International Marketing Director Job

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Primary Location: Pittsburgh, PA

Job Tile: International Marketing Director

Job Number: 2017-47364

Date Posted: 2-27-2017

Job Summary:

The International Marketing Director is responsible for overseeing all marketing efforts to support international franchise partners’ marketing activities. He/She serves as the international brand steward, ensuring consistency in the GNC brand globally. He/She partners with domestic marketing to identify and articulate international considerations and to leverage domestic marketing initiatives as applicable.

The Director supports international franchise partners with adapting GNC marketing programs for their specific market needs, and manages the approval process for market specific marketing programs. He/She liaisons with the International Merchandising team to ensure consistency and integration between marketing and product introductions / promotions. He/She partners with International Merchandising to support product marketing.

Marketing Director ensures marketing best practices are shared across the system and leads cross-functional best practices efforts.

He/She oversees International Communications, including internal communications, partner communications, yearly convention, and all aspects related to international communications.

Essential Duties and Responsibilities:

Branding / Advertising

  • Marketing strategy / brand oversight
  • Works with domestic marketing team to ensure marketing campaigns and programs are adaptable for global usage and incorporate key international considerations
  • Reviews and approves marketing plans/calendars for top 10 markets – ensuring integrated marketing, alignment with GNC global positioning and messaging, and leverages local consumer demands
  • Support Franchise partners with approvals of local campaigns and marketing programs (TV, Print and other media)
  • Marketing Assets Management
  • Coordinate and facilitate regional marketing efforts
  • Identifies and shares best practices with partners

Local Store Marketing

  • Develop store opening marketing plan/package
  • Develop / support new market launch, including onboarding
  • Provide general framework and guidelines on effectively launching events, and incorporating marketing objectives (e.g. email collection, loyalty, etc). Sharing specific events from US and adapting if necessary (e.g. Gym program, nutritionist, etc)
  • Identifies and shares best practices with partners

e-commerce / Online / Social

  • Manages international e-commerce strategy and integration of third party platforms
  • Provides social media best practices to international partners
  • Provides digital marketing best practices (e.g. email marketing templates, online PPC ads, etc) to international partners
  • Communicates promotions to partners as needed

In Store Marketing / Product Marketing

  • Supports brand and product marketing strategies, including:
    • Obtains, leverages and shares domestic brand & product marketing plans and assets
    • Obtain and shares stimulus and messaging from domestic marketing and intl merchandising to ensure integrated messages available and relevant in store
    • Produce/adapt product specific collateral and POP materials for International usage.
    • Support merchandising & promotional strategies as needed


  • Market Research information and support
  • Loyalty / Gold Card support
  • Coordinates best practices outside of marketing function

Job Specifications:

Leadership Responsibilities

Supervises Communications Manager

Influences several internal cross-functional partners

Leads marketing efforts with International Franchise Partners


§ 10+ years of marketing experience required; 3 years of international experience preferred

§ Strong communication skills: written, oral and formal presentation; ability to actively participate and influence executive-level discussions and decision making.

§ Proven ability to lead, manage and gain alignment across cross-functional organization

§ Strong analytical and problem solving skills required. Highly comfortable with leveraging data to drive decisions.

§ Ability to think strategically/globally about issues and opportunities to properly assess impacts and implications of decisions.

§ Results oriented with an exceptional track record of developing and implementing marketing and field strategies that have consistently met or exceeded planned objectives. Works autonomously and takes the initiative to move the business forward.

§ Highly motivated individual with a passion for our customers and retail industry.

§ Desire and ability to work in a fast-paced and dynamic environment.


Bacherlor’s Degree in Business or Marketing


  • Excellent interpersonal verbal and written communication skills
  • Experience in evaluating marketing programs
  • Experience in creating marketing strategies, and creation/implementation of marketing plans
  • Experience in broad marketing disciplines – advertising, media buying, PR, social media, in store marketing, events, local store marketing
  • Ability to travel to international markets and willingness to work extended hours / weekends
  • Experience managing and leading others
  • Advanced computer skills to prepare reports, presentations and other documentation.

Licenses Registrations

None Required.

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to talk or hear and sit. The employee is occasionally required to reach with hands and arms. Specific vision abilities required by this job include close vision.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.

The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. This job description reflects management’s assignment of essential job functions, which are not intended to be an exhaustive list of all responsibilities, duties and skills required.

GNC is an Equal Opportunity/Affirmative Action/Protected Veterans/Disabled Individuals Employer


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Erin, Lead Designer

I really love the people I work with on a daily basis. I think the passion they have for their work

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