Director of Brand at Darn Tough Vermont® | Waterbury, VT | $130K/yr – $155K/yr

Darn Tough Vermont®

Director of Brand

Waterbury, VT (Hybrid)

$130K/yr – $155K/yrDirector/ExecutiveFull time

Posted 4 months ago

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Job Summary

Lead brand strategy and cross-functional stewardship for a multi-brand portfolio with a focus on long-term equity and retail impact.

Own brand strategy, architecture, and cross-channel storytelling across product, digital, and retail touchpoints.
Must-have: Bachelor’s in Marketing or Business (MBA preferred).
Standout: Leads brand health metrics, partnerships, and cross-functional teams at executive level.

Job Description

Responsibilities

Brand Strategy & Stewardship: Define and evolve the long-term, strategic brand vision, competitive positioning, and brand architecture, honoring 20+ years of brand identity while intentionally guiding brand evolution.
Provide strategic brand direction through regular delivery of brand strategy guidelines, campaign briefs, and category briefs, founded on consumer insights and integrating marketing and sales insights.
Ensure Product, Marketing, and Sales efforts are on brand across customer and consumer touchpoints, including digital marketing channels, retail marketing efforts, and packaging.
Provide leadership and strategic recommendations on brand and category architecture, including how the brand and its products are structured, the naming system for products or lines, and how sub-brands or future innovations ladder up to the master brand.
Brand Awareness & Equity Growth: Lead the strategic development of brand-building initiatives that expand brand awareness, improve brand perception, and strengthen long-term brand equity.
Partner with Growth Marketing, eCommerce, and Sales teams to align upper-funnel initiatives with performance and business KPIs.
Establish brand health metrics and continually monitor performance to refine strategy.
Consumer Insights: Build and support the team and tools that enable the delivery of high-quality consumer insights that inform brand strategy, product innovation, and go-to-market strategies.
In partnership with Data & Analytics Team and Growth Marketing, provide brand leadership in building a robust insights ecosystem to guide commercial decision-making.
Public Relations & Messaging: Oversee brand and category PR strategy, agency management, and earned media efforts.

Requirements

Bachelor's Degree in Marketing, Business, or similar
MBA preferred

Preferred

MBA preferred
consumer goods, wellness, or lifestyle experience preferred
Prior experience in retail or B2B marketing is a plus

Darn Tough Vermont®

3.6 Glassdoor

The Cabot family has been in the hosiery business for 3 generations. Marc Cabot started Cabot Hosiery Mills in 1978 and for more than 40 years we have been making socks here, in the Green Mountains of Vermont. We are interested in one thing, producing the best possible socks the world has to offer. We are so confident in who we are and what we do that we back up our socks with an Unconditional Lifetime Guarantee.

Founded in 1978

Northfield, Vermont, USA

216 employees (23 in marketing)

darntough.com

60% recommend to a friend