Senior Director, Brand Marketing

About the Role

A critical member of the Athleta Marketing Leadership Team, the Senior Director of Brand Marketing leads the development and execution of integrated marketing strategies, campaigns and partnerships that drive awareness, engagement, traffic, and conversion across Athleta and Athleta Girl.
This leader bridges brand storytelling and business priorities to deliver cohesive, full-funnel campaigns that inspire our customer and fuel growth. Partnering closely with Brand Marketing, Creative, Media, CRM, Retail Marketing, Social, PR, and Analytics teams, this role ensures Athleta’s mission, purpose, and product stories come to life consistently across all paid, owned, and earned channels.
The Senior Director oversees the creation and implementation of annual and seasonal go-to-market plans that meet or exceed Athleta’s brand and business objectives, bringing a deep understanding of channel dynamics, performance optimization, and creative integration to every campaign.

What You'll Do

• Integrated Marketing Leadership: Develop and execute comprehensive marketing plans that span seasonal brand campaigns, collaborations, site content, CRM, paid media, organic social, and influencer content. Your role will be crucial in orchestrating cohesive Consumer first Marketing plans that enhance brand presence and drive growth. Act as a key marketing leader across all major Athleta milestones, overseeing campaign readiness and integrated execution.

• Customer-Centric Omni Experience: Champion customer-focused strategic planning and ensure rigorous, channel-specific execution. Lead teams to create and implement compelling, customer-centered content that reinforces our brand aspiration and drives engagement.

• Creative Excellence: Partner closely with our creative team to push the boundaries of creativity. Foster a culture of innovation and ensure that all content reflects our brand’s style and tone, setting industry standards for visual storytelling

• Cross-Functional Collaboration: Collaborate with leads across Product, Retail, e-commerce, PR, and operations to deliver a unified brand narrative. Your ability to integrate brand and product content across various platforms will be key to achieving a seamless customer experience.

• Brand Strategy: Support CMO on leading annual brand strategy, brand narrative and ongoing brand evolution work. Lead strategic planning against brand and business needs for content and campaigns, ensuring effective strategy led planning approach

• Collaborative Partnerships: Build strong relationships with design, merchandising, e-commerce, production, field operations, and finance teams. Work alongside our creative team to craft bold, impactful work that resonates across the brand.

• Data-Driven Insights: Utilize customer data and insights to inform and refine key strategies and tactics. Ensure that our marketing efforts are grounded in a deep understanding of consumer behavior and market trends.

• Agency Management: Manage our agency partners, including Creative, Influencer, Social and partner with internal Media shared services team to deliver their best work in support of the Brand’s objectives

Who You Are

• 10–12 years of experience in omni-channel or integrated marketing, campaign strategy, or media planning within a consumer, retail, or apparel brand (or agency).

• Proven track record of developing and executing large-scale integrated marketing campaigns that drive awareness, engagement, traffic, and conversion.

• Balanced strategic and creative thinker with strong analytical and problem-solving skills; able to translate insights into actionable marketing plans.

• Inspirational leader with experience managing and developing senior-level talent.

• Deep understanding of channel interdependencies and the ability to drive cohesive execution across media, creative, CRM, retail, and experiential marketing.

• Exceptional cross-functional collaboration and influence skills; capable of aligning diverse partners toward a unified vision.

• Strong appreciation for Athleta’s aesthetic, voice, and mission, with the ability to maintain brand integrity while driving business results.

Measures of Success

• Increased campaign-driven traffic and conversion from both new and existing customers.

• Measurable improvements in marketing efficiency and channel integration.

• Elevated campaign performance across awareness, engagement, and retention metrics.

• Strong alignment and campaign execution across marketing, creative, and field teams.

• Demonstrated contribution to brand and revenue growth goals.