VP of Brand Management - Reebok

Purpose & Overall Relevance for the Organization:

Define and orchestrate all consumer-facing activities with a view to increase Brand Desire globally

Key Responsibilities:

  • Develop 3-year Brand Plan supporting reebok strategic business plan
  • Apply 'digital lens' in leading and developing integrated consumer facing plans to drive drive brand desirability and overall business results
  • Work closely with our Digital Brand Commerce team to ensure we are connecting our Brand messaging digitally with our consumers
  • Deliver strategies to Business Units for Retail Marketing, Digital Marketing (newsroom, social/editorial content) Media, and Assets Marketing
  • Drive the process of the allocation of yearly marketing working budget (by Business Unit, by Market and by discipline)
  • Guide powerful, compelling and commercial viable stories to connect with the consumer (in support of Business Units)
  • Facilitate brand plans/campaigns across Business Units
  • Provide brand management leadership, guidance and tools across Business Units
  • Develops and communicates brand creative communications guidelines
  • Drive and own holistic Brand packages for brand stories and horizontal concepts
  • Feed Brand Management trends into strategic business plan/planning process
  • Ensure operational excellence within Marketing Operations time framework to ensure development of integrated Marketing packages
  • Build and lead a highly confident, collaborative and creative workforce and provide the platform for long-term, (cross)-functional careers
  • Manages marketing working budget (functional Teams)

Key Relationships:

  • Digital Brand Commerce
  • Business Units
  • Concept to Consumer
  • Creative Direction (design lead)
  • Brand Strategy (incl consumer insights)
  • External agencies (executional agencies)
  • Finance and Strategy (marketing return on investment)

Knowledge, Skills and Abilities:

Personal Attributes

  • Entrepreneurial and creative mindset – leads business always pushing and innovating to drive growth
  • Visionary – has a clear image of what it takes in order to reach full potential and can powerfully articulate it to all the different stakeholders
  • Motivational – inspires and engages by role modelling
  • Accountable – takes ownership and responsibility for successes and failures and translates them into learnings
  • Dynamic and adaptable – can quickly and effectively assimilate and drive change and/or new initiatives

Capabilities

  • Digital Capabilities and Mindset: Demonstrating strong ability to implement digital marketing concepts when driving our consumer experience
  • Delivering Doing It: Substantially redesigns business practices to deliver breakthrough results
  • Thinking Big Picture: Changes business-level strategy beyond own area
  • Consumer Obsessed: Identifies emerging niches and opportunities for the company
  • Live, Show, Coach: Establishes a collaborative culture or enduring partnerships
  • Team Leadership: View of individuals, delegation approach, results management
  • People Strategy: People judgment, organizational feedback, structural capability building efforts
  • Creates the New: Drives organizational momentum for change
  • Steer/Drive Commercial Brand Success: Generates new commercial options beyond own area
  • Strategic skills to align global & local Brand Campaigns
  • Leadership skills in terms of setting a vision, gaining alignment and fostering team spirit
  • Ambassadorial skills to manage the external environment and enhance the company's reputation
  • Executional excellence and driving for business results
  • Negotiating, influencing and networking skills to effectively manage interdependencies and the matrix
  • Cultural sensitivity, facilitating rapport with internal and external team members, customers and stakeholders
  • Selection and performance management of Brand talents
  • Coaching skills to effectively empower, engage and develop team members

Knowledge

  • Strong grasp of current marketing tools and strategies and be able to lead integrated digital marketing campaigns from concept to execution.
  • Deep functional knowledge in marketing/brand management with a strong understanding of financials
  • Understanding of legal and corporate governance matters to take on the necessary responsibilities
  • Understanding of corporate and social responsibility
  • Understanding of basic employee relations matters
  • Inspire, coach and lead; set framework for performance and growth
  • Extensive knowledge of Sport/Style Industry including a vision of future opportunities and challenges
  • Strong communication skills
  • Strategic minded with strong executional abilities
  • Excellent presentation skills
  • Lead change management
  • Excellent English knowledge and fluent in another European language

Required Experience / Minimum Qualifications:

  • Bachelor's Degree required
  • 15 or more years of experience in marketing or general management
  • 10 or more years of experience leading cross-funcional teams
  • Consumer goods experience required and sporting goods experience preferred
  • Demonstrated experience with implementing digital marketing initiatives that will scale to support the requirements of a growing organization with multiple brands.
  • Demonstrated managerial finance ability (Finance/controlling experience a plus)
  • Proven track record of activating marketing actions (sports/brand marketing, communications, entertainment and events)
  • Demonstrated ability in effectively building and leading diverse teams

Meet Some of Reebok's Employees

Andi A.

Apparel Designer

From materials to use to how to cut and sew them, Andi creates the fitness clothing worn by elite athletes and Reebok's consumers—on the court, in the gym, and on the go.

Ben B.

Senior Manager, Global Social Media

Ben connects with Reebok's consumers and fitness enthusiasts everyday through multiple social media platforms—motivating them to be their best with engaging content.


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