partnerships, and leads the strategic direction of product launches, promotional campaigns, and multi-channel brand marketing efforts. The Director of Brand Marketing collaborates cross-functionally with internal creative, e-commerce, and sales teams to align initiatives with business objectives while leveraging data-driven insights to enhance overall brand impact.
Essential Job Functions
1. Wholesale Partner Marketing & Brand Support

• Build and maintain strong relationships with key wholesale partners to ensure alignment on brand marketing initiatives.
• Develop and execute tailored marketing programs to enhance brand visibility and increase sell-through at partner locations.
• Plan and launch geo-targeted and national promotional campaigns to support wholesale accounts and celebrate retail communities.
• Allocate time traveling to core-specialty accounts that are both active or target accounts for the wholesale team, coordinating retailer visits with the Chief Commercial Officer and Sports Marketing Director with a target of being in-market no less than twice per month.

2. Product Launch & Seasonal Campaigns

• Executing against the O'Neill brand compass, work to unlock the commercial opportunities of the O'Neill brand as we diversify our marketing beyond surf to capitalize on the broader consumer opportunities.
• As the "client" of our internal agencies, you will brief in seasonal concepts to our "Centers of Excellence" leads as we develop multi-channel consumer marketing.
• You will be responsible for overseeing our PR Strategy focused on new product innovations and key seasonal messages. Partnering with our digital team you will integrate our affiliate platform as we incentivize media, monitor performance and evolve premium full price story telling.
• Oversee end-to-end planning and execution of product launches for the wholesale market as you partner with the product team to identify "hero products" and conceptualize premium storytelling and product positioning.
• Develop a seasonal marketing calendar that aligns creative, digital, and retail marketing strategies with product release timelines.
• Collaborate with internal teams to create impactful promotional materials for wholesale and retail marketing initiatives. This includes managing the wholesale co-op marketing programs based on key seasonal initiatives.
• Present the seasonal marketing strategy and activations at Sales Meetings, ensuring the Sales and Product teams have a detailed understanding of go-to-market plans.

3. Trade Show & Event Strategy

• Manage O'Neill's presence at trade shows and industry events, ensuring maximum brand exposure and sales support.
• Work with creative teams to design engaging booth experiences and promotional materials.
• Oversee digital marketing support for event participation to maximize reach and engagement.

4. Sales Enablement & Merchandising Strategy

• Develop and distribute essential sales tools, including catalogs, lookbooks, and product sheets, ensuring brand consistency.
• Implement a wholesale-focused merchandising strategy that optimizes SKU placement and visual presentation.
• Leverage digital engagement tools, such as QR codes, to enhance interactivity with wholesale marketing materials.

5. Digital Marketing & Performance Analytics

• Oversee the development and optimization of digital platforms for wholesale partners, including B2B tools and email communications.
• Utilize advanced analytics and CDP tools to measure marketing effectiveness and inform strategy. This will include geo-targeted wholesale support, a new muscle supporting our "Premier Dealers".
• Collaborate with internal teams to refine marketing strategies based on data insights and performance tracking.
• Maintain a monthly cadence highlighting the best surf retailers around the country, celebrating their contributions to the surf community and support of the O'Neill brand.
• Partner with the Director of Sports Marketing to ensure he is meeting digital and team marketing objectives.

6. Budget & Compliance Management

• Maintain brand consistency across all wholesale marketing materials and ensure adherence to brand guidelines.
• Manage the wholesale marketing budget, adjusting allocations based on performance and financial forecasts.
• Track key performance indicators (KPIs) and provide regular performance reports to senior leadership.

7. Staff Management & Cross-Team Support

• Lead and manage the Brand Marketing Manager, ensuring alignment with brand and business objectives.
• Provide direct oversight to the Brand Assistant, ensuring she effectively supports the Sales and Marketing teams.
• Support the E-Commerce Marketing functions by providing strategic alignment and ensuring seamless collaboration between brand and digital marketing efforts.
• Foster a collaborative and high-performance team environment, providing guidance, training, and development opportunities for direct reports.

