Manager, Brand Marketing, Work (Community & Culture)

Career Opportunities: Manager, Brand Marketing, Work (Community & Culture) (8139)

Requisition ID 8139 - Posted 11/05/2026 - Marketing - Full Time - United States - Hybrid - California - San Leandro, CA

About the Role

Ariat Work earns its place on the job site, not just in the ad feed. This role builds Ariat Work's community: the real workers, crews and partners who wear the brand, and the moments where we show up alongside them.

This individual will be responsible for the Ariat Work community strategy and the brand programs that bring it to life: our worker ambassador network, community seeding and the content output that helps fuel our feeds, along with the Work brand side of our sports partnerships, field activations and the Ariat Work truck. They will also be the dedicated brand counterpart to our Partnership & Events and Social teams: bringing the Work consumer insight, product story and brand direction into their plans and calendars so that together we execute with focus and excellence. It is equal parts community building, field activation and content creation. They are as comfortable on a job site at 6am as they are presenting a plan to key stakeholders.

The ideal candidate brings strong brand marketing fundamentals, project management skills, excellent communications skills, and a collaborative spirit.

This position reports to the Sr Director, Brand Marketing, Work, and is based at our San Leandro HQ (hybrid), with 30-40% travel including weekends. Cross-functional partners include Partnership & Events, Social, Paid Media, Product, the wider brand team, and external agencies and production partners.

You'll Make a Difference By

• Leading the Ariat Work community strategy and communicating plans, progress and results to senior leadership.
• Owning the Work community calendar and budget, spanning ambassadors, seeding and community content, aligned to the Partnership & Events master calendar.
• Building and growing a worker ambassador network of real tradespeople across our priority trades, with a product feedback loop to our Product team.
• Leading community seeding: getting products onto whole crews, job sites and local trade groups, and coordinating with the Social team's creator and influencer seeding program through one shared tracker.
• Partnering with Partnership & Events to bring the Ariat Work brand to life within our sports and community partnerships, starting with the Cleveland Browns and the A's, owning the Work creative, product story and content.
• Partnering with Partnership & Events on the Ariat Work truck as a year-round brand platform, bringing Work brand direction and product story to its programming and capturing the content it creates.
• Developing briefs and directing creative development for community content, including Off the Clock, a content direction that follows tradespeople beyond the job site.
• Ensuring messaging and activations are true to the brand and resonate with workers in the trades.
• Measuring community, ambassador and content performance and reporting results monthly.
• Assisting with other responsibilities based on business needs.

About You

• 5-7 years' experience in brand marketing, ideally with a focus on community, experiential or content.
• Experience in footwear, apparel, outdoor, workwear or lifestyle brands preferred.
• A track record of building ambassador, community or grassroots programs that last beyond a single campaign.
• Experience writing creative briefs and directing agencies, creators and production partners.
• Strong strategic thinker and storyteller, with confidence presenting plans andresults to leadership.
• Proven ability to lead through influence with cross-functional partner teams.
• Native instincts for TikTok, YouTube and Instagram.
• Strong project and budget management; comfortable with 30-40% travel, including weekends.
• Genuine respect for the trades and the people who work in them.
• Experience bringing a brand to life through sports partnerships, branded vehicles or touring programs is a plus.
• Valid driver's license and valid work authorization for the United States required.

About Ariat

Ariat is an innovative, outdoor global brand with roots in equestrian performance. We develop high-quality footwear and apparel for people who ride, work, and play outdoors, and care about performance, quality, comfort, and style.

The salary range for this position is $110,000 to $125,000 per year.

The salary is determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data for geographic locations. Ariat in good faith believes that this posted compensation range is accurate for this role at this location at the time of this posting. This range may be modified in the future.

Ariat's holistic benefits package for full-time team members includes (but is not limited to):

• Medical, dental, vision, and life insurance options
• Expanded wellness and mental health benefits
• Paid time off (PTO), paid holidays, and paid volunteer days
• 401(k) with company match
• Bonus incentive plans
• Team member discount on Ariat merchandise

Note: Availability of benefits may be subject to location & employment type and may have certain eligibility requirements. Ariat reserves the right to alter these benefits in whole or in part at any time without advance notice.

Ariat will consider qualified applicants, including those with criminal histories, in a manner consistent with state and local laws. Ariat is an Equal Opportunity Employer and considers applicants for employment without regard to race, color, religion, sex, orientation, national origin, age, disability, genetics or any other basis protected under federal, state, or local law. Ariat is committed to providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, email human.resources@ariat.com.

Please see our Employment Candidate Privacy Policy at www.ariat.com/careers to learn more about how we collect, use, retain and disclose Personal Information.

Please note that Ariat does not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Agreement, Ariat will not consider or agree to payment of any referral compensation or recruiter/agency placement fee. In the event a recruiter or agency submits a resume or candidate without a previously signed Agreement, Ariat explicitly reserves the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted directly to hiring managers, are deemed to be the property of Ariat.

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