The SWIB Sr Manager, Channel Marketing, Americas is a senior regional role responsible for defining and leading the channel marketing strategy and execution across North America for both Smartwool and icebreaker.
Reporting to the Head of Marketing, this role oversees the full marketing ecosystem across wholesale, DTC (eCommerce and retail) and visual merchandising, ensuring cohesive, high-impact execution that drives revenue, brand equity, and consumer engagement.
This role operates as the central connector between global strategy and regional delivery, with accountability for translating strategic direction into fully integrated, cross-channel plans and leading a team to deliver against business goals.
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Impact is focused on achievement of medium-term regional business and marketing goals, translating strategic direction into operational plans and guiding execution across channels
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Leads the development and delivery of marketing initiatives that drive measurable commercial outcomes across wholesale and DTC
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Owns the Americas channel marketing function, ensuring alignment, prioritization, and consistent execution across all consumer touchpoints
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Directly manages and develops a team of 2 marketing professionals, setting direction, building capability, and ensuring high-quality delivery
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Drives focus and accountability across the team and cross-functional partners to consistently achieve regional targets
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Influences cross-functional leaders and stakeholders to align around marketing priorities and execution
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Accountable for performance, including KPI definition, budget ownership, and continuous optimization of marketing effectiveness
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Lead regional marketing across:
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Wholesale (key accounts, co-op programs, in-store activation, account partnerships)
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eCommerce (campaign execution, content)
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Retail (store marketing, traffic-driving initiatives, consumer experience)
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Ensure cohesive brand storytelling and seamless execution across all consumer touchpoints
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Partner with Wholesale, Retail, and eCommerce leaders to align marketing initiatives to revenue and growth targets
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Identify opportunities to improve performance across channels through innovation, optimization, and best practices
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Own regional execution of visual merchandising and in-store storytelling, ensuring consistency with global standards and regional relevance
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Partner with global and retail teams to evolve store experience, fixture strategy, and branded environments
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Lead development and rollout of seasonal VM guidelines, POS, and retail marketing toolkits
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Drive continuous improvement of the in-store experience to support conversion, brand storytelling, and traffic
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Own marketing strategy for high-impact regional initiatives, including:
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Sales meetings and go-to-market events
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Trade shows and key account activations
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Retail and community events as needed
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Support end-to-end planning, creative direction alignment, and execution of priority regional programs
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Ensure all initiatives are delivered on time, on brand, and against defined KPIs
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Collaborate with Marketing Director and Sr Manager of Paid Media and PR to develop regional marketing planning across seasonal, annual, and campaign cycles
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Define and manage clear KPI frameworks across engagement, traffic, conversion, and ROI
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Generate post-campaign analysis to generate actionable insights in conjunction with Sr Manager of Paid Media and PR
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Manage and optimize regional channel marketing budgets, ensuring strong ROI and financial discipline
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Establish and maintain operational excellence across:
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Project management and workflow
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Cross-functional coordination
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Resource allocation and prioritization
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Build a culture of accountability driven by data, insights, and continuous improvement
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Directly manage and develop a team of 3+ regional marketing professionals, including setting goals, coaching, and performance management
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Provide clear direction and prioritization to ensure alignment with strategic objectives
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Build team capability across marketing, planning, and execution
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Foster a high-performing, collaborative team culture focused on accountability and results
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Mentor team members to develop future leaders within the organization
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Act as a senior partner across Marketing, Wholesale, Retail, eCommerce, Merchandising, and Global Creative teams
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Build strong, productive relationships to influence and deliver marketing solutions
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Align regional marketing priorities with broader business and commercial objectives
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Ensure clear communication and stakeholder alignment across all levels of the organization
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Support the development of strategic, integrated creative briefs across all regional channels (wholesale, DTC and visual merchandising), translating business objectives and global direction into clear, actionable deliverables
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Ensure all briefs define objectives, audience, messaging, channel requirements, deliverables, and success metrics, enabling best-in-class execution across internal teams and external partners
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Direct and align production partners, and external vendors through clear briefing, feedback, and ongoing guidance to ensure work is on-brand, on-strategy, and delivered at a high standard
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Establish and uphold best-in-class briefing processes and standards, mentoring the team to improve quality, consistency, and effectiveness, and ensuring all work is set up for successful delivery and performance
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5-7 years of experience in integrated marketing, brand marketing, or regional marketing leadership roles
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Proven track record of leading or influencing multi-channel marketing across wholesale, DTC, and retail environments
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Strong leadership experience managing and developing teams
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Demonstrated ability to translate strategy into execution and deliver measurable business impact
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Experience managing budgets, agencies, and complex cross-functional initiatives
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Strong analytical mindset with ability to leverage data and insights to drive decisions
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Passion for the outdoor industry and alignment with Smartwool and icebreaker values
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Senior, strategic leader who connects brand storytelling with commercial outcomes
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Highly effective at leading teams and influencing across functions
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Strong operator who brings clarity, structure, and accountability to complex environments
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Creative and consumer-first thinker with a deep understanding of integrated marketing
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Results-driven, with a focus on delivering measurable business impact
Hiring Range:
$125,280.00 USD - $156,600.00 USD annually
Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.
Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.
Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.
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 require accommodations during the application process, please contact us at [email protected]. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law.
Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.
