Senior Director, Brand Marketing

About MEC
At MEC, we believe the transformative power of the outdoors makes us better humans and drives us to do good for the planet. We are here to inspire and support everyone in getting active outside, matching people with gear and advice that instills confidence. We offer more than products; we offer passion for the outdoors. We play with purpose

Our business model is dependent on impassioned and well-trained outdoor enthusiasts and as such we look for individuals who live our purpose and fit with MEC ethos and lifestyle. If you are that person, we'd love to connect with you. Join us

MEC is an equal opportunity employer and committed to building an inclusive community of staffers. We're proud to work with our people to create a diverse workplace, where everyone feels like they belong and has the opportunity to be successful. We welcome of all applicants to join our diverse team. Tell us what you need during the hiring process, and we'll do our best to accommodate you.

The role
MEC is expanding its Marketing team and seeking a Senior Director, Brand Marketing to lead the next chapter of MEC's growth. This strategic, data-driven leader will oversee an integrated team across brand, community, partnerships, and product marketing—connecting brand positioning with insight-led decision-making to drive measurable results.

In this role, you will own the marketing GTM cycle, defining seasonal and annual initiatives that deliver against company KPIs, including community activations, partnerships, product marketing, and activity marketing.

You will champion a data-informed culture, ensuring strong measurement frameworks guide strategy, creative, and execution. Success in this role requires a strategic thinker who's equally comfortable rolling up their sleeves, someone who thrives in ambiguity, moves fast, and is relentlessly focused on outcomes.

Location:
This 2 day a week in-office role, base out of MEC's HO in Vancouver.

As the Senior Director, Brand Marketing you'll be

• Ensure MEC's differentiators are clearly articulated and consistent across all channels, experiences, and partnerships.
• Build high-performing, data-driven campaigns that connect emotionally and convert commercially, driving member acquisition strategy across multiple channels.
• Define and evolve the brand strategy for MEC's in house product, defining a unique point of different and position in the market
• Work in close partnership with our internal creative team to champion brand standards and ensure integrity of MEC's tone of voice.
• Collaborate cross-functionally with merchandising, retail, and operations to align marketing initiatives with business performance goals.
• Oversee the GTM plan and strategy for marketing team, creating complete strategy each year and season that drives relevancy through activities MECs wants be known for, partnership and community activations.
• Guide the team to deliver strong briefs that inspire creative teams, establishing campaign objective + KPIs, target audience, and messaging hierarchy.
• Define the right marketing data architecture—dashboards, KPIs, attribution models, and reporting cadences—needed to understand brand and business performance.
• Translate complex data into clear narratives and actionable strategies for acquisition, engagement, and retention.
• Identify data gaps and lead efforts to close them, ensuring the marketing organization has a full-funnel view of performance.
• Partner with performance and analytics teams to optimize CAC, LTV, and new member growth through experimentation and audience insights.
• Work in partnership with Growth and CRM team to define marketing strategies to drive repeat purchase, loyalty, and advocacy.
• Build strategy and business cases around media buys and key marketing initiatives – ensuring investments track against growth targets and drive measurable impact.
• Manage budgets for brand campaigns and upper funnel marketing against KPIs
• Build a robust community strategy nationally that can be translated to regional teams at store level, empowering stores to build communities at a local level.
• Define key partnerships that support scaling awareness and community connections.
• Build and lead the growth of MEC's coop marketing program and strategic partnerships
• Identify and cultivate partnerships with aligned brands, organizations, and events that strengthen our position in the outdoor and lifestyle ecosystem.
• Track performance and ROI to ensure partnerships deliver tangible growth in membership, revenue, and engagement.

What You Bring

• 10+ years in marketing, with at least 5 years in a senior leadership role.
• Proven track record of driving both brand equity and measurable growth outcomes.
• Experience leading integrated teams across brand, performance, and partnership marketing.
• Strong grasp of data analytics, performance metrics, and full-funnel optimization.
• Demonstrated success in developing community-led and partnership-driven strategies.
• Exceptional storytelling, leadership, and collaboration skills with the ability to influence across teams and levels.

Leadership Principles
Our MEC Leadership Way principles are the backbone of our commitment to fostering a vibrant, outdoor-focused culture. Grounded in integrity, innovation, and inclusivity, these guiding capabilities empower leaders at every level to inspire teamwork and drive meaningful change. By cultivating a culture of trust and accountability, we create an environment where everyone can thrive, adapt to challenges, and contribute to our shared mission of connecting people with the great outdoors. Embrace these principles to help shape a dynamic and supportive workplace that values growth, empathy, and a shared passion for exploration.

• We know where we're going. Clearly define our mission, connect work to strategy, and set measurable goals collaboratively.
• We guide with empathy. Foster understanding and respect, celebrate diversity, and create an inclusive environment.
• We grow our people. Invest in individual growth, remain accessible to teams, and pursue continuous improvement.
• We trailblaze. Embrace innovation as a process, encourage experimentation, and learn from mistakes.
• We pick the right path. Make decisions based on our values, consider diverse perspectives, and communicate reasoning transparently.
• We change course when needed. Embrace change as an opportunity, adapt strategies swiftly, and lead teams with clear communication and positivity.

The Compensation & Perks
This is a permanent role with the anticipated salary range of
$153,450
to
$191,800
base
+ bonus. The exact salary will be dependent on the successful candidate's relevant skills, experience, qualifications and internal equity. If your salary expectations are outside our advertised range, we still encourage you to apply

• Generous annual vacation allotment & Paid Care time (Wellness/sick)
• Maternity and Parental leave top-up
• Staff Discount and amazing deals straight from vendors
• Top-notch benefit plan & Retirement plan with matched contributions
• Paid days to pursue outdoor activities and/or volunteer in your community
• Access to a learning platform and educational assistance support