Manager, Brand Marketing, Work (Community & Culture)

Ariat•San Leandro, CA

4d•Hybrid

About The Position

The Manager, Brand Marketing, Work (Community & Culture) leads Ariat Work’s community strategy and programs, including its worker ambassador network, community product seeding, and content that supports the brand’s social feeds. The role also develops the Work brand presence within sports partnerships, field activations, and the Ariat Work truck platform. It serves as the Work brand counterpart to the Partnership & Events and Social teams, bringing consumer insight, product stories, and brand direction into their plans and calendars. The position combines community building, field activation, and content creation. It is based at Ariat’s San Leandro headquarters on a hybrid basis and requires 30–40% travel, including weekends. The role reports to the Sr Director, Brand Marketing, Work, and collaborates with Partnership & Events, Social, Paid Media, Product, the wider brand team, and external agencies and production partners.

Requirements

5–7 years of experience in brand marketing, ideally focused on community, experiential, or content.
A track record of building ambassador, community, or grassroots programs that last beyond a single campaign.
Experience writing creative briefs and directing agencies, creators, and production partners.
Strong strategic thinking and storytelling skills, with confidence presenting plans and results to leadership.
Proven ability to lead through influence with cross-functional partner teams.
Native instincts for TikTok, YouTube, and Instagram.
Strong project and budget management skills.
Comfort with 30–40% travel, including weekends.
Genuine respect for the trades and the people who work in them.
Valid driver’s license.
Valid work authorization for the United States.

Nice To Haves

Experience in footwear, apparel, outdoor, workwear, or lifestyle brands.
Experience bringing a brand to life through sports partnerships, branded vehicles, or touring programs.

Responsibilities

Lead Ariat Work’s community strategy and communicate plans, progress, and results to senior leadership.
Own the Work community calendar and budget, covering ambassadors, seeding, and community content, aligned with the Partnership & Events master calendar.
Build and grow a worker ambassador network of tradespeople across priority trades, including a product feedback loop to the Product team.
Lead community product seeding to crews, job sites, and local trade groups, coordinating with the Social team’s creator and influencer seeding through a shared tracker.
Partner with Partnership & Events on Ariat Work’s sports and community partnerships, initially including the Cleveland Browns and the A’s, and own Work creative, product story, and content.
Partner with Partnership & Events on the Ariat Work truck as a year-round brand platform, providing Work brand direction and product story and capturing content from its programming.
Develop briefs and direct creative development for community content, including Off the Clock, which follows tradespeople beyond the job site.
Ensure messaging and activations are true to the brand and resonate with workers in the trades.
Measure community, ambassador, and content performance and report results monthly.
Assist with other responsibilities based on business needs.