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Senior Marketing Manager - The Kids Group

Senior Marketing Manager - The Kids Group

SRCG Wholesale
Job Locations 
Job Function 
Min. Exp.(Yrs) 
Full Time

More information about this job



Wolverine Worldwide is a global marketer of branded footwear, apparel, and accessories. With an established global footprint that spans approximately 200 countries and territories, as well as a rock-solid infrastructure, Wolverine Worldwide is dedicated to advancing the following brands that comprise the ever-expanding portfolio: Bates, Chaco, Cat Footwear, Harley Davidson Footwear, Hush Puppies, Keds, Merrell, Saucony, Sperry, and Wolverine. Wolverine Worldwide’s continued success is driven by our ability to stay true to our simple mission: we empower, engage and inspire our consumers – every step of the way.


This role is responsible for directing the development of strategic marketing plans for the kids group, implementing kids brand activation across accounts and global markets, and leading a synergistic global go-to-market. The ownership of these responsibilities is geared toward maximizing the adult brand marketing platforms and translating them for the kids category driving sales growth and affinity for the brand’s product offering in the kids space. This position is a cross-functional team lead responsible for managing category expression by working cross-functionally to deliver seasonal stories, develop activation strategies, harvest consumer insights, and manage respective budgets. This position works closely with adult brand counterparts, product, sales, and regional leadership to drive cohesive, consumer- obsessed storytelling.



  • Direct the development of strategic marketing plans for the kids portfolio of brands.
  • Act as liaison between the kids group marketing team and adult brand marketing teams ensuring that kids needs and the consumer nuances are recognized as part of adult brand strategy development
  • Direct the creative brief process to develop product story positioning; manage integrated category content.
  • Lead the development of product marketing initiatives, working with product, marketing, and commercial leadership to gain alignment on major initiatives.
  • Build and execute annual North American marketing plans including national consumer marketing and account marketing ensuring successful implementation of programs
  • Act as liaison with adult North American marketing teams to drive alignment and execution of kids marketing programs across adult owned channels (social, CRM, eCommerce and retail).
  • Collaborate with Consumer Insights Team to drive kids specific research projects to inform/influence marketing strategies.
  • Partner with international marketing teams to build annual marketing plans and ensure successful implementation of programs (prioritize key markets).
  • Direct the development of seasonal category sell-in and sell-thru toolkits for global product marketing stories.
  • Act as the liaison between the brand and the regional partners to ensure that regional needs and consumer nuances are communicated to the broader marketing division; partner with Boston Group international lead.
  • Lead a synergistic global go-to-market in regards to category marketing, including establishing timelines, communication cadence, templates, and defining responsibilities throughout the brand milestones.
  • Responsible for budget oversight for related expense centers, including managing the co-op budget with input from sales.
  • Act as kids group PR and communications team strategist leading the agency relationship and related marketing activities.
  • Act as kids group digital team marketing strategist leading social media strategies and executions.
  • Own the kids group retail and consumer experience strategy.
  • Performs duties consistent with the Company’s AAP/EEO goals and policies.
  • Performs other duties as required/assigned by manager



  • Bachelor’s degree in Marketing or Communications or equivalent work experience. MBA preferred.
  • 5 to 7+ years’ marketing experience with minimum of 2 years in a leadership role
  • Strong financial business acumen required
  • Major national brand experience required and international marketing experience preferred.
  • Strong oral and written communication skills with the ability to influence brand partners.
  • Understanding of global markets and proven track record of leading new initiatives.
  • Ability to present and persuade internal Sr. Leadership and external partners.

Committed to a diverse workforce, we are an Equal Opportunity Employer (Minorities/Women/Veterans/Disabled).