Senior Brand Marketing Manager (F/M/D)

Patagonia; Amsterdam; On-site; EUR 120,000 - 180,000; Full time

Job summary

Patagonia in Amsterdam is seeking a senior marketing leader responsible for strategizing campaigns, narratives, and experiences across channels to elevate our brand, products, and activism. You will lead a team, shape integrated campaigns for sports communities and ambassadors, and collaborate with Channel Marketing, Marketplace, and US teams to drive growth, authenticity and environmental advocacy.

The role blends creative direction, brand reputation, and customer experience design, with a

Qualifications

• At least 6 years’ experience leading integrated brand marketing in Europe.
• Proven ability to translate business direction into long-term brand strategies.
• Strong understanding of sports marketing, athlete and ambassador programs.

Responsibilities

• Lead, manage, develop, and empower a high-performing marketing team with clear goals.
• Oversee integrated multi-channel campaigns, events, and storytelling across channels.
• Provide leadership for sports marketing and community engagement in EMEA.
• Collaborate with environmental activism, legal, and brand teams to amplify campaigns.
• Shape PR, media relations, and external communications to protect brand reputation.
• Design customer experience journeys across physical and digital touchpoints.
• Direct Creative Studio and Brand Communications for consistent visuals.
• Collaborate with Channel Marketing, Marketplace, and cross-border teams on GTM milestones.

Skills

Team leadership

Storytelling

Campaign management

Sports marketing

Cross-functional collaboration

Communication

Coaching and development

Ambiguity navigation

Job description

Your role:

We’re in business to save our home planet. This role is responsible for strategizing and crafting cohesive and compelling campaigns, narratives, and experiences that express our brand and authentically engage with sports, customers, and activists’ communities. Through campaigns, PR and external communication, events, social media, paid media, content creation, and immersive experiences, this role elevates our products, purpose, and point of difference, validates our credibility with sports communities, amplifies our responsible business and environmental activism to drive action, drives awareness of and traffic to our channels, and positions us as the leading responsible technical outdoor brand.

Main tasks:

• Team management: lead, manage, develop, and empower an engaged and high-performing team through clear priorities and goals, feedback, and regular coaching, to nurture leadership, enable professional development, facilitate cross-functional collaboration, drive clear accountability, and deliver goals. Plan resources and budget allocations to align with long range EMEA strategy and objectives and scale our work and impact.

• Integrated campaigns and storytelling: oversee design and execution of integrated multi-channels marketing campaigns and storytelling, including narratives, events, paid media and social media, and ambassador engagement, to build product credibility, emotional connection, and seamlessly connect brand positioning with shape of the season and business objectives, driving awareness, consideration, and conversion while maintaining authentic storytelling. Collaborate with Channel Marketing teams to prioritize, design, and deliver activations, evergreens etc. as needed in season for business and to build long term brand positioning across the marketplace.

• Sports marketing and communities: provide leadership and strategic guidance for sports marketing across EMEA, ensuring athletes, ambassadors, and sports communities are authentically represented and meaningfully integrated into our products, storytelling, campaigns, and experiences. Through the team, cultivate relationships and insights that strengthen Patagonia's credibility, deepen engagement with outdoor communities, and support both brand and business objectives.

• Amplification of issues we care about and grassroots groups: collaborate with the Environmental Activism, Quality and Circularity, or Legal teams to listen, understand, and identify the environmental issues and impact workstreams we are uniquely positioned to drive action on. Collaborate with the Environmental Activism team to identify the possible levels of amplification of issues and grantees, up to and including full campaigns, ensuring authentic storytelling and representation of the issue and the grantees. Oversee strategy, design, and execution of impact campaigns and other amplification tactics to drive positive action and community impact.

• Brand reputation and advocacy: ensure PR, media relations, and external communications tactics are used to amplify brand voice and positioning, and engage with and reach sports communities, while championing public advocacy on environmental protection and responsible business issues where Patagonia is credible and additive. Empower and support team to lead crisis PR to protect brand reputation and maintain trust with the communities we engage with.

• Customer experience design: collaborate with Channel Marketing and Marketplace teams to define and evolve our customer experience journey. Ensure immersive brand experiences are designed across physical and digital environments, creating cohesive storytelling and engagement, emotional and community connection, and fostering loyalty and conversion throughout the customer journey.

• Creative direction: lead Creative Studio and Brand Communication teams to develop consistent, high-quality visuals, narratives, and assets across all platforms—from 2D and 3D design to film, photography, or digital experiences that express brand identity and support customer journey touchpoints.

• Collaboration: collaborate with Channel Marketing, Marketing Operations, Marketplace, and Product teams to bring to life and improve our GTM milestones in EMEA (MPM, Sales Meetings, Tradeshows etc.). Collaborate with US Product & Impact and Creative Studio teams on campaigns, season planning, and sharing best practices.

What we’re looking for:

• An inclusive mindset
• Strong connection to Patagonia’s purpose and values
• At least 6 years’ experience leading integrated brand marketing functions in consumer facing brands in Europe, with experience in outdoor brands
• Full storytelling and creative expertise, with proven ability to build authentic connections to drive brand positioning, cultural relevance, and commercial results
• Full expertise and proven ability to translate business direction, consumer insights, and marketplace opportunities into long-term brand strategies, multi-year roadmaps, and integrated seasonal marketing plans and campaigns that support both brand and business objectives
• Sports marketing expertise, including athlete and ambassador strategy, community engagement, and leveraging sports credibility to strengthen brand relevance, storytelling, and connection to products
• Advanced understanding of European core outdoor sports communities, including cultural nuances, communication preferences, and credibility factors that drive brand acceptance and advocacy
• Preferably, understanding of European activists communities, including cultural nuances, communication preferences, and credibility factors that drive brand acceptance and advocacy
• Advanced knowledge of European outdoor sports markets and consumers
• Advanced ability to balance brand building with growth and business driving activities
• Advanced effective communication skills, verbal and written
• Strong ability to navigate ambiguity and disagreements and converge towards compromise
• Strong leadership capabilities in team management and development, driving results by empowerment, ongoing feedback, and coaching
• Strong collaboration and co-creation mindset and skills
• Strong connection to Patagonia’s purpose

Other important details:

• This is a Full-time position based in Amsterdam
• We have a hybrid work model, working from home for maximum 3 days per week
• We strive to make unbiased decisions and to offer a great experience to every person who applies for a role at Patagonia. Our interviews include standardised questions that focus on the aspects that are important for success in the role.

At Patagonia, we commit to becoming an anti-racist company that leads by example. This means doing the work to be inclusive and equitable, across all aspects of our business.

Every person who applies to join Patagonia receives equal employment opportunities, and we value a welcoming environment where each member of our EMEA team feels included, respected and empowered, regardless of their race, colour, religion, gender, gender identity or expression, sexual orientation, civil status, national origin, disability or age.

At Patagonia, we strive to have inclusive representation within our organisation and embrace a diverse mix of talent to contribute to our culture. We actively seek applications from Black and People of Colour (BPOC) and other underrepresented groups.

As we are in business to save our home planet, we can only do this together.