VP of Brand Management - Reebok
This position has been filled - Job#: 453352023
Reebok International Ltd.
Boston, MA
Administration/Management
Posted/Updated: 12/20/17
Boston, MA
Administration/Management
Posted/Updated: 12/20/17
Job Summary
Purpose & Overall Relevance for the Organization:
Define and orchestrate all consumer-facing activities with a view to increase Brand Desire globally
Key Responsibilities:
- Develop 3-year Brand Plan supporting reebok strategic business plan
- Apply ‘digital lens’ in leading and developing integrated consumer facing plans to drive drive brand desirability and overall business results
- Work closely with our Digital Brand Commerce team to ensure we are connecting our Brand messaging digitally with our consumers
- Deliver strategies to Business Units for Retail Marketing, Digital Marketing (newsroom, social/editorial content) Media, and Assets Marketing
- Drive the process of the allocation of yearly marketing working budget (by Business Unit, by Market and by discipline)
- Guide powerful, compelling and commercial viable stories to connect with the consumer (in support of Business Units)
- Facilitate brand plans/campaigns across Business Units
- Provide brand management leadership, guidance and tools across Business Units
- Develops and communicates brand creative communications guidelines
- Drive and own holistic Brand packages for brand stories and horizontal concepts
- Feed Brand Management trends into strategic business plan/planning process
- Ensure operational excellence within Marketing Operations time framework to ensure development of integrated Marketing packages
- Build and lead a highly confident, collaborative and creative workforce and provide the platform for long-term, (cross)-functional careers
- Manages marketing working budget (functional Teams)
Key Relationships:
- Digital Brand Commerce
- Business Units
- Concept to Consumer
- Creative Direction (design lead)
- Brand Strategy (incl consumer insights)
- External agencies (executional agencies)
- Finance and Strategy (marketing return on investment)
Knowledge, Skills and Abilities:
Personal Attributes
- Entrepreneurial and creative mindset – leads business always pushing and innovating to drive growth
- Visionary – has a clear image of what it takes in order to reach full potential and can powerfully articulate it to all the different stakeholders
- Motivational – inspires and engages by role modelling
- Accountable – takes ownership and responsibility for successes and failures and translates them into learnings
- Dynamic and adaptable – can quickly and effectively assimilate and drive change and/or new initiatives
Capabilities
- Digital Capabilities and Mindset: Demonstrating strong ability to implement digital marketing concepts when driving our consumer experience
- Delivering Doing It: Substantially redesigns business practices to deliver breakthrough results
- Thinking Big Picture: Changes business-level strategy beyond own area
- Consumer Obsessed: Identifies emerging niches and opportunities for the company
- Live, Show, Coach: Establishes a collaborative culture or enduring partnerships
- Team Leadership: View of individuals, delegation approach, results management
- People Strategy: People judgment, organizational feedback, structural capability building efforts
- Creates the New: Drives organizational momentum for change
- Steer/Drive Commercial Brand Success: Generates new commercial options beyond own area
- Strategic skills to align global & local Brand Campaigns
- Leadership skills in terms of setting a vision, gaining alignment and fostering team spirit
- Ambassadorial skills to manage the external environment and enhance the company’s reputation
- Executional excellence and driving for business results
- Negotiating, influencing and networking skills to effectively manage interdependencies and the matrix
- Cultural sensitivity, facilitating rapport with internal and external team members, customers and stakeholders
- Selection and performance management of Brand talents
- Coaching skills to effectively empower, engage and develop team members
Knowledge
- Strong grasp of current marketing tools and strategies and be able to lead integrated digital marketing campaigns from concept to execution.
- Deep functional knowledge in marketing/brand management with a strong understanding of financials
- Understanding of legal and corporate governance matters to take on the necessary responsibilities
- Understanding of corporate and social responsibility
- Understanding of basic employee relations matters
- Inspire, coach and lead; set framework for performance and growth
- Extensive knowledge of Sport/Style Industry including a vision of future opportunities and challenges
- Strong communication skills
- Strategic minded with strong executional abilities
- Excellent presentation skills
- Lead change management
- Excellent English knowledge and fluent in another European language
Required Experience / Minimum Qualifications:
- Bachelor's Degree required
- 15 or more years of experience in marketing or general management
- 10 or more years of experience leading cross-functional teams
- Consumer goods experience required and sporting goods experience preferred
- Demonstrated experience with implementing digital marketing initiatives that will scale to support the requirements of a growing organization with multiple brands.
- Demonstrated managerial finance ability (Finance/controlling experience a plus)
- Proven track record of activating marketing actions (sports/brand marketing, communications, entertainment and events)
- Demonstrated ability in effectively building and leading diverse teams
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