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Job Description

To advance Canada Goose's purpose of inspiring and enabling all people to engage with the outside world, we must create brand love and a sense of belonging in a community for people who have similar ideals of connecting with the world and others beyond our four walls. The Marketing Director, Brand & Community, will be focused on four major pillars: 1) Lead the global brand strategy to support the needs of the business, 2) Build a community of loyalists to engage with, reward and retain, 3) Recruit new, like-minded individuals with a specific focus on women and Gen Z to join and connect in our community: Basecamp and 4) Seamlessly execute integrated, best-in-class campaigns and content to a global audience on several channels.

This is a key cross-functional leadership role requiring collaboration with many teams internally across diverse regional markets as well as management of key external relationships with partners including creative/digital agencies. The ideal candidate requires a balance of creativity, entrepreneurship, strategy and analytical thinking. They think about the brand's consumer first and understand how to create experiences as well as content that people connect with on any platform. They have perfected the brand voice and always involve human and emotional storytelling which makes them the ultimate brand champion. They've worked with community content creators and understand how to create a successful landscape of educational, inspirational and engaging content.

BRAND MANAGEMENT & LEADERSHIP

  • Lead the creation and planning of best-in-class global campaigns that drive awareness, affinity and an emotional connection to the brand with our global audience
  • Define the global content vision and strategy including a visual identity, tone and editorial pillars for the Canada Goose brand; this vision will live across a number of channels including earned, owned and paid mediums
  • Steer all regions to represent the brand in their respective plans according to defined brand guidelines
  • Support marketing and cross-functional departments in brand onboarding and trainings, including cascading relevant updates from global
  • Work closely with the CMO, VP of Brand, Content & Community, VP of Communications and VP, Commercial Marketing to share trends, key learnings and align strategies ongoing
  • Maintain and meet annual brand and community budget on a monthly basis
  • Lead and manages the brand, community and integrated marketing teams, providing input, guidance and support on execution of brand-led initiatives
  • Continuously evaluate and adjust marketing strategies to meet changing market and competitive conditions

INTEGRATED MARKETING AND CREATIVE

  • Spearhead the development of an Integrated Marketing planning process for all seasonal initiatives with corresponding tools and a workflow for the organization
  • Ensure brand positioning is integrated and reflected across all consumer touchpoints and sales channels
  • Manage creative partners to ensure strong working relationships and delivery of world class creative output that drives brand image and growth with targeted audiences
  • Work closely with the Commercial Marketing team to amplify the impact of campaigns on owned, earned and paid media channels including creating audience insights to grow with new consumers and reinforce engagement with existing

EXPERIENCE, EDUCATION AND DESIGNATIONS

  • 10-15 years' experience managing influencer, integrated marketing and/or digital marketing programs
  • Knowledge of social media , email marketing and blog content an asset
  • Experience leading and motivating cross functional teams across multiple time zones to deliver seamless execution
  • Expert-level digital and marketing best practices that result in customer acquisition, engagement, retention and growth
  • Knowledge with campaign and analytics tools (one or more of Google Analytics, Google Display Network, Facebook Ads Manager, Sprinklr, Omniture)
  • Computer Skills: Excel, Word, Power Point, Outlook, Power BI tools

KNOWLEDGE, SKILLS AND ATTRIBUTES

  • Deep understanding of digital marketing
  • Strong independent decision-making, organizational, planning and problem-solving skills
  • Strong writing, interpersonal and communication skills
  • Data driven marketer with an appetite for measurable performance
  • Creativity and demonstrated ability working in a fast-paced environment with a high degree of change
  • Ability to multi-task and work efficiently under pressure
  • Embrace continuous improvement by proposing new and/or better ways of doing things
  • Follows through consistently on work commitments and stops at nothing to deliver exceptional results
  • Passionate about teaching and inspiring others

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