Brand Marketing Director

Global Brand Marketing Director Merrell is seeking a global Brand Marketing Director to bring its new brand platform, “It Starts Outside,” to life across culture, sport, performance, and lifestyle. This role will shape the emotional resonance and relevance of Merrell’s brand worldwide.
Primary Duties Global Brand Strategy & Point of View: Define and own Merrell’s global brand marketing strategy across Hike, Trail Run, Lifestyle, and Apparel. Build a clear brand POV connecting performance credibility with cultural relevance and lifestyle expression. Guide regions, agencies, and internal teams with strategic priorities, guardrails, and decision frameworks.
Integrated Campaign & GTM Leadership (Global + US): Own development and delivery of integrated global campaigns that challenge category norms. Lead U.S. integrated campaign planning and execution as model market across DTC, wholesale, retail, media, digital, and experiential. Define campaign architecture, messaging frameworks, seasonal storytelling systems that scale globally and enable local relevance.
Strategy, Insights & Commercial Impact: Translate consumer, shopper, cultural, and competitive insights into differentiated brand and campaign strategies. Partner with Global Insights, Merchandising, and eCommerce to align brand strategy with product priorities and commercial outcomes. Own campaign KPIs, brand health metrics, and evaluate performance across sell‑through, brand equity, and ROI.
Cultural Relevance, Partnerships & Brand Heat: Drive brand heat through culturally relevant moments, partnerships, and community‑led activations aligned to Merrell’s pillars. Lead global brand moments, athlete‑ed storytelling, community experiences, brand films, and cultural partnerships to generate relevance. Stay ahead of trends to continuously evolve consumer experience.
Team & Enterprise Leadership: Lead a high‑performing brand marketing team, set high standards for strategic thinking, creative excellence, and accountability. Architect operating model, creative standards, and global language. Foster collaboration, innovation, quality, and accountability across cross‑functional partners.
Knowledge, Skills and Abilities Required Bachelor’s degree required; MBA or equivalent experience preferred.
10+ years of experience in brand or integrated marketing within global consumer brands.
Proven experience leading global, cross‑functional marketing initiatives.
Demonstrated ability to lead brand transformation, evolving legacy brands while preserving core credibility.
Track record of challenging category norms and elevating brand relevance through bold, insight‑led ideas.
Strong ability to translate strategy into high‑impact creative execution.
Strong understanding of consumer behavior, cultural trends, and global markets.
Fluent in marketing analytics, including sell‑through, brand metrics, and campaign performance.
Comfort leading through ambiguity and change, setting direction and momentum in fast‑moving environments.
Strong commercial acumen with experience connecting brand investment to growth and ROI.
Exceptional communication and storytelling skills; strong executive presence with ability to influence C‑suite level leadership.
Experience managing complexity in fast‑paced, high‑growth environments.
Working Conditions Normal office environment. Some travel required.
Merrell offers a flexible, hybrid schedule with three days in office and two days remote.
Equal Opportunity Employment Wolverine Worldwide, Inc. is committed to creating a diverse company. We value differences and are an equal‑opportunity employer, providing equal opportunities regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity, or any other legally protected characteristic.

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