Carter's/OshKosh
VP, Media & Brand Marketing
Carter's/OshKosh - Atlanta, Georgia, United States, 30383
Work at Carter's/OshKosh
Overview
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Overview
QUESTIONNAIRE-6-38
03
Serving the needs of all families with young children,
Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.
HOW YOU'LL MAKE AN IMPACT:
The VP, Media & Brand Marketing has overall responsibility for the media, go to market and marketing strategies including brand positioning and organic social for all brands across all Direct to Consumer channels. This innovative leader will create the vision to drive these global brand and marketing strategies to build brand awareness, engagement and drive the business.
This role reports to the Chief Marketing Officer, manages 4-5 direct reports and leads multiple external agency partners and is based in our Buckhead corporate office (4 days a week on-site).
Media (35%)
Lead strategy and execution to drive traffic, sales, and engagement focusing on paid media and paid social for the brands
Develop strategic, integrated marketing plans and programs that align with the organization’s goals, inclusive of customer acquisition, eCommerce traffic and store traffic
Lead quarterly and weekly inter-agency planning processes, facilitating connectivity between creative teams and agencies, media agency and PR agency to develop and execute effective 360 campaigns
Oversee total enterprise media investment, partnering with Finance and Marketing Analytics to ensure spend is pacing to forecast and delivering on objectives
Go To Market (30%) - Leads the go-to-market plans and strategies for the brands, including product launch plans, promotion plans, product news, marketing and promotion plans
Develops seasonal marketing calendar that supports business plans and priorities in partnership with the retail team
Align all cross-functional partners including design, merchandise, sales, channels and other cross-functional partners; works with marketing channel managers to develop and build brand specific campaigns and activations to achieve brand goals
Owns strategy and execution for programs that inspire loyalty and brand advocacy i.e. Preemie, Pajama Program, B’Gosh Genius
Brand Marketing Strategy (25%) - Responsible for developing the positional strategy and overall execution for the Carter’s, OshKosh, Little Planet, and new brands.
Responsible for the architecture of the brands as well as each overall brand positioning and brand identities both internally and externally
Oversee brand creative AOR on brand campaigns, activations, and positioning
Partners with design, merchandising and channel partners to establish the short- and long-term brand strategies to drive business growth
Partner with the marketing channel leaders to develop a sustainable omni-channel marketing strategy specific to each brand that will deliver the sales and revenue targets
Partners with consumer insights to deliver actionable brand positioning, customer segmentation and brand tracker
Social Media (10%) - Develops and leads best in class social media strategy across all 3 brands
Develops differentiated social media strategies for each brand to break through in the marketplace and develop a community of passionate fans for each individual brand
Drives performance analysis for all social media programs; strengthens social listening & intelligence programs to deliver a comprehensive view of the digital landscape in retail
Oversee and own the relationship with our PR agency that oversees consumer and corporate communications
WE'D LOVE TO HEAR FROM YOU IF:
Must have:
15+ years of progressive marketing experience with multi-channel retailer or CPG company, preferable experience with the Mom/Kid space
Demonstrated success in: Performance driven marketing through overall media and customer acquisition strategy; Driving increased comp store traffic/sales in a retail environment; Building brands, from brand positioning through to the development of brand projection/communication elements
Bachelor's degree
Decisive, innovative leader with demonstrated success displaying strong communication, organizational, analytical, negotiating, and problem-solving skills; not afraid to take calculated risks and offer points of view
Background and demonstrated understanding of brand identity and voice; proven ability to champion ideas and influence key stakeholders
True collaborator easily navigating and driving consensus through influence in a highly matrixed environment while building cross functional relationships (both internal and external)
Proven ability to foster an environment where people seamlessly work cross-functionally to deliver outstanding results; team player, with a track record of eliminating barriers to achieving goals by way of influence and relationship building
Proven experience leading, developing and growing high impact teams
Preferred:
Thorough understanding of consumer insights, CRM/contact strategies, tactics and segmentation
Strong financial understanding of marketing ROI and impact on the business
Ability to freely move between strategic activities to day-to-day tactical execution tactics without pausing
Successful experience across a range of marketing channels including Broadcast/TV, radio, print/magazines, newspaper, direct mail, interactive/digital, social, in store/POP
Experience managing a high frequency, multi-channel environment (wholesale and retail business is highly preferred)
OUR TEAM MEMBERS:
Lead Courageously: Have a strong sense of personal values that align with our Company values
Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
Customer Focus: Proactively seek opportunities to leverage data and fact-based insights to serve customers and/or internal clients
Drive Growth: Set aggressive goals and implement plans precisely
Cultivates Innovation: Respectfully challenge the "we’ve always done it this way" mentality and explore new ways to achieve desired outcomes
MAKE A CAREER AT CARTER’S:
Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess.
Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.
03
Serving the needs of all families with young children,
Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.
HOW YOU'LL MAKE AN IMPACT:
The VP, Media & Brand Marketing has overall responsibility for the media, go to market and marketing strategies including brand positioning and organic social for all brands across all Direct to Consumer channels. This innovative leader will create the vision to drive these global brand and marketing strategies to build brand awareness, engagement and drive the business.
This role reports to the Chief Marketing Officer, manages 4-5 direct reports and leads multiple external agency partners and is based in our Buckhead corporate office (4 days a week on-site).
Media (35%)
Lead strategy and execution to drive traffic, sales, and engagement focusing on paid media and paid social for the brands
Develop strategic, integrated marketing plans and programs that align with the organization’s goals, inclusive of customer acquisition, eCommerce traffic and store traffic
Lead quarterly and weekly inter-agency planning processes, facilitating connectivity between creative teams and agencies, media agency and PR agency to develop and execute effective 360 campaigns
Oversee total enterprise media investment, partnering with Finance and Marketing Analytics to ensure spend is pacing to forecast and delivering on objectives
Go To Market (30%) - Leads the go-to-market plans and strategies for the brands, including product launch plans, promotion plans, product news, marketing and promotion plans
Develops seasonal marketing calendar that supports business plans and priorities in partnership with the retail team
Align all cross-functional partners including design, merchandise, sales, channels and other cross-functional partners; works with marketing channel managers to develop and build brand specific campaigns and activations to achieve brand goals
Owns strategy and execution for programs that inspire loyalty and brand advocacy i.e. Preemie, Pajama Program, B’Gosh Genius
Brand Marketing Strategy (25%) - Responsible for developing the positional strategy and overall execution for the Carter’s, OshKosh, Little Planet, and new brands.
Responsible for the architecture of the brands as well as each overall brand positioning and brand identities both internally and externally
Oversee brand creative AOR on brand campaigns, activations, and positioning
Partners with design, merchandising and channel partners to establish the short- and long-term brand strategies to drive business growth
Partner with the marketing channel leaders to develop a sustainable omni-channel marketing strategy specific to each brand that will deliver the sales and revenue targets
Partners with consumer insights to deliver actionable brand positioning, customer segmentation and brand tracker
Social Media (10%) - Develops and leads best in class social media strategy across all 3 brands
Develops differentiated social media strategies for each brand to break through in the marketplace and develop a community of passionate fans for each individual brand
Drives performance analysis for all social media programs; strengthens social listening & intelligence programs to deliver a comprehensive view of the digital landscape in retail
Oversee and own the relationship with our PR agency that oversees consumer and corporate communications
WE'D LOVE TO HEAR FROM YOU IF:
Must have:
15+ years of progressive marketing experience with multi-channel retailer or CPG company, preferable experience with the Mom/Kid space
Demonstrated success in: Performance driven marketing through overall media and customer acquisition strategy; Driving increased comp store traffic/sales in a retail environment; Building brands, from brand positioning through to the development of brand projection/communication elements
Bachelor's degree
Decisive, innovative leader with demonstrated success displaying strong communication, organizational, analytical, negotiating, and problem-solving skills; not afraid to take calculated risks and offer points of view
Background and demonstrated understanding of brand identity and voice; proven ability to champion ideas and influence key stakeholders
True collaborator easily navigating and driving consensus through influence in a highly matrixed environment while building cross functional relationships (both internal and external)
Proven ability to foster an environment where people seamlessly work cross-functionally to deliver outstanding results; team player, with a track record of eliminating barriers to achieving goals by way of influence and relationship building
Proven experience leading, developing and growing high impact teams
Preferred:
Thorough understanding of consumer insights, CRM/contact strategies, tactics and segmentation
Strong financial understanding of marketing ROI and impact on the business
Ability to freely move between strategic activities to day-to-day tactical execution tactics without pausing
Successful experience across a range of marketing channels including Broadcast/TV, radio, print/magazines, newspaper, direct mail, interactive/digital, social, in store/POP
Experience managing a high frequency, multi-channel environment (wholesale and retail business is highly preferred)
OUR TEAM MEMBERS:
Lead Courageously: Have a strong sense of personal values that align with our Company values
Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
Customer Focus: Proactively seek opportunities to leverage data and fact-based insights to serve customers and/or internal clients
Drive Growth: Set aggressive goals and implement plans precisely
Cultivates Innovation: Respectfully challenge the "we’ve always done it this way" mentality and explore new ways to achieve desired outcomes
MAKE A CAREER AT CARTER’S:
Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess.
Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.