As a Brand Marketing Manager, you will be responsible to lead and drive brand activation. Reporting to Head of Marketing Dept., you will lead brand campaigns and activations to engage a range of audiences and strategically position the brand Columbia with the real brand stories in the market. You’ll be responsible for managing & leading the team to plan, execute, evaluate & report all the brand marketing activities and will be the key person in the team to contact for marketing any supports & projects with internal/external stakeholders. Need to keep close working relationship with relevant teams in HQ and participate in the required meetings with HQ.

Manage seasonal brand/product marketing strategies for regional market

  • Build and execute marketing plans that will meet each seasonal KPIs aligned with GTM functions
  • Evaluate marketing strategy, based on knowledge of established objectives and market characteristics.
  • Keep close communications with relevant HQ marketing teams for global brand strategies, assets and GTM calendars, etc.

Lead cross functional campaigns as needed; work with key marketing stakeholders to align on project briefing, budget, communications and creative status; align key calendar dates with deliverables and communicates channel obligations from a regional perspective; may include seasonal creative concepts and marketing tool kits, etc.

Produce regional marketing communication contents for seasonal campaigns across channels and platforms.

  • Be a creative leader & production resource for the team: create a wide range of content to suit purposes.
  • Plan & execute media advertising in efficient & effective ways, and evaluate the results with learnings and implications.
  • Work closely with Retail Marketing Team to define & support contents required to execute best-in-class In-Store Marketing.

Be a resourcing and liaison center to define and execute a process for communicating global marketing assets to regional partners; cascading assets to regional teams, where necessary.

Manage seasonal media advertising buys & executions to drive traffic to stores : be involved from planning stage to execution and evaluation

Build and activate the regional corporate communications/public relations and social channel strategies to maximize the brand exposure through media outreach.

  • Manage partnering agencies (PR, Social/digital, etc.) to maximize results and capitalize marketing opportunities
  • Build PR plans to support business & seasonal campaigns and manage executions
  • Build Social channel plans and manage executions
  • Review monthly progress and results with feedbacks to the team and the agencies, including related functions if any
  • Explore opportunities to expand and develop marketing platforms, Social Media Platforms

Build and implement experiential engagement programs that align to global and regional marketing initiatives and can be easily connected to local audiences.

Guide the seasonal brand guidelines to internal/external parties along with global and regional marketing initiatives.

Team with agency partners to drive an audience-first approach to engage a range of audiences to meet marketing objectives in brand activations.

  • Execute annual agency evaluations and explore new partner agencies if necessary following internal guidelines

Work closely with GTM functions and following the GTM calendars

  • Partner closely and work collaboratively with Merchant, Planning, Sales and Operations to identify seasonal product stories which should be included in regional advertising campaigns and creative developments, etc.

Conduct market research and analysis of customer research, current market conditions and competitor information at least once a year

Manage Marketing budget: Actualize and project the marketing campaign budget and spend for accurate maintenance and reconciliation. Monthly forecast work with the team members & submission to Finance.

  • Bachelor’s degree or above in business or the related.
  • Requires 13+ years marketing or communications related experience. Staff management or supervisory experience is highly preferred.
  • Experience in a global company is highly preferred. Requires the mid-high level of fluency in both spoken and written English. Experience in outdoor or apparel brand is also preferred.
  • Strong presentation/communication, negotiation and influencing skills, especially with internal stakeholders within a global matrix organization.
  • Strong cross-functional and stakeholder management experience across commercial functions (e.g. marketing, sales, etc.)

Columbia Sportswear Company and our portfolio of brands, including Columbia, SOREL, Mountain Hardwear and prAna, know a thing or two about adventures. After all, we've been on one since 1938, working to perfect the art of enjoying the outdoors. Behind everything we make is an employee who's found that the greatest adventure starts with joining a company that strives to do the right thing.

This job description is not meant to be an all-inclusive list of duties and responsibilities but constitutes a general definition of the position's scope and function in the company. 

Seniority level

Employment type

Job function
Marketing and Sales

Staffing and Recruiting, Manufacturing, and Retail

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