Marketing Manager

THE COMPANY
Our client is a leading Western lifestyle footwear brand recognized for its handcrafted products that blend tradition, artistry, and modern design. Each piece tells a story — celebrating individuality, craftsmanship, and the authentic spirit of the West.
With a strong heritage and a passionate following across the U.S. and internationally, the company is entering an exciting phase of growth, expanding its retail footprint and investing in brand modernization. It now seeks a strategic and data-driven Marketing Manager to strengthen its emotional connection with consumers, elevate brand relevance, and accelerate commercial performance.
THE POSITION
This is a newly created Marketing Manager role responsible for leading brand positioning, institutional communication, and cultural relevance for the group’s U.S. brands under a matrix structure.
The Marketing Manager will serve as the architect of U.S. brand strategy, translating heritage, craftsmanship, and design DNA into compelling, locally resonant storytelling, content, and brand experiences across retail, e?commerce, marketplaces, and cultural touchpoints.
This role is intentionally focused on brand building at its core: positioning, narrative, content, PR, influencer strategy (non-performance), brand activations, and excellence in execution across all consumer-facing environments.
While paid acquisition and performance marketing are managed by a separate team, this role plays a critical leadership role in ensuring brand alignment, narrative consistency, and executional quality across all channels, including e-commerce, marketplaces, CRM touchpoints, and retail.
A key success factor is the ability to balance attention and rigor across two brands with different growth dynamics, ensuring that both receive clear objectives, disciplined prioritization, and brand-specific KPIs. This is the kind of role for a builder: someone who can create momentum where it’s needed most, elevate creative standards, and bring urgency, structure, and consistency to how the brands show up in the U.S. market.
MAIN RESPONSIBILITIES

• Develop and execute the U.S. brand positioning and communication strategy for both brands, ensuring clear differentiation, cultural relevance, and long?term equity across retail, e-commerce, marketplaces, and key consumer touchpoints.
• Define annual brand objectives and KPIs by brand, aligned with broader commercial, retail, and channel strategies, including building baseline brand metrics where they do not yet exist.
• Lead market intelligence efforts, including customer segmentation (ICP), competitive benchmarking, and trend analysis, translating insight into actionable strategy across marketing, retail, product, and channel decisions.

Brand & Campaign Management

• Own institutional brand communication and storytelling across all non-performance channels, including retail environments, e-commerce content, marketplaces, social, PR, and owned brand platforms.
• Lead the adaptation (“tropicalization”) of global assets for U.S. relevance and create U.S.-first content where necessary.
• Oversee the planning and execution of brand campaigns, launches, and communication moments ensuring strong and consistent execution across all consumer-facing environments, reinforcing long-term brand equity.

Partnerships & Community Engagement

• Build and manage relationships with cultural partners, creators, influencers, and organizations aligned with each brand’s identity and brand-building objectives.
• Design and execute brand activations, events, and collaborations that strengthen emotional connection and community, with clear objectives and measurable brand impact.
• Represent the brands at selected industry, retail, and cultural events to gather market insight and build visibility.

Cross-Functional Collaboration

• Partner closely with Retail, E-commerce, Product, and Omnichannel teams to ensure brand consistency across all consumer touchpoints.
• Serve as a strategic bridge between U.S. teams and Mexico-based brand and creative leadership, aligning global identity with local execution.
• Operate effectively within a matrix environment, supporting two brand leaders with equal discipline clarity, and sustained focus across brands with different growth dynamics.

Analytics & Performance Management

• Establish how brand success is measured in the U.S., including awareness, consideration, engagement quality, and execution standards, to support strategic and commercial decision-making.
• Build baseline metrics where they do not yet exist and define a phased measurement roadmap.
• Deliver concise, executive-ready insights to support leadership decision-making.

THE CANDIDATE
The ideal candidate is a strategic and hands-on marketing professional who thrives at the intersection of brand storytelling and commercial impact. They bring strong cultural intuition for the U.S. market, are passionate about connecting with the Western lifestyle consumer, and balance creativity with data-driven decision-making and possess the agility to operate in a fast-moving, entrepreneurial environment.
Professional Experience

• 7+ years of progressive marketing experience, with meaningful ownership of brand positioning, communications, or content in the U.S. market.
• Background in consumer brands such as fashion, footwear, accessories, lifestyle, or accessible luxury.
• Proven experience adapting international brand assets for the U.S. market with strong cultural fluency.
• Experience with PR, influencers/UGC, branded content, and brand activations (non-performance focused).
• Exposure to building or professionalizing marketing functions in growth or transformation environments.

Core Skills

• Strategic thinker with strong analytical ability; comfortable interpreting market data and applying insights to business decisions.
• Exceptional storytelling and brand-building capability – can articulate the emotional and functional value of the brand to different audiences.
• Strong project management skills; organized, agile, and execution-oriented.
• Excellent written and verbal communication in English, Spanish proficiency strongly preferred.
  

Personal Attributes

• Strong brand strategy and storytelling capability with a high bar for creative quality.
• Ability to translate market insight into actionable brand and communication strategy.
• Comfort defining KPIs and success metrics in environments with incomplete data.
• Strong project and agency management skills; reliable executor.
• Ability to manage competing priorities and stakeholders in a matrix structure.

Personal Attributes / Cultural Fit

• Fully bilingual (English / Spanish) with strong Spanish fluency for senior-level interaction.
• Bicultural fluency navigating U.S. consumer culture and a Mexican-headquartered organization.
• Entrepreneurial, resourceful, and comfortable “building from scratch.”
• Disciplined and resilient—able to support a turnaround brand alongside a scaling brand.
• Low ego, collaborative, and highly accountable.

LOCATION & TRAVEL

• Texas-based, ideally Dallas; Houston a strong secondary option.
• Hybrid / remote working model, with regular in-market presence as needed.
• Travel as required for store visits, activations, events, and periodic collaboration with Mexico-based teams (not a field-intensive role).

This is a rare opportunity to champion an iconic Western brand and help shape its next chapter – blending authenticity, innovation, and growth into one of the most recognized names in Western lifestyle footwear.