The North Face, a VF Company

The North Face is the world’s leading premium Outdoor brand, anchored in pinnacle performance and authenticity – adopted by explorers everywhere, On and Off the Mountain. 

Founded in the counterculture of Berkeley, CA in 1966, we have a long and storied legacy of enabling exploration, loving wild places, inspiring participation in the Outdoors and creating iconic and technically advanced apparel, footwear, accessories and equipment.

We believe that exploration is a mindset. As a community of explorers, we stay curious about new ideas, places and people. We dare to lead the world forward through exploration.

At The North Face, our culture sets us apart and influences everything we do. We are driven by five values :

Love wild places

Spark curiosity

Dare to disrupt

Create community

Lead with integrity

The North Face is a subsidiary of VF, one of the world’s largest apparel and footwear companies spanning numerous geographies, product categories and distribution channels. As we continue to expand, VF and The North Face take great measures in developing and growing our people.

We take pride in our commitment to equal opportunity, environmental sustainability, corporate and social responsibility and our diverse, inclusive culture.

By joining The North Face, you will help create the best brand experiences for our customers, our athletes and the modern-day explorer. You will also have the opportunity, tools and environment to more deeply explore the world around you and make meaningful, lasting connections. 

What You Will Do

The Vice President of Global Marketing (CMO) leads the Global Marketing team. As a key member of The North Face’s Executive Leadership Group (ELG)  you will input to overall Brand strategy, including Vision, Purpose, Positioning, Brand Essence, Business Model, Core Strategies, Long-Term Objectives and Priorities.

You will develop, communicate and execute against our Brand Marketing strategy, adhering to and championing all of the above, providing clarity, direction, leadership, management and guidance to our Marketing team.

You are responsible for driving global planning, development and execution for all aspects of Brand Marketing, including advertising, creative, public relations, media, social, digital, Direct to Consumer, third party wholesale support programs and more. You oversee management and support of our athlete team, our participation in Outdoor expeditions and our connection to several industry bodies.

You report directly to the Global Brand President and are a key thought partner and member of the Senior Leadership team. You inspire a large and talented team who create meaningful and authentic consumer experiences which ultimately generate revenue, exceed department goals and grow our global consumer base. You are passionate about consumer experiences and organically blend the creative world and analytical world to reach our target consumers.  You are a curious, innovative, creative and a progressive marketer. Most importantly, you are collaborative and seek out opinions, earn and maintain trust with your teams, are an inclusive leader, value and demand diversity of thought, and authentically live our Values.

How You Will Make A Difference

  • Develop, communicate and execute against a comprehensive and differentiating Global Brand Marketing strategy, adhering to aligned upon Vision Statement, Brand Positioning and Core Values. Champion all of the above, providing clear purpose and priority, leadership, management and guidance to Marketing Dept.

  • Optimize Marketing Department’s financial resources for greatest ROI / achievement against agreed strategic objectives. Prioritize spending, direct the Marketing teams energies against areas of greatest opportunity and return. Manage budget to agreed targets, maintaining appropriate flexibility for mid-year adjustment in accordance with market conditions.

  • Provide a Marketing Support program that is authentic, strategic, commercial and meaningfully differentiated from The North Face’s primary competitors.

  • Engineer and direct The North Face’s athlete, event and expedition strategy / execution, ensuring alignment with agreed Product and Sales objectives.

  • Collaborate with Marketing Research teams – consumer behavior, market share, other metrics as appropriate. Communicate effectively to other departments through a strong partnership.

  • Develop and execute against industry leading internet marketing strategy, linked to company's eCommerce site for maximum commercial return.

  • Develop and execute against creative advertising, public relations, product placement, sales material and visual merchandising strategy, ensuring high and relevant visibility for The North Face brand and product with target consumer

  • Take the lead in representing The North Face in the Consumer Understanding & Engagement Pillar of VF’s Digital Transformation Project – stay current and informed on the latest methodologies relating to data analytics, data science, consumer insights and engagement – utilize same to enhance ongoing consumer experience while optimizing marketing spend / activities

  • Maintain, motivate, develop and mentor "best in class " Global Marketing team, ensuring appropriate bench strength to support company's growth plans. Develop and support a diverse, world class team that reflects our global consumer population.

What You Bring

  • 15+ years of relevant Marketing experience in a highly successful consumer-facing, brand driven, product or service organization

  • 10+ years in a senior executive position, leading a diverse, highly qualified, results oriented Marketing team

  • Bachelor level Degree in a related field, MBA or equivalent preferred

  • Superior understanding of consumer behavior, track record of utilizing same to formulate differentiated, winning strategies

  • Significant experience in managing creative teams, media and third party agencies

  • Intellectual curiosity, progressive thinking, knowledge of current trends

  • Digital orientation, ability to grasp new opportunities relating to “big data”

  • Familiarity with the US apparel, footwear or related sector landscape

  • Significant experience of International markets, respecting diverse cultures, managing a global team

  • Track record of cultivating winning teams, upholding a healthy internal culture and developing key individuals to achieve their full growth potential

  • Experience managing, adapting to and navigating large organizational change while maintaining business focus

  • Genuine Passion for the environment and an active Outdoor lifestyle

Skills:

  • Strong business acumen, solid understanding of commercial imperatives, results orientation

  • Ability to convert Vision to a differentiating Strategy to Executional excellence

  • Superior communication skills, both written and verbal

  • Strong presentation skills, proven ability to influence diverse levels of stakeholders

  • Ability to inspire the organization to become faster, more agile and consumer obsessed

  • Strong understanding of marketplace, including regional differences and diverse channels of distribution

  • Proven skills in selecting talent, upholding a healthy internal culture and developing others

  • Strong organizational skills and the ability to juggle multiple priorities and deadlines

  • Ability to work with others as part of cross-functional teams, build consensus, and achieve results across a wide variety of distinct groups.

Salary Range:

$259,200.00 USD – $388,800.00 USD annually

Annual Incentive Eligibility:

This position is eligible to participate in VF's Annual Incentive Plan. Incentive Plan awards are contingent upon (1) achievement of your individual objectives and (2) VF achieving its' Corporate and business level financial objectives.

Long Term Incentive Eligibility:

This position is eligible to participate in VF’s Executive Long-Term Incentive Plan.

Benefits at VF:

You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com  and clicking, Looking to Join VF? Detailed information on your benefits will be provided during your onboarding process.

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