Posted on: March 8, 2019 | Job#: 272878

Director, Brand Marketing Strategy and Operations

Full-time | One Harrison Street, San Francisco, CA, US 94105

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About Hill City

We started Hill City because we wanted to change the narrative. The idea of ‘high-performance’ has been traditionally marketed to ultra-athletes, power suits, and outdoorsmen. And we’re taught from a young age to compartmentalize our lives based on those outdated archetypes. How we should act. What we should wear. But living an active lifestyle means more than that.

We’re athletes, innovators, and adventurers—but also fathers, partners, and friends. At any given moment, we are all of those things at once. Our needs change with every aspect of our lives. We don’t just want high-performance. Our lives demand it. We’re looking for innovators who want to be part of something new and are willing to push boundaries with us. 

About the role

The Director of Brand Marketing Strategy & Operations is responsible for creating, driving, executing, managing and optimizing a multi-faceted growth strategy and commercial plan to drive brand awareness, traffic (new & existing), conversion, engagement and profitability that meet or exceed Hill City’s budgeted sales and earnings goals. As a critical leader of the Hill City leadership team, this individual comes with a deep understanding and experience of how to optimize and leverage media implementation (informed by customer analytics) in digital, physical, print, event, partnerships, and beyond to execute short and long range marketing strategies with significant return on investment. This individual acts as the guardian of the brand in partnership with creative to ensure the story comes to life across all brand touchpoints. This role is hands on and requires the ability to fly high and low to get the job done with a small team and matrixed support. This individual will oversee and collaborate with the cross functional partners in Gap Inc. and Athleta to enable, leverage and activate the seasonal and annual go-to-marketing strategies, unlock digital capabilities, ensure marketing effectiveness, implement best practices and deliver business goals.

What you'll do

  • In partnership with GM and Creative Marketing, develops and leads long term brand strategy for Hill City, including how to further deepen mission, brand values and customer acquisition through events/physical marketing, digital marketing, strategic partnerships, print and other media by leveraging hind sighting, competitive analysis and marketplace data.
  • Lead development of Hill City annual and seasonal brand messaging strategy and architecture, including clearly articulated hierarchy of brand and product stories, partnering closely with cross functional leadership to ensure it is in service to Hill City’s long-term brand mission, platform and marketing / product LRP.
  • Develops strategy and necessary tactics to lead cross-functional teams in robust annual and seasonal commercial planning process to meet / exceed our traffic, sales and earnings goals.
  • Work closely with Gap Inc. digital team to ensure Hill City strategies can be effectively executed and scaled for optimal results.
  • Responsible for managing the marketing budget and marketing effectiveness to distort investments for maximum ROI, increased marketing driven traffic and customer acquisition.
  • Partner with GM and leadership members on longer-term brand eco-system and customer experience that helps drive new customer acquisition, irrational brand loyalty among existing customers and competitive differentiation.
  • Oversee marketing integration and optimization across Hill City’s cross-functional pipeline.
  • Accountable for improving market effectiveness as measured by growing new customer file, retaining and increasing frequency of existing customers, improving marketing mix ROAS, optimizing CTA and ultimately driving business results in line with or exceeding quarterly and annual plans.
  • Lead and the drive the marketing plan for future growth opportunities for Hill City physical locations, not limited to pop-ups, shop in shops, and store locations.
  • Develop strong cross-functional relationships across Athleta, Gap, Banana Republic, Old Navy, Intermix, and GapLabs digital marketing teams.
  • Develop test and learn environment that identifies largest media/marketing mix opportunities, shifts & roadmap for getting there
  • Lead teams in translating data-driven insights into clear actions that drive high impact business results
  • Effectively select, coach, manager and develop a high performing team of direct reports and cross functional support team.

Who you are

  • Bachelor's degree or equivalent experience
  • 7+ years of experience with brand marketing strategy, marketing planning, digital marketing and communications experience with fashion/apparel, consumer brand and/or marketing agency
  • Strong knowledge of optimizing media mix with proven experience in digital marketing strategies
  • Ability to think objectively and interpret meaningful themes from quantitative and qualitative data
  • Has a strong aesthetic sense and understanding for the Hill City brand and apparel industry and ability to drive and maintain a singular brand aesthetic
  • Proven strength at proactively managing through ambiguity and being resourceful to find actionable recommendations to move the business forward
  • Excellent at setting priorities, fostering cohesion and navigating a highly matrixed and leveraged corporate network to secure resources, support and prioritization for Hill City’s business initiatives
  • Able to use rigorous logic and methods to solve problems with effective solutions
  • Willing and able to travel to the market as needed

Benefits at Hill City

  • Merchandise discount for our brands: 50% off regular-priced merchandise at Hill City, Gap, Banana Republic and Old Navy, 30% off at Outlet and 25% off at Athleta for all employees.
  • One of the most competitive Paid Time Off plans in the industry.*
  • Employees can take up to five “on the clock” hours each month to volunteer at a charity of their choice.*
  • Extensive 401(k) plan with company matching for contributions up to four percent of an employee’s base pay.*
  • Employee stock purchase plan.*
  • Medical, dental, vision and life insurance.*
  • See more of the benefits we offer.

*For eligible employees

Gap Inc. is an equal-opportunity employer and is committed to providing a workplace free from harassment and discrimination. We are committed to recruiting, hiring, training and promoting qualified people of all backgrounds, and make all employment decisions without regard to any protected status. In 2016, Gap Inc. was named one of the Best Places to Work by the Human Rights Campaign for the thirteeth consecutive year and was the sole winner of the Catalyst award for equality in the workplace in 2016.

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