Director - Brand - Tough Mudder - New York

Job description
The Details:
Reporting directly to the SVP Brand, Product & Communication Marketing, the purpose of the position is to lead the marketing strategy for three of Tough Mudder’s key brands: Tough Mudder, World’s Toughest Mudder and Mini Mudder. The Marketing Director will need to work with a wide array of stakeholders within the marketing department, from other areas of the company, and with external partners to maximize the growth and success of these Brands. As the Brand leader, this person will also work closely with the Operations teams to develop and market the Product. Ultimately, the Marketing Director is responsible for driving the business performance of the Brand via marketing and sales to ensure short and long term success.

The Job:
To be the key advocate at the company for the Tough Mudder, World’s Toughest Mudder and Mini Mudder Brands, leading on brand and product marketing strategies for each to support business performance.
Define, defend and promote the Brands
Define the vision and marketing strategy to support the objectives for each Brand on an annual basis
Develop and continue to refine Brand Guidelines to support the Company Mission
Ensure Brand Guidelines are communicated and adhered to by internal and external partners to establish consistent representation and communication of the Brand. This includes review and sign off on key brand usage by local marketing partners, brand sponsors, event licensees and other stakeholders
Define mid/long term brand challenges and opportunities (key market trends, competitive landscape, etc.)
Define, develop and execute 360 Communications Plans for each brand
Work across the marketing team and alongside the Marketing Coordination Senior Manager to develop detailed 2-month communications plans leveraging all channels
Use owned, earned and paid channels including Social Media, eCRM, PRM, website, PR, online and offline media, local marketing and partnerships to achieve key KPIs for the relevant period (traffic generation, sales, etc.)
Ensure all communications consistently represent the Brand Guidelines and support key Brand messages
Use all of these levers to drive awareness, consideration and most importantly conversion / sales
Directly manage Brand Team and external agencies to manage social channels and develop content
Oversee management of all social media channels including creative content creation and community management
Manage all content creation for the Brands – including all copywriting, visual design, photography and video production – often acting as a ‘service provider’ to other channel owners
Retain and manage agency partners (i.e. video production companies) to produce key creative assets
Serve as Key Marketing Liaison to Partners
In conjunction with the Global Sponsorship team, work with our Sponsors’ brand teams to develop coordinated marketing campaigns and leverage the Sponsors’ marketing channels to support the goals for each Brand
Work with Merchandise and Consumer Products Licensing team to develop and execute marketing strategies to support sales
Work with International Event Licensees (i.e. our Event Production partner in Mexico) to provide guidance and review marketing plans / assets
Lead Product Marketing strategy for the three Brands
Work with the Product Innovation team to define and implement the product vision for the three brands
Ensure the physical event product and innovations to it continue to support the Brand values and marketing goals
Define Product positioning for each brand and integrate into overall communications plans
The Work:
Responsible for the Brand Guidelines – developing, maintaining and enforcing
Responsible for leading on the development of the annual marketing plan for each Brand
Co-responsible for developing detailed 360 communication plans for each Brand
Responsible for developing detailed Social Media and Content strategies for each Brand
Co-responsible for developing marketing plans with each Corporate Sponsor
Co-responsible for developing marketing plans to market Merchandise and Licensed Consumer Products
Responsible for defining product positioning and contributing to product innovation plans

Desired Skills and Experience
The Traits:
Excellent verbal/written communication; strong writing and copy-editing skills a must
Strong organizer who can manage multiple projects (and associated stakeholders) simultaneously
Strong understanding of the various channels used in the Company’s marketing efforts (from social media to PR to online digital advertising)
Intuitive feel for the Tough Mudder brand and mission
Able to find consensus across a variety of stakeholders
Comfortable managing the creative process and making judgments on creative content
Experience people manager, specifically able to manage a variety of skills sets, including project management and creative resources
Positive, professional, and outgoing attitude with superior relationship building abilities
Invested in Tough Mudder values of Pride, Accountability, Continuous Improvement and Teamwork
Entrepreneur spirit who can initiative projects and implement changes
Organized, attentive to detail, and able to prioritize amongst a vast array of projects and opportunities
Flexible and comfortable with rapid change
Ability to strongly advocate for a brand while also finding routes to consensus to address needs of a variety of stakeholders
Someone who takes themselves but not their work seriously
Passion for outdoor/athletic events and a strong interest in travel
The Experience:
Undergraduate degree required. Degree in marketing preferred.
6-7 years relevant marketing experience, including several years of brand management.
Brands in the lifestyle, sports, entertainment, retail, travel or event sectors are a plus

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