Director, Brand Marketing - HOKA

📌 Core Information

🔹 Job Title: Director, Brand Marketing - HOKA

🔹 Company: Deckers Brands

🔹 Location: Remote - US (Approved States: Arizona, California, Colorado, Indiana, Massachusetts, Minnesota, New York, Oregon, Pennsylvania, Texas, Utah, Washington)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 24, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Remote Solely

🚀 Job Overview

Key aspects of this role include:

• Developing and executing integrated, consumer-centric marketing plans
• Leading a cross-functional team across Integrated Marketing, PR, Partnerships, and Outreach
• Driving strategic execution that inspires new consumers and fuels business growth
• Collaborating with cross-functional leaders to deliver a 360-degree, integrated brand and product storytelling approach
• Fostering a high-performing team and driving strategic, integrated marketing initiatives that elevate the HOKA brand

ASSUMPTION: This role requires a deep understanding of the intersection of performance, culture, and commerce, as well as the ability to translate brand vision into compelling concepts.

📋 Key Responsibilities

✅ Develop and execute integrated, consumer-centric marketing plans that deeply connect with consumers

✅ Oversee cross-functional go-to-market planning, ensuring all consumer touchpoints are strategically aligned and impactful

✅ Drive executional excellence, delivering marketing campaigns that are on time, on brand, and measurable in their impact

✅ Own and manage the North America seasonal marketing calendar, ensuring a cohesive brand story across all channels

✅ Partner closely with the Global Brand team to maintain consistency in messaging while tailoring initiatives for North American consumers

✅ Serve as the primary liaison to Global Marketing, providing strategic feedback on campaigns and key marketing styles

✅ Lead teams in developing and executing distinct, seasonal marketing plans, ensuring consistent measurement, reporting, and campaign recaps

✅ Work in close partnership with the Creative team and channel leads to push the boundaries of innovation and foster a culture of creativity and bold thinking

✅ Partner with leaders across Product, Retail, eCommerce, Media, PR, and Operations to deliver a unified brand narrative and seamlessly integrate brand and product storytelling across multiple platforms for a cohesive consumer experience

✅ Oversee budget management and tracking, ensuring alignment with sales growth plans and marketing investment priorities across seasons and campaigns

✅ Define and monitor KPIs to drive data-informed marketing decisions and continuously assess marketing effectiveness, optimizing strategies based on performance insights

✅ Stay ahead of consumer trends, competitor movements, and cultural shifts to position HOKA at the forefront of performance (Road, Trail), Lifestyle, and innovation

ASSUMPTION: This role requires strong leadership, strategic thinking, and the ability to manage both people and processes to drive operational and creative excellence.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 10+ years of experience, ideally within the footwear or apparel industry

Required Skills:

• Proven leadership in managing teams and cross-functional collaborations
• Expertise in consumer, brand, event, digital, and social marketing
• Track record of leading world-class campaigns and delivering exceptional creative work
• Deep knowledge of products, consumers, competitive landscape, and market trends
• Strong understanding of the intersection of performance, culture, and commerce, with the ability to translate brand vision into compelling concepts
• Expert in developing and executing integrated marketing campaigns across multiple channels and platforms for large-scale initiatives
• Strong leadership skills - able to build, inspire, and empower a high-performing team to drive meaningful consumer engagement

Preferred Skills:

• Experience working with a global brand
• Fluency in multiple languages

ASSUMPTION: Candidates with experience in the footwear or apparel industry and a proven track record of success in achieving business and marketing goals are strongly preferred.

💰 Compensation & Benefits

Salary Range: $190,000 - $200,000 (Goleta, CA location)

Benefits:

• Competitive Pay and Bonuses
• Financial Planning and Wellbeing
• Time away from work
• Extras, Discounts and Perks
• Growth and Development
• Health and Wellness

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range provided is for the Goleta, CA location and may vary based on the candidate's location and relevant experience or training.

📌 Applicant Insights

🔍 Company Context

Industry: Retail Apparel and Fashion

Company Size: 1,001-5,000 employees

Founded: 1973

Company Description:

• Deckers Brands is a global organization that designs, markets, and distributes footwear, apparel, and accessories for both everyday casual lifestyle uses and high-performance activities
• Their portfolio of brands includes UGG®, Koolaburra®, HOKA®, Teva®, and AHNU®
• Deckers Brands is committed to creating a diverse and inclusive workplace where all employees can bring their authentic selves to work and thrive

Company Specialties:

• Footwear
• Apparel
• Design
• Merchandising
• Retail
• eCommerce
• Innovation
• Direct to Consumer
• Product Development
• Data Insights
• Strategic Planning

Company Website: http://www.deckers.com

ASSUMPTION: Deckers Brands is a well-established company with a strong global presence and a diverse portfolio of brands. They are committed to fostering a culture of inclusion and supporting the wellbeing of their employees.

📊 Role Analysis

Career Level: Senior Leadership

Reporting Structure: Reports to the Vice President, Marketing, NA HOKA

Work Arrangement: Remote solely, with the option to work from any of the approved states

Growth Opportunities:

• Potential to grow within the marketing department or across other brands within the Deckers Brands portfolio
• Opportunities to work on global marketing initiatives and collaborate with international teams
• Chance to develop leadership skills and mentor junior team members

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to expand their skills and advance their career within the organization.

