Director Marketing Event & Experiences

Description

This director role leads the global strategy for events and experiences at a global sports brand that makes footwear, apparel and accessories for athletes and everyday movers.

The group operates in 120+ countries and employs around 22,000 people, and it owns several brands.

Hiring decisions are made by people, not automated systems. AI may support tasks such as scheduling interviews, but it does not influence decisions.

Responsibilities

• Set the company's global experience standard, including creative and production benchmarks.
• Write a global experience playbook covering creative, design, guest journey, hospitality, digital integration, sustainability and ROI measurement.
• Introduce premium principles that lift brand perception above price positioning.
• Shape experiences that connect with sport, music, youth culture, fashion and innovation.
• Bring athletes, ambassadors and collaborators into the storytelling.
• Make sure every experience supports the master brand positioning.
• Set budget discipline and approval structures.
• Build a KPI framework covering earned media, cultural impact, brand lift and conversion where relevant.
• Align with regional marketing and category business goals.
• Audit the current global and regional events landscape.
• Plan an annual global events and experiences calendar.
• Design a three-tier model: global tentpoles, regional flagships, and cultural or community moments.
• Build an experience design framework covering narrative, spatial principles, guest journey mapping, content capture and amplification, and digital and social integration.
• Set global production standards and manage suppliers.
• Work with teams across the company to support all events and experiences for the brand.

Requirements

• 10+ years in global brand experiences, experiential marketing, events or brand activation.
• Ideally, your background is in sporting goods, lifestyle, fashion or consumer goods.
• A university degree in marketing, communications, event management, business administration or a related field.
• A proven record of building global experience strategies, playbooks and scalable creative and production standards across markets and formats.
• A solid grasp of sport, music, youth culture, fashion and innovation, and the ability to turn brand strategy and talent stories into premium experiences.
• Deep experience in experience design, including narrative, spatial concepts, guest journeys, hospitality, content amplification, and digital and social integration.
• Strong commercial and operational skills: budget governance, KPI and ROI measurement, supplier management and complex global production.
• Excellent leadership, stakeholder management and communication, with the ability to influence and align regional marketing, category and cross-functional teams in a global matrix.
• A strategic, creative and well organised approach, a collaborative and solution-driven mindset, fluent English, and willingness to travel internationally.

Conditions

The company provides equal opportunities to all applicants regardless of race, colour, religion, national origin, sex, gender identity or expression, sexual orientation, age or disability, and does not tolerate harassment or discrimination.