Job Summary
The Sr. Integrated Marketing Manager - Hybrid Life leads the end-to-end orchestration of go-to-market planning, translating upstream brand and product strategy into integrated, fan-facing activation plans. This role serves as the central briefing hub and program integrator, aligning Strategy (account-facing) with Brand Communications and Regional teams to ensure clear, actionable plans that can be consistently adopted and executed across markets.
Essential Functions
Description
- Translate Strategy into Integrated GTM Briefs
- Translate seasonal category strategy, insights, and priorities into clear, actionable Integrated GTM briefs across global and regional/channel needs.
- Define campaign objectives, target audiences, success metrics, and KPIs in alignment with business goals.
- Frame strategic “where to play” decisions, including key consumer moments, platforms, and partnership archetypes into actionable GTM pathways, briefs, and activation plans.
- Lead GTM Briefing & Alignment
- Lead seasonal and campaign kickoff meetings to align Strategy, Brand Communications, Creative, and Regional teams.
- Facilitate cross-functional input, decision-making, and alignment throughout the briefing process.
- Maintain a single source of truth for GTM briefs and activation toolkits, including version control and key decisions.
- Orchestrate GTM Planning & Readiness
- Lead development and management of the integrated GTM calendar and cross-functional workback plan from brief through launch, in partnership with Program Management.
- Coordinate deliverables and dependencies across Strategy, Creative, Brand Communications, and Regional teams.
- Run readiness reviews to ensure alignment, on-time delivery, and launch preparedness.
- Identify risks and escalate blockers with clear options and recommended solutions.
- Partner with Regions to Enable Activation
- Partner with Regional Marketing teams to incorporate local market needs, channel strategies, and activation requirements into global plans.
- Develop and deliver global activation toolkits and playbooks, including messaging frameworks, content guidance, event templates, and asset requirements.
- Regional I&E Partnership
- Partners with regional marketing leads to gather channel goals, local nuances, and activation needs; integrate this into global brief deliverables.
- Delivers the global activation toolkit/playbook (messaging guardrails, event templates, influencer/ambassador frameworks, content guidance, asset lists, sampling/toolkit readiness checklist).
- Prepares and host milestone pitchback cycles; coordinate feedback into final plans and toolkits.
- Manage Governance & Cross-Functional Alignment
- Coordinate cross-functional review and approval processes across Strategy, Brand Communications, and Creative leadership.
- Maintain visibility of key decisions, approvals, and changes through structured documentation.
- Ensure alignment between sell-in strategy and consumer-facing activation across global and regional execution.
- Drive Measurement & Continuous Improvement
- Define and align cross-functional success metrics, including readiness, adoption, engagement, and commercial performance indicators.
- Lead integrated campaign recaps by consolidating inputs from regional and channel teams.
- Translate performance insights and learnings into actionable recommendations for future seasonal strategies and GTM planning.
Please note this job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties responsibilities and activities may change at any time with or without cause.
Qualifications
- Bachelor's Degree in Business Administration, Marketing, Communications, or related field required.
- Six (6) to eight (8) years experience in integrated marketing/brand programs (footwear/apparel/consumer preferred) with proven cross-functional leadership without authority.
Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.
Knowledge, Skills, and Abilities
- Demonstrated ability to translate strategy into activation briefs and orchestrate complex, multi-region programs.
- Expert facilitation, comms, and decision-log/issue-management; fluency in E/O/S/P (Earned/Owned/Shared/Paid) and fan-facing levers (events, partnerships, ambassadors, influencers, PR, social).
- Strong planning discipline (integrated calendars, milestones, risk management) and comfort with ambiguity.
- Regional/global marketing experience; sell-in/sell-thru enablement preferred.
- Familiarity with GTM toolchains (Asana/Smartsheet/Jira), DAM/asset workflows, and analytics dashboards preferred.
Travel Required: Yes, up to 20% of the time
Base Salary: $135,500 - $143,000
This range represents the low and high ends of this position's anticipated base salary range. The actual base salary will depend on numerous factors such as experience, knowledge, skills, and location. Our base salary is just one component of our competitive total rewards strategy, which includes numerous benefits and perks as well as specific health and welfare benefits.
Why Work at KEEN: Driven by a passion for life outside, KEEN is a values-led, independently owned brand from Portland, Oregon, that’s on a mission to create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN launched a revolution in the footwear industry with the introduction of the Newport adventure sandal and has donated more than $18 million to non-profit organizations and causes around the world to promote responsible outdoor recreation, including conservation efforts to protect open spaces. KEEN strives to show the world through its products and its actions that a business for good can actually be good for business. By giving back, reducing impact, and activating communities and individuals to protect the places where we work and play, KEEN puts its values in motion and takes action to leave the world a better place.
Fuerst Group, KEEN, and Chrome are equal opportunity employers. We value an inclusive and diverse community. Qualified candidates of all backgrounds are encouraged to apply and will be considered without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.
