Director of Brand - Waterbury, VT

The Company:

Founded in 1978, Cabot Hosiery Mills is an American manufacturer of premium socks with uncompromised comfort, durability, and fit.

With a family of brands including Darn Tough Vermont, Wide Open, and Cabot & Sons, our mission is to make the world’s best socks, in Vermont, USA, and back them with our Unconditional Lifetime Guarantee. We are family owned, three generations strong, and have yet to produce our best sock.

Job Summary:

The Director of Brand is a strategic architect responsible for stewarding and evolving the brand’s positioning, differentiation, and long-term growth strategy.

This role owns the brand’s strategic foundation – grounded in consumer insights, category understanding, and cultural relevance – and plays a critical role in informing commercial and go-to-market strategy.

Working closely with senior leaders across Marketing, Product, and Sales, the Director of Brand facilitates the development of integrated brand, product, and go-to-market strategies by providing the insight, positioning, and strategic context that guide cross-functional decision-making.

As a commercially minded brand leader, the Director of Brand ensures the brand remains deeply connected to its audience while aligned with company priorities.

Through rigorous insights and category expertise, this role informs product development, shapes go-to-market planning and serves as the brand’s strategic voice in cross-functional decisions.

The salary range for this role is $130,000-$155,000 annually, depending on experience.

Key Responsibilities:

Brand Strategy & Stewardship


* Define and evolve the long-term, strategic brand vision, competitive positioning, and brand architecture, honoring 20+ years of brand identity while intentionally guiding brand evolution.


* Provide strategic brand direction through regular delivery of brand strategy guidelines, campaign briefs, and category briefs, founded on consumer insights and integrating marketing and sales insights.


* Ensure Product, Marketing, and Sales efforts are on brand across customer and consumer touchpoints, including digital marketing channels, retail marketing efforts, and packaging.


* Provide leadership and strategic recommendations on brand and category architecture, including how the brand and its products are structured, the naming system for products or lines, and how sub-brands or future innovations ladder up to the master brand.

Brand Awareness & Equity Growth


* Lead the strategic development of brand-building initiatives that expand brand awareness, improve brand perception, and strengthen long-term brand equity.


* Partner with Growth Marketing, eCommerce, and Sales teams to align upper-funnel initiatives with performance and business KPIs.


* Establish brand health metrics and continually monitor performance to refine strategy.

Consumer Insights


* Build and support the team and tools that enable the delivery of high-quality con...