VP Marketing; Americas

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The Vice President Marketing Americas TAG Heuer is responsible for developing, implementing, and monitoring effective marketing strategies for the “Americas territory” (North, South and Central America – incl. Mexico Subsidiary, Cruise ships, Travel retail and Caribbean) with the objectives of strengthening and driving desirability to the brand as well as supporting business goals.

The Marketing lead will be responsible for overseeing 5 verticals i.e. Brand management & Sponsoring, Experiential & Retail activations, Media & Digital, PR & Talent as well as Store development & Visual Merchandising, while strongly collaborating with key stakeholders i.e. HQ, Commercial, Finance etc. The position reports directly to the President TAG Heuer Americas.

• Collaborate with Headquarters to localize and adapt global strategies for the Americas territory, ensuring optimal fit for individual markets, regions, and channels.
• Develop comprehensive three-year strategic plans, outlining robust growth initiatives and innovative roadmaps.
• Orchestrate integrated, cross-functional plans for product and marketing launches, collaborating with internal stakeholders (e.g., HQ, sales, planning) and external partners (e.g., Media, PR & Talent, Performance agencies).
• Implement highly effective omnichannel strategies across all customer touchpoints, including CRM, Media, and Retail, with clear measurement frameworks.
• Craft elevated and revenue-driving go-to-market strategies for all commercial channels, including Retail, Franchise, Wholesale, and E-commerce.
• Activate global partnerships and curate unique luxury experiences and client journeys, consistently reinforcing the TAG Heuer brand identity.
• Direct the development of powerful Media campaigns (both branding and performance-driven) to achieve diverse marketing funnel objectives.
• Execute a robust PR and talent strategy to sustain and enhance TAG Heuer's brand visibility and share of voice.
• Support the expansion of TAG Heuer's retail footprint and presence while strategically optimizing Capital Expenditure (CAPEX).
• Establish and monitor key performance indicators (KPIs) to meticulously track the effectiveness and impact of all initiatives, driving continuous efficiency improvements.
• Utilize client and market insights to identify and capitalize on new opportunities and strategic partnerships.
• Manage the brand marketing budget, ensuring effective resource allocation and maximizing return on investment on all marketing campaigns.
• Lead, mentor, and foster the growth of a high-performing team of 12 members across 5 verticals and 3 office locations.
• Cultivate and maintain strong, productive relationships with both internal and external stakeholders.

Minimum of 10 years of progressive experience in brand and/or product marketing, with a strong preference for luxury sector expertise. Demonstrated understanding of the Americas region and its diverse cultural nuances, enabling effective localized strategy development. Proven ability to forge and nurture robust partnerships with global and cross-functional teams, contributing to the formulation of multi-year strategic roadmaps and successful go-to-market initiatives.

Expertise in simultaneously overseeing multiple marketing campaigns and product launch go-to-market strategies, involving seamless coordination with various internal and external stakeholders. Strong analytical capabilities with a track record of leveraging consumer research and comprehensive data analysis to inform and drive actionable marketing plans. Superior interpersonal, communication, presentation, and written skills, enabling effective engagement with diverse audiences and influential leadership within matrix environments.

Demonstrated proficiency in collaborating with cross-functional teams across various geographies and time zones, fostering a cohesive and productive work environment. Proven leadership experience, including the successful development and mentorship of mid-sized teams, with a focus on fostering growth and high performance. Robust attention to detail and significant experience in the strategic planning and execution of experiential marketing initiatives. Bachelor’s Degree in Marketing, Communications, or an equivalent combination of education and experience is required.

A Master’s degree or MBA with a concentration in Marketing or Digital is highly advantageous. Spanish speaking/fluency is a strong asset.