The client is a long-established international brand known for technical footwear and performance apparel, and it is accelerating growth in the United States through a stronger direct-to-consumer approach. As part of this expansion, the client is moving beyond its core category into activewear and youth-oriented segments, aiming to build broader brand awareness and commercial traction in the U.S. market.
The Vice President of Marketing will define and lead the U.S. marketing agenda, strengthening market presence while supporting direct-to-consumer growth and increasing visibility in targeted non-core categories. This role shapes brand strategy, leads product launch planning, and drives customer acquisition and retention through disciplined, modern marketing programs in a lean, entrepreneurial environment that requires both strategic direction and practical execution.
Key responsibilities include developing and executing the U.S. marketing strategy; owning go-to-market planning for new product launches with consistent positioning and messaging; building brand awareness through data-informed campaigns; overseeing digital marketing to improve acquisition, retention, and lifetime value; guiding social media and influencer strategy; managing external agency partners; and partnering with cross-functional stakeholders such as product, sales, retail, and e-commerce to align marketing activity with business goals. The role typically requires a bachelor’s degree in Marketing, Business, or a related discipline (an advanced degree may be advantageous) and substantial senior marketing leadership experience in consumer-facing apparel, footwear, activewear, or adjacent lifestyle categories, with proven success in entering new spaces, broadening audiences, and building awareness beyond an established legacy category. The ideal candidate is commercially minded, highly hands-on, comfortable working with limited hierarchy and evolving infrastructure, experienced in direct-to-consumer and e-commerce-led environments (strongly preferred), and skilled in digital marketing, social media, influencer engagement, and performance analysis.