Sr. Integrated Marketing Manager

KEEN Footwear•Portland, OR

About The Position

The Sr. Integrated Marketing Manager leads the end-to-end orchestration of go-to-market planning, translating upstream brand and product strategy into integrated, fan-facing activation plans. This role serves as the central briefing hub and program integrator, aligning Strategy (account-facing) with Brand Communications and Regional teams to ensure clear, actionable plans that can be consistently adopted and executed across markets. This role involves translating seasonal category strategy into actionable GTM briefs, defining campaign objectives, leading GTM briefing and alignment, orchestrating GTM planning and readiness, partnering with regions for activation, managing governance and cross-functional alignment, and driving measurement and continuous improvement.

Requirements

Bachelor's Degree in Business Administration, Marketing, Communications, or related field.
Six (6) to eight (8) years experience in integrated marketing/brand programs with proven cross-functional leadership without authority.
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.
Demonstrated ability to translate strategy into activation briefs and orchestrate complex, multi-region programs.
Expert facilitation, comms, and decision-log/issue-management.
Fluency in E/O/S/P (Earned/Owned/Shared/Paid) and fan-facing levers (events, partnerships, ambassadors, influencers, PR, social).
Strong planning discipline (integrated calendars, milestones, risk management) and comfort with ambiguity.

Nice To Haves

Experience in footwear/apparel/consumer integrated marketing/brand programs.
Regional/global marketing experience; sell-in/sell-thru enablement preferred.
Familiarity with GTM toolchains (Asana/Smartsheet/Jira), DAM/asset workflows, and analytics dashboards.

Responsibilities

Translate seasonal category strategy, insights, and priorities into clear, actionable Integrated GTM briefs across global and regional/channel needs.
Define campaign objectives, target audiences, success metrics, and KPIs in alignment with business goals.
Frame strategic “where to play” decisions, including key consumer moments, platforms, and partnership archetypes into actionable GTM pathways, briefs, and activation plans.
Lead seasonal and campaign kickoff meetings to align Strategy, Brand Communications, Creative, and Regional teams.
Facilitate cross-functional input, decision-making, and alignment throughout the briefing process.
Maintain a single source of truth for GTM briefs and activation toolkits, including version control and key decisions.
Lead development and management of the integrated GTM calendar and cross-functional workback plan from brief through launch, in partnership with Program Management.
Coordinate deliverables and dependencies across Strategy, Creative, Brand Communications, and Regional teams.
Run readiness reviews to ensure alignment, on-time delivery, and launch preparedness.
Identify risks and escalate blockers with clear options and recommended solutions.
Partner with Regional Marketing teams to incorporate local market needs, channel strategies, and activation requirements into global plans.
Develop and deliver global activation toolkits and playbooks, including messaging frameworks, content guidance, event templates, and asset requirements.
Partners with regional marketing leads to gather channel goals, local nuances, and activation needs; integrate this into global brief deliverables.
Delivers the global activation toolkit/playbook (messaging guardrails, event templates, influencer/ambassador frameworks, content guidance, asset lists, sampling/toolkit readiness checklist).
Prepares and host milestone pitchback cycles; coordinate feedback into final plans and toolkits.
Coordinate cross-functional review and approval processes across Strategy, Brand Communications, and Creative leadership.
Maintain visibility of key decisions, approvals, and changes through structured documentation.
Ensure alignment between sell-in strategy and consumer-facing activation across global and regional execution.
Define and align cross-functional success metrics, including readiness, adoption, engagement, and commercial performance indicators.
Lead integrated campaign recaps by consolidating inputs from regional and channel teams.
Translate performance insights and learnings into actionable recommendations for future seasonal strategies and GTM planning.