Position Description

Global Brand and Lifestyle Marketing Director-DC Shoes
Location Corporate Headquarters
City Huntington Beach
State/Territory California
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Requisition Number:
Employment Duration:
Full time
Employment Status:

Company Overview

Boardriders, Inc., is the world’s leading action sports and lifestyle company that designs, produces and distributes branded apparel, footwear and accessories for Boardriders around the world. The Company’s apparel and footwear brands, represent a casual lifestyle for young‐minded people who are inspired by a passion for outdoor action sports. The Company’s Quiksilver, Billabong, Roxy, DC Shoes, RVCA, Element, VonZipper, Xcel, Kustom and Palmers brands have authentic roots and heritage in surf, snow and skate. With approximately 10,000 team members globally, the Company’s products are sold in more than 110 countries in a wide range of distribution, including surf shops, skate shops, snow shops, its proprietary Boardriders stores and other Company‐owned retail stores, select department stores and through various e‐ commerce channels.

Boardriders is an Equal Opportunity and Affirmative Action Employer including: Minorities/Women/Individuals with Disabilities/Protected Veterans


From the creative force behind legendary brands Eightball, Droors, and Dub, DC Shoes was launched in 1994 as a profound disruption to the skateboarding industry. Founders Damon Way and Ken Block personified the collision of attributes that has uniquely guided DC for 25 years. A juxtaposition of music, art, and streetwear sensibilities with oversized confidence, style, and performance created a dynamic brand position which challenged the status quo on every level. This explosive creativity quickly grew from skateboarding to snowboarding, surfing, motocross, and streetwear. Smashing together athletic aesthetics with military-grade performance, DC established itself through groundbreaking product and an unmatched roster of team-riders who lived and breathed the brand ethos. Complementary to this authentic skate foundation, DC helped shape modern collaboration culture by pioneering partnerships with brands like Supreme and artists like Shepard Fairey. Guided by this DNA and true to the founders’ intent, DC continues this rich legacy today with the same irreverent attitude, rule-breaking style, and entrepreneurial hustle that birthed it. Then, now and always, DC is here to PUSH.


Job Description:

Reporting to the Global Head of DC Marketing, this role will drive the activation of our Brand with Men’s and Women’s lifestyle consumers. Additionally, this role will lead our entire “universe activation” group and provide cohesive guidance for our global marketing leaders dedicated to Skateboarding, Snowboarding, and Collaborations. He/she will craft seasonal strategies and tactics to support our broader brand objectives and product-marketing initiatives. Partnering closely with the Creative Director, the Digital Marketing Director, and the Marketing Operations Director, this role will be a driver of marketing initiatives that earn brand consideration on a global scale. Additionally, this role will be responsible for building and managing new programs relevant to our target lifestyle consumers including art, music, food, travel, and gaming. He/she will need to be equal parts strategic and entrepreneurial, capable of connecting with many types of people and managing projects both big and small. In collaboration with our Women’s and Men’s Essentials product managers, this person will build clear go-to-market decks for our seasonal product launches and partner with the Creative Director to develop compelling storytelling assets and guidelines that effectively empower our brand leaders in Region and Channel. We are looking for an experienced leader with a brain to adapt and innovate, a heart to connect and inspire, and a will to push through adversity and make shit happen.


Core Job Responsibilities:

  • Create seasonal strategy, storytelling, and asset-briefs for men’s and women’s product-marketing initiatives.
  • Partner with counterparts in men’s and women’s product management to develop meaningful stories by bringing relevant consumer insight, emerging opportunities, and channel-relevant launch tactics.
  • Act as general contractor to guide concept-to-consumer working with Creative, Digital, Operations, and Regions to ensure the strategies and assets are delivered on time and on budget.
  • Build innovative global tactics that connect our brand to current and prospective lifestyle consumers in key regions around the world, working with our endemic and regional marketing leads to find synergies that bridge our skate and snow credibility to a broader audience.
  • Identify and activate partnerships, media outlets, and influencers where our brand and products can be seeded and celebrated.
  • Partner with the leaders of Snow, Skate, and Collaboration marketing to build integrated global tactics for heightened effectiveness and/or efficiency.
  • Build clear communication plans for publicity and earned media, working with external agencies and freelancers when needed.
  • Partner with the Creative Director and Digital Marketing Director to effectively create and distribute content that connects with the men’s and women’s lifestyle audiences.
  • Seek out new avenues for content distribution and engagement.
  • Lead new major initiatives in music, art, and technology that transcend season and region.
  • Measure progress against clear KPIs and communicate up, down, and around in a timely and effective manner.
  • Be an effective and collaborative client for the Creative team with comprehensive briefs, communication, and follow-through.
  • Partner with the leaders of Skate and Snow marketing to develop cohesive structure and best practices in the curation and activation of contracted team riders, artists, musicians, and influencers.
  • Drive mainstream partnerships with new media platforms, major brands/services, licensing opportunities, and cross-promotional initiatives.


Required Experience/Skills/Education:

  • 12+ years marketing experience, ideally with at least 5 of those spent on the brand side.
  • 5+ years’ experience in a leadership capacity, building teams and managing talent.
  • Excellent communication skills with strong capabilities to build effective planning decks, managing from pitch to execution.
  • Robust understanding of the go-to-market process for a consumer goods brand, ideally with experience in footwear, fashion, or a related industry.
  • A finger-on-pulse awareness of advancements in advertising technology, social media, and consumer engagement.
  • An authentic love for footwear, streetwear, music, and art.
  • A proven history of initiating and managing complex projects in a deadline-driven environment
  • Experience building multi-channel marketing programs to launch or promote products and track progress against clear KPIs
  • A fearless and collaborative spirit open to teammates’ ideas and willing to test new approaches
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