Job Summary
The Senior Director of Product Marketing & Integrated Marketing owns KEEN’s global marketing strategy and integrated marketing plans, leading the development of clear, consumer-driven positioning and translating it into cohesive, executable global go-to-market programs.
This role leads two critical functions:
- Product Marketing – responsible for defining the what & why (consumer insights, seasonal positioning, product storytelling, and strategic priorities)
- Integrated Marketing – responsible for translating strategy into how it comes to life through integrated global marketing plans, GTM execution, and cross-functional alignment
Together, these teams ensure that KEEN delivers consistent, focused, and high-impact marketing across all regions and channels. This leader also provides direction and governance of regional marketing plans, ensuring global strategies are adopted with discipline while enabling localized execution. Sitting at the center of the marketing organization, this role connects Strategy, Creative, Comms, Product, Merchandising, and Regional Marketing to deliver a unified, effective GTM engine. This position is critical to deliver consistent execution, focused product storytelling, and proactive workflow - by establishing clear strategy, aligned global plans, and strong operational rigor.
Essential Functions
Description
Global Marketing Strategy & Positioning
- Lead global marketing strategy for product and integrated marketing by translating consumer, market, product, and competitive insights into clear seasonal and category positioning, target audiences, and differentiated value propositions.
- Define and maintain global story architecture, including category narratives, hero product priorities, and seasonal storytelling frameworks that guide brand and commercial growth.
Integrated Marketing Planning & Go-To-Market Execution
- Lead development and execution of integrated global marketing plans, ensuring alignment across Product, Brand, Creative, Sales, and Regional teams from long-range planning through seasonal delivery.
- Own the global integrated go-to-market (GTM) operating model, including planning processes, timelines, handoffs, and decision-making frameworks that connect product strategy to consumer-facing execution.
- Shape and lead key business milestones (e.g., pre-season planning, line reviews, financial line reviews, key business meetings, and regional presentations) to ensure alignment, readiness, and effective execution.
Product Marketing & Integrated Marketing Team Leadership
- Lead and develop the Product Marketing and Integrated Marketing teams, including direct supervision of leaders and team members.
- Oversee organizational design, resource allocation, and budget management to ensure alignment with business priorities and effective delivery of marketing initiatives.
Regional Governance & Commercial Enablement
- Provide strategic direction and governance for regional marketing plans, ensuring global strategies are effectively translated and executed within regional markets.
- Lead development of sell-in narratives and materials for key seasonal milestones, ensuring outputs are clear, actionable, and commercially relevant for Sales and Regional teams.
- Ensure regional alignment through early engagement, clear communication, and structured planning processes.
GTM Operations, Briefing, and Cross-Functional Alignment
- Oversee global GTM operations, including ownership of the GTM calendar, planning cadence, and operational processes to ensure efficiency and on-time delivery.
- Lead development and governance of integrated briefing processes, including agency and cross-functional briefs, ensuring clarity, consistency, and alignment to strategic objectives.
- Drive cross-functional alignment across internal teams and external partners by establishing clear roles, responsibilities, and communication frameworks.
Measurement, Performance Management & Continuous Improvement
- Define and monitor key performance indicators (KPIs) for product and integrated marketing initiatives, aligned to business and brand objectives.
- Lead seasonal and annual performance reviews, including analysis of campaign effectiveness, business outcomes, and regional feedback.
- Translate insights and learnings into actionable recommendations to improve future strategies, plans, and execution.
Organizational Clarity & Process Excellence
- Establish and maintain effective marketing processes, frameworks, and ways of working to improve organizational clarity, efficiency, and scalability.
- Continuously evaluate and enhance marketing operations, tools, and workflows to support business objectives and reduce complexity.
Please note this job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties responsibilities and activities may change at any time with or without cause.
Qualifications
- Bachelor's Degree in Marketing, Business, Communications, Merchandising, or related field required.
- Minimum ten (10) years of experience in product marketing, integrated marketing, or GTM leadership roles, preferably in consumer goods, footwear, or apparel.
- Minimum of five (5) years of people leadership experience managing managers and/or senior individual contributors in a global or multi-region environment.
Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.
Knowledge, Skills, and Abilities
- Deep expertise in product marketing, GTM strategy, and integrated campaign development
- Deep expertise in product marketing, GTM strategy, and integrated campaign development
- Proven ability to translate strategy into execution across complex, matrixed organizations
- Strong understanding of consumer behavior, brand building, and commercial drivers
- Exceptional cross-functional leadership and influence skills
- Experience building and managing global GTM processes and calendars
- Strong program management and operational rigor
- Ability to balance global consistency with regional flexibility
- Excellent communication and storytelling skills
- Data-driven mindset with experience defining KPIs and measuring performance
- Familiarity with digital marketing, PR, social, influencer, and experiential channels
- Strong working knowledge of Microsoft Office 365, SharePoint, Teams, and project management tools
Travel Required: Yes, up to 25% of the time.
Base Salary: $200,000.00 - $234,00.00
This range represents the low and high ends of this position's anticipated base salary range. The actual base salary will depend on numerous factors such as experience, knowledge, skills, and location. Our base salary is just one component of our competitive total rewards strategy, which includes numerous benefits and perks as well as specific health and welfare benefits.
Why Work at KEEN: Driven by a passion for life outside, KEEN is a values-led, independently owned brand from Portland, Oregon, that’s on a mission to create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN launched a revolution in the footwear industry with the introduction of the Newport adventure sandal and has donated more than $18 million to non-profit organizations and causes around the world to promote responsible outdoor recreation, including conservation efforts to protect open spaces. KEEN strives to show the world through its products and its actions that a business for good can actually be good for business. By giving back, reducing impact, and activating communities and individuals to protect the places where we work and play, KEEN puts its values in motion and takes action to leave the world a better place.
Fuerst Group, KEEN, and Chrome are equal opportunity employers. We value an inclusive and diverse community. Qualified candidates of all backgrounds are encouraged to apply and will be considered without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.
