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HOKA · 16 hours ago

Senior Director, Global Brand and Product Marketing - HOKA

Portland, OR

Full-time

Hybrid

Director/Executive

15+ years exp

HOKA is part of Deckers Brands, committed to delivering exceptional business results while fostering an inclusive workplace. The Senior Director, Global Brand and Product Marketing will lead the development and execution of HOKA's global brand strategy, ensuring integrated storytelling and driving consumer connections across performance and lifestyle categories.

ApparelE-CommerceFitnessShoesSporting Goods

Responsibilities

Develop and lead HOKA’s global, multi-year brand strategy and integrated calendar, anchored in consumer insight and aligned with business growth objectives

Define how HOKA shows up globally across performance and lifestyle, ensuring a consistent yet flexible approach to regional market activation

Evolve and steward brand positioning, purpose, voice, and visual identity to maintain distinction and authenticity in a rapidly evolving marketplace

Partner closely with regional marketing and commercial leads to ensure global consistency and local relevance

Develop and execute global GTM (Go-To-Market) strategies and brand maps that drive awareness, engagement, adoption, and brand love

Manage the global creative agency of record and project agencies to produce breakthrough campaigns and activations that travel globally with regional relevance

Lead the development and execution of global integrated brand initiatives and campaigns that inspire consumers and drive measurable results

Partner cross-functionally with Creative, Digital, PR, Retail, and Sports Marketing teams to deliver cohesive 360 storytelling and consumer journeys across all touchpoints

Oversee global brand activations, cultural partnerships, and key moments that build brand heat, engagement and resonance across both performance and lifestyle categories

Manage the global creative agency of record and project agencies to produce breakthrough campaigns and activations that travel globally with regional relevance

Define clear global KPIs for campaigns and ensure delivery of marketing milestones and sell-in assets on time

Lead go-to-market planning and alignment across functions to deliver consistent, impactful global product launches

Translate insights into compelling product narratives and seasonal marketing concepts that connect innovation and design with consumer benefits

Partner with Merchandising to define consumer targets, hero stories, and launch priorities for footwear, apparel, and accessories across performance and lifestyle

Lead the creation of product marketing frameworks and storytelling strategies that connect category and brand strategy

Integrate product marketing priorities into broader brand campaigns and experiences to strengthen the link between product and brand storytelling

Partner with Global Insights to identify trends, market shifts, and consumer opportunities through ongoing brand and segmentation studies

Collaborate with Retail and Visual Merchandising teams to bring product stories to life across DTC and wholesale channels

Develop and oversee HOKA’s global media strategy, ensuring a unified, full-funnel approach that drives both brand awareness and business outcomes

Partner closely with regional marketing, media agencies, and digital teams to plan, execute, and optimize paid media investments across channels (digital, social, video, OOH, broadcast, and experiential)

Establish global media guidelines, frameworks, and measurement tools to ensure efficiency, consistency, and ROI across markets

Leverage data and consumer insights to inform media targeting, creative testing, and channel optimization

Integrate media planning early in the campaign process to ensure amplification of storytelling and alignment with key brand moments and budgets

Champion a consumer-first mindset across all global marketing functions, ensuring every touchpoint reflects HOKA’s brand positioning, purpose and visual identity

Foster innovation in how consumers experience HOKA, through immersive activations, emerging media, digital experiences and community

Lead transformation initiatives that reinforce consumer-centric dashboards and measurement frameworks across teams

Ensure global consistency in storytelling while empowering local adaptation to reflect regional culture and insights

Lead, inspire, and develop a high-performing global team driving brand and category marketing

Foster a culture of collaboration, innovation, quality and accountability across global and regional teams

Champion cross-functional alignment with Product, Merchandising, Creative, PR, Social, Ambassadors, Sports Marketing and Partnerships to ensure brand coherence and commercial success

Uphold HOKA commitment to inclusion, belonging, and representation across all marketing efforts

Qualification

Global brand strategyIntegrated marketing campaignsGo-To-Market strategiesFull-funnel media strategyConsumer insightsAgency managementLeadership skillsCollaboration skillsStorytelling skillsCreative sensibility

Required

15+ years of progressive experience in global brand and product marketing, with proven expertise in integrated marketing, campaign and global media strategy, and scaling global consumer brands

Experienced in leading global brand and go-to-market strategies within performance, lifestyle, or premium consumer brands

A global brand builder and strategic storyteller who thrives at the intersection of creativity, consumer and insights

Deep understanding of the intersection between running, sport, culture, and community — and how to authentically bridge performance and lifestyle storytelling

Exceptional skills in leading global governance, agency management, and budget oversight

Proven ability to drive full-funnel media strategies that connect brand building with demand generation

Strong leadership skills with experience building, motivating and developing global teams

Excellent communication, collaboration, and storytelling skills

Trend and data informed mindset with creative sensibility — able to balance strategic vision with executional excellence

You think big, move fast, and lead with purpose. You know how to scale a brand with integrity — connecting performance credibility with cultural resonance