The Director of International Marketing serves as the strategic and operational bridge between Global Marketing functions and key international markets—China, Korea, and the UK as primary focus. This leader ensures that global brand and product strategies are translated into locally relevant, insight-driven market plans and activations that drive brand heat, consumer connection, and business results.
This role requires a balance of strategic planning and executional rigor, deep cultural understanding, expertise in influencer and creator marketing, and the ability to connect global functional experts with in-market teams. Experience in the athletic apparel, sportswear, or performance lifestyle industry is a plus.
This role reports to VP Integrated Marketing & Brand Strategy.
What you'll get to do:
Strategic & Operational Cross Functional Marketing Leadership
- Work with in-region marketing teams, GMs & International Leadership to translate global commercial & brand strategies into actionable, locally nuanced marketing plans that resonate with consumers around the world – with key focus on China, Korea, and the UK.
- Collaborate with HQ-based marketing functions (Integrated Brand Marketing, Product Marketing, Influencer, PR, Sports Marketing, Consumer Insights, Media, Community, Wholesale, Retail & Creative) to bring the brand & channel vision to life.
- Inform the marketing GTM to ensure key-market insights are adopted and drive locally relevant product & brand content.
- Provide both strategic direction and operational oversight for markets at varying stages of growth, ensuring plans are feasible, sequenced correctly, and measurable.
- Support markets in building robust annual and seasonal marketing calendars aligned to the overall international strategy.
Local Relevance & Consumer-Centricity
- Partner with local teams to ensure all marketing plans and activations meet local consumer needs, cultural expectations, and competitive realities.
- Partner with market teams to identify cultural moments, local communities, and category trends that can fuel brand and product narratives.
- Partner with market teams to identify local insights, community touchpoints, and brand-building opportunities unique to each region.
Cross-Functional & Cross-Market Alignment
- Facilitate the flow of information, assets, insights, and best practices between headquarters and regional teams.
- Ensure alignment across global and local teams during planning, briefing, execution, and post-campaign review cycles.
- Champion the voice of the market during global planning, ensuring regional realities and opportunities to inform global decision-making.
Content, Creative & Influencer Marketing Excellence
- Collaborate with global creative and brand teams to ensure HQ based teams are thinking about local creative needs, and building (where appropriate) localized assets and market-specific content.
- Partner with global influencer teams and in-market teams to shape influencer strategies and ensure creator partnerships align with brand positioning and market goals.
- Support markets in identifying, activating, and measuring influencers, athletes, creators, and community leaders to drive relevance and reach.
- Ensure integrated campaigns and activations are cohesive across brand, product, digital, retail, and influencer touchpoints.
Market & Consumer Insights
- Work with Insights teams to gather and interpret consumer, cultural, and category data for each priority market.
- Distill insights into strategic recommendations that guide local content, product priorities, and activation strategies.
- Leverage learnings from one market to elevate execution in others where appropriate
Performance, Process & Budget Management (Brand Marketing)
- Co-Manage regional marketing budgets with international division, ensuring investment efficiency and alignment to strategic priorities.
- Establish KPIs for campaigns and programs in partnership with markets; track progress and adjust based on performance.
- Strengthen global-to-local processes to improve speed, clarity, and executional quality across regions.