Smartwool Global Brand Marketing Manager

Vf; Honolulu (HI); On-site; USD 95,040 - 118,800; Full time

Benefits offered by this job

Comprehensive benefits package

Job summary

VF is seeking a Global Brand Marketing Manager for the Smartwool brand in Hawaii. The role focuses on turning consumer insights into global campaign toolkits and coordinating cross‑functional teams across product, creative, merchandising, marketing, and sales.

You will manage GTM processes, activation, and budgets while tracking brand health and building partnerships with regional teams to ensure consistent branding and market success.

Qualifications

• 5+ years of progressive marketing experience, preferably in outdoor or related industry.
• BA or BS degree in Business, Marketing or related field.
• Experience leading global GTM processes.
• Stellar written, visual, and verbal communication skills.
• Understanding of product development and visual brand identity.
• Experience conducting and analyzing consumer research.
• Proven collaboration skills across global regions.

Responsibilities

• GTM management: support implementation and timely execution of the marketing GTM process across regions.
• Tactical Activation: oversee GTM planning through regional hand‑over and asset delivery.
• Budget Management: manage monthly and annual budgets for Global Brand Marketing.
• Brand Health Tracking: monitor brand health indicators and integrate with VF platforms.
• Collaborations: manage brand collaboration projects with product and regional teams.

Skills

GTM management

Budget management

Brand health tracking

Collaborations

Consumer insights

Cross-functional collaboration

Leadership

Education

BA/BS in Business or Marketing

Job description

Global Brand Marketing Manager

The Smartwool Global Brand Marketing Manager is a pivotal role within the brand, designed for someone who is passionate about both the art and science of marketing.

In this role you will support the development of seasonal marketing plans, starting with the first unlock of a consumer insight and ending with the global delivery of the campaign toolkit to each region.

You will work cross‑functionally with key stakeholders in product, creative, merchandising, marketing, and sales.

How You Will Make a Difference

What you will do:

• GTM management: Support the implementation and timely execution of the marketing GTM process. Work cross‑functionally with key stakeholders to align during seasonal gates.
• Tactical Activation: Oversee GTM tactical planning through to regional hand‑over. This may include product packaging, workbook marketing pages, fixture direction, or other assets necessary to bring an innovation fully to market.
• Budget Management: Manage monthly and annual budgets for Global Brand Marketing.
• Brand Health Tracking: Monitor brand health indicators and work with the larger VF team on platform integration. Implement new methods to capture additional consumer feedback.
• Collaborations: Work with product to manage brand collaboration projects, including how, when, and in which regions they are brought to life.

How you will do it:

• Adapt: Stay on top of and ahead of trends, market changes, and regional nuances that can support the advancement of the brand's position and relevance.
• Analyzing Consumer Insights: Work with partners to develop consumer insight testing. Ensure all strategic and tactical plans are founded on research findings, setting baseline measurements and tracking results against customer purchase drivers. Work closely with cross‑functional partners to identify outdoor trends and opportunities for growth.
• Building Relationships: Work with regional sales, marketing, and merchandising teams to ensure internal alignment against all brand marketing strategies at every gate. Build strong partnerships and establish credibility with the internal and external team based on a collaborative approach, leadership skills, and experience.

What success looks like:

• Timely delivery of all seasonal assets to each region and feedback implemented at every gate.
• High usage rate of toolkits within each region.
• Developing a loop of insight gathering, concept testing, and feedback that can be implemented each season to validate product and campaign success ahead of launch, providing future predictability around brand growth and market success.
• Ownership and expertise in the Smartwool aspiration consumer, gathering and communicating consumer data that unlocks new innovations.

Skills for Success

Years of Related Professional Experience: 5+ years

Educational Position Requirements: A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

What we expect you already know:

• BA or BS degree in Business, Marketing or related field of study.
• 5+ years of progressive marketing experience, preferably in the outdoor or related industry.
• Experience leading global GTM processes.
• Stellar written, visual, and verbal communication skills.
• Understanding of product development and visual brand identity.
• Experience conducting and analyzing consumer research.
• Proven collaboration skills with the ability to work cross‑functionally across various global regions.
• Proven skills in managing agency/vendor partners, including negotiating fees and evaluating brand communications campaigns.
• Drive innovative and integrated ideas and strategy, effectively communicating consistently across all sales and marketing channels.

What we will teach you

• In‑depth understanding of Smartwool and the aspirational consumer.
• Product development and material innovation knowledge necessary from a marketing point of view.
• Advanced data interpretation skills and programs, including brand health tracking.
• Experience in working with a global leadership team, including long‑range innovation planning.
• Immersion in a fun and dynamic culture where the work you do will shape the future of a beloved outdoor brand.

Benefits

We offer a comprehensive benefits package that encourages mental, physical and financial well‑being for all VF associates.

Compensation

Annual base salary range: $95,040.00USD–$118,800.00USD.

Incentive potential: Additional compensation awards may include an annual incentive plan, sales incentive, or commission potential.

Equal Employment Opportunity

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws.

If you are unable to submit your application because of incompatible assistive technology or a disability, please contact us at [e-mail]. VF will reasonably accommodate qualified individuals with disabilities to the extent required by applicable law.

Vf will consider for employment qualified applicants with arrest and conviction records as per all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance.