SUMMARY: The Vice President of Marketing leads and oversees all marketing efforts across the Pro Products and Summit Outdoors business units. Serving as a strategic leader with direct responsibility for execution, this role develops and delivers innovative marketing strategies that drive market leadership and sustained growth across B2C, B2B, dealer/distributor, and e-commerce channels. As a member of the leadership team, the Vice President of Marketing is accountable for maximizing marketing ROI while building scalable, best-in-class processes that improve efficiency, foster innovation, and accelerate long-term, profitable growth.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.
- Build, plan, and execute the overall marketing strategy for Summit Outdoors and Pro Products to achieve double-digit sales growth annually.
- Own the demand generation strategy across digital, retail, dealer, and distributor channels, driving customer engagement, conversion, average order value, and revenue growth.
- Develop and scale lead generation programs that consistently deliver qualified opportunities to the inside sales teams.
- Evaluate methods, costs, and results to increase item and customer margins across all lines of business.
- Drive product awareness, POS velocity, and business development through sales-oriented marketing leadership, and provide active and charismatic leadership in line reviews.
- Prepare, manage, and optimize marketing budgets, measuring ROI and KPIs.
- Lead and develop Value Propositions for all product portfolios.
- Manage traditional and digital marketing channels, including print, e-commerce, D2C, social media, and trade show activation and execution, ensuring consistent brand identity and storytelling across all touchpoints.
- Lead and manage the execution of paid media (Meta, Google), affiliate, influencer, email, and social channels, with accountability for optimization and ROI across business units.
- Develop and deliver marketing policies, practices, and strategies to attract customers to company websites, increase online presence, promote online products, and optimize user experience.
- Measure, manage, and improve digital content performance, leveraging SEO and Google Analytics to increase visibility and conversion rates.
- Conduct market and competitor analysis using data-driven insights, benchmarking, and forecasting to anticipate market shifts, inform strategy, and proactively increase market segments.
- Collaborate with cross-functional teams to support dealer network growth, develop training materials, and align marketing initiatives with operational realities.
- Select, lead, and manage relationships with external agencies and partners to achieve Summit Outdoors and Pro Products goals.
- Influence product development priorities by translating customer, market, and channel insights into actionable recommendations.
- Conduct strategic research on syndicated data and analytics to develop compelling selling stories.
- Develop and maintain a high-performance and positive culture, achieving functional KPIs and driving efficiency.
- Stay current on industry trends and emerging digital technology developments, serving as a Marketing AI subject matter expert, and provide recommendations to internal stakeholders.
EDUCATION/EXPERIENCE AND ADDITIONAL SKILLS:
- B.A. or B.S. Degree required, Master’s Degree preferred.
- Experience leading at the executive level and serving on an executive leadership team.
- 5+ years of experience in a VP of Marketing or Director role.
- Experience in outdoor, consumer goods, or specialty retail markets preferred.
- Strong experience in B2B, B2C, D2C. Successful experience as an Omni Channel VP of Marketing.
- Experience working with dealers, reps, and brokers.
- Substantial experience with packaging and product design in building go-to-market strategies.
- Proven experience in designing and implementing successful digital marketing campaigns.
- Strong understanding of e-commerce and all current digital marketing channels.
- Solid experience with Google Ads and social media advertising.
- Hands-on experience with SEO/SEM, Google Analytics, and CRM software.
- Acts like an owner and serves as a player-coach to ensure the execution of enterprise goals.
- Ability to prioritize workload in a fast-paced environment.
- Strong analytical, communication (written and verbal), and project management skills.
SUPERVISORY RESPONSIBILITIES: No direct reports but leads cross-functional teams and manages external partners.
QUALIFICATIONS: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
WORK/LIFE BALANCE: Summit Brands offers an exceptional work environment with work/life balance, an outstanding benefits package, and opportunities for career development alongside some of the industry’s finest. Our culture is unique with a blend of determined focus, wellness, fitness, and family.
TRAVEL REQUIREMENTS: Onsite role (Monday through Friday) with approximately 25% travel.