Position Location: Dearborn, MI
Reports To:SVP of Marketing/Direct-to-Consumer
FLSA Status: Exempt
Job Band: Executive
This role aligns all Carhartt Paid, Owned and Earned Media to maximize brand building effectiveness, drive consumer/Carhartt associate engagement, and scale the business in support of the corporate strategy. A proven background successfully navigating the fast paced and evolving media landscape, this leader is experienced in all facets of digital media and possesses a deep appreciation for the role traditional media plays in lockstep with it. By actively collaborating with the Brand Experience Strategy and Creative teams, this leader brings the brand strategy and programming calendar to life across paid, owned and earned forms of media to build Carhartt’s year-round relevance in ways that support our Wholesale, Direct to Consumer (D2C) and Industrial (B2B) businesses. Owning the integrated media strategy and leading the execution of all advertising to achieve business goals in brand building ways, this position requires a team player with a high level of collaboration, prioritization, organization, analytical, communication and leadership skills to be successful.
Oversee our agency relationships across all media planning/buying, PR, entertainment marketing, strategic partnerships and charitable giving, to ensure absolute brand alignment and highly coordinated execution that delivers against our annual and seasonal brand/business KPI’s.
Develop and manage a multi-million dollar media budget; responsible for all PR, media, strategic partnerships, charitable giving and product seeding to ensure accurate monthly/quarterly guidance and proactive decision making to drive the highest levels of ROI, ROAS, business growth, consumer acquisition/engagement and strategic positioning.
Build, align, plan and lead execution of seasonal national brand advertising campaigns across paid, owned and earned forms of media in service to the seasonal/annual brand strategy and business goals.
Provide oversight and strategic direction for corporate public relations, crisis and internal communications and charitable giving programs to ensure messaging is on brand, clear, creative and audience focused consistent with PR best practices and in collaboration with internal teams to support related brand and company initiatives.
Guide and ensure Carhartt continues to own the uniform of hard work and maintains a workwear brand leadership position throughout the entertainment industry in need of authentic rugged outdoor gear.
Align Carhartt’s strategic partnerships with the brand strategy to drive ground level consumer engagement that can be scaled across the Wholesale, D2C and Industrial businesses.
Lead the design and execution of a consumer acquisition practice in service to the Industrial and D2C business-to-business as we develop the operating model to scale our uniform sales.
Develop and implement the annual direct response media plan, oversee program management, and provide leadership to internal teams and agency partners. Direct the team responsible for designing and implementing test frameworks that employ a test and control methodology to drive the most efficient ROAS and determine new programs to implement.
Identify emerging social media trends and onboard them to power our brand story so we continue to inspire and serve Carhartt advocates through all major platforms in close partnership with internal partners.
Champion best practices and work in partnership with the Data and Analytics teams to drive media effectiveness through multi-channel attribution and media mix modeling.
Provide council and develop a scalable approach to support the Retail Marketing team’s goal to evolve their wholesale retailer outbound marketing support away from old forms of outbound media and adopt measurable digital direct response media programs.
Partner with the Brand Experience Strategy team to ensure all paid, owned and earned media trends, learnings and considerations are including in the development of the annual brand strategy and programming calendar.
Partner, build and execute media creative briefs with Carhartt’s creative team to power the integrated media strategy and achieve brand/business KPI’s.
Establish and monitor metrics to track performance, assess and report on external trends, optimize channels, improve messaging and creative, and recommend strategies to improve and/or optimize marketing efforts. Provide regular updates to senior leadership on the progress and KPI’s of marketing initiatives.
Hire, manage, and lead a diverse media team of direct reports through coaching, counseling, training, developing and mentoring, continuously developing the team’s expertise.
Bachelor's Degree Required
Master's Degree Preferred
Required Skills and Experience
Minimum of 10 years of relevant marketing and media experience in a product-oriented, consumer driven company; 5 years of experience driving and executing direct response and/or social media with a proven understanding and passion for the role branded media plays
Minimum of 6 years’ formal leadership experience and track record of developing and attracting talent is required; a strong team orientation and proven appreciation for all forms of media
Experience developing and managing eight figure and up media budgets
Advertising agency and/or media planning experience is preferred
Active Apparel/footwear industry or retail company/brand experience is preferred
Business analytics skills required for setting, tracking and taking action based on performance KPI’s
Consumer segmentation and targeting experience required and the ability to translate into media planning and execution
Outstanding organizational skills with demonstrated ability to prioritize workload and attention to detail
Excellent written and presentation skills with the proven ability to communicate with all levels including management and retail partners ·
Team mentality, passion for the consumer, believer in the power of brands and ideas
Experience and proficiency using Microsoft Office and/or Apple programs and developing/presenting large scale presentations