Director of Marketing

About Minnetonka

Minnetonka is a fourth‑generation, family‑owned footwear brand founded in 1946 and proudly based in Minneapolis. For 80 years, we've been known for comfort, craftsmanship, and timeless casual style. Today, we are evolving by modernizing how we show up, expanding our reach to younger consumers, committing to our Native American reconciliation work and building a stronger, more relevant brand for the future, while staying true to our values, our people, and our community.

The Role

Minnetonka is seeking a Director of Marketing who can both think strategically and execute relentlessly.

We're looking for a hands‑on leader who understands how modern marketing drives revenue, is consumer obsessed and has an insatiable curiosity for a space that's always changing. You need to be excited to shape and execute integrated marketing across every consumer and customer touchpoint, ensuring Minnetonka shows up consistently across DTC, wholesale, digital, social, content, and emerging channels. You will oversee the day-to-day marketing engine alongside the internal marketing team, while helping shape the strategic vision for where the brand goes next.

What You'll Be Responsible For

• Develop, manage and oversee the marketing goals, strategies and budget based on company objectives.
• Oversee creative direction, content strategy and brand communication across all B2B and B2C channels that reflect Minnetonka's values and business goals.
• Lead consumer insight efforts that help Minnetonka better understand who we serve, who we need to reach next, and how to translate those insights into brand, product, and growth opportunities.
• Work with the Marketing Manager to evolve Minnetonka's social media strategy and presence in a way that deepens consumer and cultural connection, strengthens brand relevance, and reaches new audiences across Instagram, TikTok, creator content, and emerging platforms.
• Collaborate with Minnetonka's VP of Ecommerce to guide paid digital advertising and search strategy, including SEO, AEO, GEO, Meta, Google, and emerging AI discovery channels, with a clear connection to performance and revenue.
• Partner with the Marketing Manager to shape the direction of marketing communication materials and ensure strong execution. This includes presentations, sell sheets, catalogs, photo library of images, advertising, POP materials, etc.
• Set strategic direction, goals, and performance expectations for email and SMS marketing, with day-to-day ownership and execution led by the Marketing Manager.
• Partner closely with the PR agency to strengthen Minnetonka's brand presence and messaging.
• Champion practical, responsible use of AI tools to make the marketing team smarter and more efficient behind the scenes, while preserving human-led strategy, creativity, judgment, and brand stewardship.
• Work closely with Native American artists on our collaborations to bring their stories to life.
• Collaborate across all other departments.
• Lead and develop a small but mighty marketing team.

What We're Looking For:

Experience

• 8-12 years of marketing experience, ideally in consumer brands, footwear, fashion, or lifestyle
• Proven experience driving measurable revenue growth through marketing
• Experience with:
• Creative direction
• Social media, including TikTok
• Content strategy
• Email & SMS marketing
• Paid digital advertising
• Strong leadership experience with ability to inspire and nurture a team

Mindset

• Highly self-driven and proactive, ability to set and reach goals without being given a path
• Equally comfortable setting direction and doing the work required to bring ideas to life
• Creative problem solver, seeks opportunities with resource constraints
• Curious, data‑informed, and willing to test and adapt
• Strong ability to prioritize across competing demands
• Proven ability to manage budgets

Values & Fit

• Alignment with Minnetonka's values: integrity, passion, service, inclusivity and responsibility
• Appreciation for heritage brands and the care required to modernize them thoughtfully
• Collaborative, humble, and no‑ego leadership style

Location

• Must be based in the Twin Cities, MN
• This role requires strong in‑person collaboration and partnership across every department
• Minimum 3 days/week in the office with flexibility for working remotely other day

Language Skills

Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.

Mathematical and Reasoning Skills

Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.

Computer Skills

To perform this job successfully, an individual should have knowledge of: Spreadsheet Software (Excel); Word Processing Software (Word); Presentation software (PowerPoint); Internet Software; Order Processing Systems; and Electronic Mail Software (Outlook); Information and Communication Technology (FedEx Ship Manager; UPS WorldShip).

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms and talk or hear. The employee is regularly required to stand and walk.

The employee must occasionally lift and/or move up to 20 pounds.

Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.