Senior Director, Brand Marketing

About the role

We believe in doing things differently—building a brand that honors craftsmanship, fosters community, and creates positive impact. Our team brings day-one passion to everything we do, always innovating while staying true to what matters most: creating products and experiences that stand the test of time. We're looking for a strategic and creative Brand Marketing Director to lead the evolution of our brand voice, community engagement, and integrated marketing initiatives. This role is perfect for someone who can seamlessly blend strategic thinking with hands-on execution, ensuring every touchpoint—from social media to experiential activations—tells a cohesive, compelling brand story. You'll work closely with our leadership team to build a marketing engine that drives awareness, deepens community connection, and creates memorable brand experiences across all channels.

Founded in 2013 by Mike and Alex Faherty and Kerry Docherty, Faherty is a family-run lifestyle and apparel brand fueled by purpose and optimism. Our goal: to build a new American legacy by creating high-quality, sustainably minded, feel-good favorites that bring joy to wear. We feel a deep responsibility to do things differently: to promise comfort without compromising quality, to hold ourselves to a higher standard with a lower environmental impact, and to leave the world a better place than we found it. We recognize the impact the fashion industry has on the world, and we're dedicated to learning how to be better stewards of the planet. We believe the power of conversation and connection can make real change, and we're committed to supporting people and organizations doing work we believe in. Our passionate leadership team comes from different backgrounds but shares a singular goal: to deliver on our promise of comfort and craftsmanship, working side-by-side in a collaborative, energetic, and creative environment every day, like the family we are. Employees embody five core values: Always Innovate, Bring Day One Passion, Move Forward as One (All Together), Harness the Power of Positivity, and Deliver with a Timeless Focus.

Responsibilities

• Brand Strategy & Guidelines: Uphold and steward brand guidelines in partnership with leadership, including tone of voice, messaging principles, and visual identity standards; serve as a brand guardian ensuring consistency across all channels while maintaining flexibility to adapt to channel-specific needs; evolve the brand narrative to resonate authentically with the target audience.
• Community Development & Engagement: Build and nurture the online community across social media platforms, creating spaces where customers feel genuinely connected to the brand; engage meaningfully with followers, respond to inquiries, and foster conversations that strengthen brand loyalty; develop strategies that transform customers into brand advocates.
• Content & Copywriting: Create compelling copy across multiple formats: website content, social media, email campaigns, journal articles, print materials, and advertisements; ensure all messaging aligns with brand guidelines while resonating emotionally with the audience; bring the brand story to life through words that inspire and connect.
• Social Media Strategy: Develop and execute comprehensive social media strategies aligned with business objectives and brand identity; create integrated content calendars incorporating compelling visuals, engaging copy, and strategic hashtags; monitor performance metrics and optimize strategies to maximize reach, engagement, and conversion.
• Strategic Partnerships: Identify and cultivate partnerships with like-minded brands, influencers, and organizations (with initial focus on retail partnerships); negotiate partnership agreements and collaborate on co-branded campaigns that amplify reach and brand relevance; build relationships that create mutual value and authentic brand alignment.
• Experiential Marketing: Own end-to-end event strategy and execution — from retail pop-ups to brand activations — including venue selection, vendor management, and post-event reporting; conceptualize and execute experiential marketing activations and events that embody brand values; coordinate logistics, manage budgets, and measure success using tools like Measured or Marathon; create memorable brand experiences that generate organic buzz and deepen customer connection.
• Integrated Marketing Leadership: Build a truly integrated cross-channel strategy where every tactic ladders back to the same core narrative, tone, and visual identity; develop one unified campaign calendar mapping all owned, earned, and paid touchpoints with clear dependencies and sequencing; collaborate early and often with creative, media, PR, social, retail, e-commerce, partnerships, and product marketing teams to ensure alignment from concept through execution; create channel-adapted assets that maintain brand consistency while optimizing for each platform's unique audience and behaviors; track holistic campaign performance against brand KPIs and sales goals, not just isolated channel metrics; serve as the brand discipline guardrail, ensuring speed and channel optimization never dilute the overarching message.
• Retail/Wholesale Marketing & PR: Partner with wholesale and retail teams to build marketing strategies that support account growth, in-store activations, and channel-specific campaigns; develop co-op marketing materials and seasonal toolkits that equip wholesale partners and retail stores to bring the brand to life at point of sale; own media relations strategy, building relationships with press, editors, and influencers to secure organic coverage and elevate brand visibility; lead PR campaigns tied to product launches, brand milestones, and cultural moments, partnering with leadership on messaging and positioning.

Requirements

• Minimum 10 years of experience in brand marketing, with a proven track record of developing and executing integrated marketing strategies
• Deep understanding of brand development, community building, and multi-channel marketing
• Strong copywriting skills with the ability to adapt tone and style across various formats and audiences
• Demonstrated success in social media strategy and community management
• Proven experience building wholesale/retail marketing programs, including co-op marketing and in-store activation strategy
• Established media relationships and hands-on PR experience, including product launch campaigns and proactive press outreach
• Track record managing events end-to-end, from concept and budget through execution and post-event measurement
• Experience negotiating and managing strategic partnerships
• Background in experiential marketing and event execution
• Proficiency with analytics tools and performance measurement platforms (e.g., Measured, Marathon)
• Highly collaborative with a hands-on, entrepreneurial spirit and ability to thrive in a fast-paced, evolving environment

Pay

The base salary range for this position is $200,000 – $220,000 USD. Final offer will consider location, skill level, and experience.

Benefits

• Health benefits
• 401(k) Plan with company match
• Incentives Program
• Commuter Options/Benefits
• Gener