Required Knowledge, Skills, and Abilities
Knowledge:

• Deep understanding of wholesale marketing and retail partnerships within the apparel, outdoor, or action sports industries.
• Strong expertise in brand marketing, product launches, and go-to-market strategies.
• Experience with trade shows, retail events, and experiential marketing to drive brand engagement.
• Familiarity with digital marketing strategies, analytics tools (Google Analytics, CDPs, CRM platforms), and wholesale e-commerce platforms.
• Strong grasp of budget management, performance tracking, and KPI analysis to measure marketing impact.

Skills:

• Strategic Leadership: Ability to develop and implement marketing strategies that drive brand awareness, retail engagement, and revenue growth.
• Cross-Functional Collaboration: Skilled at working across departments, aligning marketing with sales, e-commerce, product, and creative teams.
• Project Management: Ability to oversee multiple marketing campaigns, product launches, and retail activations while meeting deadlines and budget constraints.
• Data-Driven Decision Making: Strong analytical skills to assess campaign performance and optimize strategies based on insights.
• Communication & Presentation: Ability to effectively present marketing plans and results to internal stakeholders, wholesale partners, and leadership teams.
• Creative Briefing & Brand Storytelling: Strong understanding of how to brief and direct internal creative teams to execute compelling marketing campaigns.

Abilities:

• Relationship Building: Ability to cultivate and maintain strong partnerships with key wholesale accounts, industry partners, and internal teams.
• Team Leadership & Development: Proven ability to mentor and manage direct reports, fostering a high-performance team culture.
• Adaptability & Problem-Solving: Ability to pivot marketing strategies in response to evolving financial requirements, market trends, retail needs, and consumer behaviors.
• Attention to Detail: Strong ability to ensure all marketing initiatives maintain brand consistency and meet compliance standards.

Required Education and Experience

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 10+ years of experience in brand marketing, wholesale marketing, or retail marketing, preferably within the apparel or action sports industry.
• Proven leadership experience managing cross-functional teams and external agency partners.
• Strong background in wholesale marketing, including experience supporting major retail accounts and specialty shops.
• Experience in event marketing, trade shows, and retail activations.
• Familiarity with digital marketing, data analytics, and customer insights tools (Google Analytics, CRM/CDP platforms, email marketing, and social media analytics).
• Experience working with sports marketing programs and managing athlete/team relationships is a plus.

Technical Skills & Competencies

• Strong project management skills with the ability to manage multiple campaigns and product launches simultaneously.
• Analytical mindset with experience in tracking KPIs, marketing performance metrics, and budget management.
• Excellent verbal and written communication skills, including the ability to present marketing strategies to internal stakeholders and wholesale partners.
• Proficiency in Microsoft Office Suite, Google Workspace, and project management tools like Asana or Monday.com.
• Ability to travel frequently for wholesale account visits, trade shows, and brand events.

Physical Requirements
Seeing: Must be able to see well enough to read reports.
Hearing: Must be able to hear well enough to communicate with customers, vendors and employees.
Climbing/Stooping/Kneeling: Must be able to stoop or kneel to pick up products.
Lifting/Pulling/Pushing: Must be able to lift up to 10 pounds.
Fingering/Grasping/Feeling: Must be able to type and use technical sources.
La Jolla Group provides equal employment opportunities to all qualified individuals without regard to race, color, religion, sex, gender identity, sexual orientation, pregnancy, age, national origin, physical or mental disability, military or veteran status, genetic information, or any other protected classification. Equal employment opportunity includes, but is not limited to, hiring, training, promotion, demotion, transfer, leaves of absence, and termination. La Jolla Group takes allegations of discrimination, harassment, and retaliation seriously and will promptly investigate when such behavior is reported.
Note: The statements herein are intended to describe the general nature and level of work being performed, but are not to be seen as a complete list of responsibilities, duties, and skills required of personnel so classified. Also, they do not establish a contract for employment and are subject to change at the discretion of the employer.
#LI-Hybrid #LI-CR1
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.