The Senior Director of Marketing and Impact is responsible for orchestrating and elevating the authentic brand expression of our responsible and purpose-led business across all touchpoints, and driving meaningful engagement and activation with our sports, customers, activists, and employee communities. It integrates brand storytelling, activation in the marketplace, environmental activism, and internal communication into a unified strategy that elevates who we are, deepens and expands connections with these selected communities, and drives long-term brand positioning, positive impact, quality business growth, and supports our financial health. This role transforms our commitments into compelling narratives and experiences, while cultivating connected communities through every interaction.
As a member of the EMEA Leadership Team, this role transcends functional responsibilities and collaborates with the ELT on leading the EMEA business. This role is accountable for building high level strategy in collaboration with ELT and implementation with key stakeholders as well as taking strategic and tactical decisions for the EMEA organization as needed.
RESPONSIBILITIES
- Marketing & Impact organization: lead, manage, and develop a high-performing Marketing & Impact organization through regular coaching and mentoring, clear goal setting, feedback, and fostering cross-functional collaboration, to nurture leadership, enable professional development, drive clear accountability, and deliver EMEA objectives.
- Strategy and stewardship: shape and execute the overarching brand strategy for EMEA, in alignment with global marketing and impact direction, long range strategic planning, and EMEA and US stakeholders. Ensure we produce authentic storytelling and experiences that resonate with sport customer, and activist communities, while maintaining consistency across all physical and digital touchpoints.
- Campaigns and activations: ensure campaigns and activations seamlessly connect brand positioning and brand goals with business goals and marketplace activation, driving awareness, engagement, conversion, and loyalty across all channels in the long-term.
- Activism and advocacy: lead the organizations environmental activism and responsible business agenda to advance wild spaces protection, encourage our communities to take actions, and inspire the industry in service of more responsible practices.
- Internal communication and activation: orchestrate how we connect with our employee community, ensuring internal communications engage our people with business and organizational priorities, outdoor sports, and environmental issues we care about; fostering an outdoor sports minded, responsible business and purpose-driven internal identity.
- Community engagement: orchestrate tactics to develop and nurture meaningful relationships with sport-, customer-, and activist communities to validate and advance technical sport leadership, product quality and innovation, brand authenticity, and environmental action.
- Commercial accountability: collaborate with Marketplace and Product teams to ensure marketing initiatives translate into measurable business results, including traffic generation, conversion optimization, and sustained brand health, to support quality growth and financial health.
- Operations optimization: enable marketing operations to ensure marketing systems, workflows, and calendars are managed optimally and deliver efficient execution. Drive teams to measure the quality and success of our marketing and environmental activism initiatives.
- Collaboration: act as connector between Global (U.S.) and EMEA teams, collaborating on strategic roadmap, priorities and tactics, enabling consistency in practices and communication, sharing best practices, and contributing to decisions with regional insights.
- EMEA Leadership Team: actively participate in the ELT, shaping the long term EMEA strategy and vision for the future, fostering cross-functional alignment and collaboration, and driving key business decisions to support responsible business, financial health, culture, and organizational priorities.
SKILLS & COMPETENCIES
- Full expertise leading integrated brand and marketing functions in consumer facing brands
- Full brand and storytelling expertise, with proven ability to build authentic connections to drive brand positioning, cultural relevance, and commercial results
- Experience leading environmental or social impact initiatives
- Advanced understanding of outdoor sports and activists’ communities, including cultural nuances, communication preferences, and credibility factors that drive brand acceptance and advocacy
- Advanced ability to shape long term marketing strategies while overseeing day-to-day tactics and
- operations
- Advanced leadership capabilities in team alignment, management, and development, driving results by facilitation, empowerment, ongoing feedback, and coaching
- Humility, empathy, and courage
- Advanced ability to lead people through transition and change, and bring them along
- Advanced collaboration and co-creation mindset and skills
- Advanced ability to navigate disagreements and facilitate convergence and decision-making
- Advanced ability to influence critical business outcomes in a matrix environment
- Advanced ability to think through and deal with ambiguity and complexity, and communicate clearly and effectively
- Advanced ability to balance global brand direction with regional and local nuances and market
- Advanced data proficiency with ability to make insights-based decision
- Full understanding of EMEA consumers, market dynamics, and cultural sensitivities
- Strong connection to the organizations purpose and values
LOCATION
This role is based in Amsterdam.