🌍 Location & Work Environment

Office Type: Remote (with the option to work from any of the approved states)

Office Location(s): None (remote work only)

Geographic Context:

• The approved states for remote work offer a mix of urban and rural environments, with varying cost of living and quality of life
• Candidates should consider the time zone differences and potential impact on work hours when applying
• Some states may have specific local laws or regulations that impact the work environment

Work Schedule: Full-time (40 hours per week), with flexibility to work outside of standard business hours as needed

ASSUMPTION: The remote work arrangement offers candidates the flexibility to work from their preferred location within one of the approved states, with the potential for a more balanced work-life schedule.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR team
• Behavioral and situational interview with the hiring manager
• Final interview with the Vice President, Marketing, NA HOKA
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Marketing expertise and campaign development skills
• Cross-functional collaboration and stakeholder management
• Cultural fit and alignment with Deckers Brands' values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Prepare examples of successful marketing campaigns you've led or contributed to in the past
• Research Deckers Brands and the HOKA brand to demonstrate your understanding of the company and its products
• Be prepared to discuss your experience with remote work and managing remote teams

ATS Keywords: Integrated Marketing, Brand Marketing, Campaign Development, Strategic Planning, Team Leadership, Cross-Functional Collaboration, Consumer-Centric Marketing, Performance Optimization, Budget Management

ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, leadership skills, and marketing expertise, as well as their cultural fit with Deckers Brands.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., Marketo, HubSpot)
• Social media management tools (e.g., Hootsuite, Sprout Social)
• Project management software (e.g., Asana, Trello)
• Data analysis and visualization tools (e.g., Google Analytics, Tableau)
• Creative design software (e.g., Adobe Creative Suite, Sketch)

ASSUMPTION: The specific tools and technologies required for this role may vary depending on the candidate's experience and the team's needs.

👔 Cultural Fit Considerations

Company Values:

• Integrity
• Accountability
• Innovation
• Collaboration
• Inclusion
• Sustainability

Work Style:

• Fast-paced and dynamic, with a focus on results and execution
• Collaborative and team-oriented, with a strong emphasis on cross-functional partnerships
• Data-driven and analytical, with a focus on continuous improvement
• Adaptable and flexible, with the ability to pivot and respond to change

Self-Assessment Questions:

• How do you embody Deckers Brands' values in your daily work?
• How do you approach building and maintaining effective relationships with remote team members?
• How do you balance strategic thinking with tactical execution in your marketing approach?

ASSUMPTION: Deckers Brands values candidates who are aligned with their core values and have a strong work ethic, as well as the ability to thrive in a fast-paced, collaborative environment.

⚠️ Potential Challenges

• Managing a remote team across multiple time zones and locations
• Balancing the needs of a global brand with the unique requirements of the North American market
• Navigating a complex, matrixed organization with multiple stakeholders
• Keeping up with the fast-paced nature of the retail and marketing industries
• Maintaining a healthy work-life balance in a remote work environment

ASSUMPTION: The successful candidate will be able to overcome these challenges by leveraging their strong leadership skills, strategic thinking, and adaptability.

📈 Similar Roles Comparison

• This role is unique in its focus on the North American market and its cross-functional leadership responsibilities
• Compared to similar roles in other regions, this position offers a greater level of autonomy and strategic influence
• Career progression in this role may lead to global marketing leadership opportunities within Deckers Brands

ASSUMPTION: This role offers a unique blend of strategic and operational responsibilities, with the potential for significant growth and impact on the HOKA brand's success in the North American market.

📝 Sample Projects

• Developing and executing a comprehensive marketing campaign for a new product launch, including integrated marketing channels, event activations, and influencer partnerships
• Conducting market research and consumer segmentation analysis to inform brand positioning and targeting strategies
• Collaborating with cross-functional teams to create and implement a cohesive brand narrative across all consumer touchpoints, from retail environments to digital experiences

ASSUMPTION: The specific projects for this role will vary depending on the candidate's experience and the team's priorities, but will likely involve a mix of strategic planning, campaign development, and cross-functional collaboration.

❓ Key Questions to Ask During Interview

• How does this role fit into the broader marketing strategy for HOKA in North America?
• What are the key priorities for the first 90 days in this role?
• How does Deckers Brands support the growth and development of its marketing leaders?
• What are the most significant challenges facing the HOKA brand in the North American market, and how can this role address them?
• How does Deckers Brands foster a culture of innovation and continuous improvement within its marketing teams?

ASSUMPTION: Asking thoughtful, insightful questions during the interview process demonstrates the candidate's interest in the role and their commitment to driving success for the HOKA brand.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience and skills, with a focus on strategic thinking, leadership, and cross-functional collaboration
• Prepare examples of successful marketing campaigns you've led or contributed to in the past, demonstrating your ability to drive results and impact
• Research Deckers Brands and the HOKA brand to demonstrate your understanding of the company and its products, and to identify opportunities for growth and innovation
• Follow up with the hiring manager one week after your final interview to express your continued interest in the role and to address any outstanding questions

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.