Director, Brand Marketing

Carters Inc.; Atlanta (GA); On-site; USD 140,000 - 200,000; Full time

Job summary

Carter’s Inc. is seeking a Brand Director to lead the Carter’s brand strategy, shaping the future of our largest brand for consumers worldwide with a focus on parents and families at key milestones.

The role blends brand strategy, seasonal campaigns, and marketing operations, requiring 10+ years in brand management, a digital-first, omni-channel mindset, and a proven record of coaching teams to excel in fast-moving environments.

Qualifications

• 10+ years of experience in brand management and marketing
• Strong background in consumer branding and omnichannel marketing
• Experience leading and coaching teams with a people-first mentality

Responsibilities

• Lead Carter’s brand strategy for the Carter’s brand and drive initiatives to grow equity and market leadership
• Develop and execute integrated brand campaigns across channels with cross-functional partners
• Translate consumer insights into brand strategies and seasonal plans
• Oversee brand storytelling, partnerships, and agency relationships to ensure cohesive global expression
• Provide inspiring leadership and build a high-performing team culture

Skills

Brand management

Marketing leadership

Omni-channel marketing

Digital marketing

Team leadership

Communication skills

Job description

Serving the needs of all families with young children, Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.

How You’ll Make An Impact

We’re looking for a Brand Director to lead our Carter’s brand strategy team. You’ll help shape the future of our largest brand within our Cater’s Inc portfolio, serving consumers across the globe with a focus on creating meaningful connections with parents and families during life’s most important milestones. The ideal candidate should have a strong background in consumer branding, omnichannel marketing, and a deep understanding of how to connect with today’s families. Experience in children’s apparel, family lifestyle brands, or consumer products is highly valued.

50% Brand Strategy

• Drive initiatives that grow brand equity, strengthen Carter’s market leadership, and reinforce its position as the trusted brand for families.
• Lead brand storytelling and the integrated brand campaign strategy to deepen emotional loyalty and fuel long-term growth.
• Translate consumer insights into brand strategies that strengthen parent and family connections.
• Collaborate with Design and Merchandising to co-create consumer-right ideas that reinforce brand positioning and bring seasonal strategies to life.
• Build integrated brand marketing plans working cross functionally with Creative, Retail, Wholesale, Media, Social, PR, eCommerce, owned channels, and planning to ensure a cohesive global brand expression.
• Foster innovation by challenging conventional thinking, identifying whitespace opportunities, and developing new approaches that unlock brand affinity and growth.
• Manage and maximize agency relationships to ensure best-in-class Brand strategy, positioning and partnership execution.
• Provide inspirational leadership—setting vision, developing talent, and building a high-performing team culture rooted in collaboration and accountability.

30% Seasonal Brand Campaigns & Execution

• Build and lead brand plans, seasonal campaigns, and consumer-first concepts that differentiate Carter’s in the marketplace.
• Develop marketing briefs, strategic toolkits, and activation plans to deliver compelling seasonal storytelling.
• Oversee execution of brand initiatives across channels, ensuring on-time delivery, creative excellence, and measurable impact.
• Balance big-picture strategic thinking with a hands-on approach, thriving in ambiguity and energizing cross-functional collaboration.

20% Marketing Operations & Performance

• Drive an integrated marketing process that motivates teams and ensures timely, high-quality delivery.
• Establish key performance metrics to evaluate marketing effectiveness and optimize investments.
• Establish and lead a streamlined hindsighting process to capture insights and fuel future growth.

We’d Love To Hear From You If

• 10+ years of experience in brand management and marketing and a deep understanding of the digital and retail landscape.
• Ability to create an integrated brand marketing plan, while leading initiatives and project teams.
• Strong passion for and deep understanding of children’s apparel, parenting needs, and the family consumer landscape.
• Should bring a strong digital-first mindset, with expertise in omni-channel marketing (retail, e commerce, social, and CRM) and an understanding of consumer insights, brand positioning, and media planning.
• Dedication to respect, inclusivity, and valuing different perspectives.
• Strong written and verbal communication skills.
• Experience leading and coaching teams and a people-first mentality.
• Ability to balance creativity with organization and discipline in fast moving, ambiguous environment.
• An upbeat, positive, and collaborative working style.
• Strong attention to detail.

Make a Career At Carter’s

Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess.

NOTE: This job description is not intended to be all-inclusive. The duties described may be changed or reassigned at the discretion of management, and the employee may be required to perform duties that are not listed in the job description.

Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.