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Senior Brand Manager Waterbury, VT

3 months ago

Waterbury, Vermont, United States Darn Tough Vermont Full time


Darn Tough Vermont is an American manufacturer of premium, all weather outdoor and lifestyle socks for every activity and every day - all of which carry the industry's only unconditional lifetime guarantee.

Our product is distinguished from industry competitors by 100 percent USA manufacturing; exceptional comfort, durability and fit; True-SeamlessTM technology; and an exclusive blend of either ultra-fine, premium Merino wool or Coolmax/Thermolite.

Located in the Green Mountains of Vermont, our culture is unique, fun and focused on growth and our brand is passionate, entertaining and engaging.


Job Summary:
As our business grows, we are prioritizing a consumer-led, brand-driven business model.

The Senior Brand Manager oversees the pivotal, cross-functional collaboration of Marketing, Product, and Sales teams to ensure successful brand and go-to-market strategies that build brand awareness, drive engagement, and ultimately increase global market share.

We are looking for a forward-thinking brand builder.

Working alongside an established team of Marketers (Brand, Growth, Creative) and in partnership with Product and Sales (Wholesale and D2C), this role provides the leadership and vision that will drive Darn Tough Vermont's next stage of brand growth.

You will be responsible for ensuring the long-term strategic brand plan is in line with the needs of our target audiences and the long and short-term commercial objectives of the business.


Core Responsibilities:

Lead development of the annual commercial plan for the Darn Tough brand in support of the company's strategic plan.

Collaboratively sets goals and drives strategies for the Darn Tough business, aligned cross-functionally and with senior management.

Develop breakthrough brand building strategies and plans through analyzing and translating historical business data, consumer and competitor trends, and market opportunity.

Partner with Marketing and Sales teams to deliver consistent, brand-driven consumer experiences across all touchpoints.

Define brand priorities informed by brand and business impact, aligning Marketing, Product, and Sales teams around storytelling, campaign, product, and promotional activities.

Partner with Consumer Insights Manager to translate consumer data and insights into Brand, category, product development, and go-to-market strategies. Participate in global sales forecasting alongside Sales, Operations, and Finance as part of the S&OP and demand planning processes.

Serve as the marketing point of contact for the brand, aligning internal and external resources and stakeholders to design and implement a full funnel brand marketing strategy that maintains the personality of Darn Tough and builds brand equity.

Partner with Growth Marketing and Creative Teams to apply performance and consumer learnings to optimize advertising and paid media strategy.

Scale paid media program to increase brand exposure, increase engagement, drive conversions, and amplify brand advocates.

Develop and implement experiential programs in-store and online, partnering with Product and Sales teams to drive omnichannel demand and sell-through with innovative promotions, activations, and POP materials.

Oversee the strategy, planning, and execution of global trade and consumer events, aligning Marketing and Sales teams on priorities informed by business impact.

Deliver annual and long-term brand/category strategy and roadmap as a component of the annual and long-term Commercial Plans. Manage the annual brand budget and inform future brand budget during business planning cycles. Monitor, review and report on brand KPIs across consumer channels. Centralize channel-specific reports to illustrate a comprehensive picture of performance and continuous improvement.

Develop brand health and campaign scorecards that include KPIs and annual targets, tracking and communicating results regularly with a focus on measurable impact to inform future planning and spending.

Research and monitor competitive and consumer trends, utilizing insights to drive a consumer-led brand and product strategy.

The Successful Candidate will:
Be a natural leader, possess a positive attitude and work exceptionally well in a team environment.
Be a brand builder and storyteller, wielding strong communication skills.
Be a team player and work seamlessly with other key members of the team.
Balance the need for real time engagement with thoughtfulness and problem-solving skills.
Possess both an analytical nature and a strong, insightful gut.

Requirements:
Bachelor's degree in marketing, business, or related field or equivalent combination of education and years of experience. MBA a plus. 6 years' experience in marketing, new brand launch, marketing communications, or similar field/discipline. Digital marketing experience that is well versed in strategies, platforms, and software. Highly effective project management skills, tools, and knowledge. PM Certification a plus.

Proficient in Microsoft Suite:
Outlook, Word, Excel, PowerPoint, OneDrive.
Strong written, verbal, and presentation skills to communicate across teams and org levels, with an understanding of emotional intelligence. Ability to establish an independent view while effectively collaborating in decision making. Able to prioritize issues, opportunities & allocate resources to effectively and efficiently manage the business day to day.
Enthusiastic interest in and appetite for learning more about digital marketing, communication, collaboration, leadership and organizational structure. Excellent leadership in both people and projects, with skill in understanding, influencing, and motivating others.

Must also have a willingness to be supportive, helpful, and able to remove obstacles for the success of the team.

At Darn Tough Vermont we have a list of shared company values - one of them is We Value Differences.

Where you come from, how you identify, your age, and other descriptions are something that makes you, you, and we respect that.

We're an honest group of people and work hard.

This job description should not be interpreted to be a complete list of all the duties, qualifications and responsibilities performed by the jobholder.

To maintain organizational flexibility, the organization has the discretion to add, drop or change at any time the duties, responsibilities, and expectations of this position.

This job description does not constitute an offer of employment, continuous employment, or an employment contract. Reasonable accommodation will be considered to enable individuals with disabilities to perform the essential functions of this position.