Marketing Director - Soffe

Job DetailsJob Location: Remote Winston-Salem - Winston-Salem, NC 27101Position Type: Full TimeWe are seeking a strategic, collaborative, and execution-focused Director of Marketing to lead our integrated brand marketing strategy. This role reports directly to the SVP/GM of Soffe. This role will bring the brand to life through compelling storytelling, coordinated product launches, public relations, partnerships, retail marketing, and consistent messaging across consumer, wholesale, and retail touchpoints. The Director of Marketing will serve as a key connector across Creative, Ecommerce, Product, Sales, and Customer Experience, aligning teams around one clear brand strategy and go-to-market plan. This is an opportunity to help shape the next chapter of an iconic American apparel brand. KEY RESPONSIBILITIES Brand Strategy and Messaging Develop and lead the annual integrated brand marketing strategy. Own the seasonal marketing calendar across direct-to-consumer, wholesale, retail, military, and specialty channels. Translate brand and business objectives into seasonal campaigns, product stories, communications plans, and marketing initiatives. Own the brand’s messaging architecture, seasonal campaign messaging, and product storytelling. Ensure consistent positioning, voice, and messaging across all customer and retailer touchpoints. Balance long-term brand building with near-term commercial priorities. Go-to-Market Leadership Lead the cross-functional go-to-market process for seasonal collections, product launches, collaborations, and major brand initiatives. Align Product, Creative, Ecommerce, Sales, Public Relations, and Customer Experience teams around shared plans, timelines, and deliverables. Establish launch milestones, responsibilities, asset needs, and decision points. Ensure campaign materials, product information, digital content, sales tools, and press materials are aligned and delivered on time. Lead launch-readiness meetings and post-launch performance reviews. Creative Partnership Partner closely with the Creative Director to translate marketing strategy and business priorities into compelling campaigns and content. Develop clear creative briefs outlining objectives, audiences, messaging, deliverables, and channel requirements. Collaborate on campaign concepts, seasonal storytelling, photography, video, content, and asset planning. Ensure excellence in brand positioning while meeting channel and commercial needs. Ecommerce Partnership Partner with the Director of Ecommerce to align brand strategy with digital execution and revenue objectives. Develop the campaign strategy, messaging, and creative direction that inform the website, paid media, CRM, email, acquisition, and retention initiatives. Collaborate on digital campaign calendars, product launches, promotional moments, website storytelling, and paid media creative priorities. Review performance of all media with Ecommerce Director to understand how campaigns, messaging, and creative contribute to engagement, conversion, and retention. Product and Sales Partnership Partner with Product teams to translate seasonal assortments, product benefits, fabrics, fit, quality, and innovation into compelling consumer stories. Align marketing priorities with merchandising calendar, launch timing, pricing, and commercial opportunity. Serve as the primary marketing partner to Sales across all commercial channels. Develop sales materials, retailer presentations, launch toolkits, product stories, and channel-specific marketing programs with creative teams. Support retailer activations, co-marketing opportunities, trade events, and key account initiatives. Integrated Campaigns and Brand Activations Lead the strategy and cross-functional development of integrated campaigns across: Brand and seasonal storytelling Product launches Public relations and earned media Influencer and ambassador partnerships Experiential marketing and events Retail and wholesale marketing Strategic partnerships and collaborations Advertising and digital media Adapt campaigns to individual channels while maintaining one cohesive brand story. Manage campaign timelines, deliverables, approvals, and performance reviews. Public Relations and Agency Oversight Lead the brand’s public relations and earned media strategy. Manage relationships with PR agencies, publicists, consultants, freelancers, and other external partners. Establish clear scopes, objectives, budgets, timelines, deliverables, and performance expectations. Oversee media outreach, editorial opportunities, product placements, launch announcements, executive communications, and brand storytelling. Coordinate PR activity with product availability, campaign timing, retail initiatives, and business priorities. Evaluate agency performance and ensure external partners remain aligned with brand standards. Insights, Budget, and Performance Monitor consumer behavior, cultural trends, category developments, competitive activity, and campaign performance. Translate insights into recommendations that strengthen messaging, audience engagement, and marketing effectiveness. Develop and manage the annual brand marketing budget. Establish objectives and key performance indicators for campaigns and marketing investments. Measure and report on brand awareness, engagement, earned media, partnerships, launches, retail support, consumer response, and marketing efficiency. Present plans, results, and recommendations to leadership. Team and Process Leadership Build and develop the marketing function as the organization grows. Establish clear planning processes, workflows, roles, and accountability. Foster strong collaboration across internal teams and external partners. Determine the appropriate balance of internal resources, agencies, freelancers, and vendors. Lead and mentor direct reports while supporting a culture of creativity, accountability, and continuous improvement. QualificationsPreferred Experience Premium apparel, activewear, fashion, or lifestyle brands. Brand repositioning, relaunch, or transformation. Retail and wholesale marketing. Public relations, earned media, influencer marketing, partnerships, and experiential activations. Shopify, CRM, paid media, and ecommerce ecosystems. Campaign reporting, analytics, and budget management.       PHYSICAL DEMANDS   The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.   While performing the duties of this Job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms and talk or hear. The employee is occasionally required to stand and walk. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision and ability to adjust focus. Ability to move between departments to interact with others. Consistent daily attendance required; occasional off-shift support and limited travel required.     WORK ENVIRONMENT   The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The noise level in the work environment is usually moderate. Generally, will work in conditioned office environment.       *The statements herein are intended to describe the general nature and level of work being performed by associates and are not to be construed as an exhaustive list of responsibilities, duties, and skills required. Furthermore, they do not establish a contract for employment and are subject to change at the discretion of the employer at any time with or without notice.   AA/EOE/Minorities/Females/Veterans/Disabled. All qualified applicants will receive consideration for employment without race, color, gender (including pregnancy), gender identity, sexual orientation, national origin, religion, age, disability, veteran status, genetic information, or other protected characteristics. *