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Brand Marketing Manager, Hike - Merrell

Wolverine Worldwide | Rockford, Michigan Job ID 2024-10360

Current employees, please apply in Workday.

For over 40 Years, Merrell has been trying to share the simple power of the being outside with everyone. We believe in the positive benefit of the outdoors to restore individuals and communities. As a result, we want to fuel the growth of outdoor participation through the creation of awesome products and amazing stories that encourages people to get outside everyday whether in the city or on the trail. To help drive this journey, we are looking for a Brand Marketing Manager for our Hike category.

This role will manage the development and execution of strategic marketing plans for major initiatives, implementing activation across global markets, and leading a synergistic global go-to-market. The oversight of these responsibilities is geared toward maximizing sales growth, deepening the consumer’s awareness of the brand and building affinity for our products. The Brand Marketing Manager for Hike will tell amazing stories to bring our purpose to life.

  • Manages the Hike product category, which includes developing and implementing brand strategies based on sound analytics and insights and oversees breakthrough creative execution and champions consumer voice and marketing innovation.
  • Drives the business through demand creation, bringing along key brand leadership and cross functional, global stakeholders in support of the shared goal of excellent execution and positive impact on the brand’s business growth objectives.
  • Partners with key global stakeholders (such as Media, PR, Internal/External Creative agencies, Sales, eCommerce, Legal, Consumer Insights, and Finance) as a brand expert to ensure media plans reach key consumers, meet brand goals, and incorporate on-brand creative.
  • Leads the development of insight driven, best-in-class, full-funnel integrated consumer marketing programs (from brief to post launch analysis) with internal and external agency partners. Partner with and influence internal and external cross-functional teams to develop and execute program to deliver against brand goals.
  • Analyzes and optimizes performance of marketing plans by using data to identify key insights that can help drive decision better actions, decision making and continuous improvement. Leverages cutting-edge innovation.
  • Maintains in-depth understanding of the consumer, category, competition, and trends and transform into insights and opportunities to grow the brand. Partners with consumer insights team to identify category trends and consumer unmet needs and build and action learning plans from idea to opportunity sizing through consumer validation.
  • Manages the development of seasonal category sell-in and sell-thru materials for global product marketing stories.
  • Manages calendar, timelines & budget; Determines seasonal cadence and structure of regional marketing share outs.
  • Performs duties consistent with the Company’s AAP/EEO goals and policies.
  • Performs other duties as required/assigned by manager.


  • Bachelor’s degree or equivalent experience required.
  • 5+ years of marketing experience, deep understanding of brand building and passion for developing and implementing customer-obsessed, insights-driven integrated marketing campaigns.
  • Strong leadership skills with the ability to collaborate and influence effectively across cross-functional teams.
  • Acts as a change agent and supports a culture of curiosity through a test & learn mindset.
  • Ability to operate independently and operates with equal parts imagination and execution.
  • Brings a strong team mentality approach to their work and comfortable driving and influencing change.
  • Strong analytical skills with the ability to leverage data, clearly communicating findings and implications to drive action.
  • Proven ability to transform a strategy and vision into actionable integrated marketing plans in a rapidly changing, fast-paced organization.
  • Takes a solution oriented approach and embraces a spirit of continuous improvement.
  • Strong written communication skills and demonstrated comfort level with public speaking.
  • Solid understanding of global markets
  • Able to multi-task and prioritize projects.


Normal office environment. Travel may be required.

The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.

Wolverine Worldwide, Inc. is committed to creating a company that is as diverse as our consumers. We value the differences in one another and believe our differences make us stronger. Our diverse and inclusive corporate culture starts with the recruitment process. We are committed to being an equal opportunity employer. We aim to create equal opportunities for our associates, customers, and suppliers regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity, or any other legally protected characteristic.