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


  • 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


  • 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

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Ben B.

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