Brand Marketing Manager, Global Lifestyle - Merrell

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Merrell is seeking a passionate, detail-oriented, and culturally attuned marketing leader to join our team as Brand Manager, Global Lifestyle Marketing. In this role, you’ll help shape the next chapter of Merrell—bringing our brand to new audiences through bold, integrated campaigns that connect outdoor heritage with culture, collaboration, and style.
You’ll lead the development and execution of global seasonal campaigns for Merrell’s Lifestyle product portfolio, including 1TRL, collaborations, and fashion-forward collections. From strategic brief to global GTM rollout, you’ll partner with teammates across Creative, Product, Digital, Retail, and Regional Marketing to deliver world-class storytelling that expands how and where Merrell shows up in the world.
We’re looking for a strategic brand builder with sharp instincts around the streetwear, fashion, and outside lifestyle landscape. You bring proven campaign leadership, a strong sense of style and culture, and the ability to turn insights into action across global teams. You know how to guide internal teams and external partners, create clarity, and deliver with excellence. You’re collaborative, flexible, and energized by the opportunity to drive Merrell’s lifestyle presence forward.
This is an opportunity to help modernize and expand Merrell’s cultural footprint, celebrating 45 years of outside innovation while inspiring new communities across fashion, design, and lifestyle.
Wolverine Worldwide is a Great Place To Work® Certified™ company, underscoring its commitment to prioritizing employee experience and cultivating an amazing company culture across its U.S. operations. The Great Place To Work Certification distinguishes employers that prioritize employee experience, based on employees’ survey feedback on trust, camaraderie, and appreciation in the workplace

Primary Duties:

• Lead the full marketing process for Merrell’s Lifestyle campaigns—including 1TRL and global collaborations—from strategic brief through concepting, cross-functional planning, and toolkit delivery.
• Develop campaign strategies rooted in consumer, brand, and cultural insight, aligned with seasonal priorities and Merrell’s global brand positioning.
• Guide internal teams (Creative, Brand Comms, Retail, Digital, Social, PR) and regional partners to deliver cohesive, channel-specific activations across North America, EMEA, APAC, and LATAM.
• Own integrated campaign planning—managing timelines, deliverables, production, and rollout in partnership with cross-functional teams.
• Collaborate with external partners, including designers, brands, and agencies, to create campaigns that blend Merrell’s values with authentic cultural narratives.
• Oversee campaign budgets, track performance, and lead recaps to optimize future campaigns.
• Activate on-the-ground experiences at key cultural moments, fashion weeks, and product drops.
• Deliver toolkits and communication assets that empower regional teams to activate consistently and with clarity.
• Maintain campaign documentation, calendars, and milestone tracking through strong deck building and communication.
• Conducts ongoing market and segment analysis to identify and action on consumer trends, competitive dynamics, and new opportunities in the lifestyle space.
• Fluent in brand analytics – able to interpret sell-through data, brand health metrics, and campaign performance insights to inform strategy, optimize execution, and demonstrate marketing impact.
• Performs duties consistent with the Company’s AAP/EEO goals and policies.
• Performs other duties as required/assigned by manager.

Knowledge, Skills and Abilities Required:

• Bachelor’s degree or equivalent experience required.

• 5+ years of brand marketing, ideally within footwear, apparel, or lifestyle brands, demonstrating a consistent track record of impact and professional growth.

• Proven ability to develop and lead integrated campaigns from strategy through execution.

• Deep knowledge of streetwear, fashion, and cultural trends with the ability to connect them authentically to brand storytelling.

• Fluent in marketing analytics – demonstrates ability to interpret sell-through data, brand health metrics, and campaign performance insights to inform strategy, optimize execution, and demonstrate marketing impact.

• Exceptional project management skills - you thrive in fast-paced environments, juggle multiple priorities, and sweat the details.

• Strong collaborator and communicator who can work across global teams and influence stakeholders.

• Experience working with external agencies, collaborators, and creative partners.

• Passion for the outside, design, and culture - and an instinct for where they intersect.

Working Conditions:

Normal office environment, some travel may be required.

Wolverine Worldwide has a flexible, hybrid work schedule, with three days in office and two days remote.

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The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.

Wolverine Worldwide, Inc. is committed to creating a company that is as diverse as our consumers. We value the differences in one another and believe our differences make us stronger. Our diverse and inclusive corporate culture starts with the recruitment process. We are committed to being an equal opportunity employer. We aim to create equal opportunities for our associates, customers, and suppliers regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity, or any other legally protected characteristic.