Senior Director, Owned Brand Experiences

United States·Seattlesenior

OtherDirector

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Overview

Who We Are: At Brooks, we believe movement is the key to feeling more alive.

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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 Senior Director, Owned Brand Experiences at Brooks, you play a critical global leadership role responsible for defining the strategic vision and long-term innovation roadmap – shaping how runners engage with the brand across the Brooks’ brand website and digital platforms, owned retail stores, and brand experiences (e.g., events).
This role is the architect of the runner’s journey in Brooks-owned channels, responsible for delivering best-in-class experiences that drive engagement, loyal, and growth. You will ensure every touchpoint is purposeful, emotionally resonant, and unmistakably Brooks. You will establish frameworks and design systems that guide regional direct-to-consumer (DtC) execution, partnering with regional teams (who run day-to-day commerce operations) to maintain global consistency while empowering local innovation.
By blending deep consumer insight with creative foresight, you will push boundaries to shape the market – not follow it. You will spearhead Brooks’ global consumer insights function (RunSights Lab), embedding data, research, and runner feedback into every aspect of the experience strategy and innovation process.
The ideal candidate is a visionary systems-thinker, cross-functional connector, and passionate advocate for the runner – someone who can galvanize teams around future-forward DtC strategy and deliver tangible business results through exceptional experiences.

Direct-to-Consumer Experience Strategy
• Define the global omni-channel direct-to-consumer (DtC) experience strategy and playbook across physical and digital environments.
• Establish scalable frameworks, governance, and feedback loops to ensure regional execution aligns with global standards, consistency, and brand integrity while enabling local innovation.
• Partner closely with Global Brand Marketing to create a seamless journey from brand campaign to owned DtC channels in ways that deepen connection, accelerate consideration, and drive growth.
Brand Website & Store Experience
• Define the global design and user experience of Brooks’ brand websites and retail stores, ensuring both are immersive, intuitive, and aligned to our brand strategy and expression.
• Lead the development of scalable design systems, seasonal content frameworks, and experience principles that guide regional execution across digital and physical environments.
• Partner with regional digital and retail teams to ensure the brand experience is seamlessly integrated into commerce operations, while maintaining global consistency and excellence.
• Continuously evolve the brand website and store experience based on consumer insights, behavioral data, and emerging technologies.

Loyalty & Community Experience
• Define the global vision for Brooks’ loyalty and membership experiences, ensuring they deliver utility, recognition, and emotional connection.
• Partner with CRM, digital, and regional teams to integrate loyalty into physical and digital experiences, creating a seamless omnichannel journey for our most engaged runners.

Consumer Insights & Research
• Lead the global consumer insights function, including direct management of the Director, RunSights Lab.
• Ensure that qualitative and quantitative research, behavioral data, and trend analysis inform brand experience strategy, innovation priorities, and customer journey design.
• Champion a culture of insight-driven decision-making across the brand, marketing, and product organizations.
Innovation & Market Shaping
• Partner on the development of a forward-looking brand experience innovation roadmap, identifying emerging trends, technologies, and cultural shifts that elevate Brooks’ connection with runners.
• Pilot and scale new experience formats, digital tools, and community engagement models that differentiate Brooks and shape the future of running retail and brand engagement.
• Translate insights into action, using data and behavioral signals to anticipate future needs and inform experience design.
• Foster a culture of exploration with continuous experimentation.

Cross-Functional Leadership
• Act as a strategic connector across marketing, digital products, product, and regions to ensure a unified customer journey.
• Collaborate with Consumer Insights, Creative, and Digital Product teams to ensure experiences are grounded in runner needs and behaviors.
• Lead and develop a high-performing, inclusive global team across brand environments, retail marketing, events, and experiential design.
• Demonstrate strong leadership skills rooted in Connect principles.
• Promote Brooks’ Core Cultural Values: Responsible for team culture and keeping a pulse on morale to proactively address any concerns. Utilize findings of Cultural Strengths Surveys to build on successes and prioritize and create a plan for opportunities.
• Prioritize people investment as much as business management by building a collaborative, open, trusting environment for employees and creating a culture of authentic recognition and giving thanks.
• Regularly check-in and assess financial and strategic planning team morale, asking for feedback from financial and strategic planning team employees and partnering with financial and strategic planning team leadership and/or HR to address any concerns.
• Model leadership behavior across the organization and build leadership capability across the team.

• Bachelor’s degree in Marketing, Design, Business, or related field; equivalent combination of education and years of experience can be considered in lieu of degree(s); MBA a plus, but not required
• 15+ years of brand experience, experiential marketing, or retail experience leadership roles with global scope
• 9+ years of experience in directing, managing, and developing high performing teams
• Proven success in designing and executing immersive, emotionally resonant brand experiences across physical and digital channels
• Demonstrated ability to define long-term strategic vision and translate it into scalable, actionable frameworks
• Experience leading consumer insights or research functions and applying insights to shape strategy
• Strong leadership and team development skills, with experience managing cross-functional and geographically distributed teams
• Deep understanding of retail, events, loyalty, and digital experience best practices
• Strategic thinker with strong project management, communication, and stakeholder engagement skills
• 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”
• Excellent interpersonal skills that inspire and build trust, resulting in effective working relationships across the store and company
• Excellent verbal and written communication skills, demonstrating effective listening through concise, clear verbal and written communication
• Keen attention to detail in planning, organization and execution of tasks, while still seeing the big picture and understanding how all of the pieces fit together and affect one another
• Passionate participation in Brooks’ sports activities a plus, overridden by the ability to understand and empathize with the runner in order to develop loyal, engaging relationships with our customers and the Brooks community
• Embraces and lives the Brooks values!