VP Brand Marketing Intimates
Hanes Brands

Winston-Salem, North Carolina

Posted in Retail
16 days ago

Job Info


The VP of Brand Marketing - Intimates will report to the Chief Consumer Officer, and will be based in our company headquarters in Winston-Salem, N.C. This role is a key leader in our go-to-market strategy through providing leadership, direction, and strategy for building the Intimates brands, which does $600+ million in sales annually. This position is responsible for the development of the brand strategy, brand guardrails, and marketing plans to support annual sales and profit growth as well as long-term brand equity goals for Intimates. The deliverables for this role will center around establishing consumer-insights-lead brand positioning and brand guardrails that will direct the innovation roadmap, brand communication, relevant and impactful digital/social media content, and media plans. The VP of Brand will work with the product marketing teams, customer sales teams, DTC teams, and outside agencies to ensure that all consumer touchpoints are aligned with the brand position and guardrails. This position requires expertise in brand strategy, performance marketing, digital and social media and a growth mindset.


  • Establish the overarching brand strategy for Intimates
  • Responsible for setting the brand guardrails, brand communications strategy, campaign brief approval and concepting sign off
  • Leverage insights to recommend innovation platform opportunities for the Intimates product lines
  • Recommend brand extendibility opportunities and partner to develop appropriate market entry strategies for new category initiatives
  • Provide marketing leadership and functional excellence to develop and drive annual and LRP brand marketing plans for Intimates, supporting brand sales, growth and equity objectives
  • Responsible for marketing consistency across all Intimates product lines and consumer touchpoints, ensuring that product, packaging and consumer communications are aligned with the overall brand positioning
  • Responsible for the allocation of marketing budget
  • Establish the marketing calendar for the Intimates businesses
  • Responsible for supplier decisions and approvals within the approved budget
  • Responsible for guiding the visual identity, packaging, POS and other seasonal creative
  • Provide strategic leadership to the DTC team on developing and executing any Loyalty strategy developed for the brand
  • Creative vetting of all campaigns to ensure they are on-brand
  • Responsible for major ambassador relationships, new partnerships or collaborations
  • Manage agency partnerships with regular reviews
  • Measured on overall brand financials, brand health metrics, retail and online comp growth, and campaign sell through.


  • Bachelor's degree required; master's degree preferred
  • 10+ years of experience in brand marketing, with at least four years in a leadership role
  • Industry experience in retail, manufacturing, consumer packaged goods, or apparel preferred
  • Demonstrated ability to develop institutional policies/procedures and effect change
  • Proven track record of delivering results
  • Proven experience in building iconic brands
  • Experience leading a full brand development cycle from strategic development through implementation to evaluation of the outcome
  • Creative marketing experience
  • Expertise in media plan development and execution including performance marketing
  • Expertise in brand management, marketing communications (including traditional advertising/media, digital and social media, PR and influencer marketing) and e-commerce
  • Experience in leveraging consumer data to drive sales growth
  • Ability to use independent judgment
  • Strong interpersonal and communication skills and the ability to work effectively with a wide range of constituencies in a diverse/global company
  • Strong critical thinking skills and the ability to analyze, summarize, and effectively present data
  • Strong consulting skills and the ability to influence stakeholders
  • The ability to work effectively in a matrixed organization
  • Strong problem-solving skills
  • Results-driven
To qualify, applicants must be legally authorized to work in the United States and should not require now, or in the future, sponsorship for employment visa status

EOE/AA: Minorities/Females/Veterans/Disabled

Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly:

Telephone: 877.999.5553

Email: HBI_TA@hanes.com

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