Senior Director, Brand Marketing

$191,000 - $262,700/Yr

Gap - San Francisco, CA

Full-time - Senior

San Francisco, CA

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers

About the position

As a critical senior leadership team member of the Athleta Marketing Team, the Senior Director of Brand Marketing plays a pivotal role in shaping and safeguarding the brand vision and strategies for both Athleta and Athleta Girl. This position is responsible for ensuring that the brand's short and long-term objectives are effectively realized across all brand touchpoints. The Senior Director will oversee the development of brand strategies for new businesses and brands, ensuring alignment with Athleta's mission to empower women and girls. This role also entails the creation of annual and seasonal omni marketing and messaging strategies that aim to enhance brand awareness, drive traffic, increase conversion rates, boost engagement, and ultimately achieve profitability that meets or exceeds Athleta's budgeted sales and earnings goals. In collaboration with the Chief Marketing Officer (CMO) and the marketing leadership team, the Senior Director will develop comprehensive marketing strategies and plans that resonate with both new and existing customers. This includes leading the long-term brand strategy for Athleta and Athleta Girl, focusing on deepening the mission and brand values. The Senior Director will ensure that the brand's mission and platform are effectively communicated across all channels, working closely with cross-functional leaders in marketing, creative, design, merchandising, field, and HR. Additionally, the Senior Director will oversee the brand strategy for any new business initiatives, including category expansions and global outreach. This involves brand positioning, architecture, and naming conventions. The role requires leading the development of annual and seasonal brand messaging strategies, ensuring that the messaging aligns with Athleta's long-term brand mission and marketing objectives. The Senior Director will also brief marketing and creative teams on seasonal strategies and campaigns, acting as a key point of contact for omni-channel marketing and creative teams to implement powerful marketing plans that engage customers across all touchpoints. Furthermore, the Senior Director will represent the overall seasonal marketing and messaging strategy across key Athleta pipeline milestones, ensuring integration and optimization of marketing efforts.

Responsibilities

• Partner with CMO and marketing leadership team to develop annual and seasonal Athleta and Athleta Girl omni marketing strategies and plans that grow brand awareness, drive traffic (new and existing), conversion, engagement and profitability that meet or exceed our budgeted sales and earnings.
• Lead long term brand strategy for Athleta and Athleta Girl, including how to further deepen mission and brand values; support CMO in external and internal rollout and communications of Athleta's brand strategy.
• Ensure brand mission and brand platform comes to life across all brand touchpoints, partnering closely with cross-functional leaders (primarily in marketing, creative, design, merchandising, field and HR).
• Oversee brand strategy for any new businesses and brands (i.e. category expansions or global, etc.); this may include brand positioning, brand architecture and naming.
• Lead development of Athleta and Athleta Girl annual and seasonal brand messaging strategy and architecture, including clearly articulated hierarchy of brand and product stories, partnering closely with VP of Merchandising, VP of Design, VP of IM and Head of Athleta Girl.
• Brief all marketing and creative teams about seasonal strategies, campaigns and messaging / content priorities to kick off creative concepting and omni channel marketing activations.
• Act as key point person for omni channel marketing and creative team to help bring seasonal brief to life across touchpoints and implement powerful omni channel marketing plan.
• Act as key marketing leader across key Athleta pipeline milestones, representing overall seasonal marketing and messaging strategy and overseeing marketing integration and optimization.

Requirements

• At least 10-12 years brand marketing strategy, marketing planning and communications experience with fashion/apparel, consumer brand and/or marketing agency.
• Balanced left and right brain marketer, with exceptional problem solving and analytical skills and proven ability to turn findings into executable, strategic plans.
• Results-oriented with an exceptional track record of developing holistic marketing strategies and plans that have consistently met or exceeded planned objectives.
• Well-versed in developing customer-driven marketing strategies based on consumer insights, competitive landscape and brand knowledge.
• Inspirational leader with the ability to develop and coach highly talented, senior-level team members.
• Proven thought leader within the department and cross-functional teams with the ability to galvanize and drive all parties toward a cohesive, actionable plan.
• Has a strong aesthetic sense and understanding for the Athleta Brand and apparel industry and ability to drive and maintain a singular brand aesthetic.

Benefits

• Merchandise discount for our brands: 50% off regular-priced merchandise at Old Navy, Gap, Banana Republic and Athleta, and 30% off at Outlet for all employees.
• One of the most competitive Paid Time Off plans in the industry.
• Employees can take up to five "on the clock" hours each month to volunteer at a charity of their choice.
• Extensive 401(k) plan with company matching for contributions up to four percent of an employee's base pay.
• Employee stock purchase plan.
• Medical, dental, vision and life insurance.