VP, Integrated Marketing

The VP, Integrated Marketing is a visionary, data-driven leader responsible for shaping and executing a unified marketing strategy that elevates brand relevance, drives customer engagement, and accelerates revenue growth across all retail channels. This leader brings together brand, digital, content, retail, and performance marketing into one cohesive engine—ensuring every campaign, message, and experience is connected, consistent, and impactful.

The VP, Integrated Marketing is a bold, collaborative marketing executive who thrives in fast-paced retail environments, loves building high-performing teams, and knows how to translate brand storytelling into measurable business results.

Responsibilities:

Develop and lead a holistic, omnichannel marketing strategy that aligns brand, retail, digital, loyalty, and performance marketing into one unified plan.
Define long-term brand positioning, customer segmentation, and growth priorities.
Build and mentor a high-performing team.
Oversee brand identity, messaging frameworks, and creative direction to ensure consistency across all touchpoints.
Lead seasonal and evergreen campaign development, ensuring storytelling is compelling, differentiated, and culturally relevant.
Champion customer-centric thinking and elevate the brand experience across stores, digital platforms, and community channels.
Drive integrated marketing plans that support store traffic, conversion, loyalty, and new customer acquisition.
Oversee media strategy and investment across paid, owned, and earned channels to maximize ROI.
Use data, insights, and testing to refine messaging, targeting, and channel mix.
Own marketing KPIs including brand health, customer acquisition, retention, traffic, conversion, and campaign performance.
Lead integrated planning processes to ensure alignment across teams and seamless execution.
Communicate marketing strategy, performance, and insights to senior leadership and key stakeholders.
Required Qualifications: Bachelor’s Degree
10 years of progressive marketing leadership experience across integrated brand marketing, performance marketing, and team management.
Demonstrated expertise in:
Integrated and omnichannel marketing strategy
Performance marketing and media optimization
CRM, loyalty, personalization, and lifecycle marketing
Creative leadership and agency management
Visual merchandising and physical retail experience

Exceptional communication skills
Strong organizational skills
Proficiency in Microsoft Office
Proven ability to lead, coach, and develop high-performing teams
P referred Qualifications: Advanced degree
10+ years of progressive marketing leadership experience across integrated brand marketing, performance marketing, and team management.
Behavioral Traits for Success: High impact leadership and initiative
Strong persuasive communication
Fast pace and sense of urgency
Bold, risk-tolerant decision making
Relationship-driven collaboration
Resilient optimism and confidence
Strategic vision coupled with action orientation
Comfort with ambiguity and change
Working Environment: Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs
Hybrid work schedule
Your Performance Will Be Measured On:

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following. Decision-making, judgment, and execution
Communication, ability to articulate vision, strategy, and results
Strategic and creative thinking
Performance marketing and media optimization
CRM, loyalty, personalization, and lifecycle marketing
Creative leadership
Visual merchandising
Leadership of team
Ability to foster team collaboration, communication, and performance
Stakeholder Feedback

This description is not intended to be construed as an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate. This document does not represent an expressed or implied contract of employment, nor does it alter your at-will employment, and Build-A-Bear Inc. reserves the right to change this job description and/or assign tasks for the employee to perform, as may be deemed appropriate.

Equal Opportunity Employer

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