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Requisition Number 17-0363
Post Date 8/11/2017
Title Director of Marketing-Heritage
City Red Wing
State MN

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A critical member of the marketing leadership team, the Director of Marketing – Global Heritage position is the senior most marketing lead responsible for developing strategic, customer-centric and fully-integrated marketing programs for the global Heritage business across both the Men’s and Women’s segments, while simultaneously executing North America go-to-market plans. Driving both long-term brand equity and profitable short-term sales, this position is responsible for representing the voice-of-consumer in all marketing efforts, liaising with key internal and external stakeholders, and must equally blend a deep understanding of brand development, digital marketing, channel marketing, marketing analytics, and strong execution skills.

• Relationship Alignment – Align Marketing strategies, process and tools with business goals of Heritage leadership though effective and proactive communicate and collaboration. Ensure strategic and executional tactical alignment with other key stakeholders including Sales, Product Creation/Development, Business Technology, E-Commerce.
• Voice of Consumer – Represent the voice of consumer in a multi-segment, multi-touch marketing/sales selling cycle leveraging consumer insights, trends and research to drive segment selection, persona development, journey mapping, and brand differentiation
• Product Marketing – Position, launch and sustain a continuous pipeline of new footwear product launches across North America, coordinating with Europe and Asia regions, as appropriate
• Campaign & Sales Enablement Development – Aligned with the overall Red Wing brand position and value proposition, lead the development of consumer-centric, compelling campaign content/assets and sales enablement tools across any number of tactics that address explicit and implicit need states/triggers
• Customer/Channel Marketing – Drive customer and channel-specific marketing programs that effectively leverage our channel/retail relationships across events, trade shows, in-store, etc.
• Marketing Effectiveness – Monitor, measure and analyze the effectiveness of various marketing initiatives using both qualitative and quantitative inputs/techniques to enable continuous learning, campaign/program optimization, and consumer personalization at scale
• Resource Management – Direct and manage a matrix of shared, internal marketing/creative resources and external agency/subject matter experts, including but not limited to advertising agencies, public relations firms, digital analytics, etc.
• Team Leadership – Be one of a handful of senior leaders within the Marketing Team to drive a more progressive, contemporary marketing organization by creating enterprise-wide standards and best practices, not afraid to get their hands dirty, have fun, and create demonstrable value to the company

• Obtain necessary information by maintaining knowledge of RWSC’s electronic communication software.
• Maintain quality service by establishing, following, and enforcing organization quality system standards.
• Uphold Red Wing Shoe Company’s core values and ensure that brand values and premium service is delivered across all channels
• Drive the utilization of technology and innovation throughout the company
• Complete other duties as assigned from time to time by your manager
• Maintain technical knowledge by attending educational workshops, classes or programs.

Internal: North America Heritage Teams and enterprise-wide Centers of Excellence, including but not limited to General Management, Marketing, Product Management and Merchandising, Customer Experience/Service, Human Resources, Business Technology, E-Commerce; Heritage Europe and Asia
External: Retailers/Customers, Consumers, Marketing Services Firms/Contractors (Advertising and Digital Agencies, Public Relations Firms, Sales Agents, etc.)
• Bachelor’s degree (B.A./B.S.) from four-year college or university in Business, Marketing or a related area of study and 10+ years of progressively more senior marketing responsibilities; or equivalent combination of education and experience.
• Innovative thinker and creative problem solver with a willingness and proven ability to challenge the status quo with multiple unknown inputs as the organization evolves to a more contemporary practice
• Exceptional inter-personal skills with strong team leadership skills adept at successfully directing, influencing and integrating internal and external resources within a highly matrix’d environment
• Experience in trend-right footwear, apparel or with other heritage-based brands with demonstrated engagement in the category, keeping up-to-date on consumer trends, reading relevant blogs, etc.
• Demonstrated ability to execute innovative and results-focused marketing programs and campaigns consistent with marketing best practices
• Demonstrated experience in directing event marketing efforts – customer/channel, consumer, trade shows, etc.
• Experiences and accomplishments leading digital channel marketing program and content development, including but not limited to site/search/social; general familiarity of Google Analytics
• Exceptional written, oral and presentation skills with advanced PowerPoint skills
• Financial and budget management savviness with a solid understanding of P&L reporting, Excel
• Exposure and/or experience in international/global marketing

• Engagement with one or more different marketing services agencies ideal

• Ability to travel globally and domestically approximately 15%

• Office environment
• Mobile environment

Red Wing Shoe Company will not be using recruitment agencies or firms to fill this position and we will not accept unsolicited resumes or candidate information. No agency calls please. #CB
  • Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities.
  • Please view Equal Employment Opportunity Posters provided by OFCCP here.
  • The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)
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