Senior Marketing Manager

Charly - Irvine, CA

Posted: December 29th, 2020



The Senior Marketing Manager will oversee all marketing operations. Proven ability to identify opportunities and deliver effective strategies to generate results. Experienced in strategic marketing planning, branding, and product development. Adept in online and traditional marketing and highly skilled in visual communication.


  • Design and execute the marketing plan of Charly USA brand

  • Design and execute product marketing (ie. Footwear and licensed products)

    to drive commercial results

  • Analyze and measures information to identify new markets and customer

    and product opportunity

  • Collaborates in the development of new products

  • Composes, develops, evaluates, and conducts training on marketing

    activities, strategies, and policies

  • Collaborates, participates in, and coordinates promotional activities or trade


  • Plan and manage the budget, under the standard of efficiency and resource


  • Lead the efforts of the digital communication through branding campaigns,

    performance and social media to increase the traffic on our e-commerce


  • Generation of metrics for the continuous analysis of data for taking decisions

  • Internationally coordinate all brands executions

  • Guide the department operation and lead the Marketing team in GRUPO


  • Carry a constant evaluation of the team’s performance

  • Develop and implement the branding strategy: Brand positioning, values,

    image and identity

  • Carry out the strategic investment negotiations with business partners,

    agencies, providers and advertising media

  • Heavily involved with GRUPO CHARLY Marketing team Brand Marketing


  • In charge of all aspects of digital marketing execution (email, content management, asset library and GTM Prep i.e. catalog creation etc.)

  • Managing trade marketing and executions and coordination through GRUPO CHARLY to consumer

  • Manage social media calendars and executions and content creation

  • Manage event planning and executions

  • Manage all public relation inquires

  • GTM Strategies and sales meetings preparations

  • Management of outside agencies, executions and deliverables

  • Manage and drive creative

  • Managing and coordinating photo-shoots

  • Successfully manage to a budget

  • Support sales with whatever marketing items are needed

  • Other duties as assigned


  • Bachelor's Degree in Marketing, Business Administration, Communications or related field

  • 10+ years in marketing and promotion

  • Ability to work unpredictable hours, including some evenings and weekends

  • Strong management and organizational skills

  • Excellent communication and decision-making skills

  • Familiarity with online content marketing and social media development


  • Bilingual in Spanish a plus!

  • Experienced and passionate about footwear, sports and sports fashion.

  • Must be able to communicate in a direct, frequent, open and transparent


  • Must have strong written and verbal communication skills

  • Must show Charly’s key behavior: brand pride, result orientation, teamwork,

    accountability, negotiator, innovative, client, product and people oriented focused. Promote an excellent brand and marketing image, think strategically, have a business vision, accountability, planner, communicator, leadership, ethical and promote the Charly Culture.

About Charly

Grupo Charly, is a one hundred percent Mexican company based in Leon, Guanajuato, that began as a family business in 1949. After the successful manufacture of children's footwear under the brand name 'Campanita', the group eventually expanded to the sports shoemarket. Focused on design, manufacture and distribution of footwear inspired by sport, Charly has become the leading brand in sales in Mexico for the last 25 years.