Senior Brand Marketing Manager (f/m/d)

Job Title: Senior Brand Marketing Manager EMEA (f/m/d)

Reports to: Senior Director, Marketing & Impact EMEA

Direct Reports: 4

Location: Amsterdam

Hybrid: Working from home for maximum 3 days per week

Your role:

We’re in business to save our home planet. This role contributes to this purpose by being responsible for strategizing and crafting cohesive and compelling campaigns, narratives, and experiences that express our brand and authentically engage with sports, customers, and activists’ communities. Through campaigns, PR and external communication, events, social media, paid media, content creation, and immersive experiences, this role elevates our products, purpose, and point of difference, validates our credibility with sports communities, amplifies our responsible business and environmental activism to drive action, drives awareness of and traffic to our channels, and positions us as the leading responsible technical outdoor brand.

Main tasks:

• Team management: lead, manage, develop, and empower an engaged and high-performing team through clear priorities and goals, feedback, and regular coaching, to nurture leadership, enable professional development, facilitate cross-functional collaboration, drive clear accountability, and deliver goals. Plan resources and budget allocations to align with long range EMEA strategy and objectives and scale our work and impact.

• Integrated campaigns and storytelling: oversee design and execution of integrated multi-channels marketing campaigns and storytelling, including narratives, events, paid media and social media, and ambassador engagement, to build product credibility, emotional connection, and seamlessly connect brand positioning with shape of the season and business objectives, driving awareness, consideration, and conversion while maintaining authentic storytelling. Collaborate with Channel Marketing teams to prioritize, design, and deliver activations, evergreens etc. as needed in season for business and to build long term brand positioning across the marketplace.

• Sports marketing and communities: provide leadership and strategic guidance for sports marketing across EMEA, ensuring athletes, ambassadors, and sports communities are authentically represented and meaningfully integrated into our products, storytelling, campaigns, and experiences. Through the team, cultivate relationships and insights that strengthen Patagonia's credibility, deepen engagement with outdoor communities, and support both brand and business objectives.

• Amplification of issues we care about and grassroots groups: collaborate with the Environmental Activism, Quality and Circularity, or Legal teams to listen, understand, and identify the environmental issues and impact workstreams we are uniquely positioned to drive action on. Collaborate with the Environmental Activism team to identify the possible levels of amplification of issues and grantees, up to and including full campaigns, ensuring authentic storytelling and representation of the issue and the grantees. Oversee strategy, design, and execution of impact campaigns and other amplification tactics to drive positive action and community impact.

• Brand reputation and advocacy: ensure PR, media relations, and external communications tactics are used to amplify brand voice and positioning, and engage with and reach sports communities, while championing public advocacy on environmental protection and responsible business issues where Patagonia is credible and additive. Empower and support team to lead crisis PR to protect brand reputation and maintain trust with the communities we engage with.

• Customer experience design: collaborate with Channel Marketing and Marketplace teams to define and evolve our customer experience journey. Ensure immersive brand experiences are designed across physical and digital environments, creating cohesive storytelling and engagement, emotional and community connection, and fostering loyalty and conversion throughout the customer journey.

• Creative direction: lead Creative Studio and Brand Communication teams to develop consistent, high-quality visuals, narratives, and assets across all platforms—from 2D and 3D design to film, photography, or digital experiences—that express brand identity and support customer journey touchpoints.

• Collaboration: collaborate with Channel Marketing, Marketing Operations, Marketplace, and Product teams to bring to life and improve our GTM milestones in EMEA (MPM, Sales Meetings, Tradeshows etc.). Collaborate with US Product & Impact and Creative Studio teams on campaigns, season planning, and sharing best practices.

What we’re looking for:

• An inclusive mindset

• Strong connection to Patagonia’s purpose and values

• At least 6 years’ experience leading integrated brand marketing functions in consumer facing brands in Europe, with experience in outdoor brands

• Full storytelling and creative expertise, with proven ability to build authentic connections to drive brand positioning, cultural relevance, and commercial results

• Full expertise and proven ability to translate business direction, consumer insights, and marketplace opportunities into long-term brand strategies, multi-year roadmaps, and integrated seasonal marketing plans and campaigns that support both brand and business objectives

• Sports marketing expertise, including athlete and ambassador strategy, community engagement, and leveraging sports credibility to strengthen brand relevance, storytelling, and connection to products

• Advanced understanding of European core outdoor sports communities, including cultural nuances, communication preferences, and credibility factors that drive brand acceptance and advocacy

• Preferably, understanding of European activists communities, including cultural nuances, communication preferences, and credibility factors that drive brand acceptance and advocacy

• Advanced knowledged of European outdoor sports markets and consumers

• Advanced ability to balance brand building with growth and business driving activities

• Advanced effective communication skills, verbal and written

• Strong ability to navigate ambiguity and disagreements and converge towards compromise

• Strong leadership capabilities in team management and development, driving results by empowerment, ongoing feedback, and coaching

• Strong collaboration and co-creation mindset and skills

• An interest in saving our home planet and making a positive impact through your work

What we offer

Our offers are based on relevant experience and skills, allowing us to ensure internal equity and consistency across the team.

Every offer we make is carefully reviewed by our People + Culture team. To avoid creating or reinforcing pay gaps, we do not base our offers on a candidate’s previous salary, salary expectations, or negotiation skills

We offer the following benefits:

• 25 days holidays per year (pro-rated if you work part-time)

• Pension scheme with 24.75% contribution (17.25% paid by employer and 7.5% paid by employee) enhanced with secondary pension scheme subject to eligibility criteria

• 40 EUR (net) WFH allowance paid monthly (pro-rated if you work part-time)

• Reimbursement of public transportation when commuting to the office

• Onsite catered lunches available 4 days per week (Monday, Tuesday, Wednesday, and Thursday) for an employee contribution of EUR 4 per meal

• Company laptop and mobile phone if needed for your role