Sr. Marketing Director, Brand & Americas GTM
Marketing & Public Relations Who We Are At Fossil Group, we are a global team that dares to dream, innovate, and deliver innovative watches, jewelry, and leather goods to the world. We're committed to long-term value creation, driven by our core values: Authenticity, Grit, Curiosity, Humor, and Impact. If you are a forward-thinker who thrives in a diverse, global setting, we want to hear from you.
Marketing at Fossil Group is fast-paced, cross-functional, and grounded in storytelling that resonates across the globe. Our talented team drives growth through a variety of channels: from direct-to-consumer platforms (28+ websites), global marketplaces (1P and 3P), and data and insights, to creative content, brand activations (PR, events, social), performance media (SEO, display), and CRM. If you're energized by creative collaboration and meaningful impact, you'll feel right at home here. Make an Impact As the Senior Director of Brand & Americas GTM, you will be at the forefront of shaping our global marketing vision and driving impactful execution in the Americas. In this role, you will play a crucial part in elevating Fossil brand globally and driving significant growth within the Americas market through innovative and impactful marketing initiatives. This pivotal role encompasses: Global Brand Strategic Planning:
Lead the development of the overarching global marketing strategy, encompassing clear goals and objectives, precise audience segmentation, effective product marketing strategies, a dynamic editorial calendar, compelling content development, and comprehensive go-to-market (GTM) overviews.
Product Marketing & Content Excellence:
Define and track key brand performance indicators (KPIs) across brand health, consumer insights, and marketing effectiveness to establish clear brand goals. Drive the product marketing strategy, identifying core narratives, key messaging, target audiences, relevant market opportunities, and emerging trends to deepen brand-consumer connections. Define and articulate brand purpose and positioning, collaborating with creative teams on visual identity, naming conventions, and logo development, culminating in the creation of an annual brand book. Develop a cohesive global content strategy and oversee the creation of impactful campaign assets aligned with Fossil's business objectives, brand identity, annual campaign priorities, and marketing best practices. Lead cross-functional project management for annual and seasonal concept reviews, annual campaign development, execution, asset management, and clear regional communication, including campaign shoot planning, transcreation, ad testing and feedback integration, and shot list ownership. Collaborate closely with Marketing, E-commerce, and Creative teams to ensure seamless integration of all content initiatives. Ensure all marketing assets consistently reflect a compelling brand voice across all channels and markets, delivering a unified and cohesive customer experience. Partner effectively with regional teams to adapt global content strategies to meet specific local market needs while maintaining core brand integrity.
Global Channel Strategy & Americas Activation:
Lead the development of global channel strategies, establishing best practices, essential tools, and clear guidelines for effective regional GTM activation across paid media, organic social, influencer marketing, trade marketing, and retail channels. Oversee the North America (NAM), Mexico (MX), and Latin America (LATAM) channel teams in the successful execution of approved and aligned global channel strategies across all relevant marketing touchpoints.
Global Integrated Marketing Strategy & Americas Activation:
Spearhead the global development of holistic integrated marketing strategies that directly support overarching business objectives, playing a key leadership role in annual strategic planning in close partnership with direct reports. Collaborate proactively with key internal and external stakeholders (e.g., Merchandising, Planning, Direct-to-Consumer channel owners, Wholesale channel owners, regional GTM marketing teams) to gain deep insights into market trends, consumer behaviors, and the competitive landscape. Develop and present compelling and informative presentations on channel activation plans, brand marketing strategy, and strategic goals to drive business growth and influence key decisions. Accountable for the measurable outcomes of global integrated marketing programs across all portfolio brands, ensuring thorough performance analysis and the implementation of effective mitigation strategies for continuous improvement. Lead the NAM, MX, and LATAM GTM marketing teams in the flawless execution of approved and aligned 360 campaign strategies.
Cross-Functional Leadership:
Cultivate strong networks and collaborative relationships with key internal and external stakeholders to drive compelling consumer engagement and ensure seamless integration across wholesale, licensor, and advertising touchpoints. Foster a culture of collaboration to drive innovation and maintain a consistent and impactful brand voice across all initiatives.
Team Empowerment & Development:
Manage and mentor a team of talented marketing professionals, providing clear guidance, fostering a collaborative environment, and promoting a high-performance culture. Lead with passion and demonstrate a strong commitment to marketing excellence, setting a positive example for the team.
Data-Driven Optimization:
Oversee the tracking and analysis of key performance indicators (KPIs), proactively identifying opportunities for consumer growth and developing effective strategies to improve performance and enhance functionality. Utilize data-driven insights to rigorously evaluate the performance of all marketing campaigns and implement optimization strategies for continuous improvement. Establish and implement best practices for accurately tracking and measuring the effectiveness of integrated marketing efforts.
Strategic Budget Management:
Manage the global marketing budget with fiscal responsibility, ensuring resources are allocated effectively (and adjusted strategically as needed) to maximize return on investment (ROI). Oversee the NAM, MX, and LATAM budget actualization process, ensuring clear alignment between finance, the direct team, and cross-functional partners, acting as a responsible steward of marketing investments.
Scope of Role:
Brand Focus: Fossil (including outlet channels) Geographic Strategy & Activation: Global GTM strategy with direct activation responsibility for the Americas (USA, Canada, Mexico, and localized plans for Latin America). Channel Strategy & Activation (Americas): Global media strategy, global organic social/influencer strategy, and corresponding GTM channel activation within the Americas. Content & Product Strategy: Global product and content strategy development. Your Skills
15+ years of experience in holistic and data-driven integrated marketing, including campaign planning and budget management 10+ years experience in marketing roles within fast-paced, complex organizations A Bachelor's degree in a relevant field (Digital, Marketing, Advertising, Communications, Business) Experience working in an Agile/Scrum environment is a plus A strong understanding of marketing data and its application in driving strategic decisions Demonstrated ability to collaborate effectively and influence across various teams and stakeholders A proactive and energetic approach with excellent communication and organizational skills The capacity to adapt, learn, and thrive in a rapidly evolving digital landscape The Perks * Comprehensive benefits package inclusive of health and well-being services * 401(k) match and education on retirement planning * Paid parental leave for eligible employees, and a Return Back to Work program for new parents and caregivers to phase back into work on a reduced schedule * Generous Paid Time Off including Floating Holidays, Sick Time, Personal Days, and Summer Flex Fridays * Hybrid working schedules * Tuition Reimbursement on approved programs * Fossil Merchandise Discounts Accommodations Statement We are committed to creating an inclusive culture and strongly encourage candidates of colour, lesbian, gay, bisexual, transgender, queer and non-binary people, veterans, parents and individuals with disabilities to apply.
If you need accommodations at any point during the interview process please let us know at applicationaccommodation@fossil.com.
#LI-Hybrid, #LI-JC1 LinkedIn Job Level Director
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Fossil Group
parental leave, paid time off, sick time, tuition reimbursement, 401(k)
May 14, 2025