Senior Manager, Channel Marketing & Regions (f/m/d)

Patagonia is an outdoor apparel company founded in 1973. At a time when all life on earth is under threat of extinction, we aim to use the resources we have—our business, our investments, our voice and our imagination—to influence changes needed to protect our planet. A registered B Corporation and founding member of 1% for the Planet, Patagonia is recognised internationally for its commitment to product quality and environmental activism, contributing over $145 million in grants and in-kind donations to thousands of grassroots environmental groups around the world.

Your role:

We’re in business to save our home planet. This role bridges brand and marketplace strategies, by translating marketplace goals – by channel and region – into marketing plans consistent with our brand direction and by coordinating and overseeing their roll out across all channels (eCommerce, Retail, Wholesale) and European regions (North, Central, South, Emerging Markets). This role collaborates cross-functionally to shape, prioritize, and ensure that campaigns and marketing activations both build our brand positioning and impact on one hand, and drive engagement, traffic, and conversion on the other hand, while delivering a consistent and cohesive customer journey across all marketplace touchpoints. 

As the unified and strategic marketing voice of channels and regions, this role balances brand integrity with channels and regions’ specific realities and needs, contributing to cross-functional go-to-market execution while integrating and coordinating the right share of environmental activism work in Regions and Retail Marketing alongside marketing activities.

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.

• Channel & regional marketing planning: develop, manage, and evolve as needed an integrated marketing plan for the marketplace, segmenting for each channel and region, to align brand goals and positioning with marketplace and financial goals. Establish clear prioritization and define success metrics. Oversee team translating into seasonal plans. Analyse performance and marketplace trends to optimize plans and tactics, ensuring marketing initiatives drive measurable business outcomes including brand health, traffic, engagement, and conversion.

• Marketplace translation & brand advocacy: serve as the strategic bridge between Brand Marketing and Marketplace teams, facilitating the execution of brand campaigns into channel-specific and regionally relevant executions. Advocate for marketplace and regional needs in campaign development and execution, ensuring they meet the requirements of each channel, region, and seasonal milestones. Partner with the Analytics & Insights team to gather marketplace intelligence, customer insights, and performance data to inform brand strategy and creative development

• Wholesale and Regional Marketing: oversee the wholesale marketing strategy and execution across our distribution partners, ensuring relationships, trade marketing support, and co-marketing initiatives are managed to drive brand visibility sell-in and sell-through. Lead Regions team and Wholesale Marketing Lead to ensure programs and activations are culturally nuanced, relevant, and aligned with regional business priorities while maintaining brand consistency.

• CRM & Marketing in DTC: oversee marketing strategies to drive traffic, engagement, and conversion in our owned channels, through retail experiences, performance marketing, and digital optimization. Oversee CRM and engagement programs to acquire, engage, and retain customers across all DTC touchpoints, building lasting relationships.

• GTM coordination: coordinate the execution of the seasonal GTM processes and milestones, including tradeshows, for marketing across channels and regions, in collaboration with Marketing & Impact, Marketplace, and Product teams. Ensure seamless campaign launches, integrated storytelling, and aligned activations across the customer journey in all channels and regions. Partner cross-functionally on timelines, dependencies, and workflows to deliver campaigns that connect brand narratives with marketplace and financial objectives.

• Brand consistency and customer experience: ensure a unified brand expression across all physical and digital touchpoints. Maintain brand consistency and create seamless customer experiences while respecting channel characteristics and regional nuances.

• Environmental activism coordination: partner with the Sr Environmental Activism Manager to integrate activism initiatives into channel and regional marketing planning. Coordinate priorities, workload allocation, and execution for Retail and Regions. Support the team in balancing the workload across marketing and impact initiatives.

• Budget ownership and allocation: plan marketing budget for channels and regions in line with business strategy and prioritization. Oversee the budget allocation and spend in regions and channels and ensure it is optimized for driving impact. When required, arbitrate spending decisions between channels and regions.

• Collaboration: collaborate with Marketing & Impact, Marketplace, and Product teams to bring to life and improve our GTM milestones and campaigning in EMEA. Collaborate with US teams on season planning, improvement of customer experience, digital marketing and CRM programs, and sharing best practices.

What we’re looking for:

• Minimum 5 years’ experience in channel marketing leadership roles, with exposure to multi-channel and multi- market environments

• Knowledge of channel marketing, performance marketing, and CRM to successfully integrate and coordinate

• Comfortable with complexity

• Advanced influencing skills, with proven ability to lead and deliver results in highly complex environments without direct authority

• Advanced ability to operate at the intersection of brand integrity and commercial performance and integrate marketing and marketplace needs into initiatives that span multiple channels, regions, and stakeholder groups

• Ability to see connections across multiple parts of the organization, translate between different functional languages, and create cohesive plans and executions from fragmented inputs

• Strong ability to establish prioritization, identify how and where to scale work and impact, and allocate budget and resources accordingly

• Strong ability to navigate ambiguity and hold space for different perspectives tStrong leadership capabilities in team management and development, driving results by empowerment, ongoing feedback, and coaching

• Strong facilitation skills, with ability to quickly identify where misalignments exist, what’s needed to create convergence, and move stakeholders from positions to shared interests and solutions

• Strong collaboration and co-creation mindset and skills

• Strong communication, both verbal and written, skills

• Analytical skills and ability to use insights for decisions

• Strong connection to Patagonia’s purpose

What Success Looks Like:

• Seamless integration and execution of marketing across all channels and regions, with campaigns and activations driving both brand positioning and measurable business results

• Recognized as a credible bridge between Marketing and Marketplace, teams respectively trusting that their needs are represented authentically

• High-performing, collaborative teams with investments across regions and channels flowing to most impactful work

• Navigates organizational dynamics skillfully without politics, and transparently explains decisions and rationales and manages to bring people along even if they are disappointed.

Other important details:

• This is a Full-time position based in Amsterdam

• We have a hybrid work model, working from home for maximum 3 days per week

• We strive to make unbiased decisions and to offer a great experience to every person who applies for a role at Patagonia. Our interviews include standardised questions that focus on the aspects that are important for success in the role.

• To find out more about what we offer our employeesclick here: https://eu.patagonia.com/nl/en/what-we-offer/

At Patagonia, we commit to becoming an anti-racist company that leads by example. This means doing the work to be inclusive and equitable, across all aspects of our business.

Every person who applies to join Patagonia receives equal employment opportunities, and we value a welcoming environment where each member of our EMEA team feels included, respected and empowered, regardless of their race, colour, religion, gender, gender identity or expression, sexual orientation, civil status, national origin, disability or age.

At Patagonia, we strive to have inclusive representation within our organisation and embrace a diverse mix of talent to contribute to our culture. We actively seek applications from Black and People of Colour (BPOC) and other underrepresented groups.

As we are in business to save our home planet, we can only do this together.

Please make sure that your CV and cover letter are in English.

Disclaimer for recruitment agencies:

Thanks for your interest in supporting us for this role, but we don’t accept unsolicited CVs from recruitment agencies