Manager, International Marketing

Job Description

Job Description

Job Description : Manager, International Marketing
Reports to : Head of International
Location : Carlsbad, CA (hybrid)

About REEF :

At REEF, we’re more than a premium footwear brand. We’re a community built on a deep love for the beach, surf culture, and creating high-quality products that fit active, adventurous lifestyles. For more than 30 years, we’ve blended comfort, style, versatility, and innovation to create footwear made for life in and around the water.

As industry pioneers, we are committed to setting the standard for environmental and social responsibility. We prioritize sustainable design by using water-based glues, recycled materials, and other low-impact innovations, while actively supporting organizations like Urban Surf 4 Kids and the Surfrider Foundation. Beyond our products, we empower our employees and brand advocates to give back, fostering a culture rooted in purpose and impact.

That same purpose carries into how we work and who we bring onto our team. At REEF, we value collaboration, creativity, accountability, and people who are energized by contributing to a brand with strong heritage and continued momentum. If you’re excited to help shape what’s next for REEF, we’d love to hear from you.

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

Equal Opportunity Employment Statement: 
REEF Lifestyle LLC is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate based on race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), national origin, age, disability, genetic information, veteran status, or any other protected status under applicable law. 

Pay Transparency: 
REEF Lifestyle LLC complies with all applicable state and local laws regarding pay transparency. For positions located in California, the salary range for this role is $100 - $110k. Please note that final compensation will be determined based on factors such as the candidate's qualifications and experience. Additional benefits and compensation details will be shared during the offer process. 

Reasonable Accommodations: 
REEF Lifestyle LLC is committed to providing reasonable accommodation to qualified individuals with disabilities. If you need assistance or accommodation during the application process, please contact us directly. At-Will Employment: Employment at REEF Lifestyle LLC is on an at-will basis. This means that either the employee or REEF Lifestyle LLC may terminate the employment relationship at any time, with or without cause or notice, subject to applicable law.