International Marketing Manager

ABOUT YOUR NEW ROLE

As International Marketing Manager, you’ll shape how Herschel shows up around the world, leading end-to-end regional marketing strategy across Direct, Distributor, and Wholesale channels throughout EMEA, APAC, and LATAM. Connecting Vancouver HQ with regional business partners and key international retail accounts, you’ll take ownership of regional budget allocations, trade marketing programs, retail media campaigns, and visual merchandising execution.

Working with high commercial autonomy in a small, agile team, you’ll turn regional business plans into locally relevant marketing that stays true to the Herschel brand. You’ll drive day-to-day decisions on regional budget allocations, localized social and in-store marketing approvals, retail media campaign bookings, and trade show execution. You’ll also know when to bring in the VP International Sales, proactively escalating localized product requests, major campaign shifts, and strategic budget reallocations.

This is a full-time, fixed-term contract covering a maternity leave, ideally starting in January and running through December 31, 2027. This is a hybrid role, based out of our Shoreditch office with additional work-related travel. 

A DAY IN THE LIFE

Reporting to the VP, International Sales and working closely with Vancouver HQ Marketing & Design teams, regional sales agents, global distributors, key retail account managers, and freelance visual merchandisers, the International Marketing Manager is responsible for the following: 

Distributor & Direct Regional Management

• Serves as the primary marketing contact for global distributor partners across APAC, EMEA, and LATAM, collecting, reviewing, and tracking annual/seasonal marketing plans.
• Reviews and approves localized international social media strategies, e-commerce assets, and in-store marketing executions to ensure strict alignment with visual brand guidelines.
• Manages end-to-end marketing strategies and multi-currency budgets for direct regions (UK, Benelux, Eastern Europe, Scandinavia), overseeing regional business plans submitted by sales agents.
• Briefs localized asset requirements into the HQ Design team and feeds local market research/trends into Vancouver to support relevant product development.

Go-To-Market (GTM) & Key Account Retail Marketing

• Partners with the VP, International Sales to draft, localize, and deliver GTM sell-in presentations for seasonal launches (4x/year), international sales summits, and key retail accounts.
• Leads, books, and executes paid retailer media campaigns with priority international accounts (e.g., Zalando, ASOS, Selfridges, John Lewis), managing asset briefing through to ROI analysis.
• Oversees local fixture installation and display rollout programs across key retail locations, managing pop-up opportunities from design brief to supplier installation.
• Establishes post-campaign reporting frameworks to analyze campaign performance, measure Return on Ad Spend (ROAS), and present key insights to senior leadership.

Showrooms & Event Execution

• Manages end-to-end planning and logistics for regional trade fairs, international sales summits, internal sample sales, and consumer-facing events.
• Directs seasonal showroom setups for sales appointments, coordinating support with the VM Manager and Sales Managers.
• Manages and directs external contractors and freelance team members (including the Freelance VM Manager).

DELIVERABLES & KPIs

• Successful execution of paid retailer media and GTM marketing campaigns across key international accounts.
• Flawless tracking, management, and reconciliation of multi-currency marketing budgets across direct and distributor territories.
• On-time collection, localization, and presentation of regional business plans and seasonal GTM sell-in materials.
• 100% compliance of localized international social, e-commerce, and in-store executions with global brand guidelines

ABOUT YOU

• Proven progressive experience in international brand, wholesale, or trade marketing within lifestyle, apparel, fashion, outdoor, or consumer accessories sectors.
• Proven track record managing multi-territory marketing programs across both direct-to-consumer and distributor business models.
• Solid understanding of the wholesale key account marketing ecosystem and retailer media networks (e.g., Zalando, ASOS, Selfridges, John Lewis).
• Strong commercial and financial acumen with direct experience managing multi-currency marketing budgets, campaign tracking, and ROI analysis.
• Outstanding cross-cultural communication and organizational skills, with a proven ability to manage complex projects across multiple time zones.
• Demonstrated experience managing external vendors, suppliers, and freelance team members.

NICE TO HAVE

• Familiarity with international trade fair planning, pop-up retail execution, and physical visual merchandising displays.