Reef
Encouraging people around the globe to embrace the fun, freedom and spirit of the beach.
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Marketing
Manager, International Marketing Full Time
Role Overview:
The International Marketing Manager leads REEF’s international brand and go-to-market strategy across 35 distributor markets (70 countries), serving as the key liaison between REEF HQ and international distributors. This role translates global strategy into local execution, drives distributor sell-in, leads product collaborations, and partners closely with Retail Marketing, Creative, Sales, and E-Commerce teams on content, retail presence, and global events. The ideal candidate is organized, collaborative, and comfortable managing multiple markets and stakeholders at once. This is a full-time, exempt position. Employees are required to work a hybrid schedule. (3) Days in office at our HQ in Carlsbad, and (2) Days Remote.
Key Responsibilities:
International Strategy & Distributor Partnership
- Lead the development and execution of REEF’s international brand and go-to-market strategy across 35 distributor markets (70 countries), aligning global priorities with local market opportunities and consumer insight.
- Serve as the key liaison between REEF HQ and international distributors, translating global strategy into actionable local plans across marketing, product, retail, and e-commerce.
- Coordinate seasonal international marketing communications; GTM direction, campaign priorities, calendars, and product storytelling to support consistent execution across markets.
- Review distributor marketing plans, ensuring investment and execution support key seasonal initiatives while protecting brand positioning.
- Guide distributors on brand activations, PR, social media, ambassadors, and local events, identifying and sharing successful regional initiatives across markets.
- Partner with the International team to identify growth opportunities and support new market launches and transitions.
- Manage international marketing budgets and investments, prioritizing resources based on ROI, business objectives, and brand impact.
Sell-In & Distributor Tools
- Share seasonal sell-in tools and resources with international partners, including templates, presentations, and brand videos.
- Develop strategic sell-in decks for key styles, franchises, and categories, highlighting product stories and positioning to drive distributor adoption.
- Share Product House and seasonal product information ahead of distributor buys to support early visibility and informed buying decisions.
- Support the development of international pitch decks and build strategic presentation materials highlighting product opportunities, market insights, and growth potential for existing and prospective partners.
Content & Retail Marketing Support
- Partner with distributors, Creative, and Brand teams to identify content gaps and support regional content initiatives, photoshoots, and localized asset development when global content doesn’t fully address market opportunities.
- Support international trade shows and showroom elevation, providing creative guidance including imagery selection and product storytelling.
- Partner with the Retail Marketing team on international visual merchandising strategy; fixtures, concept stores, POP, GWP, and shop-in-shops, helping develop scalable solutions across international retail.
- Coordinate the annual international fixture and POP buy in partnership with Sales, vendors, and distributors, managing timelines and execution.
Global Events & Product Collaborations
- Partner with Sales on REEF Global Brand Meetings, supporting communications, distributor programming, and event logistics for international partners.
- Support the development of international presentations and help build and present the International Marketing strategy.
- Lead international collaborations from concept through completion, coordinating with Product and cross-functional teams on development, timelines, go-to-market planning, market execution, and post-launch recaps.
E-Commerce Partnership
- Partner with E-Commerce to bring reef.com exclusives to international .com partners, providing visibility into product priorities and the seasonal calendar.
- Share reef.com strategies, learnings, and best practices with international partners to strengthen digital storytelling and brand consistency.
- Support international e-commerce site launches, helping ensure brand, product, and marketing readiness.
Required Experience:
- 5+ years of experience in international marketing, brand marketing, or a closely related role, ideally with direct experience managing distributor or franchise partner relationships
- Demonstrated ability to translate global brand strategy into market-specific execution across diverse regions and cultures
- Experience building and presenting sell-in materials, pitch decks, and marketing toolkits for external partners
- Experience working cross-functionally across Marketing, Sales, Creative, Product, and E-Commerce in a consumer brand (footwear, apparel, or adjacent categories preferred)
- Experience managing marketing budgets and prioritizing investment across multiple markets
- Bachelor’s degree in Marketing, Business, International Business, or a related field
- Ability to travel internationally as needed
