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

Darn Tough Vermont / Cabot Hosiery Mills

Director of Brand

Waterbury, VT (Hybrid)

$130K/yr – $155K/yrDirector/Executive10+ years expSalaried Ft

Posted 5 months ago

Job Summary

Drive brand strategy and leadership across the organization to grow long-term equity and align marketing, product, and sales around a unified brand vision.

Must-have: 10+ years in brand management/strategy or consumer insights, with consumer goods/wellness experience preferred.
Standout: Proven ability to lead brand-building initiatives and build an insights ecosystem across functions.
Standout: Cross-functional collaboration with Growth Marketing, eCommerce, and Sales to connect strategy to KPIs.

Job Description

Responsibilities

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.
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.
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.
Oversee brand and category PR strategy, agency management, and earned media efforts.

Requirements

Bachelor's Degree in Marketing, Business, or similar.
MBA preferred.
10+ years in brand management, brand strategy, or consumer insights roles; consumer goods, wellness, or lifestyle experience preferred.
Demonstrated success in long-term brand building and insights-driven strategy.
Strong analytical and quantitative skill set, with experience managing insights or analytics teams.
Experience communicating strategic direction and helping marketing and creative teams translate strategy to application and execution.
Prior experience in retail or B2B marketing is a plus.