Position Details

Position Location: Dearborn, MI
Department: Product, Brand & Strategy
Reports To: Chief Brand Officer
Job Status: Hybrid
FLSA: Exempt
Job Band: Executive

Summary

The Vice President of Brand Marketing and Creative is a senior executive responsible for developing and executing marketing and creative strategies for Carhartt. This role oversees various aspects of brand leadership including marketing, creative, media planning, brand management, marketing communications/PR (internal and external), customer acquisition and retention, digital marketing (in partnership with wholesale and D2C business units), market analysis, team leadership, and performance measurement. The person in this role wakes up thinking about the company's brand recognition, market presence, and customer engagement and through effective creative/marketing campaigns and initiatives drives higher brand awareness. By leveraging market insights, technology, and creativity, this role plays a crucial role in shaping the company's image, expanding its customer base, and achieving overall business growth and success.

We are All Leaders at Carhartt

In our words and by our actions, we strive to emulate the hardworking example set forth by our founder, Hamilton Carhartt. We Lead Business by creating value, delivering on results, and making changes along the way. We Lead Self by being inclusive, recognizing that our differences make us stronger as we strive to build a better world, together, for all hardworking people. We Lead Others by communicating and clearly defining the path as we walk bravely into the future. Working at Carhartt, we are all given a seat at the table and the honor of continuing the legacy.

Responsibilities

• Coach, mentor and develop high performing collaborative marketing and creative team.
• Budget and KPI Leadership: Oversee team budget by ensuring accurate monthly/quarterly guidance and connect marketing actions/investments to brand leading outcomes/KPI's to drive continuous improvement and align with overall corporate performance.
• Articulate and set the brand direction to drive out the 3-yr. and seasonal brand strategy, collaborate with Product, BU (Wholesale, Direct-to-Consumer, B2B) to craft the 3-yr. Brand & Product Roadmap
• Leverage 3-yr Brand & Product Roadmap to build out comprehensive, 360 annual marketing and communications plan across channels.
• Partner with insights team to conduct market research, identifying target audiences, and determining the most effective marketing channels and tactics to support current strategies and support future ones.
• Analyze campaign performance and staying up-to-date on marketing trends to drive brand awareness, consideration, and engagement.
• Define and manage the company's brand identity, positioning, and messaging. Ensure consistent branding across all marketing materials, communications, and customer touchpoints to build brand equity and increase brand recognition.
• Oversee the creation and execution of marketing campaigns, advertising initiatives, and promotional activities. This includes leading internal creative content development, managing advertising agencies, public relations efforts, content marketing, social media presence, and other communication channels to effectively reach and engage the target audience.
• Lead creative team, including creative design and copywriting teams, to develop innovative marketing campaigns, creating engaging content across various platforms, ensuring full funnel execution.
• Leverage the creative and marketing teams to develop and deploy brand right concepts and strategies to support a wholesale environment, an online shopping experience and in store shopping experience.
• Develop, in partnership with business units, strategies to acquire new customers and retain existing ones. This may involve designing and implementing lead generation programs, customer loyalty initiatives, customer relationship management (CRM) strategies, and customer satisfaction measurement systems.
• Stay current with digital marketing trends and technologies and leveraging them to enhance marketing effectiveness. This includes managing the company's online presence, website optimization, search engine optimization (SEO), digital advertising campaigns, email marketing, and data analytics for decision-making.
• Leverage new opportunities to grow, innovate and stay competitive through performance marketing, employing strategies to directly impact KPIs such as conversion, clicks, and revenue focused on measurable results
• Conduct market research and competitor analysis to identify market trends, customer insights, and competitive advantages. You would use this information to drive product development, pricing strategies, and positioning in the market.
• Oversee internal and external communication strategies, inclusive of PR, crisis communication, internal voice, etc.
• Partner cross-functionally to ideate future strategies, understand the current business goals/objectives and help address them, and deploy programs with excellence.

Education