Decathlon is an innovative sports designer, manufacturer, and retailer with a mission to sustainably make sports and the outdoors more accessible to everyone. Founded in 1976 in France, Decathlon is one of the leading sporting goods companies in the world. It has over 100,000 employees working in 70 countries. In the USA, we’re focusing on the outdoors (Trekking, Climbing, Mountaineering, Cycling, Trail Running). We’re just starting and the opportunity ahead of us is big. We operate more like a startup with the resources of a large company. This is a unique opportunity to leave your mark in the USA outdoor market, write an important chapter of a leading global sports brand, and have a material impact on people’s lives and our planet.
We’re currently looking for an experienced and entrepreneurial Chief Marketing Officer (CMO) to relaunch and unlock our next phase of growth in the USA. This role will report to our USA Chief Executive Officer (CEO). The ideal candidate is a team leader, strategic thinker, brand builder, and world-class executor with experience in the sports and outdoor USA market and driven by making an impact.
You’ll be responsible for developing, executing, and scaling our marketing efforts to drive awareness, credibility, and demand for our brands within our priority outdoor communities in the USA. Together with your team, pool of agencies, and global support, you will own Go-to-Market, Consumer Insights, Brand Marketing (Creative, PR, Organic Social, Influencer, Experiential, Sponsorship), Trade Marketing (Retail activations, Point of Sale, Trade Shows) and Growth Marketing (Paid and Owned Media). In partnership with the executive team, this role also plays a critical role in creating and executing the long-range plan (LRP) for Decathlon in the USA.
If you have launched and scaled sports or outdoor brands in the USA; if you have a proven track record of creating best-in-class marketing that has driven brand salience and sell-thru at wholesale/DTC; if you are comfortable with change and ambiguity; if you love building things from scratch and embrace the opportunity to wear many hats, we’d love to talk.
In this role, you will:
Functionas a key member of the USA senior leadership team, serving as a thought leader and strategic partner to the CEO on brand strategy, trade marketing, marketing ROI, consumer insights, and go-to-market.
Own brand and go-to-market plan, working cross-functionally with our Offer, Wholesale, DTC, Supply, and Global Brand teams to ensure excellence of execution.
Identify how to effectively reach our target audiences to build and grow a loyalfan basethrough effective full-funnel plans.
Drive country-level brand and creative expressions, and serve as a brand evangelist to ensure consistent brand representation across all touch points. Influence and share local input with the Global Brand teams.
Leverage customer insights, global deliverables and local business needs to develop and execute integrated campaigns/programs (e.g. brand building, product launches, seasonal events) to drive demand across channels (DTC and wholesale) through a fully integrated marketing mix including Digital, Social, Influencers, Partnerships, Experiential and in-store marketing.
Build, lead, and inspire a high-performing marketing team in a remote and hybrid environment, both in-house and external agencies, fostering a culture of entrepreneurship and collaboration.
Monitor and stay current on our priority audiences, market trends, and competitor activity to identify new marketing strategies/tactics, content ideas, and brand campaigns
Leverage data and analytics to track and optimize the performance of your programs.
To be successful in this role, we expect this candidate to have:
BA/BS degree in Business, Marketing, Communications, or a related field.
15+ years of experience in marketing. Experience working for a sport/outdoor brand in the USA is required. Trade Marketing experience preferred.
10+ years experience in building, growing, and leading a team.
Experience launching and building brands in the USA across channels (Wholesale, e-commerce, DTC).
Experience operating both strategically and tactically in a high-energy, fast-paced environment, and fast-growth companies.
Experience developing and leading multi-channel marketing campaigns, delivering brand growth and sales.
Strong business acumen and analytical skills, with proven experience analyzing marketing spend to determine ROI and inform future activities/investments
Proven ability to collaborate across functions and externally, combined with strong prioritization, and organization skills with a roll up your sleeves and can-do attitude.
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