Tecovas is the first direct-to-consumer western brand, founded with the simple goal of making the world’s best western boots, apparel and leather goods - and selling them at a fair price. We are a brand revolutionizing a category and welcoming first-time boot buyers and western enthusiasts alike.
Tecovas is looking for a VP, Product and Brand Marketing, a strategic and visionary leader responsible for driving the brand's growth by connecting product development with compelling brand storytelling. This role plays a critical part in shaping the brand’s identity and ensuring that Tecovas’ products resonate with customers across all touchpoints. The VP will lead a team of marketing professionals, collaborate closely with the creative, merchandising, and performance teams to ensure that both product and brand strategies align with the company's business objectives.
This role is required to be based in Austin, TX. Candidates must either be currently located in or willing to relocate to Austin, TX.
Key Responsibilities
- Brand Vision and Strategy:
- Develop and execute a long-term brand strategy that aligns with the company’s business goals.
- Define and communicate the brand’s positioning, values, and voice across all customer touchpoints.
- Develop the campaign calendar by channel by week to determine which stories to tell when across which channels and manage the asset creation needs cross functionally
- Product Marketing Strategy:
- Develop and execute a comprehensive product marketing strategy that highlights Tecovas' unique offerings and differentiates the brand in the marketplace.
- Collaborate with the merchandising team to understand upcoming product launches and evergreen products, features, and enhancements, ensuring these are effectively communicated to the target audience.
- Lead go-to-market strategies for new product launches and evergreen campaigns, including positioning, messaging, and promotional tactics to drive sales and brand awareness.
- Cross-Functional Collaboration:
- Act as the key liaison between the merchandising and creative teams, ensuring alignment on product assortments, seasonal trends, and campaign themes
- Partner with the merchandising team to understand product assortments, consumer insights, and market trends to inform brand storytelling and creative direction.
- Work closely with the creative team to translate merchandising strategies into compelling marketing campaigns and visuals.
- Campaign Vision Development:
- Lead the strategic development of brand campaigns that highlight key products, promotions, and seasonal collections, ensuring a seamless integration of merchandising goals and creative execution.
- Ensure consistency in brand messaging across all channels, including digital, print, in-store, and social media.
- Choose which channels tell which stories when, ensuring that company-wide brand messaging is a part of that message
- Team Leadership and Development:
- Build and lead the team, fostering a culture of collaboration, innovation, and continuous improvement.
- Ensure the team is equipped with the tools, resources, and knowledge needed to execute successful marketing campaigns.
- Develop career growth plans for team members, promoting professional development and talent retention.
- Budget Management:
- Oversee the marketing budget, ensuring resources are allocated efficiently to maximize ROI across all product and brand marketing initiatives.
- Track and report on marketing performance, using data-driven insights to adjust strategies and optimize spend.
- Performance Metrics and Reporting:
- Establish and monitor key performance indicators (KPIs) for product and brand marketing efforts, ensuring alignment with overall business goals.
- Provide regular updates to senior leadership on the impact of marketing initiatives on brand health, product sales, and customer engagement.
Qualifications:
- 10+ years of experience in product and/or brand marketing, with a strong background in retail or consumer goods, preferably in the footwear industry.
- Proven track record of leading successful product launches and brand campaigns that drive growth.
- Strong leadership and team management skills, with experience building and mentoring high-performing marketing teams.
- Excellent strategic thinking, analytical, and communication skills.
- Deep understanding of market research, consumer insights, and data-driven marketing.
- Passion for Western culture and fashion, with an appreciation for Tecovas’ brand values and heritage.
What you bring to the table:
- You are able to analyze data and translate insights into actionable strategies
- You are a creative thinker with a customer-first mindset.
- You possess strong project management skills, with the ability to manage multiple project simultaneously.
Full Time Benefits & Perks:
- We offer insurance plans that pay 79-90% of your health premium coverage and 100% of your dental & vision insurance coverage for your family/dependents
- Paid Parental Leave
- Flexible PTO policy
- Corporate wellness program
- Competitive salary
- Eligibility to participate in Corporate Bonus Program
- Generous employee discounts!
About Us:
Tecovas was born out of a love for cowboy boots, their time-honored craftsmanship, rich materials that last, and traditional styling that always looks good. Each pair of Tecovas boots is crafted by hand in over 200 steps. It’s not the easiest or cheapest method, but we’re committed to classic construction techniques that stand the test of time. With 32 retail stores (and counting) across the country, we’re bringing western goods into new frontiers and aim to be the most welcoming brand in western. We’re certainly growing- and hiring passionate, humble, positive, and talented people determined to help us continue to grow!
Important note: We strive to hire values-aligned people because we believe it takes each and all of us to be successful, and lead with grit, speed and a clear vision of where we’re headed. In a remote setting, interviewing at Tecovas may include phone interviews, virtual “on-site” interviews, and on-the-job mock cases. We are committed to run a thorough process for candidates with whom we identify a potential match, and we will do our best to follow-up with each and every applicant! If you’re on the fence, just give it a try!
Hiring process and disclaimer: Should you receive an offer from us after going through the interview process, a background check will be conducted prior to onboarding. The results of a background check are evaluated as part of the hiring process, but this does not mean that you will not be considered for the job based upon the results. We are an equal opportunity employer and we encourage everyone to apply!
