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icebreaker : Regional Marketing Specialist - Fixed-Term (12 Months)

VF

VF

Marketing & Communications
Guatemala City, Guatemala · Auckland, New Zealand · Guelph, ON, Canada
Posted on Friday, June 28, 2024

Challenge

Support the Regional Marketing Manager to execute Regional Marketing strategy and initiatives across all channels and consumer touch points, to drive brand awareness, engagement and regional sales and profit targets. Work in alignment with APAC and global Marketing teams by locally adapting global toolkits and strategy. Work with the Regional Digital teams to ensure omnichannel marketing execution.

  • Lead the execution of the regional implementation of the Global Marketing Strategy – including 360 omni-channel marketing and advertising campaigns. This includes a focus on key communications, campaigns and promotions in retail, IB.com and WSL, as well as partnership with digital teams to execute in digital media channels.
  • Execute roll out of seasonal launches and provide 360 toolkits for sell in and sell out. Including WSL/Retail (print, pure genius, trade promotions, activations).
  • Support Marketing Manager to roll out the globally aligned Marketing Calendar for the region, as well as adding new regional initiatives and localized needs. This includes supporting liaison with Regional cross functional team (eCom; Channels; Sales; Inventory; Finance; Customer Service) to ensure cross-function teams are aware of launch and calendar plans.

Key focus areas

Brand management

  • Be an icebreaker brand custodian in the WSL team and market.
  • Ensure all brand guidelines are being upheld across all touchpoints (wholesale stores, digital platforms, retail environments and activation points).
  • Execute the marketing related activity for wholesale partner and retail events.

Project Management + Reporting

  • Support Marketing Manager to adapt global assets including writing creative briefs, tweaking copy and proofreading all work.
  • Support Marketing Manager to maintain the live master regional calendar so it is always up-to-date with all omni-channel planned activity.
  • Support Marketing Manager to track marketing expenses to budget and ensure a strong ROI discipline on all marketing programs – including ownership of PR, seeding, wholesale and retail project specific budgets.
  • Consolidate, analyze and report on promotional/campaign performance; metrics across all platforms and record data into KPI logs and develop actionable insights.
  • Co-ordinate in-region translations of global marketing assets where required.

PR /Influencers

  • Support Marketing Manager to manage PR agency relationships & build icebreaker’s direct PR/ athletes/ambassador/social influencers contact list.
  • Activate the regional PR plan.
  • Manage existing contracts and relationships with local ambassadors.
  • Working from the Global Brand Marketing strategy, execute PR events or activations within region.
  • Track and report on PR media / ambassador activity & effectiveness within the region to report on ROI.
  • Develop seeding plan for local ambassadors/athletes/influencers

Wholesale Marketing

  • Manage the execution of in-store Windows and POS
  • Manage the execution of consumer & trade promotions and training/education tools.
  • Support WSL manager and Marketing Manager in execution and development of WSL KA marketing plans where relevant.

Retail Marketing

  • Create best-in-class marketing collateral and bring relevant retail or outlet marketing initiatives to life. Including execution of in store windows & seasonal POS campaigns, aligned to Visual Merchandising standards in retail.
  • Work with Retail channel lead and Digital CRM manager to execute Retail Community Management/VIP Loyalty, Programmes and activations.
  • Assist in preparing seasonal marketing presentations and activation and training guides for stores.

Other

  • Where required, execute content production requirements for localized needs. This may mean working with production partners, agencies, photographers.
  • Work with Digital Marketing team on the brief execution for content production (they own brief).
  • Samples/marketing cupboard lead.

Key relationships

Regional Marketing Manager, NZA Digital and eCom team, Regional Merchandising team, PR & external agencies, Brand Ambassadors/influencers, APAC marketing team and Global marketing team.

Know How (Knowledge fit)

Education: Degree in Marketing (or other relevant tertiary qualification)

‘Must have’ skills, knowledge & experience

  • Equivalent of 3 years multi-channel marketing experience with experience in a marketing administration role, with experience in a product-based business and ideally in a company with retail, wholesale and e-com channels
  • Strong executional and output focus, lives by the calendar and can deliver multi-seasonal outputs, across all sales channels
  • Experienced at getting the best out of the creative process by effective management of communication/PR agencies
  • Experienced in delivering a consistent brand experience across all customer and consumer touch points
  • Experienced at working with suppliers/vendors, including budgeting process.
  • Strong discipline around ROI of marketing programmes
  • Savvy ‘big-ideas/small budget’ approach to work – willing to search out creative solutions

Can Do (Capability fit)

Personal characteristics

  • Active and adventurous
  • A passionate high achiever – works hard and plays hard
  • Curious, with a strong desire to continually learn and evolve, and with a global outlook
  • A Brand Ambassador who connects with Icebreaker’s story, and is inspired by the authenticity and uniqueness of the brand
  • A highly collaborative team player
  • Down to earth, resourceful & happy to roll-up their sleeves to achieve an outcome
  • Comfortable challenging the status quo
  • Be available and able to travel both locally and overseas
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