Senior Director, Global Brand and Product Marketing - HOKA

About the role

The Senior Director, Global Brand and Product Marketing is a critical leadership role focused on leading the strategic development and execution of HOKA’s global brand and product marketing. This leader will define the multi-year brand narrative and ensure integrated storytelling across brand, performance and lifestyle categories — bringing together brand strategy, campaign development, product marketing, brand experiences, and full-funnel media planning to inspire brand love, drive growth, and deepen consumer connection.

Responsibilities

• Develop and lead HOKA’s global, multi-year brand strategy and integrated calendar, anchored in consumer insight and aligned with business growth objectives
• Define how HOKA shows up globally across performance and lifestyle, ensuring a consistent yet flexible approach to regional market activation
• Evolve and steward brand positioning, purpose, voice, and visual identity to maintain distinction and authenticity in a rapidly evolving marketplace
• Partner closely with regional marketing and commercial leads to ensure global consistency and local relevance
• Manage the global creative agency of record and project agencies to produce breakthrough campaigns and activations that travel globally with regional relevance
• Develop and execute global GTM (Go-To-Market) strategies and brand maps that drive awareness, engagement, adoption, and brand love
• Lead the development and execution of global integrated brand initiatives and campaigns that inspire consumers and drive measurable results
• Partner cross-functionally with Creative, Digital, PR, Retail, and Sports Marketing teams to deliver cohesive 360 storytelling and consumer journeys across all touchpoints
• Oversee global brand activations, cultural partnerships, and key moments that build brand heat, engagement and resonance across both performance and lifestyle categories
• Manage the global creative agency of record and project agencies to produce breakthrough campaigns and activations that travel globally with regional relevance
• Define clear global KPIs for campaigns and ensure delivery of marketing milestones and sell-in assets on time
• Lead go-to-market planning and alignment across functions to deliver consistent, impactful global product launches
• Translate insights into compelling product narratives and seasonal marketing concepts that connect innovation and design with consumer benefits
• Lead the creation of product marketing frameworks and storytelling strategies that connect category and brand strategy
• Integrate product marketing priorities into broader brand campaigns and experiences to strengthen the link between product and brand storytelling
• Collaborate with Global Insights to identify trends, market shifts, and consumer opportunities through ongoing brand and segmentation studies
• Collaborate with Retail and Visual Merchandising teams to bring product stories to life across DTC and wholesale channels
• Develop and oversee HOKA’s global media strategy, ensuring a unified, full-funnel approach that drives both brand awareness and business outcomes
• Partner closely with regional marketing, media agencies, and digital teams to plan, execute, and optimize paid media investments across channels (digital, social, video, OOH, broadcast, and experiential)
• Establish global media guidelines, frameworks, and measurement tools to ensure efficiency, consistency, and ROI across markets
• Leverage data and consumer insights to inform media targeting, creative testing, and channel optimization
• Integrate media planning early in the campaign process to ensure amplification of storytelling and alignment with key brand moments and budgets
• Champion a consumer-first mindset across all global marketing functions, ensuring every touchpoint reflects HOKA’s brand positioning, purpose and visual identity
• Foster innovation in how consumers experience HOKA, through immersive activations, emerging media, digital experiences and community
• Lead transformation initiatives that reinforce consumer-centric dashboards and measurement frameworks across teams
• Ensure global consistency in storytelling while empowering local adaptation to reflect regional culture and insights
• Lead, inspire, and develop a high-performing global team driving brand and category marketing
• Foster a culture of collaboration, innovation, quality and accountability across global and regional teams
• Champion cross-functional alignment with Product, Merchandising, Creative, PR, Social, Ambassadors, Sports Marketing and Partnerships to ensure brand coherence and commercial success
• Uphold HOKA commitment to inclusion, belonging, and representation across all marketing efforts

Qualifications

• 15+ years of progressive experience in global brand and product marketing, with proven expertise in integrated marketing, campaign and global media strategy, and scaling global consumer brands
• Experienced in leading global brand and go-to-market strategies within performance, lifestyle, or premium consumer brands
• A global brand builder and strategic storyteller who thrives at the intersection of creativity, consumer and insights
• Deep understanding of the intersection between running, sport, culture, and community — and how to authentically bridge performance and lifestyle storytelling
• Exceptional skills in leading global governance, agency management, and budget oversight
• Proven ability to drive full-funnel media strategies that connect brand building with demand generation
• Strong leadership skills with experience building, motivating and developing global teams
• Excellent communication, collaboration, and storytelling skills
• Trend and data informed mindset with creative sensibility — able to balance strategic vision with executional excellence