About the position
The Head of Integrated Marketing is a critical leadership role responsible for building and operationalizing a best-in-class integrated marketing function for both Burton and Anon. This leader will oversee regional marketing execution (NA, EU, APAC) on one side and cross-channel marketing integration (Retail Marketing, Social, PR, Media, Digital) on the other, ensuring that marketing strategies are fully aligned to drive brand impact and commercial success in local markets. This role sits on the Marketing Leadership Team, serving as the bridge between brand and category strategy and regional market execution. The ideal candidate is obsessed with execution, deeply data-driven, highly organized, and relentlessly focused on performance and improvement. They are also a creative thinker, capable of developing market-winning strategies that blend brand storytelling with commercial outcomes. Most importantly, this person will be responsible for standing up processes, ways of working, and cross-functional collaboration, ensuring that marketing, sales, and commercial teams are aligned in how the brand shows up in each market. This leader must be able to build a high-performance marketing team, drive operational rigor and inspire a culture of continuous progress.
Responsibilities
- Lead Regional Marketing Execution (NA, EU, APAC)
- Develop and oversee the execution of regional marketing strategies that are deeply localized while staying true to the brand and category vision
- Partner with regional leadership to win in key markets, identifying opportunities for growth and competitive differentiation
- Ensure consistent and aligned go-to-market (GTM) plans across all regions, optimizing campaigns, retail activations and commercial execution
- Establish best practices and operational playbooks for regional teams, ensuring seamless collaboration
- Own the feedback loop between local markets and Category, Sports and Creative teams, ensuring real-time insights from regions are leveraged to improve marketing strategies
- Oversee Cross-Channel Marketing Integration (Retail, Social, PR, Media, Digital)
- Lead and unify cross-channel marketing teams, ensuring all marketing disciplines deepen expertise and work in sync to maximize brand impact and commercial success
- Drive the strategic integration of retail marketing, social, PR, media, and digital to create a seamless consumer journey across all touchpoints
- Lead social and PR teams to build a brand that is culturally relevant, locally resonant, and deeply connected to its community
- Ensure the retail marketing function effectively integrates into broader marketing efforts, creating powerful in-store experiences that drive traffic and sales
- Own Marketing Operations, Ways of Working & Cross-Functional Integration
- Stand up and operationalize the integrated marketing function, ensuring clear processes and ways of working among all stakeholders
- Build a scalable marketing framework, ensuring that marketing efforts across regions and channels are data-driven, measurable and optimized for performance
- Develop reporting structures that allow for real-time tracking of regional marketing impact, channel performance and overall brand success
- Act as a key connector between marketing and sales/commercial teams, ensuring marketing strategies directly support revenue and business objectives
- Own and optimize the go-to-market (GTM) calendar, ensuring smooth execution of product launches, retail activations and seasonal campaigns across all regions
- Leadership & Team Development
- Build, develop and lead a high-performing marketing team, fostering a culture of excellence, execution and continuous improvement
- Establish clear roles, responsibilities and accountability within the team to drive efficiency and performance
- Champion data-driven decision-making, ensuring marketing strategies are grounded in insights, analytics and measurable KPIs
- Act as a marketing thought leader within the company, advocating for consumer-first strategies and best-in-class execution
- Inspire a team that is both creative and commercially minded, ensuring marketing is both impactful and revenue-generating
Requirements
- 15+ years of experience in integrated marketing, regional marketing or brand strategy, ideally in consumer, outdoor, lifestyle, or premium apparel industries
- Proven track record of building and leading global/regional marketing teams, with a strong ability to connect strategy to execution
- Experience driving multi-channel marketing strategies that successfully integrate retail, wholesale, social, PR, media, and digital
- Deep expertise in regional marketing, with an understanding of how to win in key markets across North America, Europe, and APAC
- Highly data-driven, with the ability to translate insights into actionable marketing strategies
- Strong understanding of go-to-market execution, brand-building and commercial marketing
- Experience working in matrixed organizations, balancing brand priorities with local market needs
Nice-to-haves
- Obsessed with execution: drives flawless execution at scale while continuously optimizing
- Super organized & process-oriented: able to establish clear structures, ways of working, and performance tracking
- Data-driven & analytical: able to measure impact, optimize strategies, and drive accountability
- Creative & strategic thinker: capable of balancing brand storytelling with commercial success
- Strong cross-functional leader: able to align teams across marketing, sales, and commercial functions
- Excellent communicator & presenter: able to influence senior stakeholders and inspire teams
- Leadership & team development: proven ability to hire, mentor, and retain top marketing talent
