Senior Director, Brand Marketing
- Vancouver, BC, Canada
Full-time
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Job details
- Job type
- Full-time
- Apply by
- Posting language
- English
- Posted
Original job description
Overview
We’re looking for a strategic, data-driven, and growth minded marketing leader to lead the next chapter of MEC’s growth. As Senior Director of Marketing, you’ll lead an integrated team spanning brand, community, partnerships, and product marketing, uniting brand positioning with data to drive measurable growth. This role blends creative brand leadership with analytical rigor, leveraging insights and data to fuel strategy and long-term brand differentiation and growth.
Overseeing the GTM cycle for the marketing team, this role will define and map out seasonal and annual initiatives that deliver against the company KPIs for the year. This includes community activations, partnerships, product marketing and activity marketing initiatives.
This leader will champion a culture of data-informed decision-making, ensuring the right measurement frameworks are in place so decisions are grounded in insight, not intuition.
Success in this role will be the ability to think strategically while rolling up your sleeves to execute in an entrepreneurial hands on way. This role requires someone who thrives in ambiguity, can move at a fast pace and relentless driven by outcomes.
Key Responsibilities
We’re looking for a strategic, data-driven, and growth minded marketing leader to lead the next chapter of MEC’s growth. As Senior Director of Marketing, you’ll lead an integrated team spanning brand, community, partnerships, and product marketing, uniting brand positioning with data to drive measurable growth. This role blends creative brand leadership with analytical rigor, leveraging insights and data to fuel strategy and long-term brand differentiation and growth.
Overseeing the GTM cycle for the marketing team, this role will define and map out seasonal and annual initiatives that deliver against the company KPIs for the year. This includes community activations, partnerships, product marketing and activity marketing initiatives.
This leader will champion a culture of data-informed decision-making, ensuring the right measurement frameworks are in place so decisions are grounded in insight, not intuition.
Success in this role will be the ability to think strategically while rolling up your sleeves to execute in an entrepreneurial hands on way. This role requires someone who thrives in ambiguity, can move at a fast pace and relentless driven by outcomes.
Key Responsibilities
- Ensure MEC’s differentiators are clearly articulated and consistent across all channels, experiences, and partnerships.
- Build high-performing, data-driven campaigns that connect emotionally and convert commercially, driving member acquisition strategy across multiple channels.
- Define and evolve the brand strategy for MEC’s in house product, defining a unique point of different and position in the market
- Work in close partnership with our internal creative team to champion brand standards and ensure integrity of MEC’s tone of voice.
- Collaborate cross-functionally with merchandising, retail, and operations to align marketing initiatives with business performance goals.
- Oversee the GTM plan and strategy for marketing team, creating complete strategy each year and season that drives relevancy through activities MECs wants be known for, partnership and community activations.
- Guide the team to deliver strong briefs that inspire creative teams, establishing campaign objective + KPIs, target audience, and messaging hierarchy.
- Define the right marketing data architecture - dashboards, KPIs, attribution models, and reporting cadences - needed to understand brand and business performance.
- Translate complex data into clear narratives and actionable strategies for acquisition, engagement, and retention.
- Identify data gaps and lead efforts to close them, ensuring the marketing organization has a full-funnel view of performance.
- Partner with performance and analytics teams to optimize CAC, LTV, and new member growth through experimentation and audience insights.
- Work in partnership with Growth and CRM team to define marketing strategies to drive repeat purchase, loyalty, and advocacy.
- Build strategy and business cases around media buys and key marketing initiatives – ensuring investments track against growth targets and drive measurable impact.
- Manage budgets for brand campaigns and upper funnel marketing against KPIs
- Build a robust community strategy nationally that can be translated to regional teams at store level, empowering stores to build communities at a local level.
- Define key partnerships that support scaling awareness and community connections.
- Build and lead the growth of MEC’s coop marketing program and strategic partnerships
- Identify and cultivate partnerships with aligned brands, organizations, and events that strengthen our position in the outdoor and lifestyle ecosystem.
- Track performance and ROI to ensure partnerships deliver tangible growth in membership, revenue, and engagement.
- 10+ years in marketing, with at least 5 years in a senior leadership role.
- Proven track record of driving both brand equity and measurable growth outcomes.
- Experience leading integrated teams across brand, performance, and partnership marketing.
- Strong grasp of data analytics, performance metrics, and full-funnel optimization.
- Demonstrated success in developing community-led and partnership-driven strategies.
- Exceptional storytelling, leadership, and collaboration skills with the ability to influence across teams and levels.
- Membership growth accelerates year-over-year, with rising awareness and engagement among new audiences.
- Retention and loyalty metrics improve significantly, reducing member churn.
- MEC’s community presence strengthens nationally through authentic partnerships and local activation.
- Partnerships contribute to profitable growth and expand reach into new communities.
More about this job
Responsibilities
Lead MEC’s integrated brand, community, partnership, and product marketing strategy, including seasonal and annual go-to-market plans, campaigns, budgets, and community activations. Establish data and measurement frameworks, optimize acquisition and retention, and develop partnerships that strengthen brand awareness and deliver measurable growth.
Requirements
Requires 10 or more years of marketing experience, including at least five years in senior leadership, with a record of growing brand equity and measurable business outcomes. Candidates should have experience leading integrated marketing teams and expertise in analytics, full-funnel optimization, community-led strategies, partnerships, storytelling, and cross-functional collaboration.
Skills
- Brand Strategy
- Integrated Marketing
- Data Analytics
- Campaign Management
- Growth Marketing
- Performance Marketing
- Community Marketing
- Partnership Marketing
- Product Marketing
- Go-To-Market Strategy
- Customer Acquisition
- Customer Retention
- Budget Management
- Marketing Measurement
- Cross-Functional Leadership
- Storytelling
Visa sponsorship
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Categories
- Marketing
- Management & Leadership
- Retail
- Data & Analytics
- Creative & Media
Keywords
- Brand Positioning
- Brand Equity
- Integrated Marketing
- Go-To-Market Planning
- Seasonal Marketing
- Campaign Briefs
- Key Performance Indicators
- Marketing Data Architecture
- Dashboards
- Attribution Models
- Marketing Analytics
- Full-Funnel Optimization
- Customer Acquisition Cost
- Customer Lifetime Value
- Experimentation
- Audience Insights
- Loyalty
- Member Retention
- Media Buying
- Marketing Budgets
- Community Activations
- Cooperative Marketing
- Strategic Partnerships
- Return on Investment
- Outdoor and Lifestyle Retail