Job: VP of Marketing (Activewear)

Company Description

Our client is an international brand with a longstanding heritage in technical footwear and performance apparel. The business is recognized for product quality, craftsmanship, and innovation, and is now accelerating its development in the United States through a stronger direct-to-consumer approach. As part of this evolution, the company is expanding beyond its historical core category into activewear and youth-oriented segments, with a particular focus on building broader brand awareness and commercial traction in the U.S. market.

Objective of the Role

The Vice President of Marketing will define and lead the U.S. marketing agenda, with responsibility for strengthening market presence, supporting direct-to-consumer growth, and establishing a more visible position in targeted non-core categories. This executive will shape brand strategy, lead product launch planning, and drive customer acquisition and retention through disciplined, modern marketing programs. The role calls for a leader who can combine strategic direction with practical execution in a lean, entrepreneurial environment.

Ideal Profile

The successful candidate will bring a strong background in apparel, footwear, activewear, or adjacent lifestyle categories, together with substantial experience in senior marketing leadership roles. The ideal profile includes a track record of helping brands enter new spaces, broaden their audience, and build awareness beyond an established legacy category. This person should be commercially minded, highly hands-on, and comfortable operating with limited hierarchy and evolving infrastructure. Experience working effectively with external agencies, while partnering closely with product, sales, and e-commerce stakeholders, will be important. A candidate with sound judgment, resilience, and the ability to balance strategy with day-to-day delivery will be best suited to the opportunity.

Responsibilities

• Lead the development and execution of the U.S. marketing strategy in alignment with the company’s commercial priorities and growth ambitions.
• Drive go-to-market planning for new product launches, ensuring clear positioning, consistent messaging, and effective channel activation.
• Build brand awareness and market relevance in targeted growth segments through thoughtful, data-informed campaigns.
• Oversee digital marketing initiatives focused on customer acquisition, retention, and lifetime value improvement.
• Guide the company’s social media and influencer strategy to strengthen visibility, engagement, and brand credibility with relevant audiences.
• Manage and direct external agency partners, setting clear priorities, expectations, and performance standards.
• Partner closely with cross-functional teams, including product, sales, retail, and e-commerce, to ensure alignment between marketing activity and business objectives.
• Establish meaningful performance indicators, evaluate campaign effectiveness, and refine investment decisions based on results and consumer insight.
• Help shape the future U.S. marketing capability over time, while remaining directly involved in execution in the near term.

Requirements

• Bachelor’s degree in Marketing, Business, or a related discipline; an advanced degree is advantageous.
• At least 10 years of progressive marketing leadership experience, ideally within consumer-facing brands in apparel, footwear, activewear, or related categories.
• Demonstrated success in launching products, building brand awareness, and supporting growth in competitive markets.
• Strong expertise in digital marketing, social media, influencer engagement, and performance analysis.
• Experience in direct-to-consumer and e-commerce-led environments is strongly preferred.
• Ability to work effectively in a hands-on setting without reliance on large internal teams.
• Strong leadership, communication, and cross-functional collaboration skills.
• High level of commercial acumen, initiative, and adaptability.
• Location in the New York or Northern New Jersey area is preferred, with the flexibility to operate in a hybrid environment as the local organization continues to develop.