Patagonia - Senior Director, Marketing and Impact (f/m/d) - Amsterdam

Patagonia is an outdoor apparel company founded in 1973. At a time when all life on earth is under threat of extinction, we aim to use the resources we have—our business, our investments, our voice and our imagination—to influence changes needed to protect our planet. A registered B Corporation and founding member of 1% for the Planet, Patagonia is recognised internationally for its commitment to product quality and environmental activism, contributing over $145 million in grants and in-kind donations to thousands of grassroots environmental groups around the world.

Your role:

We’re in business to save our home planet. This role is responsible for visioning and orchestrating of the authentic expression of our brand, responsible business, and environmental activism in EMEA across all touchpoints. This role is accountable for driving meaningful engagement and activation with our sports, customer, activist, and employee communities. It integrates brand storytelling, activation in the marketplace, environmental activism, and internal communication into a unified vision and strategy to elevate who we are and drive long-term brand health, quality business growth, financial health, and positive impact. This role transforms our commitments into compelling narratives and experiences, while cultivating connections to selected communities through every interaction.

As a member of the EMEA Leadership Team, this role transcends functional strategist responsibilities to collaborate with the ELT on leading Patagonia EMEA. This role is an enterprise collaborator, accountable for co-building high level strategy with the ELT, translating strategy into executional plans and implementing them with key stakeholders, taking decisions for Patagonia EMEA that have long-term impact, and shaping culture and organizational success.

Main tasks:

• Marketing & Impact organization: build the Marketing & Impact organization, managing resources and shaping culture and ways of working for innovation, co-creation and cross-functional collaboration, scalability, and nimbleness. Lead, manage, and develop an engaged and high-performing team through clear priorities and goals, feedback, and regular coaching and mentoring, to nurture leadership, enable professional development, drive clear accountability, and deliver objectives.

• Vision and strategy: shape the Marketing & Impact vision and strategy for EMEA, in integration with EMEA long range strategic planning and stakeholders, and in alignment with global Marketing and Impact direction and stakeholders. Orchestrate the execution of the strategy and ensure we produce authentic storytelling and experiences that resonate with sport- customer-, and activist communities, while maintaining consistency across all physical and digital touchpoints.

• Campaigns and business accountability: orchestrate the development and execution of campaigns to seamlessly connect brand goals with business goals and marketplace activation. Collaborate with Marketplace, Merchandising, and Planning teams to ensure marketing initiatives translate into measurable business results, including traffic generation, conversion optimization, and brand positioning.

• Activism and advocacy: lead Patagonia EMEA’s environmental activism and responsible business agenda. Advance protection of wild spaces, support and amplify the work of grassroots organizations, encourage communities to take action, and inspire the industry to advance more responsible practices, to drive positive environmental and business impact.

• Community engagement: orchestrate tactics to develop and nurture meaningful relationships with sport-, customer-, and activist communities to validate and advance technical sport leadership, product quality and innovation, brand authenticity, and environmental action.

• Innovation and optimization of operations: drive innovation across the Marketing & Impact function in EMEA. Oversee collaboration between teams and operations to ensure workflows, systems, and calendars are managed optimally and deliver efficient execution. Drive teams to measure the quality and success of our marketing and environmental activism initiatives.

• Internal communication and activation: oversee how we connect with our employee community, ensuring we engage our people around business and organizational priorities, product and outdoor sports, environmental activism, justice and belonging issues, and fostering an internal identity that is outdoor sport minded, responsible business and purpose driven.

• Collaboration: act as connector between Global (U.S.) and EMEA teams, collaborating on the strategic roadmap, EMEA priorities and tactics, enabling consistency in practices and communication, sharing best practices, and contributing to decisions with regional insights.

• EMEA Leadership Team: actively participate in the ELT, shaping the long term EMEA strategy and vision for the future, fostering cross-functional alignment and collaboration, and driving key business decisions to support responsible business, financial health, culture, and organizational priorities.

What we’re looking for:

• An inclusive mindset

• Strong connection to Patagonia’s purpose and values

• Minimum 10 years’ experience in leading integrated marketing functions in consumer facing brands

• Minimum 10 years’ experience in shaping long term marketing vision and strategy, while overseeing tactics and operations

• Demonstrated experience shaping and implementing changes – innovation, culture change and ways of working etc.

• Advanced ability to lead people through transitions and bring them along through change

• Humility, empathy, and courage

• Advanced ability to deal with and lead through ambiguity

• Advanced team management skills, nurturing common culture and identity, fostering collaboration and integration, setting clear priorities and goals

• Advanced talent management and development experience and skills, driving growth and results by empowerment, ongoing feedback, and coaching

• Advanced collaboration and co-creation mindset and skills with peers and global stakeholders

• Advanced ability to navigate disagreements and facilitate convergence and decision-making

• Advanced ability to influence critical business outcomes in a matrix environment

• Advanced ability to think through and deal with complexity and communicate clearly and effectively

• Advanced brand and storytelling expertise, with proven ability to build authentic connections to drive brand health, cultural relevance, and commercial results

• Advanced understanding of engaging with communities (preferably sports and/or activists communities), including cultural nuances, communication preferences, and credibility factors that drive brand acceptance and advocacy

• Advanced ability to balance global brand direction with regional and local nuances

• Advanced business and commercial acumen

• Experience leading environmental or social impact initiatives

• Understanding of EMEA consumers, market dynamics, and cultural sensitivities

• Data proficiency with ability to take insights-based decisions

What Success Looks Like:

• A unified and authentic EMEA expression of the brand, translating purpose, environmental activism, outdoor sport and product leadership, and responsible business consistently across all touchpoints

• Navigating the tensions between purpose, for profit business, growth activities, brand building, activism, finding points of equilibrium

• Brand ambitions are connected to business outcomes, stewarding the brand and sustaining brand health while driving awareness, engagement, and loyalty across all channels in the short and long-term

• Marketing & Impact EMEA is a trusted function, with strong leadership, cross-functional collaboration, clear ways of working, driving innovation, scalability, and impact

• Patagonia EMEA is recognized internally and externally as a leader in responsible business and environmental activism, advancing tangible environmental impact, deep community relationships, and employee engagement, while influencing industry practices and contributing meaningfully to global strategy

Other important details:

• This is a Full-time position based in Amsterdam

• We have a hybrid work model, working from home for maximum 3 days per week

• We strive to make unbiased decisions and to offer a great experience to every person who applies for a role at Patagonia. Our interviews include standardised questions that focus on the aspects that are important for success in the role.

• To find out more about what we offer our employees click here: https://eu.patagonia.com/nl/en/what-we-offer/

At Patagonia, we commit to becoming an anti-racist company that leads by example. This means doing the work to be inclusive and equitable, across all aspects of our business.

Every person who applies to join Patagonia receives equal employment opportunities, and we value a welcoming environment where each member of our EMEA team feels included, respected and empowered, regardless of their race, colour, religion, gender, gender identity or expression, sexual orientation, civil status, national origin, disability or age.

At Patagonia, we strive to have inclusive representation within our organisation and embrace a diverse mix of talent to contribute to our culture. We actively seek applications from Black and People of Colour (BPOC) and other underrepresented groups.

As we are in business to save our home planet, we can only do this together.

Please make sure that your CV and cover letter are in English.

Disclaimer for recruitment agencies:

Thanks for your interest in supporting us for this role, but we don’t accept unsolicited CVs from recruitment agencies