Reporting to the CEO, the Chief Marketing Officer (CMO) will play a pivotal role in shaping the future of the organization's brand. You will be a key member of the leadership team and be responsible for the voice of the consumer and driving deep and broad relationships with the brand and consumers. This is a commercially focused role expected to be a key influencer in revenue generation through the strengthening and amplification of the organization's brand, and to drive results through performance marketing. Additionally, the CMO will be instrumental in driving change management, inspiring the team, and ensuring consistent global execution of marketing plans.

ACCOUNTABILITIES

Brand and Marketing Leadership

• Full Funnel Go-to-Market Marketing: Develop and execute comprehensive marketing strategies that cover the entire marketing funnel, from awareness to conversion, with a strong emphasis on brand storytelling, campaign development and execution, as well as data-driven decision-making.
• Consumer-Centric Approach: Be the advocate for our customers, understanding their needs, preferences, and behavior, and translating insights into actionable marketing initiatives.
• Brand Development/Architecture: Lead the development and maintenance of our brand image, ensuring consistency and resonance across all channels and touchpoints, including e-commerce, owned retail and wholesale. Integrate the Brand’s Purpose in partnership with the greater Leadership team. In partnership with Chief Strategy Officer, Chief Creative Officer, and CEO, establish a process for defining and managing the brand architecture.
• Revenue Generation: Drive revenue growth through effective marketing campaigns and promotional activities, balancing e-commerce, category, and wholesale priorities. Create a data driven decision making process to inform marketing strategies and measure ROI.
• Data and Analytics: Actively identify and integrate key data and analytics that allow for transparent and informed marketing decisions both short-term and long-term (LTV).
• Digital and Retail Marketing: Maximize digital and retail marketing efforts, utilizing cutting-edge technology and customer-centric strategies.
• E-commerce Growth: Significantly grow the owned e-commerce channel, leveraging digital expertise to unlock online sales growth.
• Multi-Channel Messaging: Balance messaging across different channels to drive differentiation and ensure a consistent, compelling brand message.
• External Orientation: Maintain a keen eye on consumer trends, competitive actions and other external elements that impact the business and marketing strategies.
• Global Execution: Ensure consistent global execution of marketing plans, maintaining brand integrity across diverse markets.

Organizational Leader

• Relationship Building: Cultivate and nurture deep relationships with key stakeholders, including partners, influencers, and consumers, inspiring a culture of collaboration both internally and externally.
• Change Management: Drive organizational and process change, inspiring global marketing innovation and adaptation to evolving market dynamics across functions and regions. Provide overall organizational leadership within change management efforts.
• Team Leadership: Effectively develop and lead the marketing team. Create a culture of accountability and collaboration across the organization.
• Financial & Data management: Effectively manage the marketing budget and inform cross functional leaders on the financial impacts of marketing investments. Establish key KPIs to measure and define success across marketing activities, campaigns, digital investments, etc.
  

QUALIFICATIONS

• Proven track record in a marketing leadership role, preferably in a consumer-facing, high-growth industry. Deep experience in brand-focused roles that drove commercial excellence via digital growth/performance and retail.
• Strong understanding of the outdoor industry and passion for getting outside.
• Exceptional leadership and team management skills – both within the marketing function and cross-functionally with category partners, leadership and the board.
• Proven track record managing both multi-brand and category marketing planning and deployment as well as global marketing strategies.
• Proven track record selecting and managing agency partners to drive marketing results.
• Data-driven and analytical mindset ensuring that KPIs are clear and actionable.
• Creative thinker with the ability to develop innovative, out-of-the-box marketing strategies.
• Excellent communication and relationship-building abilities.
• Financial acumen for budget management and revenue generation.
• Bachelor's degree in marketing, business, or a related field (Master's preferred).