VP, Integrated Marketing

The VP, Integrated Marketing is a visionary, data‑driven leader responsible for shaping and executing a unified marketing strategy that elevates brand relevance, drives customer engagement, and accelerates revenue growth across all retail channels. This leader brings together brand, digital, content, retail, and performance marketing into one cohesive engine—ensuring every campaign, message, and experience is connected, consistent, and impactful.

The VP, Integrated Marketing is a bold, collaborative marketing executive who thrives in fast‑paced retail environments, loves building high‑performing teams, and knows how to translate brand storytelling into measurable business results.

Responsibilities:

• Develop and lead a holistic, omnichannel marketing strategy that aligns brand, retail, digital, loyalty, and performance marketing into one unified plan.
• Define long‑term brand positioning, customer segmentation, and growth priorities.
• Build and mentor a high‑performing team.
• Oversee brand identity, messaging frameworks, and creative direction to ensure consistency across all touchpoints.
• Lead seasonal and evergreen campaign development, ensuring storytelling is compelling, differentiated, and culturally relevant.
• Champion customer‑centric thinking and elevate the brand experience across stores, digital platforms, and community channels.
• Drive integrated marketing plans that support store traffic, conversion, loyalty, and new customer acquisition.
• Oversee media strategy and investment across paid, owned, and earned channels to maximize ROI.
• Use data, insights, and testing to refine messaging, targeting, and channel mix.
• Own marketing KPIs including brand health, customer acquisition, retention, traffic, conversion, and campaign performance.
• Lead integrated planning processes to ensure alignment across teams and seamless execution.
• Communicate marketing strategy, performance, and insights to senior leadership and key stakeholders.

Required Qualifications:

• Bachelor’s Degree 
• 10 years of progressive marketing leadership experience across integrated brand marketing, performance marketing, and team management.
•  Demonstrated expertise in:
  •  Integrated and omnichannel marketing strategy
  •  Performance marketing and media optimization
  •  CRM, loyalty, personalization, and lifecycle marketing
  •  Creative leadership and agency management
  •  Visual merchandising and physical retail experience
•  Exceptional communication skills
•  Strong organizational skills
•  Proficiency in Microsoft Office
•  Proven ability to lead, coach, and develop high-performing teams

Preferred Qualifications:

•  Advanced degree
•  10 years of progressive marketing leadership experience across integrated brand marketing, performance marketing, and team management.

Behavioral Traits for Success:

•  High impact leadership and initiative
•  Strong persuasive communication
•  Fast pace and sense of urgency
•  Bold, risk-tolerant decision making
•  Relationship-driven collaboration
•  Resilient optimism and confidence
•  Strategic vision coupled with action orientation
•  Comfort with ambiguity and change

Working Environment:

• Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs
• Hybrid work schedule

Your Performance Will Be Measured On:

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following.

•  Decision-making, judgment, and execution  
•  Communication, ability to articulate vision, strategy, and results
•  Strategic and creative thinking
•  Performance marketing and media optimization
•  CRM, loyalty, personalization, and lifecycle marketing
•  Creative leadership
•  Visual merchandising
• Leadership of team
• Ability to foster team collaboration, communication, and performance  
• Stakeholder Feedback  
   

This description is not intended to be construed as an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate. This document does not represent an expressed or implied contract of employment, nor does it alter your at-will employment, and Build-A-Bear Inc. reserves the right to change this job description and/or assign tasks for the employee to perform, as may be deemed appropriate.