Marketing Director


: $109,600.00 - $103,800.00 /year *

Employment Type

: Full-Time


: Advertising/Marketing/Public Relations

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Marketing Director

Role Summary

The Marketing Director is responsible for driving brand awareness, engagement and retention, while ensuring the brand s position/voice is consistently and well represented through various communication channels and strategies. This role is a new additiona to the marketing team, and is focused on bringing and leading big, bold, new idea generation, cultivation and execution. This role will lead a team, while also extensively collaborating with the Founders, cross functional peers, and outside agencies. Success in the role will come from a strong knowledge of omni-channel markets and management of marketing and creative campaigns. He/she will partner closely with Ecommerce/Digital, Creative, Design, Sales. Hobo is the best kept secret, with high NPS score and strong brand loyalty, with a growth opportunity through driving higher brand awareness and consideration. This role is a critical element of achieving that growth.


Brand Strategy

Drive and contribute to the development of brand marketing strategies and planning. Bring big new bold ideas to the brand, to drive growth and innovation, especially as related to the DTC business and brand s positioning and communication strategy.

Lead and recap brainstorming sessions with cross functional teams, to identify new ways of driving brand awareness and engagement, in addition to new product launches and categories.

Develop and manage the budget, while prioritizing the initiatives with the highest ROI.

Manage a team that is accountable and responsible for seasonal creative direction/creative brief, all brand asset creation, PR, social, email marketing strategy, and new initiatives, e.g., loyalty, referrals.

Partner with Sales to develop marketing and communication approach for BTB business, and ensuring cohesion, consistency and communication across BTC & BTB strategies and tactics.

Research and present insights about customer, industry landscape, competitor activity, innovation and trends; Remain up to date with best practices and opportunities through assessing competitors and inspiration brands in other categories. Ensure strategies are rooted in these insights.

Process Management

Lead the team in creating and facilitating clear creative briefs to scope seasonal/collection campaigns, email, homepage, social media, promotional events, special projects, etc.

Identify process efficiencies and co-manage marketing calendar with Ecom Director

Ensure team is maintaining timelines to ensure project and asset deliverables are met.

Own communication to stakeholders around key decisions, milestones, and marketing plans

Analyzes post-campaign performance and assesses learnings to inform future approach.


Bachelor s Degree or higher, MBA a plus

9+ years of marketing experience, in a retail omni-channel environment preferably

Must have strong digital/social acumen and experience with digital brand expression

Worked for brands with an elevated/aspirational positioning; focused on affordable luxury

Distinctive problem solver and Idea generator; with capability to execute with excellence

Extensive experience partnering with creative resources to drive business goals

Strong bias for action with the innate ability to prioritize and an intellectual curiosity

Atleast 1-2 years of demonstrated ability to lead, manage, develop, and grow a team

Strong organizational, interpersonal, and presentation skills with a strong attention to detail

Entrepreneurial spirit, ability to work quickly, efficiently and strategically cross functionally


Founded in 1991, Hobo is a second-generation family owned company with roots in Annapolis, MD. The brand s origins lie within the craft of leather, with a nostalgic tribute to the methods and soul of the 70s. Our enduring design philosophy balances style & utility, resulting in eminently wearable bags that only get better with age. Hobo is committed to creating authentic goods that are made to last and to be loved every day.

* The salary listed in the header is an estimate based on salary data for similar jobs in the same area. Salary or compensation data found in the job description is accurate.

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