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Dickies: Product Marketing Manager



Marketing & Communications, Product
Fort Worth, TX, USA
Posted on Thursday, January 18, 2024

Manager, Product Marketing

Dickies exists to champion the passion, pride and power of work. As the Global Product Marketing Manager, you will be responsible for global demand creation by partnering with cross-functional counterparts to seasonally identify and drive alignment around key stories that balance brand-building and commercial excellence. You will support and execute the marketing strategy set forth by marketing leadership and maintain category positioning through our Hero Product and Channel Stories architecture. You will manage category marketing from initial brief through campaign planning, delivery, global activation and performance reporting in partnership with both the Workwear and Lifestyle Triad teams (Marketing, Sales, Product). It is crucial that your energy and work thrives in a planning culture. Dickies is always looking for ways to uplift the accomplishments of our diverse community by highlighting their stories through the lens of our unique workwear icons, innovations and lifestyle apparel. Your influence on how our brand shows up globally, through seasonal product marketing, is intended to inspire international alignment, improve brand affinity and marketing return on investment with key consumer segments.

Join the Dickies Family

Dickies has spent nearly a century crafting innovative workwear known for its performance, durability and comfort. Since 1922, Dickies continues its long legacy of designing quality workwear and work-inspired apparel at a price anyone can afford. What began as a humble denim bib overall company has grown into a worldwide force, weaving together cultural movements with a rigorous commitment to straightforward style and long-lasting ingenuity.

In 2017, Dickies was acquired by VF Corporation, the parent company of global powerhouse brands such as Vans®, The North Face® and Timberland®. Powerful brands that are fueled by insights and innovation put us at the heart of our consumers’ lives. Many of our brands lead their respective categories, and some have risen to iconic status. VF is the ideal steward to honor the Dickies heritage while providing a platform for growth that ensures continued success for another century. We are a purpose-led company that seeks not only to succeed in business, but also to leverage our success and resources to make the world better. We power movements of sustainable and active lifestyles for the betterment of people and our planet.

How You Will Make a Difference

What you will do:

  • Own the integrated development and delivery (presentation) of seasonal Product Marketing Plans to leadership and regional partners.

  • Act as a product expert and thought partner to regional counterparts in the execution of seasonal Global Product Marketing Plans.

  • Successfully support marketing leadership through interfacing with the consumer insights team to apply relevant studies to seasonal product campaigns.

  • Support the delivery of insights-driven, strategic global product marketing briefs and influence the creative process for seasonal product campaigns and Hero Story activations.

  • Partner with Creative Services throughout the creative production process, ensuring thorough completion and timely delivery of assets to key stakeholders; regional leads and channel partners.

  • Partner closely with Product Merchandising and DTC to accurately incorporate hero styles and key looks in product one-sheets. Making adjustments in response to dropped styles and strategic pivots.

  • Own evergreen product marketing requests from key cross functional counterparts and channel leads.

  • Manage the global product marketing launch calendar. Regularly updating launch shifts and flighting.

  • Partner with DTC to facilitate speed-lane requests (promotions) that fall outside the seasonal story map.

  • Partner with the Wholesale Marketing team to make sure that key product stories and technologies are highlighted correctly in seasonal sell-in materials.

  • Complete all seasonal GTM duties with attention to key channel and regional needs. Ensuring global product marketing campaign targets are met across all regions and channels.

  • Help construct all outbound product messaging to ensure the consumer understands Dickies unique value proposition brand-right, globally consistent positioning and tone.

  • Act as the lead project manager for product marketing across all departments and regions. Support, and at times own, the seasonal delivery of marketing plans through the GTM process.

  • Help establish, and deliver on, seasonal product marketing performance goals. Partnering closely with channel partners to determine KPI’s and benchmarks for success.

  • Partner with cross functional leads to deliver post-mortem campaign performance repo

  • Maintain communication between product, regions and marketing teams throughout the GTM process (I.e. attendance at line reviews) to drive sell in and sell through.

Free To Be, Inclusion & Diversity

As a purpose-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success

Years of Related Professional Experience: 6+ years professional experience including proven track record of working in the workwear and/or fashion lifestyle apparel industry with a rudimentary knowledge of the apparel retail space.

Educational Position Requirements: A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

What we expect you already know:

  • Must be familiar with and have a passion for the Dickies brand, specifically our line of iconic workwear.

  • How to create and socialize an integrated marketing plan internally and to external partners.

  • Ability to interface with unique personalities (i.e. brand ambassadors and external agencies).

  • Strong presentation, verbal and written communication skills.

  • Ability to work/communicate with all levels of the organization, including executive leadership.

  • Ability to develop collaborative and diverse relationships.

  • Ability to work with various counter-parts to build seasonal strategies to support overall business initiatives and goals.

  • Ability to work independently and acquire new knowledge as necessary for tasks or projects.

  • Ability to manage multiple projects, set goals, and prioritize tasks.

What we will teach you:

  • Internal systems at Dickies and across VF

  • Cross-functional partnerships

  • Dickies Go To Market Strategy

  • Internal Marketing Plan & Creative Toolkit Development Process

VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Preserve.

What’s in it For You

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package. Go to MyVFBenefits.com and click on “Looking to Join VF?” to learn more.

Our Parent Company, VF Corporation

VF is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It’s the reason we come to work every day. It’s a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at vfc.com

We just have one question. Are you in?

Hiring Range:

$88,000.00 USD - $110,000.00 USD annually

Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.

Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.

Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.

Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.