VP of Marketing

Scheels All Sports•Fargo, ND

7d•Onsite

About The Position

The Vice President of Marketing is responsible for protecting, strengthening, and advancing the SCHEELS brand across markets, stores, media channels, community partnerships, and customer touchpoints. This leader will establish the marketing vision alongside SCHEELS business priorities to strengthen brand preference, increase store traffic, support sales growth, deepen customer relationships, enhance vendor partnerships, and reinforce SCHEELS reputation as a trusted leader in sports, outdoor, fashion, and community involvement. The VP of Marketing will directly lead a broad team encompassing direct mail, vendor marketing partnerships, in-store graphic design, creative media production, copywriting, company and store events, sports sponsorships, youth sports, retail media, out-of-home advertising, connected television placement, public relations, and related marketing functions.

Requirements

10+ years of leadership experience in marketing, brand management, media, communications, retail, or an equivalent combination of relevant leadership and business experience
Proven leadership experience developing leaders and managing a large marketing office with effective relationships across the organization
Proven ability to establish a company vision and translate it into actionable plans, operating structures, budgets, and measurable outcomes
Experience managing substantial investments and making disciplined decisions
Experience working effectively with ecommerce, digital, social, merchandising, technology, store operations, finance, legal, and executive leadership teams
Exceptional executive communication, presentation, negotiation, and relationship skills
Bachelor’s degree in marketing, business, communications, or a related discipline, or an equivalent combination of education and senior-level experience
Multi-location retail, consumer, sports, outdoor, entertainment, hospitality, or related industry experience is strongly preferred
Ability and willingness to travel regularly to SCHEELS stores, markets, events, sponsorship properties, vendor meetings, and other business locations

Responsibilities

Establish and communicate a clear multi-year vision for SCHEELS marketing that supports the strategic, financial, and customer priorities
Lead and develop the annual marketing plan, investment strategy, campaign calendar, and performance expectations
Serve as a primary steward of the SCHEELS brand, ensuring messaging, creative execution, partnerships, events, and customer communications reflect the company’s values and differentiated market position
Balance SCHEELS brand strategies with the flexibility stores need to remain relevant and responsive within their local communities
Advise senior leadership on brand strategy, customer trends, reputation, competitive positioning, marketing investment, emerging channels, and future growth opportunities
Ensure marketing priorities remain closely connected to merchandising strategies, store initiatives, customer needs, and company financial objectives
Lead, develop, and hold accountable high-performing marketing leaders, specialists, creative professionals, and support teams with standards of excellence across the marketing office
Ensure marketing leaders understand both the strategic purpose of their work and the operational realities of stores, merchants, customers, and local markets
Evaluate the organizational structure regularly and evolve capabilities as marketing disciplines, customer expectations, media channels, and company priorities change.
Lead SCHEELS strategy for direct mail, catalogs, and vendor communications, overseeing customer data selection, segmentation, and purchase behavior. Manage production quality, print schedules, working alongside stores, merchants, ecomm, digital, and data team
Maximize vendor co-op funding and strategic vendor relationships in close collaboration with the merchant buying team developing mutually beneficial marketing partnerships, joint business plans, sponsorship packages, product-launch programs, content initiatives, and customer engagement opportunities
Direct the strategy, standards, and execution of in-store marketing graphics, promotional signage, campaign materials, and customer-facing visual communications
Lead internal creative development of brand campaigns, photography, video, television, connected television, audio, print, in-store content, event content, and other creative assets
Establish strategy for major events, store-level activations, grand openings, product experiences, community events, and customer engagement programs. Partner with store leaders to improve event quality while preserving local creativity, relationships, and market relevance
Lead the strategy for sports sponsorships at the national and regional levels and oversee relationships with professional, collegiate, conservation, and other partners as appropriate
Lead strategy and investment across assigned paid-media channels, including connected television, out-of-home, traditional television, radio, emerging formats through established audiences and markets
Lead SCHEELS’ public relations strategy, including corporate media relations, store and market publicity, earned-media opportunities, announcements, and reputation management including processes for press releases, etc.