Marketing Manager & Head of Creative Design

Job Description

Job Description

About Chiappetta Shoes

Chiappetta Shoes has been family-owned for over 100 years, but we are not interested in acting like an old, sleepy shoe store.

We are a real shoe store, a pedorthic practice, a custom orthotic lab, a footwear content company, and a brand with a national ceiling. We solve foot pain. We fit hard-to-fit feet. We sell better footwear. We manufacture custom orthotics in-house. We have a voice, a history, a culture, and a very real opportunity to scale what we do far beyond Kenosha.

Our marketing operation is built around a simple idea: combine old-school expertise with modern storytelling. We want to be the first place people think of when their feet hurt, when they need better shoes, when they need work boots, when they want Birkenstocks, when they want honest product education, or when they want a real solution instead of internet nonsense. That direction shows up throughout our marketing strategy: content, product curation, foot pain education, personality-driven videos, email, paid ads, social, SEO, and website funnels.

We are looking for a Marketing Manager / Head of Creative Design who can help lead that charge.

The Role

This is not a “make pretty flyers” job.

This is a creative leadership role for someone who understands design, branding, storytelling, content, AI, organization, and execution. You will help lead the day-to-day creative marketing operation for Chiappetta Shoes, Chiappetta Laboratory, and related brands/products.

You should be able to talk intelligently about typography, layout, visual hierarchy, color, brand systems, photography, video, campaign design, and customer psychology. You should also be comfortable using tools like ChatGPT, Claude, Canva, Adobe Creative Suite, Shopify, Klaviyo, Meta, Google, and project management systems to move faster and produce better work.

We want someone who can take a business objective — “sell more Birkenstock footbeds,” “book more pedorthic appointments,” “grow Work Club,” “promote new seasonal product,” “turn Tony ranting about shoes into a killer campaign” — and help turn it into creative that actually moves the needle.

Who We’re Looking For

We want a difference maker.

Someone with a chip on their shoulder. Someone who wants to build something real. Someone who is talented, organized, curious, and hungry. Someone who can take feedback without folding. Someone who can bring ideas to the table but also execute the boring stuff that makes great marketing actually work.

This person should have strong creative instincts and the discipline to manage the details.

No passengers. No “that’s not my job” energy. No fragile artists who can’t handle deadlines. We need a creative pro who wants to win.

Primary Responsibilities

You will help lead and execute:

• Brand and campaign design across print, digital, email, web, social, in-store, video, and paid advertising
• Seasonal marketing campaigns for footwear, pedorthics, custom orthotics, work boots, Birkenstock, comfort footwear, and foot health
• Visual direction for product launches, sales events, educational campaigns, and brand storytelling
• Photography and video planning, shooting, editing, and publishing
• Graphic design for social media, email, landing pages, signage, direct mail, ads, and website content
• Content planning and calendar management
• Blog and landing page publishing through Shopify/Bloggle or similar tools
• Email marketing creative through Klaviyo
• Creative support for Meta ads, Google ads, YouTube, and remarketing campaigns
• Brand consistency across Chiappetta Shoes, Chiappetta Laboratory, Brown’s Foot Bath/Duster, Shoe Dogs United, and related initiatives
• AI-assisted creative workflows using ChatGPT, Claude, and other AI tools for ideation, campaign planning, copywriting support, repurposing, research, and content development
• Collaboration with ownership, sales staff, pedorthic staff, lab team, vendors, and outside partners

Required Skills

Strong candidates should have:

• Formal graphic design education or equivalent professional design experience
• Strong Adobe Creative Suite skills: Illustrator, Photoshop, InDesign, Lightroom, Premiere Pro
• Strong understanding of typography, layout, branding, visual hierarchy, and campaign design
• Photography and video production experience
• Short-form and long-form content instincts
• Experience designing for social media, email, web, print, and paid advertising
• Ability to manage multiple campaigns and deadlines
• Comfort working inside Shopify or similar ecommerce platforms
• Experience or familiarity with Klaviyo, Meta Business Suite, Google Analytics, Google Ads, YouTube, and SEO concepts
• Strong writing instincts, or at least the ability to use AI tools to develop, edit, and improve copy
• A real desire to learn footwear, foot pain, pedorthics, custom orthotics, and the Chiappetta way

AI Expectations

We are specifically looking for someone who is experienced with or highly motivated to master AI tools.

You should be comfortable using tools like ChatGPT and Claude to:

• Build campaign concepts
• Write first drafts of copy
• Create video outlines and shot lists
• Repurpose long-form content into short-form content
• Summarize meetings and organize marketing tasks
• Brainstorm hooks, captions, emails, ads, and blog ideas
• Improve workflow speed without lowering quality
• Research footwear, foot health, content trends, and competitive positioning

AI will not replace your taste, judgment, or design skill. It should make you faster, sharper, and more dangerous.

Bonus Skills

Big pluses:

• SEO and content marketing experience
• Paid ad creative experience
• Klaviyo/email marketing experience
• Shopify experience
• Retail, footwear, fashion, health, wellness, or medical-adjacent experience
• Motion graphics
• Product photography
• YouTube content experience
• Podcast/video show production experience
• Experience managing another creative or social media employee

What Success Looks Like

You are winning in this role if:

• Our campaigns look sharper, feel more consistent, and launch on time
• Our social, email, website, and paid creative all feel like they belong to the same brand
• We produce more useful content with less chaos
• Our product storytelling improves
• Our foot pain/pedorthic content becomes more understandable and more compelling
• Our creative department runs with rhythm, accountability, and pride
• You help turn Chiappetta from “great local shoe store” into a nationally recognized footwear and foot health brand

Our Culture

We are family-owned, but we are not casual about winning.

