Senior Manager, Global Brand Communications

Essential Job Function:

Global Brand Storytelling & Communications Strategy

• Translate approved brand positioning, product strategies, value propositions, and consumer insights into globally relevant communication platforms, messaging frameworks, and campaign narratives.
• Establish clear communication strategies that connect emotional and functional benefits in compelling, consumer-centered ways.
• Serve as the primary steward of consumer-facing brand narrative, voice, and messaging consistency across markets, categories, and channels.

Campaign Architecture & Communications Planning

• Lead development of annual, seasonal, and product launch communication strategies that support key business and brand objectives.
• Create campaign platforms, messaging hierarchies, communications plans, content briefs, and strategic frameworks that guide execution across channels and geographies.
• Build scalable campaign architectures that create consistency across initiatives while allowing flexibility for market, channel, and audience needs.
• Partner closely with Brand & Product Innovation teams to connect product innovation and consumer value propositions to clear, motivating communications.

Brand Stewardship & Campaign Development

• Serve as the bridge between Brand & Product Innovation and Content & Creative, translating marketing strategies, consumer insights, and business objectives into impactful creative directions.
• Define campaign narratives, key messages, audience takeaways, and strategic intent as the foundation for global campaigns and product launches.
• Develop strategic creative briefs that articulate objectives, target audiences, consumer insights, brand positioning, messaging priorities, channel considerations, and success measures.
• Partner with Creative, Content, and Production teams throughout development to ensure concepts accurately reflect brand strategy, product benefits, and intended consumer outcomes.
• Ensure executions align with established standards for voice, personality, visual identity, messaging hierarchy, and positioning.
• Provide decisive strategic guidance and feedback during creative development, evaluating work through the lens of brand distinction, consumer relevance, business objectives, and global scalability.
• Ensure campaign ideas translate effectively across products, channels, audiences, and markets without fragmenting the brand experience.

Global Market Enablement

• Develop global campaign toolkits, messaging guides, and communication frameworks that support consistent execution across multi-national markets.
• Provide strategic guidance to regional marketing teams on adapting global campaigns for local relevance while preserving the core brand idea.
• Partner with international stakeholders to understand market-specific consumer behaviors, category dynamics, cultural considerations, and commercial priorities.
• Balance global consistency with local flexibility, ensuring each brand maintains a cohesive voice across product lines and markets.

Consumer Insights & Narrative Development

• Identify consumer insights, category trends, competitive dynamics, and cultural opportunities that can strengthen communication strategies across markets.
• Translate consumer and market insights into engaging campaign concepts, brand narratives, and communication platforms.
• Evaluate messaging effectiveness using consumer feedback and performance data, and evolve communications based on learning.
• Ensure brand communications remain relevant, differentiated, and aligned with changing consumer expectations and market dynamics.

Cross-Functional Leadership & Governance

• Partner closely with Brand & Product Innovation, Content & Creative, Brand Marketing and Activation, Digital, Sales, E-commerce, and Regional Marketing teams to align communications across the consumer journey.
• Influence stakeholders across functions and geographies to drive adoption of global communication frameworks and best practices.
• Establish clear processes, templates, decision rights, and governance that improve consistency, speed, and effectiveness.
• Serve as a key voice in how brands and products are positioned and communicated globally

Minimum Qualifications: Knowledge/Skills/Abilities

• 7–10 years of experience in brand communications, integrated marketing, brand strategy, consumer marketing, or a related discipline.
• Experience developing communication strategies, campaign platforms, messaging frameworks, and integrated marketing initiatives for consumer brands.
• Proven ability to translate business, consumer, brand, and product strategies into clear and compelling consumer-facing narratives.
• Strong presentation, writing, communication, stakeholder management, and influence skills.
• Demonstrated success leading cross-functional work in a fast-paced, matrixed environment

Preferred Qualifications:

• Experience within consumer goods, footwear, accessories, wellness, fitness, sporting goods, or lifestyle brands.
• Experience supporting global brands and international markets.
• Experience developing scalable marketing frameworks, campaign systems, and global launch toolkits.
• Strong understanding of consumer insights, brand positioning, integrated marketing, and channel-specific communication.

Education & Experience:

Bachelor's degree in Marketing, Communications, Business, Journalism, or a related field.

Relevant Working Conditions & Physical Demands:

• Visual Abilities: Specific vision abilities required by this job include close vision, peripheral vision, depth perception, and ability to adjust focus, read reports, create presentations and use a computer system.
• Hearing: Communicate with co-workers, vendors, and partners
• Dexterity, Grasping, Feeling: Write, type and use the telephone, copier, and computer equipment.
• Mobility: Open files and operate office machines; move between departments and attend meetings.
• Talking: Frequently convey detailed or important instructions and ideas accurately and clearly.
• Reliable attendance required
• Ability to manage deadlines and multiple interruptions.
• May require occasional travel
• Exposed: Standard climate-controlled office setting