Sr. Manager - Brand Marketing Strategy

About the role

At Abercrombie, we are the go-to apparel destination for outfitting all of our customers’ lifestyle needs. The Marketing team has the essential responsibility of connecting our customers with our dynamic and ever-evolving brands. Our campaigns span through in-store, digital, social, event marketing, and PR channels to bring our brand vision to life. This diverse and collaborative team of creative, strategic, and curious individuals are constantly looking for new ways to learn about our consumer and find the best channels to reach them with our product stories. The Sr Manager, Sports Marketing Brand Strategy - A&F is responsible for leading the strategy, planning and execution of our sports partnerships and initiatives. This role plays a pivotal part in shaping our brand presence through high-impact collaborations with athletes, teams, leagues, and sports organizations to create culturally relevant, fashion focused brand moments. This role will deliver brand campaign strategies that connect with the customer, while balancing product priorities, brand storytelling and sales objectives into customer-facing campaigns, and delivering upon our brand purpose to create consumer trust, loyalty and brand love. While this role technically sits within the world of sport, the ideal candidate for this position has a passion for fashion and its role in culture, with a strong interest in how sport & fashion intersect to shape consumer behavior and brand relevance. This job is located at our Global Home Office in Columbus, Ohio.

Responsibilities

• Responsible for developing the year-long, seasonal, and weekly sports marketing calendar
• Leading work sessions with creative partners
• Presenting plans to cross-functional teams and leadership
• Lead the day-to-day development and execution of all sports marketing partnerships, including athlete, league, and event collaborations
• Build and maintain strong relationships with internal and external peers and partners to align partnership goals and maximize impact
• Manage end-to-end activation plans for sports partnerships—briefing, creative development, timelines, budget oversight, execution and performance tracking
• Collaborate with internal Talent, PR, Social, and Creative teams to bring sports partnerships to life across all channels
• Partner closely with the Brand Strategy team to maintain a deep understanding of the product and campaign calendar, ensuring sports marketing initiatives are seamlessly integrated into the broader brand narrative and deliver a cohesive customer experience
• Manage external agency partners in strategy and execution of campaigns and events
• Connect with regional marketing leads to ensure they have the tools and plans necessary to adapt to their markets and incorporate regional needs into planning processes
• Track the success of regional marketing efforts within key markets to ensure global implementation of key learnings
• Oversee one direct report (Events Specialist), ensuring flawless execution of all sports-related events and appearances
• Monitor and analyze performance, ensure KPIs are met/exceeded, and provide insights and recommendations for future initiatives
• Stay ahead of fashion & sport industry trends, identifying new opportunities and partners that align with brand objectives
• Works to develop new and unique ways to authentically get in front of core demographic
• Understands and constantly re-evaluates the customer mindset and regional brand needs to solidify brand relevancy and build effective campaigns that put customers at the center