Work Brand Marketing Director

Ariat International•San Leandro, CA

35d•$160,000 - $180,000•Hybrid

About The Position

We are seeking a self-motivated Work Brand Marketing Director to lead Ariat's marketing efforts with vision and purpose. This position is responsible for building awareness, affinity, and loyalty for our growing Work brand. This individual will drive brand strategy, creative development, and activation efforts while leading all aspects of marketing communication. This role is ideal for a strategic thinker and strong collaborator—skilled at developing effective marketing plans and presentations, driving high-quality execution, and aligning stakeholders across all levels of the organization, including the executive team. Exceptional planning, communication, and organizational skills are essential in this fast-paced, high-impact role. The ideal candidate brings a deep understanding of consumer marketing, strong cross-functional leadership skills, and an appreciation for the values and purpose that drive the workwear consumer. This position reports to the VP of Omni-channel Brand Marketing. Cross-functional partners include Product Management, eComm, Creative, and Sales.

Requirements

10+ years' experience in consumer marketing, including 5+ years of people management.
Thoughtful and adaptive strategic thinker who can interpret needs and drive execution.
Strong communicator with exceptional presentation skills and experience engaging senior leadership.
Highly collaborative, with a proven ability to lead cross-functional teams and external partners.
Comfortable with rapidly changing priorities and managing multiple projects simultaneously.
Passion for managing people and developing talent.
BA or BS required.

Nice To Haves

Experience in apparel, footwear, or accessories within work, outdoor or athletic categories preferred
Deep consumer understanding of utility, outdoor, and/or workwear segments; background with heritage brands a plus.
Knowledge of media channels and retail business is a plus.

Responsibilities

Leading the strategic marketing roadmap to grow brand awareness, engagement, and conversion with new and existing work consumers—including tradespeople, industrial workers, warehouse workers, ranchers and more.
Owning go-to-market planning and seasonal calendars to meet growth goals and optimize integrated marketing activities.
Partnering with Product and Sales teams to understand technical features (e.g., safety toes, flame resistance, etc.) and translate them into compelling consumer-facing messaging.
Championing authentic storytelling that reflects the values, pride, and grit of the modern working consumer.
Presenting strategic briefs that clearly articulate positioning, audience, objectives, and key messaging.
Driving campaign development and execution to ensure content and planned activations meet objectives and deliver measurable results.
Collaborating with Digital Marketing and eComm Teams to enhance the consumers' journey, evaluate in-market performance, and adapt at the speed of culture.
Working with Partnership and Social Teams to build partnerships and influencer programs, seeding initiatives, and event experiences to grow the consumer base.
Partnering with Wholesale Sales and Retail Teams to develop campaigns and tools that drive awareness and traffic.
Monitoring the competitive landscape and developing marketing strategies that differentiate the Ariat brand in the marketplace.
Traveling to tradeshows, retail environments, and job sites to build category knowledge and ensure the brand message resonates with real-world consumers.
Staying current with evolving marketing trends to deliver relevant and resonant content.
Other duties as assigned.