Backcountry.com:
Brand Director, Backcountry Job in Park City, VT

The Brand Director of Backcountry brings the Backcountry brand vision and marketing strategy to life through the development of an integrated tapestry of brand moments that are reflected on site, in social media and other channels including email, paid social, events, content and our Owned Brand product launches. This role serves as a strategic partner to the SVP Brand Marketing, site GM, Head of Merchandise, Creative Director and Performance Marketing Team to creatively activate the marketing strategy and deliver on strategic, operational and financial goals. This role is both the ‘architect’ and the ‘builder’ of how the brand comes to life in a balanced, strategic, analytical and creative manner and involves both high level strategic work and on-the-ground activation work. His / her team is critical to evolving the brand over time and ensuring that ongoing execution progresses effectively and that appropriate trade offs are made. This role is perfect for somebody looking for breadth and versatility across different marketing capabilities, who can partner with key stakeholders across the organization, and who can juggle strategic vision with rigorous and timely execution. This person much have a modern approach to brand building and can operate and be successful within a performance driven environment. About the Job: • Create and maintain the brand strategy for Backcountry in collaboration with the SVP Brand Marketing, site GM and Creative Director, including brand standards, seasonal planning and promotional / communications calendar • Translate the brand vision into a coherent marketing strategy that aligns with the creative direction and meets the strategic objectives of the business - working 6 - 12 months into the future with seasonally and industry themed relevance • Lead the organization through the process and evolution of bringing the Backcountry brand to life in various marketing channels including email, social, site, events, and influencers and considering new channels such as TV, Direct Mail and Youtube video • Propose and execute on solutions for delivering marketing campaigns across the full customer funnel, considering site experience, levels of engagement and lifecycle, and provide clear recommendations on capabilities and investment needed • Take responsibility for and manage the Backcountry annual marketing budget • Oversee and direct multiple brand teams responsible for different aspects of marketing strategy / calendar • Develop the overall marketing calendar, and ensure brand management team and channel partners balance both short-term profit goals, and long-term brand goals, and deliver on strategy, on time, on budget • Be a good partner to, and be able to influence members of the broader team who don’t directly report to him / her, including Art Directors, Graphic Designers, Copywriters, Performance, UX, Product, Email, Social etc • Ensure marketing campaigns are driving value for customers, and determine ways to improve financial performance and efficiency • Implement appropriate quantitative and qualitative feedback mechanisms, including consumer insight techniques such as NPS and site feedback mechanisms • Partner with stakeholders across the business including merchandising, technology, sales and operations to align on long-term marketing roadmap and mutual dependencies About You: • A total of 8 - 10 years of experience, including at least 6+ years in brand management or strategy or equivalent positions and strong exposure to consumer, eCommerce marketing • Strong business acumen and understand / willingness to partner with Performance Marketing • Strong manager in terms of providing career development, coaching, decision making and leadership • Deep understanding or passion for of the outdoor industry • A proven leader with the ability to motivate and inspire a cross-disciplinary team of marketers • Strong quantitative problem-solving abilities with an ability to tackle unstructured/undefined problems and apply strategic frameworks • Experience in developing marketing initiatives to drive a high level of customer engagement • Experience in change management, taking ownership of operational functions and implementing change in broad, complex and multi-functional areas • Strong ability in conceptualizing and developing presentations for senior-level meetings. Can guide team members / colleagues in the development of high-quality presentations • High attention to detail • Proven influencing skills • A clear desire and ability to be collaborative. Must be able to work well in a collegial and casual work environment • Ability to partner effectively with a wide variety of people and constituencies and comfortably working cross-functionally • A positive, can do attitude with a willingness to roll up their sleeves • Has a “whatever it takes” attitude and can be resourceful with limited resources