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HEYDUDE: VP, International Marketing

Hoofddorp, the Netherlands

Become part of the HEYDUDE Family and work in a unique environment with a 'startup dynamic' under the umbrella of a fast growing and solid global brand.   

Become a DUDE!   

HEYDUDE crafts comfortable, versatile, and accessible footwear and accessories. Founded in Italy in 2008, HEYDUDE pays diligent attention to detail, and a passion for outstanding craftsmanship into every pair of HEYDUDE shoes. HEYDUDE believes its innovative, ultra-light comfort and casual, yet versatile style is a winning combination. In February of 2022, Crocs, Inc. acquired HEYDUDE, a casual footwear brand with very high growth and high profit. This acquisition not only adds an outstanding brand to the Crocs portfolio, but will provide a wealth of opportunity for teamwork, career growth, and best practice sharing across the two brands.   

Introduction on the role:  

The Vice President, International Marketing will shape and drive the HEYDUDE brand marketing strategy across channels to all non-U.S. locations—including digital, wholesale and retail—and will ensure a cohesive marketing voice for the brand internationally. This role plays a crucial role in developing the growth strategy for market expansion brand development and will lead all aspects of international marketing, including the development and execution of marketing plans and strategies and as well as product platform innovation to enable continued international growth and profitability. This role also leads a team responsible for implementing international marketing plans and product initiatives by leveraging consumer insights, market trends and data. 

This position will report directly to the SVP & GM International, with a dotted reporting line to the SVP & CMO Global Marketing and will be a key member of the HEYDUDE International Leadership Team and the global HEYDUDE Marketing Leadership Team. Operating within an integrated model encompassing earned media (PR, brand partnerships), paid media (display, social, paid influencers, digital innovation), and owned media (organic social, digital communications), this role will effectively collaborate with Product & Merchandizing, Regional Sales and other teams, contributing to the overall success of strategic marketing goals and the brand’s ultimate growth targets in all markets outside of the US.  

What will you do?  

Shape and direct strategy: 

  • With the SVP/CMO & GM International, devise integrated marketing strategies (earned, paid, and owned media) for HEYDUDE brand and products that will drive business growth success and be adaptable to different markets and channels outside the US 
  • Develop relevant Country plans with the local Marketing teams sitting in markets across the region   
  • Leverage Brand Partnerships for Consumer Acquisition (e.g., Global Product Collaborations/Licenses and partnerships) 
  • Create a Vision/Strategy for International Brand Partnerships and Collaborations 
  • Set KPI’s and other goals related to strategies; monitor progress and adapt as needed 

Effectively lead multiple teams: 

  • Directly supervise the International Brand Marketing team 
  • Develop leaders of teams to drive high performance and grow into succession position 
  • Provide guidance to other Marketing team members and share experience and mentorship 

Partner with creative and regional marketing 

  • Work closely with the HEYDUDE global team to produce marketing assets that reflect and align to strategy and drive awareness and conversion targets 
  • Interface with regional and distributor partners to ensure that market by market strategies properly ladder up to strategic global pillars 

Partner with other departments – Product & Merchandising, Digital, Sales, Retail 

  • Partner with other departments to coordinate marketing efforts, incorporate consumer data and insights and gather inputs 
  • Ensure cohesive cross-channel voice to market 
  • Support marketing focused on HEYDUDE owned and operated and partner retail stores. 
  • Participate in brand-wide Go-to-Market (GTM) actions and offer input to seasonal calendars.  
  • Work seamlessly with Digital team to ensure that performance based, in-season marketing is delivered on-time and on-message 

Support growth of Commercial channels 

  • Develop sell-in & sell-out tools 
  • Build high-impact Marketing activations to grow WHL key accounts in close partnership with local Sales teams 
  • Collaborate with Digital Commerce team to build a full-funnel approach optimizing Paid Media investment & elevate on-site consumer experience 
  • Support Distributor partners by delivering guidelines & tools ensuring Global consistency & high quality of execution 

Drive optimal department functioning – budget, process, data 

  • Develop and manage to annual operating budget; address unexpected costs/surpluses; communicate and partner with finance partners 
  • Continuously work to identify and improve internal process to streamline operations and reduce friction 
  • Gather, analyze and share all relevant data related to team functioning 

Who are you?  

  • Bachelor’s degree with preference for business, marketing or related field for study 
  • 15+ years of progressive marketing experience, preferably with a global consumer brand that operates in multiple channels over multiple regions, with a strong emphasis on APAC and EMEA markets. 
  • Minimum 5 years of experience at a senior level (managing large marketing teams including retail, complex brand/distribution environments)  
  • Experience in the apparel or footwear industry is preferred 
  • Experience in digital marketing, including paid digital, influencers, digital innovation and organic social 
  • Experience influencing and driving results in a highly matrixed environment 
  •  Experience coordinating external agency partners  
  • Experience with high growth companies 
  • Experience with publicly-traded global companies 
  • Strong knowledge of best practices and trends in consumer marketing globally 
  • Strong financial acumen, and the ability to translate a strategy into a financial plan and manage an operating budget to plan 
  • Strong business acumen with an ability to anticipate risks and identify contingency plans to minimize business disruption 
  • Consumer-centric, thought leader  
  • Proven ability to synthesize information and clearly articulate strategic roadmap forward. 
  • Ability to interpret data, social analytics, consumer insights, to incorporate into content strategies, especially in youth fashion markets 
  • Creates a culture of innovation and change that fuels business growth 
  • Comfort working in a highly cross-functional matrixed environment 
  • Collaborative and team-focused with ability to address and resolve conflict  
  • Adaptability to navigate ambiguity and change while driving results 
  • Proven leadership skill and ability to cultivate large teams, maintain healthy team culture and management performance 
  • Strong executive presence; exceptional oral and written communication skills 
  • Commitment to integrity, compliance to laws and internal policies and ethical practices in everything that we do 

 

What do we offer?   

  • A job within a unique environment with a 'startup dynamic' under the umbrella of a fast growing and solid global brand.   
  • 40 hours per week, in-office and remote combined, a fair salary, good pension arrangement and a bonus opportunity.   
  • Fun workplace, innovating working environment.   
  • 25 paid holidays.   
  • 50% discount on the most comfortable shoes in the world.   
  • A healthy work environment with discount on your gym membership.   
  • Our great training curriculum with a global eLearning platform offers you a lot of room for personal growth to get a little bit better every day.  
  • And so much more!   

 

Sounds pretty amazing right? Well, what are you waiting for?!   

We value diversity and provide equal employment opportunities (EEO) to all employees and applicants without regard to race, color, religion, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.  

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