VF Corporation Sr. Brand Manager in Merriam), Kansas
Role Overview: The Senior Brand Manager serves as the primary brand functional lead within the Business Unit. This leader is responsible for, along with merchandising and design, the seasonal Big Idea development. This person will lead the asset toolkit for all consumer facing touch points across the communications master plan. This leader is responsible for all sell-in materials to the retailer. This person will coordinate with the internal creative team on all lifestyle and studio/point of sale photo shoots. Finally, this leader will manage key relationships and work with external agency partners for content shoots and media planning. This role is critical in the reinvention of the Lee brand – a brand with 130 years of history and one of the very few authentic, iconic, American-heritage denim brands.
Business Unit Functional Leader: Serve as the Primary Brand Leader for the Business Unit. Represents Brand in the Go-To-Market process. Play key role developing seasonal brand/product strategy. Responsible for all brand deadlines necessary to deliver the GTM process.
Asset Toolkit Development: Develop Initiative Big Ideas seasonally. Create the marketing strategy per each key initiative. Serve as the marketing partner with both the internal creative team and external agencies to create asset toolkits to bring to life each Big Idea, to include: ticketing, key visuals for in-store elements, copy points, social media, and product videos.
Seasonal Sell-In Strategy/Execution: Create Seasonal Sell-In Strategies for key retailers to include: retailer conceptual pitches, in-room presentation/assets, and sell-in video content.
Seasonal Photography Requirements: Serve as the Marketing Lead for all lifestyle/point of sale photo shoots ensuring that the internal creative team has a clear shot list, timeline, products, styling/trend direction, and requirements per each of the seasonal photo shoots (3-5 per year).
External Agency Leader: Lead the annual campaign development for the brand. Lead the brand strategy, campaign brief, and all aspects of campaign execution: budgeting, timelines, content execution, and qualitative/quantitative testing. Lead overall media planning and MMA ROI analysis for the brand. Lead the overall media strategy, in partnership with the leader of social media. Lead the Marketing Mix Modeling analysis – data inputs and data summaries.
Performance Metrics: Business Unit Revenue Growth; MMA ROI increase vs. PY; Advertising Testing meeting VF thresholds – Avg. to Above Avg. vs. testing norms; On-time and compete asset delivery to agency partners and retailers
Key Relationships: VP of Brand, Business Unit Leaders, Brand Coordinator, Creative Director, Associate Creative Director, Social Media Brand Manager, BU Product Managers, additional BU Sr. Brand Managers, Creative Project Manager, Digital Marketing Manager, Retail Marketing Manager, Merchandising Coordinators, Sr. Graphic Designers, and external agency partners.
7-10 years of professional experience
Bachelor’s Degree in business/marketing preferred
Experience in working in multi-functional/matrixed organizations with a collaborative approach to growing brands/business and solving problems.
Strong knowledge of advertising and marketing development process.
Strong analytical skills and budget management experience.
Strong knowledge and experience working with and managing creative agencies.
Strong knowledge and involvement in media planning/buying and managing media agencies
Strong communication, presentation, and influencing skills.
Ability to play an integral role within a broader team, connecting a department and individuals to the company strategy and vision.
Excellent planning skills, with experience managing a high volume and highly complex set of projects.
Organized in 1899, VF Corporation is a global leader in branded lifestyle apparel, footwear and accessories, with global iconic brands, 64,000 associates and $12.4 billion in revenue. Our businesses and brands are organized into four categories called coalitions, comprising: Outdoor & Action Sports, Jeanswear, Imagewear, and Sportswear. While VF is highly diversified across brands, products, distribution channels and geographies, our One VF culture and approach to doing business provide a unique and powerful competitive advantage.
VF Diversity Vision Statement
VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.VF is an equal employment opportunity/ affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.