Sr. Integrated Marketing Manager - Hybrid Life

Essential Functions

• 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.
• Cook up 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 hosts milestone pitchback cycles; coordinates 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.

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.

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

About the Role

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.

Benefits

KEEN offers a range of benefits and perks, including numerous health and welfare benefits. 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.