VP of Marketing

Scheels Company Goals

We strive to be the best retailer in the USA in the eyes and minds of our customers, associates, and business partners.

The Vice President of Marketing is responsible for protecting, strengthening, and advancing the SCHEELS brand across markets, stores, media channels, community partnerships, and customer touchpoints.

This leader will establish the marketing vision alongside SCHEELS business priorities to strengthen brand preference, increase store traffic, support sales growth, deepen customer relationships, enhance vendor partnerships, and reinforce SCHEELS reputation as a trusted leader in sports, outdoor, fashion, and community involvement.

The VP of Marketing will directly lead a broad team encompassing direct mail, vendor marketing partnerships, in-store graphic design, creative media production, copywriting, company and store events, sports sponsor ships, youth sports, retail media, out-of-home advertising, connected television placement, public relations, and related marketing functions.

• Delivering a Personalized WOW Customer Experience
  • Every customer interaction is an opportunity to exceed expectations
  • We focus on making every visit memorable, personalized, and impactful
• Having a Team-First, Winning Mentality
  • We succeed together by supporting one another and celebrating team wins
  • Collaboration and unity drive our performance and customer experience
• Learning and Adapting to Constant Change
  • We embrace growth, innovation, and feedback
  • Change is not a barrier–it’s a catalyst for improvement and excellence
• Taking Pride in Our Work and Thinking Like Owners
  • Every task matters, and we take full responsibility for the results
  • Ownership means accountability, care, and drive to go above and beyond
• Expecting Honesty and Integrity in All That We Do
  • Trust is the foundation of our relationships–with customers and with each other
  • We act with transparency, fairness, and respect at all times

• Establish and communicate a clear multi-year vision for SCHEELS marketing that supports the strategic, financial, and customer priorities
• Lead and develop the annual marketing plan, investment strategy, campaign calendar, and performance expectations
• Serve as a primary steward of the SCHEELS brand, ensuring messaging, creative execution, partnerships, events, and customer communications reflect the company’s values and differentiated market position
• Balance SCHEELS brand strategies with the flexibility stores need to remain relevant and responsive within their local communities
• Advise senior leadership on brand strategy, customer trends, reputation, competitive positioning, marketing investment, emerging channels, and future growth opportunities
• Ensure marketing priorities remain closely connected to merchandising strategies, store initiatives, customer needs, and company financial objectives
• Lead, develop, and hold accountable high-performing marketing leaders, specialists, creative professionals, and support teams with standards of excellence across the marketing office
• Ensure marketing leaders understand both the strategic purpose of their work and the operational realities of stores, merchants, customers, and local markets
• Evaluate the organizational structure regularly and evolve capabilities as marketing disciplines, customer expectations, media channels, and company priorities change.

• Direct Mail and Print Marketing:
  Lead SCHEELS strategy for direct mail, catalogs, and vendor communications, overseeing customer data selection, segmentation, and purchase behavior. Manage production quality, print schedules, working alongside stores, merchants, ecomm, digital, and data team
• Vendor Relationships and Partnerships:
  Maximize vendor co-op funding and strategic vendor relationships in close collaboration with the merchant buying team developing mutually beneficial marketing partnerships, joint business plans, sponsorship packages, product-launch programs, content initiatives, and customer engagement opportunities
• In-Store Graphic Design and Visual Communications:
  Direct the…