Work Brand Marketing Director

About the Role

We are seeking a self-motivated Work Brand Marketing Director to lead Ariat's marketing efforts with vision and purpose. This position is responsible for building awareness, affinity, and loyalty for our growing Work brand.


This individual will drive brand strategy, creative development, and activation efforts while leading all aspects of marketing communication. This role is ideal for a strategic thinker and strong collaborator-skilled at developing effective marketing plans and presentations, driving high-quality execution, and aligning stakeholders across all levels of the organization, including the executive team. Exceptional planning, communication, and organizational skills are essential in this fast-paced, high-impact role.

The ideal candidate brings a deep understanding of consumer marketing, strong cross-functional leadership skills, and an appreciation for the values and purpose that drive the workwear consumer.

This position reports to the VP of Omni-channel Brand Marketing. Cross-functional partners include Product Management, eComm, Creative, and Sales.

You'll Make a Difference By

• Leading the strategic marketing roadmap to grow brand awareness, engagement, and conversion with new and existing work consumers-including tradespeople, industrial workers, warehouse workers, ranchers and more.
• Owning go-to-market planning and seasonal calendars to meet growth goals and optimize integrated marketing activities.
• Partnering with Product and Sales teams to understand technical features (e.g., safety toes, flame resistance, etc.) and translate them into compelling consumer-facing messaging.
• Championing authentic storytelling that reflects the values, pride, and grit of the modern working consumer.
• Presenting strategic briefs that clearly articulate positioning, audience, objectives, and key messaging.
• Driving campaign development and execution to ensure content and planned activations meet objectives and deliver measurable results.
• Collaborating with Digital Marketing and eComm Teams to enhance the consumers' journey, evaluate in-market performance, and adapt at the speed of culture.
• Working with Partnership and Social Teams to build partnerships and influencer programs, seeding initiatives, and event experiences to grow the consumer base.
• Partnering with Wholesale Sales and Retail Teams to develop campaigns and tools that drive awareness and traffic.
• Monitoring the competitive landscape and developing marketing strategies that differentiate the Ariat brand in the marketplace.
• Traveling to tradeshows, retail environments, and job sites to build category knowledge and ensure the brand message resonates with real-world consumers.
• Staying current with evolving marketing trends to deliver relevant and resonant content.
• Other duties as assigned.

About You

• 10+ years' experience in consumer marketing, including 5+ years of people management.
• Experience in apparel, footwear, or accessories within work, outdoor or athletic categories preferred
• Deep consumer understanding of utility, outdoor, and/or workwear segments; background with heritage brands a plus.
• Thoughtful and adaptive strategic thinker who can interpret needs and drive execution.
• Strong communicator with exceptional presentation skills and experience engaging senior leadership.
• Highly collaborative, with a proven ability to lead cross-functional teams and external partners.
• Comfortable with rapidly changing priorities and managing multiple projects simultaneously.
• Passion for managing people and developing talent.
• Knowledge of media channels and retail business is a plus.
• BA or BS required.

About Ariat

Ariat is an innovative global brand with roots in equestrian performance. We develop high-quality footwear and apparel for people who ride, work, and play outdoors, and care about performance, quality, comfort, and style.

The salary range for this position is $160,000 - $180,000 per year.

The salary is determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data for geographic locations. Ariat in good faith believes that this posted compensation range is accurate for this role at this location at the time of this posting. This range may be modified in the future.

Ariat's holistic benefits package for full-time team members includes (but is not limited to):

• Medical, dental, vision, and life insurance options
• Expanded wellness and mental health benefits
• Paid time off (PTO), paid holidays, and paid volunteer days
• 401(k) with company match
• Bonus incentive plans
• Team member discount on Ariat merchandise

Note: Availability of benefits may be subject to location & employment type and may have certain eligibility requirements. Ariat reserves the right to modify these benefits, in whole or in part, at any time without advance notice.

Ariat will consider qualified applicants, including those with criminal histories, in a manner consistent with state and local laws. Ariat is an Equal Opportunity Employer and considers applicants for employment without regard to race, color, religion, sex, orientation, national origin, age, disability, genetics or any other basis protected under federal, state, or local law. Ariat is committed to providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, email View email address on click.appcast.io.

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Please note that Ariat does not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Agreement, Ariat will not consider or agree to payment of any referral compensation or recruiter/agency placement fee. In the event a recruiter or agency submits a resume or candidate without a previously signed Agreement, Ariat explicitly reserves the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted directly to hiring managers, are deemed to be the property of Ariat.