Director, Product Marketing

** The health and safety of you and your Faherty Brand teammates is important to us! Covid-19 vaccination will be required to work in our office. **

Is this job for you?
­Do you have an expertise and passion for strategically, uniquely and creatively positioning brand equities and product?  Are you able to glean inspiration though a product’s lifecycle, from design inspiration to sourcing to merchandising, and craft a rich product-led story that is differentiated and impactful?  Can you leverage customer insights to further define a product’s go-to-market plan…then hindsight against that plan to continually iterate and nurture its growth? 

If these opportunities sound like you and your stoked to learn more, Faherty is seeking a seasoned, entrepreneurial, and innovative Sr Director / Director of Product Marketing to lead our product strategy, build brand awareness, grow adoption and steward customer growth. In partnership with our Chief Creative Officer, VP of Merchandising and our VP of Marketing, this role is a critical addition to the team and pivotal to the brand’s evolution.  Responsibilities include differentiating, communicating, and connecting our product assortments’ unique value prop to the correct audiences and driving brand growth across our channels, with a keen focus on Women’s.

What you’ll do:

• Develop marketing strategies to accelerate growth of Men’s, Women’s, and Third-Party collections among target audiences, with Women’s being a priority focus
• Lead go-to-market strategies, including key messaging development and tactical channel plans, ensuring that all customer-facing content is on-message and optimized by channel
• Identify target customers, their behavior, and how products will connect; be a conduit for the voice of the customer to the company
• Own growth of products across the customer lifecycle, from driving awareness and acquisition through retention
• Obtain insights into customers’ usage of current products, untapped opportunities, and buyer personas, through interviews, surveys, focus groups and sales data
• Brief internal and external partners on core expansion, new products, seasonal priorities, and key items
• Review competitive offerings and drive ongoing differentiation
• Work closely with Marketing, Design, Content and Merchandising leadership to support cross-functional initiatives
• Inspire, challenge and develop a team of direct reports and drive close collaboration with marketing peers and channel leads

Must have qualifications include:

• Bachelor’s degree, Marketing or Business degree preferred
• 8+ years’ experience in product marketing or similar go-to-market experience with a retail, fashion and/or lifestyle brand
• Experience working with product teams to define product strategy
• Adept at product positioning, storytelling and providing copy direction
• Broad knowledge of marketing and direct channels
• Able to optimize marketing strategy through the right channel including retail, e-Comm, social media, digital media, influencer-marketing and earned media
• Cross-functional, project management and leadership experience required
• Strong quantitative analytical ability and excellent written and oral communication skills
• Experience influencing across all levels of the organization
• Goal-oriented and ability to work in a fast-paced environment
• Comfort in a face-paced, entrepreneurial, start-up environment
• Ability to track KPIs and critically assess performance to improve and optimize output

Why Us, You Ask!:

• Medical, dental, vision, and ancillary benefits available on your first day!
• Unlimited PTO
• 401(K) Plan with company match
• Monthly Fitness Reimbursement Program
• Quarterly Merchandise Allowance
• Bonus Program
• Commuter Options/Benefits

A bit about us:

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 will bring you 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. 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 that we believe in.

Our passionate leadership team comes from different backgrounds but share a singular goal: to deliver on our promise of comfort and craftsmanship. To work side-by-side in a collaborative, energetic, and creative environment every day, like the family we are.

We welcome everyone — and we mean everyone. We believe a diversity of viewpoints, experiences, and backgrounds only serve to make our team stronger, which is why we strongly encourage those from historically and systemically marginalized communities to apply: BIPOC, women, and people in the LGBTQIA+ community, to name a few. We strive to lead consciously, bravely, and inclusively — and to reflect those values in our work. We live by six key pillars:

Be The Best
Stay Authentic
Better Together
Spread Good Vibes
Deliver On Promises
Lead Consciously, Bravely, and Inclusively

Remain compassionate. Stay focused. Seek joy. Let’s make the world a better place.