The Director of Brand Communications & Integrated Marketing is responsible for developing, leading, and executing the brand strategy globally. You will lead global brand-related initiatives including: Go-To-Market for brand and product campaigns, product marketing, brand narratives, public relations, and internal employee communication. You will drive the annual and seasonal brand planning with a focus on attracting target audiences into the Brooks brand at the right points in the customer journey to deliver key performance metrics such as market share, revenue, and brand affinity. This person brings a consumer-centric approach to 24-month global marketing plan and creative development by partnering closely with the consumer insights and data teams. This role will work with key cross functional business leaders to define the go-to-market strategy for Brooks by integrating input from key stakeholders, understanding key market drivers, anticipating future consumer trends in the marketplace, and shaping the innovative marketing strategy to align with those trends. You will lead and develop a team of high-performing and savvy marketers and will inspire the team to operate in an agile environment where we are building new ways to reach and engage runners.
This position plays a key role in developing and driving the long-term strategic vision to support both business and brand objectives to make Brooks the leader in the performance running market. This role reports to the Chief Marketing Officer.
Your Responsibilities:
Build and deliver the global marketing strategy and execution to drive brand demand, brand health, and profitable growth. Translate the strategy into action plans through the global marketing calendar, seasonal integrated marketing campaigns, and brand hero moments. Steward the brand purpose and expression across marketing executions and communications.
Lead, publish, and align the organization in a global 24-month Marketing Calendar that defines the stories we will tell to drive overall business growth and maximize market trends. Identify global brand stories that are compelling and relevant to engage runners globally. Responsible for defining and delivering go-to-market strategy in partnership with sales, product teams, and S&OP planning.
Lead and drive seasonal go-to-market planning process with global and regional marketing leaders to deliver brand marketing tools and action plans that drive consistent brand marketing messaging worldwide. Bridge cross-functional and cross-cultural points of view to advance our thinking and solutions in marketing.
Champion a runner insights mindset in the marketing organization to inform marketing strategies and content. Keep a pulse on runner and market insights; apply insights to creative briefs and marketing plans, programs, and storytelling. Leverage data and insights to inform demand planning.
A masterful storyteller who knows how to tease out the best of the business, brand and employees to craft the perfect narrative, strategically shape perceptions, manage brand reputation and counsel senior leadership. Develop a compelling story arc that positions Brooks as the #1 run brand with earned media audiences; business, consumer/product and trade.
Partner with the footwear and apparel product teams through the development process from kick-off to launch to create products that meets runners needs and builds the brand. Elevate product marketing capabilities & tools to bring relevant and performance-centered product stories and experience to life drive competitive differentiation in the marketplace.
Drive regular competitive benchmarking, identifying and recommending unique, differentiated marketing opportunities that allow us to lead thought in a Run Happy voice within our competitive environment.
Lead and manage agency partnerships, establish scope of work, and ensure they meet determined marketing deliverables and are accountable for successful metrics.
Oversee Brooks global communications strategy across corporate and brand communications, public relations, internal communications and company meetings.
Partner with internal creative studio to identify, plan and support resourcing prioritization and drive creative development for sell-in tools and consumer facing marketing materials.
Maintain key business relationships and foster collaboration across Marketing, Sales, and Product teams to build the brand across all key customer and consumer touchpoints through our go-to-market approach.
Lead, manage and develop the integrated marketing and communications team, building a highly functional team by creating clear and consistent workplans, managing their career development and opportunities for growth within the organization. Foster a culture of diversity, equity, and inclusion.
Qualifications:
Bachelor’s degree in Business or Marketing. Master of Business Administration highly preferred, but not required.
12+ years of marketing experience with focus on consumer products and preferably enthusiast sporting goods.
Global company brand experience including multiple channels with a strong background in integrated go-to-marketing planning.
7+ years in managing and developing marketing teams. Proven ability to lead and inspire teams through growth, opportunity and change.
Ability to successfully manage multiple agencies, efficiently and effectively.
Strong creative, planning and conceptual skills.
Excellent communication skills – written, oral and presentation; excels at message development. Prefer to have crisis/issues management experience or skills.
Excellent interpersonal skills that inspire and build trust resulting in effective working relationships across the company. Ability to drive and influence cross-functional collaboration.
Keen attention to detail in planning, organization and execution of tasks, while still seeing the big picture and understanding how all of the pieces fit together and affect one another.
Ability to anticipate how a decision made can affect our customers, our partners, our products or other departments’ operations and/or morale; “connecting the dots.”
Demonstration of innovation and initiative – always looking at improving our products and processes while also displaying a willingness to dive into the details and help out wherever necessary.
Passionate participation in Brooks’ sports activities a plus, overridden by the ability to understand and empathize with the runner in order to develop loyal, engaging relationships with our customers and the Brooks community.
Embraces and lives the Brooks values!
About Brooks Running
Who We Are:
Brooks is a team of passionate people united by a desire to do meaningful work, lead healthy lives and make a difference. We share a focused mission: to inspire everyone to run and be active. That’s it. No distractions—it’s all about the run. Through science, creativity, service, authenticity and connection, we obsess over delivering the best running gear on the planet. We do it our way, with our unique spirit, with a goal of being more relevant to runners than any other brand, day after day and mile after mile. We are determined to innovate, challenging ourselves to lead thought at every turn. Inside these walls and on the roads, tracks and trails, we live and breathe Run Happy, celebrating the positive impact running has on our lives and others. We inject it into all we do because it makes everything better, smarter, more fun and more memorable. Our company culture defines us, bonds us together and creates the conditions for success. It is lived daily as a behavioral expression of our collective set of brand values: Connect with People, Innovate for our Customer, Compete as a Team, Build Trust, Have Fun & Bring Passion, and Be Active. If you’re on our team, it means you’re part of creating something extraordinary. You’re part of Brooks.
