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Dickies: Director, Brand Marketing (Global)



Marketing & Communications
Fort Worth, TX, USA
Posted on Saturday, May 25, 2024

Director, Brand Marketing (Global Dickies)

We are looking for a Director, Brand Marketing, to join the Global Dickies Marketing organization.

Great brands win by engaging with their community. The worker is the heart and soul of our nearly 100-year-old brand. The Dickies worker doesn’t simply make for the hell of it, they celebrate the process. This role understands and engages this community of workers and builds strategies that organically connect our consumer globally. The heart and soul of our business is Workwear, and that has enabled us to be adopted by a diverse community of trend setters and movers and shakers, positioning Dickies to not only win with workers around the globe, but to also win with today’s design, style and trend forward leaders. Together the two dimensions make an unmatched hole that is led by this dynamic Sr Director candidate

A great Director will become the voice for this brand, our diverse communities, and work to position our products, technologies and tried-and-true icons at the top of our consumer’s consideration set. Working in a collaborative environment, with Sales, Product and Marketing leadership to grow and deliver on our purpose led and performance driven initiatives.

This individual will have deep passion and respect for the evolution of Dickies Workwear and Lifestyle around the Globe and be a forward thinker / innovator. This individual should be highly analytical, and results driven, and a true team player.

Join the Dickies Family

Dickies has spent a century crafting innovative workwear known for its performance, durability and comfort. Since 1922, Dickies has continued 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 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:

Drive a team of brand and product marketers to ensure our brand, product, purpose and seasonal messages resonate with our target consumer. Your team will lead the strategic development of branded content, services, partnerships and experiences, that will come together as best-in-class, full-funnel marketing plans that will be deployed all around the globe.

Create strategic plans for all aspects of seasonal marketing efforts that span from brand awareness, products that drive consideration, and energy that drives success in both direct and wholesale sites and doors for our regions.

You will collaborate with diverse cross functional teams to go to market including specialists across digital marketing, influencer, wholesale, data science, paid media, creative, and global teams. This role requires consistent collaboration and partnership and works hard to get consent with critical stakeholder groups to effectively lead the brand, work and lifestyle categories worldwide.

  • Brand Vision: Working with the global creative team, develop the brand foundations and sharp points that create consistency in our brand aesthetic, tone, and voice and most importantly, ensure they are regularly adapted into consumer facing communications.
  • Brand Execution: Demonstrate leadership in a broad array of marketing channels, marketing tactics, and management of outside vendors and agencies
  • Community Builder: Develop strategies to build a diverse organic community that drives the voice and energy for Dickies across different work and work lifestyle
  • Social Channels: Create an always-on content strategy that delivers content across all social media channels, grows our community, and drives engagement and conversation
  • Campaign Development: Ideation. Creativity. Inspiration. Lead the team internally and with external partners to develop campaigns that reinforce our positioning in the workwear space and inspire new consumers to join the Dickies purpose
  • Cross functional Leadership: Collaborate with the Category Director and Sales Director to align and prioritize the content and campaign execution; Seasonally, Globally and Regionally to continually excite and delight consumers
  • Budget Management: Own and deploy a designated budget to build branded content and campaigns
  • Develop the Team: Recruit, develop and champion the brand, work, work inspired and product marketing teams, by providing leadership while creating fun and energy that builds our brand culture

Performance Metrics:

Brand Health Tracking. Search Interest. Following. Engagement. CRM. Revenue. CLV growth. Fun.

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

Education / Position Requirements:

Years of Related Professional Experience: 10+ years in creative content & innovative brand strategy development

  • Bachelor’s degree in marketing or related field or equivalent work experience
  • Integrated brand experience preferred, apparel brand a plus

What we expect you already know:

  • Strong conceptual thinker who collaborates cross functionally especially with marketing functions, product teams and sales to drive brand, workwear, work inspired and product categories through GTM
  • Confident communicator who easily and naturally collaborates with cross functional teams and key stakeholders
  • Demonstrated experience of understanding unique brand culture and history, consumer motivations, category insights and product benefits in order to craft storytelling assets
  • Excellent verbal and written communication skills; critical proofreading skills
  • Driven to act with a sense of urgency; able to work well under pressure and with demanding deadlines
  • Demonstrated critical thinking and analytical skills are required
  • Experienced at research; understands and makes inferences from target consumer, trends and competitive brand information
  • Must be a self-starter, able to work independently with a proactive working style

What we will teach you:

  • Internal systems at Dickies and across VF.
  • Cross-functional partnerships
  • Global Accumen

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

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.

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:

$140,800.00 USD - $176,000.00 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.

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you are unable to submit your application because of incompatible assistive technology or a disability, please contact us at peopleservices@vfc.com. VF will reasonably accommodate qualified individuals with disabilities to the extent required by applicable law.

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.