The Senior Brand Director will provide strategic leadership and oversight of long- and short-term plans to manage and grow the brand’s distributor-led business across Latin America. This senior role owns the LATAM region for the Merrell brand, developing and executing the regional strategy, transforming the brands, and maximizing growth in both established and emerging markets, while ensuring alignment with global brand priorities and responsiveness to local market dynamics.

Primary Duties

1. Strategic & Corporate Alignment

• Clearly understand, communicate, and execute the company's global mission, values, and strategic priorities within LATAM.
• Translate global strategy into locally relevant, commercially viable execution, ensuring distributor plans support broader business objectives

2. Commercial & Sales Leadership

• Be the Merrell Brand Director for LATAM, accountable for brand transformation, market growth, and business results across the region.
• Lead the creation of the LATAM regional strategy and translate it into the Annual Operating Plan (AOP), ensuring full alignment with both International and Global brand strategies.
• Lead distributors in developing strategic plans, incorporating clear KPIs and performance measurement frameworks to monitor execution and drive business results.
• Execute the LATAM Go-To-Market (GTM) strategy to deliver short- and long-term objectives across sales, market share, distribution, and profitability.
• Align with International Marketing priorities to localize and implement global brand initiatives, expanding reach, unlocking new consumer segments, and accelerating growth in key LATAM markets.
• Own and lead critical distributor-related commercial activities, including:
• Distributor contract negotiation
• Monthly, quarterly, and annual business reviews
• Seasonal GTM planning
• Product, assortment, and merchandising strategies
• Management of marketing investments, including planning, allocation, and measurement of effectiveness
• Partner with distributors and the Regional Merchandising function to define Tier 1-4 market/channel segmentation and prioritize scalable growth opportunities.
• Drive the execution of global and regional playbooks across all key routes-to-market, ensuring consistent brand presence, operational excellence, and commercial results.
• Continuously monitor and measure distributor plan performance against KPIs, providing actionable insights to optimize execution and meet or exceed business targets.

3. Marketing & Brand Development

• Develop and execute, in partnership with regional marketing teams and distributors, localized marketing action plans aligned with global brand strategy and tailored to LATAM consumer behavior.
• Collaborate with global and regional marketing teams to deliver locally relevant storytelling, campaigns, and activations that increase brand awareness and consumer engagement.
• Lead culturally relevant brand moments and activations in Tier 0–1 strategic and energy accounts, driving category credibility and overall brand heat across the region.
• Influence and lead distributor and regional marketing investments, including planning, allocation, and measurement of effectiveness to ensure maximum ROI and alignment with business objectives.

4. Communication, Collaboration & Stakeholder Management

• Act as the primary LATAM voice to global brand and commercial teams, clearly articulate regional strategy, market needs, and execution requirements to ensure success within a matrix organization.
• Develop and manage a robust regional communication framework to improve forecast accuracy, end-to-end planning, and operational execution.
• Build strong, trust-based relationships with key distributor and partner stakeholders to enable effective collaboration and drive business results.

5. Team Leadership & Management

• Lead, mentor, and develop the regional team, fostering a high-performance culture and building capabilities to drive business growth.
• Ensure alignment of team objectives with LATAM regional strategy and global brand priorities.
• Promote collaboration, accountability, and professional development across team members, enabling effective execution of commercial, marketing, and operational initiatives.

Knowledge, Skills, and Abilities Required

·Bachelors in Business, Marketing, Merchandising, or related field.

·Extensive senior leadership experience in brand-driven, consumer-focused businesses, preferably within LATAM.

·Expertise in managing and scaling distributor-led business models, including strategic plan creation, KPI definition, and performance measurement.

·Proven success in developing and executing strategic GTM plans that balance brand building with commercial performance.

·Inclusive, collaborative leader with strong cross-cultural communication skills.

·Strong understanding of consumer insights, marketplace dynamics, and regional retail ecosystems.

·Solid financial acumen and analytical capability, with the ability to influence across internal and external stakeholders.

·Demonstrated experience working effectively in a global matrix organization, bridging global, regional, and distributor priorities.

·Fluency in Spanish or Portuguese and strong working proficiency in English.

Working Conditions

·Overtime, off hours and Travel required