Reporting to the CEO, the VP of Marketing is responsible for developing and executing a clearly defined global marketing and communications strategy to support consistent business growth, and enhance brand equity and awareness across all sales channels and communication vehicles. The VP of Marketing oversees global marketing efforts for all brands that currently sit under Patagonia including Patagonia Provisions, Patagonia Books, and any new brand extensions. The VP of Marketing is also responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve the Company objectives of sales, growth, profitability and visibility while ensuring a position consistent with the corporate initiatives and strategies. Additionally, the VP of Marketing is a member of the Company’s Senior Management Team and as such responsible for driving the overall success of the Company.
Essential Job Functions:
o Develop an integrated Global Marketing Plan which includes:
Developing marketing priorities and identify key marketing stories and initiatives.
• Analyze, evaluate, plan and execute both existing and potential marketing activities and strategies. Incorporate input from the Senior Management, Marketing, Sales, and Product Teams throughout the Company.
• Identify areas of synergy among proposed channel, vehicle, and product marketing plans and insure minimal duplication of effort.
o Research and analyze trends, purchasing habits and the characteristics of consumers, their feedback on the Company’s and competitor products.
o Develop an advertising strategy and ad plan; oversee negotiation and purchase of ad placements.
o Insure coordination of brand advertising among channels (online, print, radio, etc.).
o Oversee the seasonal creation of key marketing stories focused on product, brand and environment.
o Support Category Marketers in determining best entrepreneurial approaches and tonality to market their own categories.
o Insure that the Company’s PR materials, press releases and strategies are in alignment with Company priorities.
o Evaluate corporate sponsorship opportunities and oversee implementation of selected sponsorships.
Outside Marketing Resources
o Evaluate opportunities to leverage or supplement internal creative through partnership with outside agencies.
o Initiate and implement selected relationships, as necessary
o Oversee Company-wide marketing budget. Develop benchmark criteria to measure efficiency and effectiveness of demand building programs.
Metrics and Measurement
o Insure that systems are in place to measure the effectiveness of all elements of the Company’s marketing efforts.
o Oversee performance tracking for product marketing, public relations, and print ad buy; communicate results as necessary.
o Must be able to sit for extended periods of time.
o Ability to work and concentrate on the tasks at hand in a noisy and open work environment.
o Ability to travel internationally and domestically.
Minimum Job Qualifications:
o B.A./B.S. in Business, Marketing or a related field; MBA preferred.
o 15+ years’ experience, with 7+ years’ experience in progressive marketing roles at the senior management level.
o Respectful and outstanding leadership skills that motivate staff to exceed expectations; the ability to articulate a vision and strategy in a way that inspires people.
o In-depth knowledge of Patagonia product line and markets globally.
o Strong writing, communication and negotiation skills.
o Proficiency with Microsoft Office Suite programs.
o Excellent customer service skills, in person, on the phone and in writing.
o Self-starter, comfortable working independently and in teams on project-based work in unstructured environment.
o Demonstrated history of taking initiative and conscientiously following through on areas of responsibility.
It is the responsibility of every employee to contribute to a positive work environment through cooperative and professional interactions with co-workers, customers and vendors.
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