• Chief Marketing Officer

    Job Locations US-MA-Waltham
    Job Function
    Min. Exp.(Yrs)
    Full Time
  • General Function


    Founded in 1916, Keds® redefined footwear with the introduction of the Champion sneaker. The iconic design was one of the first options to provide women with accessible, fashionable footwear and ignited a style revolution. Over the past 100 years, Keds® have been worn by iconic women such as Audrey Hepburn, Katharine Hepburn, Marilyn Monroe, Jackie O and Yoko Ono. In 2015, Keds® introduced the Ladies First Since 1916 platform in over 80 global markets and launched a powerful new era in its history. 2016 marks the brand’s centennial year, celebrating 100 years of fashionable footwear and a passion for female empowerment. At Keds, we’re dedicated to our consumers and proud of our heritage. We are focused on pushing the brand forward in innovative and unexpected ways. We are seeking passionate people to join our collaborative team during a truly momentous year for the brand.


    The Chief Marketing Officer will lead global marketing efforts for the brands wholesale and direct to consumer businesses (which includes retail & eCommerce), with responsibility for demand creation, consumer communication and go to market strategies. This position is a critical member of the leadership team and works closing with the product, sales and finance leadership to drive overall brand success. The CMO will establish and ensure a consistent global omni-channel marketing strategy; direct the development and implementation of the brand’s global marketing process. This key leadership role within the brand should have overall business acumen and be a thought partner for the President of the Keds brand.

    Primary Duties

    • Develop omni-channel brand strategic marketing direction and provide input into the global brand strategy
    • Oversee the execution of the marketing strategy to optimize share of market and profitability of brand across all channels (wholesale & direct to consumer)
    • Create and manage the brands messaging and positioning globally
    • Direct messaging to clearly differentiate our offering across all current technology and social media platforms to drive competitive positioning
    • Lead the development and of execution of global strategic marketing plans and ensure consistent implementation at regional level, including: media mix, content platform development, visual identity, retail display and eCommerce/social media implementation
    • Capture and synthesize competitor, consumer, industry and business insights to identify major opportunities and threats
    • Communicate with regions to ensure that global product positioning and objectives are well defined and manage regional consistency of product message across all channels (eCommerce, retail, PR etc.)
    • Oversee new product launches at the global level (e.g. positioning, pricing, rollout staging, distribution of communication plan) & ensure the proper KPIs are established & reported on
    • Create effective Go-to-Market plans for new products focused on new growth markets and driving highly profitable growth with owned retail channels (retail store & eCommerce)
    • Lead initiatives to promote and maximize exposure of the brand including communicating global branding strategies/vision and facilitating relationship building with management, licensees, and distributors
    • Work closely with Product Management to manage product positioning and promotional strategies & analyze effectiveness of launches and promotions (e.g., wholesale, keds.com)
    • Manage external marketing agencies to develop strong partnerships while maximizing the efficient use of resources
    • Drive innovation with new partnerships & ensure that new Beta opportunities are constantly presented to keds with right of 1st refusal
    • Determine overall direction, coordination and evaluation of the marketing unit and implement organizational changes to align staff with shifting marketing focus
    • Analyze (wholesale & .com) sales, market share, brand health and profits to determine return on marketing investment
    • Analyze eCommerce data (site pathing, crm metrics, conversion) in order to continually drive the trinity (traffic, conversion & AOV)
    • Coordinate with other functions to identify new opportunities in existing business lines, e.g., product extension opportunities (Business development)
    • Perform duties consistent with the company’s AAP/EEO goals and policies
    • Perform other duties as required/assigned by manager


    Knowledge, Skills and Abilities Required

    • Bachelor’s degree in Marketing or Communications or equivalent work experience.

    • MBA preferred.

    • 12+ years’ experience in marketing and management with a minimum of 5 yrs with P&L oversight of an eCommerce business unit.

    • Major national brand experience required and global brand marketing experience preferred.

    • 7+ year’s management experience.

    • Strong oral and written communication skills as well as excellent interpersonal skills.

    • Exceptional communication and leadership skills

    • Proven success in traditional and innovative campaigns across the broad spectrum of today’s marketing channels.

    • Ground-breaking leader with strategic, creative and financial acumen as well as a strong business intellect to take our organization to the next level.

    • Results and deadline oriented; strong time management and prioritization skills.

    • Ability to work with all levels of the organization and to effectively manage processes.

    • Demonstrated experience in negotiating business alliances.

    • Effectively uses technology.

    • Known for thought leadership & innovation as it pertains to marketing & eCommerce Best Practices.

    • Travel up to 25% 


    Normal office environment

    Travel Required


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


    The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.


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