Crandall Associates

Compensation

Full Description

The Vice President of Integrated Marketing is responsible for building and leading a unified, customer-centric marketing organization that drives brand relevance, demand, and long-term loyalty for a values-driven outdoor retailer. This role oversees the integration of brand, content, digital, performance, lifecycle/CRM, partnerships, and retail marketing to ensure a consistent, compelling experience across all customer touchpoints. The VP will balance inspiration and performance—honoring the brand’s outdoor ethos while delivering measurable growth in traffic, conversion, and customer lifetime value. Key ResponsibilitiesIntegrated Strategy & Leadership • Develop and execute an integrated marketing strategy that aligns brand storytelling, product marketing, and demand generation across owned, earned, and paid channels. • Ensure consistent brand voice and visual identity across e-commerce, retail, social, email, media, and community touchpoints. • Translate business goals (growth, margin, loyalty, sustainability) into clear marketing priorities and roadmaps. Brand & Content • Champion the brand’s purpose, outdoor values, and sustainability commitments through authentic storytelling. • Oversee content strategy including seasonal campaigns, editorial, athlete/ambassador storytelling, and user-generated content. • Partner closely with Creative to deliver inspiring, performance-aware creative at scale. Performance & Growth Marketing • Lead paid media, SEO/SEM, affiliate, and conversion optimization efforts with a strong test-and-learn mindset. • Balance upper-funnel brand investment with lower-funnel performance to drive efficient growth. • Own marketing contribution to revenue, traffic, and customer acquisition goals. Lifecycle, CRM & Loyalty • Oversee lifecycle marketing including email, SMS, app, personalization, and loyalty programs. • Drive customer segmentation, retention strategies, and lifetime value growth. • Use customer insights to inform messaging, offers, and experiences. Retail & Omnichannel Marketing • Partner with Retail and Merchandising teams to create seamless omnichannel campaigns. • Support store openings, local events, community programs, and experiential marketing. • Align promotional calendars across digital and physical retail. Insights, Analytics & Measurement • Establish clear KPIs, dashboards, and attribution models to measure effectiveness across channels. • Leverage customer, market, and performance insights to continuously optimize strategy. • Communicate results and recommendations clearly to executive leadership. Team & Cross-Functional Leadership • Build, mentor, and inspire a high-performing, collaborative marketing leadership team. • Foster strong partnerships with Merchandising, E-commerce, Retail Operations, Product, and Sustainability teams. • Manage agency and vendor relationships. QualificationsExperience • 12–15+ years of progressive marketing leadership experience, preferably in outdoor, apparel, lifestyle, or consumer retail. • Proven success leading integrated, omnichannel marketing organizations. • Demonstrated ability to balance brand building with performance-driven growth. Pay: $150,000.00 - $175,000.00 per year Benefits: • 401(k) matching • Health insurance • Paid time off Work Location: Remote