We care about customers. We care about service. We care about craftsmanship. We care about the details. We care about doing things the right way. But we also want to grow, modernize, and punch way above our weight.

If you want a safe little job where you hide behind a screen and wait for instructions, this is not it.

If you want to build, create, learn, test, improve, and be part of something with real upside — this might be the spot.

To Apply

Send us:

• Your resume
• Your portfolio
• Examples of design, video, social, campaign, or branding work
• A short note explaining why you think you can make a difference here
• A few examples of how you currently use ChatGPT, Claude, or AI tools in your creative process

\nCompany Description

Chiappetta Shoes is a fourth-generation, family-owned shoe store, pedorthic practice, and custom orthotic laboratory in Kenosha, Wisconsin. We have served our community for over 100 years, but we are not interested in acting like an old, sleepy shoe store.

We help people move better, feel better, and live better through better footwear, better fit, and real problem-solving. Our customers come to us for foot pain, hard-to-fit feet, work boots, comfort footwear, diabetic concerns, custom orthotics, and honest expert guidance.

We are proud to have been recognized locally and nationally, including being named one of the top comfort shoe stores in the country and voted Kenosha’s Best Shoe Store year after year. But awards are not the mission. The mission is trust, service, expertise, and doing right by people.

What makes Chiappetta different is the combination of old-school customer service and modern ambition. We still believe in measuring both feet, listening carefully, understanding the customer’s problem, and offering a real solution. At the same time, we are growing through ecommerce, content creation, AI-assisted marketing, custom orthotic manufacturing, social media, video, email, SEO, paid advertising, and national brand building.

At our core, we are people-people. We believe in confidence, pride, compassion, and empathy. Confidence comes from knowing what you are talking about. Pride comes from offering great solutions. Compassion means caring enough to listen. Empathy means asking whether the solution would be good enough for your own mother.

We are looking for difference makers — people with a chip on their shoulder who want to build, create, solve, learn, and grow. We want people who respect the history of a 100-year-old business but are excited to help push it into the future.

We are Shoe Dogs. That means we care about the product, the customer, the craft, and the details. We pay attention to what is happening in footwear, retail, marketing, technology, and culture. We are creative because we are knowledgeable. We are competitive because we care.

Technology is a major part of where we are going, but it will never replace the human side of what we do. AI tools like ChatGPT and Claude should make us faster and sharper, but the heart of the business will always be people helping people.

Being part of the Chiappetta Crew is both a responsibility and a privilege. We run with a tight crew. We care about each other, our customers, our community, and winning the right way.

If you want to coast, hide, or wait to be told what to do, this probably is not the place.

If you want to build something, make an impact, honor a proud tradition, and help take a legendary local business to the next level — welcome to Chiappetta Shoes.

#AintNoBettaThanChiappetta

Company Description

Chiappetta Shoes is a fourth-generation, family-owned shoe store, pedorthic practice, and custom orthotic laboratory in Kenosha, Wisconsin. We have served our community for over 100 years, but we are not interested in acting like an old, sleepy shoe store.\r\n\r\nWe help people move better, feel better, and live better through better footwear, better fit, and real problem-solving. Our customers come to us for foot pain, hard-to-fit feet, work boots, comfort footwear, diabetic concerns, custom orthotics, and honest expert guidance.\r\n\r\nWe are proud to have been recognized locally and nationally, including being named one of the top comfort shoe stores in the country and voted Kenosha’s Best Shoe Store year after year. But awards are not the mission. The mission is trust, service, expertise, and doing right by people.\r\n\r\nWhat makes Chiappetta different is the combination of old-school customer service and modern ambition. We still believe in measuring both feet, listening carefully, understanding the customer’s problem, and offering a real solution. At the same time, we are growing through ecommerce, content creation, AI-assisted marketing, custom orthotic manufacturing, social media, video, email, SEO, paid advertising, and national brand building.\r\n\r\nAt our core, we are people-people. We believe in confidence, pride, compassion, and empathy. Confidence comes from knowing what you are talking about. Pride comes from offering great solutions. Compassion means caring enough to listen. Empathy means asking whether the solution would be good enough for your own mother.\r\n\r\nWe are looking for difference makers — people with a chip on their shoulder who want to build, create, solve, learn, and grow. We want people who respect the history of a 100-year-old business but are excited to help push it into the future.\r\n\r\nWe are Shoe Dogs. That means we care about the product, the customer, the craft, and the details. We pay attention to what is happening in footwear, retail, marketing, technology, and culture. We are creative because we are knowledgeable. We are competitive because we care.\r\n\r\nTechnology is a major part of where we are going, but it will never replace the human side of what we do. AI tools like ChatGPT and Claude should make us faster and sharper, but the heart of the business will always be people helping people.\r\n\r\nBeing part of the Chiappetta Crew is both a responsibility and a privilege. We run with a tight crew. We care about each other, our customers, our community, and winning the right way.\r\n\r\nIf you want to coast, hide, or wait to be told what to do, this probably is not the place.\r\n\r\nIf you want to build something, make an impact, honor a proud tradition, and help take a legendary local business to the next level — welcome to Chiappetta Shoes.\r\n\r\n#AintNoBettaThanChiappetta