Brand Marketing Lead - Footwear

Role Overview:

Hiring for a Leadership level role in Brand Marketing for a leading footwear brand. The position will lead the organization's next phase of brand and business growth by bringing together brand strategy, consumer insight, creative storytelling, and commercial discipline to build customer preference and drive profitable growth across website, marketplaces, and retail stores.

Key Responsibilities:

- Define brand positioning, marketing strategy, and the annual roadmap aligned with business priorities.

- Understand customer needs, purchase behaviour, and barriers to consideration and repeat purchase; translate insights into campaigns, product narratives, experiences, and product and pricing decisions.

- Set creative direction across campaigns, content, social media, influencers, and PR; ensure a distinctive voice, consistent quality, and brand alignment across packaging, digital, and retail touchpoints.

- Own marketing budgets across brand building, acquisition, retention, and retail; partner with Finance and channel leaders to assess acquisition costs, customer lifetime value, contribution margins, and marketing effectiveness.

- Collaborate with Sales and CRM to drive acquisition, engagement, and repeat purchase through performance and lifecycle marketing, loyalty, referrals, search, social, affiliates, and emerging channels.

- Establish disciplined experimentation, attribution, and measurement, balancing short-term performance with long-term brand strength.

- Support store launches, local awareness, footfall, and conversion through scalable local marketing playbooks.

- Partner with Retail, Sales, and Visual Merchandising to deliver engaging in-store experiences and connect digital and physical journeys through coordinated campaigns and communication.

- Use segmentation and purchase insights to personalize communication; work with Customer Experience and business teams to address customer journey friction.

- Build partnerships and community initiatives that strengthen relevance and trust, ensuring campaigns and content support customer and business objectives.

- Partner with Product, Merchandising, and Sales on launches, assortment storytelling, and seasonal campaigns, aligning plans with inventory, channel priorities, and operational readiness.

- Work with leadership to identify growth opportunities and guide investment decisions.

- Build, coach, and lead a high-performing team with clear goals, accountability, and effective collaboration across brand, creative, growth, CRM, and retail marketing.

- Manage agencies, creators, and partners against clear outcomes; develop team capability and a culture of curiosity, collaboration, and execution.