The Chief Marketing Officer will lead global marketing efforts for the brand's wholesale and retail businesses, 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 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 Wolverine brand.
Develop brand strategic marketing direction and provide input into the global portfolio strategy
Oversees the execution of the marketing strategy to optimize share of market and profitability of brand
Create and manage the company’s product 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 and retail display
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
Ensure that products/programs are created, manufactured, developed, marketed and sold in accordance with budgeted objectives to obtain maximum profitability globally
Create effective Go-to-Market plans for new products focused on new growth markets
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
Oversee new product launches at the global level (e.g. positioning, pricing, rollout staging, distribution of communication plan)
Work closely with Product Management to manage product positioning and promotional strategies and analyze effectiveness of launches and promotions
Manage external marketing agencies to develop strong partnerships while maximizing the efficient use of resources
Determine overall direction, coordination and evaluation of the marketing unit and implement organizational changes to align staff with shifting marketing focus
Analyze sales, market share, brand health and profits to determine return on marketing investment
Coordinate with other functions to identify new opportunities in existing business lines, e.g., product extension opportunities (Business development)
Manage efforts of Wolverine Brand Development Manager to best align brand’s global efforts to grow and expand (Business Development)
Perform duties consistent with the company’s AAP/EEO goals and policies
Perform other duties as required/assigned by manager
Normal office environment.
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.