Senior Vice President of Marketing & Creative

SVP Marketing & Creative Fossil Brand

Driven by curiosity, creativity, and confident individuality, FOSSIL has never aimed to blend in. From the start, we built a brand that challenged sameness and carved its own cultural space.

For over 40 years, we have designed with a point of view on time — not just how to tell it, but how to feel it. Since 1984, our watches and accessories have represented a distinct blend of heritage and disruption, where nostalgia meets modern identity, and individuality is the statement.

The brand is at an inflection point. Our goal is to amplify FOSSIL brand equity, cultural relevance and long term resonance to drive sustainable, profitable growth. Our focus is leading in the watch industry, increasing cultural relevance, specifically with Gen Z and creating passionate, loyal consumers through compelling storytelling with a clear point of difference in the market.

The SVP of Marketing & Creative for Fossil Brand sets the global strategic direction, driving transformation, agility, and sustainable growth. Reporting directly to the Chief Brand Officer, this executive leader serves as a primary Growth Driver blending visionary brand building with commercial rigor to propel market share, customer acquisition, loyalty, retention, and brand resonance.

This role elevates brand relevance and velocity by shifting from traditional, campaign-heavy models to a dynamic, community-first approach. By leading with cross-functional influence and operational excellence, the SVP aligns global vision with regional execution to ensure seamless consistency across all touchpoints, including digital, PR, social media, environmental design, visual merchandising, and retail environments.

What you will do in this role

Strategic Leadership & Brand Stewardship

• Define long-term brand strategy while actively championing and operationalizing the global vision across all channels, ensuring that all external brand touchpoints consistently embody Fossil’s core brand attributes: Show up real, Win together, Hustle with heart, and Imagine what’s next.

• Serve as a Growth Driver responsible for targeting double-digit sales CAGR while protecting profit, effectively selling marketing as a high-return investment to executive leadership, including the CEO and CFO.

• Balance a strong global vision with regional execution, partnering closely with regional teams to ensure local market nuance and responsibility are integrated into overall strategic plans.

Go-to-Market (GTM) & Integrated Marketing

• Orchestrate agile Go-to-Market (GTM) processes in collaboration with product development, merchandising, finance, sales, and regional leadership to ensure high speed-to-market and commercial success.

• Lead through influence across cross-functional partners, including sales, finance, CDIO/data and analytics teams, to drive integrated strategies that connect physical, digital, and experiential touchpoints.

• Incorporate environmental design, visual merchandising, and store design into integrated marketing efforts to maintain holistic visual identity and brand resonance across all physical and online spaces.

Creative Services & Production Excellence

• Transform the Creative Services organization into an agile content engine, leveraging modern AI production tools to remove friction, increase speed-to-market, and adapt to rapidly evolving consumer trends.

• Lead creative direction across video, photography, digital design, environmental design, and visual merchandising, ensuring high aesthetic standards and operational change management.

• Champion creative innovation, utilizing new platforms and technologies to keep the Fossil brand visually distinct and competitive.

Modernized Outreach: Social, PR & Cultural Strategy

• Drive cultural relevance and velocity by anticipating cultural movements, rapidly pivoting marketing initiatives, and cultivating an active community of creators, influencers, and passionate Fossil brand fans.

• Unify social media, PR, influencer partnerships, and community engagement into a seamless, relationship-led outreach engine that balances timely trends with timeless brand equity.

• Ensure Fossil maintains a "cultural antenna," leveraging external trends to inform upcoming campaigns and brand positioning.

Performance & Organizational Leadership

• Lead, mentor, and inspire a diverse, high-performing global organization, fostering a culture of collaboration, accountability, and continuous improvement.

• Establish robust measurement frameworks in collaboration with data and analytics, exceeding industry benchmarks across ROI, CLTV, customer acquisition, retention, and loyalty.

• Optimize resources, budget allocation, and team structures to maximize scalability and global impact.

Who You Are

• 15+ years of progressive marketing leadership experience within global fashion, accessories, or lifestyle brands.

• Proven track record of managing large-scale, complex marketing organizations within a matrixed environment.

• Proven ability to transform creative functions into high-velocity content engines using modern tools, AI technology, and agile workflows.

• Deep experience in digital transformation, social-first strategies, and PR/cultural programming.

• Strong executive presence with demonstrated capability to lead through influence across finance, CDIO/analytics, sales, and regional teams.

• Analytical fluency with a history of connecting marketing activities to tangible business outcomes like sales, brand health, and customer acquisition.

Key Competencies

• Strategic Thinking & Visionary Leadership

• Cross-Functional Influence & Collaboration

• Executive Presence & Communication

• Consumer-Centric Brand Building

• Analytical Decision-Making & Financial Acumen

• Innovation & Creative Management