Director of Brand - DSG, Alpine & Quest Vertical Brands

At DICK’S Sporting Goods, we believe in how positively sports can change lives. On our team, everyone plays a critical role in creating confidence and excitement by personally equipping all athletes to achieve their dreams.  We are committed to creating an inclusive and diverse workforce, reflecting the communities we serve.

If you are ready to make a difference as part of the world’s greatest sports team, apply to join our team today!

OVERVIEW:

The DSG Vertical Brands Marketing Director is a highly-motivated and collaborative teammate who is responsible for creating and growing best in class brands exclusive to DICK’S.  This leader is responsible for leading a team that will shape our DSG Vertical Brand's outward image through a deep understanding of our target athlete and uncovering impactful athlete insights. They will also deliver innovative and creative marketing campaigns, and targeted activations that drive awareness and loyalty to the DSG brand.  This role will directly be responsible for driving exponential top-line growth, loyalty and athlete engagement of our differentiated and exclusive DSG brand. 

The Director of Vertical Brands Marketing produces and communicates an aligned brand position and marketing strategy in partnership with Merchandising, eCommerce, Product Development and Visual Merchandising, translating athlete/market insights and merchandising strategy into go-to-market strategies that influence the athlete.  This role is also responsible for brand planning, positioning, architecture & campaigns, generating the strategies and briefs to bring brand initiatives to life.

Today, our Vertical Brand portfolio is a strategic growing asset for DICK’S Sporting Goods.  The portfolio drives over $1.7B in combined sales (14% of total company sales) and is DICK’S second largest vendor.  This person is responsible for driving the growth of the DSG brand by developing and executing marketing strategies that make it a differentiated powerhouse brand. 

Strategic Brand Development:

• Partner with Customer Insights to understand and drive internal awareness of the landscape of the category in which the Vertical Brand competes via continuous monitoring of market trends, researching competitors’ activities and athlete interests, behaviors and media habits.

• Deeply monitor and understand current athlete awareness and perception of our Vertical Brands.

• In partnership with Product Development, establish and continuously refine the Vertical Brand strategy, including the setting the brand vision, brand identity, brand guidelines, and target athlete.

• Use competitive landscape, brand health learnings and product development direction to drive informed marketing strategies to further the strategic direction of the brand and drive awareness and equity.

• Develop customized consumer target segments through knowledge of consumer, consumer behavior, and meaningful data insights

• Own the delivery of the Vertical Brand’s position to the marketplace ensuring we have an on brand, cohesive and powerful look and feel in all customer touch points, including brand communication, marketing and merchandising across all channels

• Maintain and guide the long-term strategic positioning of the Vertical Brand that is true to our unique reason for being

• Gain alignment and excitement for the Vertical Brand position with Executive cross functional leaders.

Go-to-Market Strategy:

• Develops the goals, KPIs and objectives for go-to-market and seasonal marketing campaigns based on brand strategies and consumer insights and prior campaign performance

• Define marketing initiatives based on the impact to strategic marketing planning objectives and strategies

• Develop strategies and briefs for integrated Marketing campaigns that drive awareness of our Vertical Brands, traffic to our stores, increase sales and deliver long term brand health

• Oversee the development and strategic direction for all seasonal Vertical Brand campaigns

• Lead the development and implementation of the annual Vertical Brands Marketing calendar across all channels and all departments throughout the organization Develop strategic media and communication plans by combining customized target segments with objective and goals of the campaign. 

• Oversee the Vertical Brand Marketing integration to ensure consistent and effective messaging is produced and delivered across all internal channels (marketing and otherwise)

• Partner with VP of Media to deliver media strategy, collaborating with Insights and the Media team on targeting and channel selection and delivering improved ROI and efficiencies

• Partner with VP of Creative to ensure the brand standards and persona is brought to life in marketing elements and imagery

• Partner with VP of Category marketing to ensure Vertical Brands are represented and on brand standards in broader category marketing elements.

• Set up and monitor consumer insight testing to understand and react to customer insights pre, during and post the campaign.

Innovation and Analysis:

• Advise leadership on the development of new principles and marketing concepts, including the creation of new marketing programs, media channels, and brand understanding and development exercises.

• Lead the development of testing programs to analyze the effectiveness of ads/campaigns as well as brand awareness and health with the goal of applying those learnings to future strategies

• Capture key digital metrics for campaigns and analyze trends to optimize performance of future campaigns

• Partner with the Marketing Analytics/Research group to develop strategic plans based on customer trends, research, insights and past results

Ensure Operational Excellence:

• Manage project workflow, quality and service levels for in-house creative resources in writing, design and digital media; ensuring alignment with corporate objectives and marketing strategy

• Design campaign briefs, which clearly outline the desired customer experience and project deliverables

• Responsible for planning and executing on annual financial plan including oversight for all financial documents to ensure compliance to all accounting rules and regulations

• Direct, develop and manage Marketing team, ensure strong talent bench strength through collaboration with Human Resources for hiring and talent succession planning

• Collaborate with E-Commerce, Marketing, PD, Merchandise and Visual teams to ensure all teams are lock step in marketing strategies and tactics

QUALIFICATIONS:

• Bachelors Degree in Marketing, Advertising, Business; MBA preferred

• 10-15 years of experience in Brand or Product Management Marketing Planning; Financial Planning

• Experience in traditional brand management positions

• Expert knowledge of direct and digital/interactive marketing discipline

• Experience with marketing analytics, automation and CRM systems.

• Demonstrated ability to manage creative development process and manage large complex projects in a fast-paced environment.

• Solid understanding of analytical and research data relevant to designing strategies and communications

• Knowledge or passion for categories in which our Vertical Brands compete in

• Bachelors Degree in Marketing, Advertising, Business; MBA preferred

• 10-15 years of experience in Brand or Product Management Marketing Planning; Financial Planning

• Experience in traditional brand management positions

• Expert knowledge of direct and digital/interactive marketing discipline

• Experience with marketing analytics, automation and CRM systems.

• Demonstrated ability to manage creative development process and manage large complex projects in a fast-paced environment.

• Solid understanding of analytical and research data relevant to designing strategies and communications

• Knowledge or passion for categories in which our Vertical Brands compete in