Marketing Lead, Membership & Consumer Ecosystem

Job description

**Who We Are:** At Brooks, we believe movement is the key to feeling more alive. That’s why we’re driven to create gear and experiences that take people to the place that makes them feel more alive — whether it’s a headspace, a feeling, or a finish line. Everyone who works at Brooks is propelled by a company culture that sparks excitement, fuels collaboration, inspires creativity, and ignites innovation. Our brand values help bond us together and drive our success: - ***Runner First*** - *We act in the best interest of the runner* - ***Word is Bond*** - *We do what we say we’ll do* - ***Champion Heart*** - *We give our all in everything we do* - ***There is no “I” in Run*** - *We stay generous with our humanity* - ***Keep Moving*** - *We find ways to move every day, because joy is kinetic!* We welcome everyone from every walk of life looking to inspire others through the power of movement - because we’re *all* moving towards something. Let’s run there. **Your Job**: As the Marketing Lead, Membership & Consumer Ecosystem at Brooks, you will support the development of Brooks’ connected runner ecosystem, bringing together membership, loyalty, data, lifecycle, and personalization into a cohesive experience. Working alongside the Senior Manager, Brand Owned Experience, you will focus on how Brooks builds and scales ongoing relationships with runners, ensuring experiences become more personalized, relevant, and impactful over time. You will partner closely with regional teams, Digital Products, Analytics, and CRM to enable seamless integration across platforms, channels, and touchpoints. You will support the evolution of key technologies and systems that power membership and personalized experiences globally. ### Your Responsibilities: - Own and execute global membership campaigns and activation strategies, including messaging and success metrics that align with the global membership strategy. - Optimize the membership value proposition, ensuring it delivers meaningful value to runners and supports long-term business objectives. - Partner with regional teams to bring membership experiences and campaigns to life. - Drive personalization methods by leveraging runner data and audience insights to deliver more relevant experiences. - Shape lifecycle approaches that create connected, behavior-driven experience across the runner journey. - Partner with Digital Products, Technology, and regional CRM teams to enable a connected runner profile and unified membership ecosystem. - Identify opportunities to leverage AI and emerging technologies that enhance personalization and improve member engagement. - Collaborate with the Analytics and Consumer Insights teams to translate insights, research, and performance data into actionable membership plans. - Define and monitor key performance indicators across membership growth, engagement, loyalty, retention, and lifetime value. - Build strong cross-functional partnerships across Global Marketing, regional teams, CRM, Digital Products, Analytics, and external partners to ensure executional alignment. - Champion a runner-first approach, continuously identifying opportunities to improve membership experiences and deepen relationships with Brooks runners. ### Qualifications: - Bachelor’s degree in Business, Marketing, Communications, or related field; equivalent combination of education and years of experience can be considered in lieu of degree(s) - 5+ years of experience in membership, loyalty, CRM, lifecycle marketing, digital marketing, or related fields - Ability to translate business objectives and consumer needs into compelling membership experiences, engagement programs, and lifecycle journeys - Demonstrated ability developing connected consumer experiences across digital, CRM, retail, and events - Ability to analyze and interpret consumer insights, performance data, and business objectives to identify opportunities and inform recommendations - Comfortable operating in ambiguity and evolving priorities while balancing strategic thinking with hands-on execution - Demonstrated ability to prioritize competing demands, manage multiple projects, and drive work forward independently - Experience working with CRM platforms, loyalty programs, marketing technology, or related consumer engagement tools preferred - Excellent interpersonal skills that inspire and build trust resulting in effective working relationships across the company - Keen attention to detail in planning, organization, and execution of tasks, while still seeing the big picture and understanding how all the pieces fit together and affect one another - Ability to anticipate how a decision made can affect our customers, our partners, our products, or other departments’ operations and/or morale; “connecting the dots” - Demonstration of innovation and initiative – always looking at improving our products and processes while also displaying a willingness to dive into the details and help wherever necessary - Passionate participation in Brooks’ sports activities a plus, overridden by the ability to understand and empathize with the runner to develop loyal, engaging relationships with our customers and the Brooks community - Embraces and lives the Brooks values!