Head of Marketing (Dickies EMEA)

📌 Core Information

🔹 Job Title: Head of Marketing (Dickies EMEA)

🔹 Company: Dickies®

🔹 Location: EMEA > CHE > Stabio > VF Campus VF2, Switzerland

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: 2025-05-26

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading the Regional Marketing Department for Dickies EMEA
• Translating global marketing strategies into region-specific activation plans
• Overseeing the integrated marketing plan, managing budgets, and executing brand campaigns
• Collaborating with global marketing leadership and regional stakeholders
• Building and expanding brand equity and increasing overall brand awareness in the EMEA marketplace

ASSUMPTION: This role requires a strategic and innovative marketing leader with a proven track record in executing best-in-class marketing campaigns and a deep understanding of the Dickies brand and consumer environment.

📋 Key Responsibilities

✅ Serve as the voice of the Dickies consumer across the entire EMEA marketplace and steward the brand’s global brand positioning

✅ Own the regional brand integrated marketing plan, lead and execute brand campaigns, consumer moments, and always-on content through the GTM process

✅ Oversee campaign creative briefs for specific regionally driven channels and activations and execute all earned, owned, and paid media tactics in close collaboration with the Global Brand Management team

✅ Set objectives, strategies, and a framework of tactics to build and expand the brand equity and effective execution of the Global Marketing strategy in the region

✅ Lead and pivot social media management, media buying, and search

✅ Define and manage the annual marketing operational plan, regional brand marketing calendar, ensuring full alignment with the business’s overall goals

✅ Lead all functions of the regional marketing department, including DTC/E-Com, Marketplace Marketing, Media Buying, Marketing Operations, social media, PR, and Events

✅ Develop and maintain relationships with external business partners, media, and relevant 3rd party agencies

✅ Establish and maintain the appropriate network of external creative partnerships that complement the internal capability to meet 100% of the brands’ creative services

✅ Leverage available channel/store/account shopper insights to elevate/accelerate shopper conversion

ASSUMPTION: This role requires a high level of strategic thinking, leadership, and project management skills to successfully execute marketing campaigns and drive brand equity in the EMEA region.

🎯 Required Qualifications

Education: Master’s degree in Marketing & Communication or equivalent working experience

Experience: 10+ years’ leadership experience in business/marketing/management in a role with EMEA focus, 8+ years’ experience in managing teams within global/regional matrix organizations

Required Skills:

• Strategic vision and deep understanding and passion for the industry and the Dickies lifestyle environment
• Excellent leadership, compelling & inspiring communication, and interpersonal skills
• Ability to manage complex projects across various stakeholder groups and priorities
• Ability to prioritize, lead, and inspire a team to constantly outperform defined KPIs and objectives
• Highly analytical and creative, data-driven approach
• Continuous Learner: always seeking to learn more and looking for ways to improve results
• Outstanding track record in previous marketing strategic planning and tactical marketing campaigns
• Ecommerce / Marketplace Marketing know-how is a must
• Ability to translate strategic priorities into operational reality, aligning communication, internal processes, and ongoing measurement systems
• Driven and passionate to achieve challenging goals
• Building strategic work relationships
• Effectively facilitating change by encouraging others to seek opportunities for different and innovative approaches

Preferred Skills:

• Experience in brand strategy, marketing management in best-in-class consumer marketing environment - e.g. background from apparel & fashion, accessories, FMCG, or digital native brands

ASSUMPTION: Given the strategic and leadership nature of this role, candidates should possess a strong combination of marketing expertise, leadership skills, and a deep understanding of the Dickies brand and consumer environment.

💰 Compensation & Benefits

Salary Range: €120,000 - €160,000 per year (Based on industry standards for a Head of Marketing role with 10+ years of experience in the EMEA region)

Benefits:

• Comprehensive benefits
• On-site gym offering health and well-being initiatives
• Discount card with 50% off on all VF brands

Working Hours: Full-time, typically 40 hours per week

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in the EMEA region. The actual salary may vary depending on the candidate's experience, skills, and the company's internal salary structure.

📌 Applicant Insights

🔍 Company Context

Industry: Retail Apparel and Fashion

Company Size: 5,001-10,000 employees

Founded: 1922 (as Dickies), acquired by VF Corporation in 2017

Company Description:

• Dickies is an iconic lifestyle brand known for its no-nonsense approach to functional workwear
• Founded in 1922 in Fort Worth, Texas, Dickies has grown into a worldwide force, weaving together cultural movements with a rigorous commitment to straightforward style and long-lasting ingenuity
• In 2017, Dickies was acquired by VF Corporation, one of the world’s largest apparel, footwear, and accessories companies

Company Specialties:

• Workwear
• Apparel
• Fashion

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

ASSUMPTION: Dickies is a well-established brand with a strong global presence, offering a comprehensive range of workwear products and a commitment to quality and durability.

📊 Role Analysis

Career Level: Executive/Management

Reporting Structure: Reports directly to the VP/General Manager Dickies EMEA and is part of the Dickies EMEA leadership team

Work Arrangement: On-site, full-time

Growth Opportunities:

• Potential to grow within the Dickies EMEA leadership team or explore opportunities within the broader VF Corporation
• Chance to develop leadership and management skills by overseeing the regional marketing department
• Opportunity to gain experience working with a global brand and matrix organization

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to develop leadership skills and gain experience working with a global brand.

