Main Responsibilities of an Associate Director of Brand Marketing at Free People
Amanda's Associate Director of Brand Marketing role at Free People involves overseeing "all of the day-to-day marketing activities," including brand partnerships (like the Hoka collaboration), talent management (from athletes to celebrities), social media strategy, PR, experiential marketing (with "hundreds of stores" and large-scale events), and creative campaign development for all print and digital channels. This diverse portfolio highlights a career path managing significant marketing budgets and teams across various channels to achieve a cohesive brand vision.
Marketing Campaigns, Brand Partnerships, Social Media Management, Public Relations, Financial Management
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Amanda Jimenez
Associate Director of Brand Marketing
Free People
New York University
UCLA Anderson School of Management - MBA
Communications
Apparel, Beauty, Retail & Fashion
Communication and Marketing
None Applicable
Video Highlights
1. Oversees all day-to-day marketing activities, including partnerships (e.g., brand collaborations), talent management (athletes, fitness instructors, celebrities), and social media strategy (content creation, customer engagement).
2. Manages the company's PR and experiential marketing efforts, including events in flagship stores, overseeing the associated P&L.
3. Plays a key role in developing and executing creative campaigns across various channels (catalogs, print ads, billboards), working with the team to manage budgets and talent.
Transcript
What are the main responsibilities within your current role as the Associate Director of Marketing for a large clothing company?
At every company, marketing is viewed a little differently. My current company has me overseeing all day-to-day marketing activities. This includes partnerships, such as collaborating with a brand like Hoka for exclusive running sneakers and developing a marketing campaign around that.
I also oversee all talent. This encompasses professional athletes we sponsor, as well as top-tier fitness instructors and celebrities. Furthermore, I manage all social media, including our Instagram and TikTok teams.
We work on content strategy and how we discuss our products. We learn what our customers care about daily, allowing us to adapt our messaging based on those learnings, which is exciting. I also oversee our PR and experiential marketing teams.
My company has hundreds of stores, including a few flagship locations. From these stores, we host monthly and larger format events. We invite up to a thousand people per month to participate in these events, some of which are free and others are ticketed. I oversee the P&L for these events.
I also handle all the financial management of our P&L, which is quite important. I also forgot about the biggest part of my job: overseeing all of our creative campaigns. Anytime you see something in a catalog, a print ad, or a billboard, I am usually involved in developing the idea with our team. We figure out how to execute it with our budget, determine who will be featured, and work with our media team to bring it to life.
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