Darn Tough Vermont / Cabot Hosiery Mills

Director of Brand

Waterbury, VT (Hybrid)

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

Posted 3 months ago

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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.

Preferred

  • MBA preferred
  • Prior experience in retail or B2B marketing is a plus.