🌍 Location & Work Environment

Office Type: On-site, corporate office environment

Office Location(s): EMEA > CHE > Stabio > VF Campus VF2, Switzerland

Geographic Context:

• Stabio is a small town in the canton of Ticino, Switzerland, located near the Italian border
• The VF Campus VF2 is a modern, multi-brand campus that houses various VF Corporation brands and departments
• The region offers a mix of urban and rural environments, with easy access to outdoor activities and cultural attractions

Work Schedule: Typical full-time work schedule, with flexibility for remote work as needed

ASSUMPTION: The work environment is a modern, collaborative office space with a diverse, multinational team. The location offers a mix of urban and rural environments, providing opportunities for both work and leisure activities.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR department
• In-depth interview with the hiring manager and/or other members of the Dickies EMEA leadership team
• Final interview or assessment with the VP/General Manager Dickies EMEA

Key Assessment Areas:

• Marketing strategy and campaign development
• Leadership and team management skills
• Industry knowledge and understanding of the Dickies brand
• Problem-solving and analytical skills

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Be prepared to discuss your approach to marketing strategy, campaign development, and team management
• Research the Dickies brand and understand their unique value proposition and consumer environment
• Prepare questions to ask the interviewer about the company, team, or role to demonstrate your interest and engagement

ATS Keywords: Marketing Strategy, Campaign Development, Team Management, Brand Stewardship, EMEA, Dickies, Global Marketing, Regional Marketing, Integrated Marketing Plan, Brand Campaigns, Consumer Moments, Always-On Content, GTM Process, Earned Media, Owned Media, Paid Media, CRM, Loyalty Programs, Event Strategy, Channel Marketing, Owned E-commerce, Social Media Management, Media Buying, Search, Annual Marketing Operational Plan, Regional Brand Marketing Calendar, Brand Equity, Brand Awareness, Stakeholder Management, Global Marketing Strategy, Regional Marketing Execution, Marketing Budget Allocation, Marketing Department Leadership, DTC/E-Com, Marketplace Marketing, Media Buying, Marketing Operations, Social Media, PR, Events, External Business Partners, Creative Partnerships, Shopper Insights

ASSUMPTION: The application process for this role is likely to be competitive, with a focus on marketing strategy, campaign development, and leadership skills. Applicants should tailor their application materials to highlight their relevant experience and skills.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., Marketo, HubSpot)
• Social media management tools (e.g., Hootsuite, Sprout Social)
• Media buying platforms (e.g., Google Ads, Facebook Ads)
• CRM software (e.g., Salesforce, HubSpot CRM)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies required for this role may vary depending on the company's internal systems and processes. However, familiarity with marketing automation, social media management, media buying, CRM, and project management tools is likely to be beneficial.

👔 Cultural Fit Considerations

Company Values:

• Integrity
• Respect
• Collaboration
• Innovation
• Sustainability

Work Style:

• Collaborative and team-oriented
• Results-driven and focused on achieving challenging goals
• Adaptable and open to change
• Data-driven and analytical
• Creative and innovative

Self-Assessment Questions:

• How do you align with Dickies' brand values and purpose?
• How do you approach building and maintaining effective relationships with external business partners, media, and relevant 3rd party agencies?
• How do you inspire and motivate your team to constantly outperform defined KPIs and objectives?

ASSUMPTION: Dickies values a collaborative, results-driven, and adaptable work environment, with a focus on integrity, respect, and innovation. Candidates should be able to demonstrate a strong cultural fit with these values and work style preferences.

⚠️ Potential Challenges

• Managing a large marketing department with diverse responsibilities and stakeholders
• Balancing global brand positioning with regional market demands and consumer preferences
• Adapting to a fast-paced, dynamic work environment with frequent changes and priorities
• Working with a matrix organization and multiple stakeholders across different regions and functions

ASSUMPTION: This role presents significant challenges in terms of managing a large marketing department, balancing global and regional brand priorities, and working effectively in a matrix organization. Candidates should be prepared to navigate these challenges and demonstrate strong leadership, project management, and stakeholder management skills.

📈 Similar Roles Comparison

• Compared to other Head of Marketing roles, this position requires a deeper understanding of the Dickies brand and consumer environment, as well as a strong track record in executing best-in-class marketing campaigns
• This role is unique in its focus on the EMEA region and the need to translate global marketing strategies into region-specific activation plans
• Career progression in this role may involve growing within the Dickies EMEA leadership team or exploring opportunities within the broader VF Corporation

ASSUMPTION: This role is unique in its focus on the EMEA region and the need to translate global marketing strategies into region-specific activation plans. Candidates should have a strong understanding of the Dickies brand and consumer environment, as well as a proven track record in executing best-in-class marketing campaigns.

📝 Key Questions to Ask During Interview

• How does this role fit into the broader Dickies EMEA leadership team and the company's overall marketing strategy?
• What are the key priorities for the first 90 days in this role?
• How does the company support the growth and development of its marketing leaders?
• What are the key challenges facing the Dickies brand in the EMEA region, and how can this role address them?
• How does the company approach collaboration and communication with global marketing leadership and regional stakeholders?

ASSUMPTION: Candidates should ask thoughtful, insightful questions to demonstrate their interest in the role and understanding of the company's marketing strategy and priorities.

📌 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, campaign development, and leadership
• Prepare for interviews by researching the Dickies brand, understanding their unique value proposition and consumer environment, and practicing your responses to common marketing and leadership questions
• Follow up with the hiring manager or HR department within one week of submitting your application to express your interest and reiterate your qualifications

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