Director, Product Marketing

Is this job for you?

Do you have a passion for strategically and creatively positioning a product to connect with the right audience? Are you able to glean inspiration from 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 Director of Product Marketing to lead our product strategy, build brand awareness and customer growth. In partnership with our Chief Creative Officer and our VP of Marketing, The Director of Product Marketing is a critical new role on the team and pivotal to the brand’s evolution. Responsibilities include differentiating, communicating, and connecting our product assortment’s 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
• Lead go-to-market strategies, including key messaging development and tactical channel plans, ensuring that all customer-facing content is on-message and maximizing each 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
  

What You’ll Have

• Bachelor’s degree, Marketing or Business degree preferred
• 8+ years’ experience in 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 within the first 30 days
• Unlimited PTO
• 401K Plan
• Monthly Fitness Reimbursement Program
• Quarterly Faherty clothing allowance plus discounts
• Bonus Program
• Commuter Options/Benefits
  

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.