Director, Brand Strategy

YETI Coolers

Multiple Locations

0 year(s)

Job Description

At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you’ll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you’ll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILD™.

YETI is looking for a driven and talented creative, analytical, and results-oriented Director of Brand Strategy to lead the strategic development and execution of brand plans and communications for YETI. Strong candidates should have a deep understanding of global brand building and passion for developing and executing customer-obsessed, insights-driven integrated marketing campaigns. This position will partner closely with the Consumer Insights team and the Brand Creative team to define and implement cohesive brand strategies, messaging frameworks, and integrated campaign plans that advance the business and the brand across all marketing channels. It requires an ability to see the big picture, while building roadmaps and processes to scale; rolling up sleeves and executing in a fast-paced environment. This individual will have the future opportunity to build a small team underneath them.  


Leverage consumer insights to design and implement global brand strategies, including brand and product positioning, brand messaging, hierarchy, and communications to build brand awareness and consideration and drive business goals

Lead and develop a team of Brand Strategists

Aid in establishing the global vision, and strategy for YETI moving forward 

Work with the team to develop and execute integrated marketing campaigns, activations, and toolkits to support the Brand and strategic product launches

Write and communicate briefs for use by internal teams and external partners that distill customer insights, business objectives, and success criteria into actionable creative development

Partner with Consumer Insights and Research teams to perform market research, ongoing business tracking, and monitor and analyze brand health and key performance metrics, providing regular updates and analysis and proposing modifications as identified by business needs

Identify and refine target audience(s), regularly monitoring relevance of that target and identifying strategies and tactics to engage and connect our brands to our consumers

Collaborate and work across multiple stakeholders, teams, and departments within YETI and external agencies and partners

Work closely with domestic and international teams to ensure alignment with the overall global strategy; define and communicate modifications based on local market needs

Gather data, formulate insights, and articulate verbally/in writing the strategic opportunities and issues that impact the business

Manage short-term and long-term projects alike; with an ability to dive deep to surface any and all issues that allow us to gather insights, solve problems, and further our business

Qualifications and Attributes:

Bachelor’s Degree required, MBA is preferred

10+ years of experience with direct-to-consumer marketing in brand management/brand strategy

6+ years of experience managing a brand strategy team

Experience leading global cross-functional teams

Excellent strategic customer-focused thinking skills; experience using data and metrics to back up assertions of business value

Track record of building strong global brands

Possess a deep understanding of the various functional aspects of a marketing organization, plus digital/social media landscapes

Strong analytical skills. Able to synthesize information and formulate synopses, identify issues, turn insights into actions, and propose solutions in written documentation is a vital component to the job

Excellent written and verbal communication; ability to interact at senior levels of the organization

Cross-functional experience leading teams/managing multiple agencies and establishing process to drive initiatives forward

Willingness to work hard and roll up sleeves to get work done, even when at times it is outside the scope of the job; previous experience at a start-up or possess start-up mentality

Nimble, resourceful, accurate, and detail-oriented; thrive in both independent and collaborative work environments

Strong project management skills – ensure project milestones are met according to commitments; ability to manage and prioritize a wide variety of project types that vary in scope and scale and excel in a lean work environment

Positive, can-do attitude with strong initiative and follow through

YETI is proud to be an Equal Opportunity Employer.