LaCrosse Footwear
  • Portland, OR, USA
  • Full Time

Creative Director - Danner Brand

The following statements are intended to describe the general nature and level of work being performed. They are not intended to be construed, as an exhaustive list of all responsibilities, duties and skills required of personnel so classified.

We are building a team to manage the creative expression of the LFI brands. They work together to build and create memorable and impactful work in service of the objectives set forth by the brand team and the needs of the business overall. They care deeply about the quality and power of what we share with our consumers, and they work to find the best solution to all creative problems, delivering the right creative to the right consumer at the right time. They are responsible for honoring the unique brand guidelines that set us apart in the market.

They collaborate with our internal teams and manage our creative partners including photographers, videographers, editors, writers and other professionals. They rely on our in-house management to prioritize work and support timely input, feedback and deadlines.

PRIMARY RESPONSIBILITIES: As the Creative Director for the Danner brand, you'll deliver the creative vision and strategy for the team. From how we communicate our brand positioning and unique points of difference, to how we speak to product, categories, and innovations, to the content we create for DTC and marketing campaigns, you'll bring to life the Danner brand look, feel, voice, and tone for the consumer. You will be responsible for brand design, storytelling, and production. While we work with external agencies, we also have a strong team of internal creatives and expect you will direct which jobs are handled internally vs outsourced.

You will set the standards for the brand, developing brand design guidelines and standards for Danner across our teams including retail, ecom, consumer and trade events, key partnerships, and brand experience in all areas including wholesale support.


  • You will work alongside the VP of Marketing and Marketing leadership team to provide creative leadership and creative direction that solve brand and business problems.
  • Own the creative philosophy and process from creative concept to execution.
  • Work closely with Danner Brand and Channel management to ensure our creative direction starts with the end in mind (consumer / touchpoint focused), delivering the right content for the right channels and audience
  • Leverage experience in the digital arena to recommend creative approaches that are relevant and engaging, demonstrating a willingness to learn and grow
  • Translate product design and innovations into clear creative strategies that drive brand preference, building awareness and loyalty among a growing Danner consumer base
  • Shape the brand standards to drive brand awareness and engagement
  • Collaborate with internal creative / production team to ensure our creative vision is realized
  • Develop creative briefs that reflect the business objectives and marketing goals
  • Design and develop creative strategies and solutions that meet campaign briefs and brand vision
  • Manage creative vendors to deliver approved copy, campaign assets or other creative projects
  • Manage our in-house Art Director, Sr. Designer and partner with our Creative Director - Visual Design and Producer to deliver compelling creative assets for all programs
  • Hold the organization accountable to the standards set, style guides, etc.


  • Serve as key member of Lacrosse Footwear Inc. Marketing team; Participate in team meetings and planning; Represent brand and marketing direction internally with other departments.
  • Other duties as assigned


  • Demonstrated ability to lead, coach and inspire individuals and teams at all levels of the organization from the floor to the executive level
  • Proven leadership experience; able to influence and lead effectively with key collaborators across product, creative, channel, brand and sales regions
  • Communicates effectively and efficiently, even during difficult conversations
  • Ability to motivate teams and individuals to meet project goals and deadlines
  • Well organized, responsible and dedicated, with the ability to work on multiple projects and deliver refined designs in a short time
  • Financially comfortable with managing budgets and tracking spend
  • Ability to travel internationally and regionally as needed
  • Be dependable, self-motivated, accountable and team oriented
  • Willing to conduct oneself in accordance with Company's Core Values


To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. EDUCATION and/or EXPERIENCE:

Ten plus years of brand design/brand creative experience, including 5+ years of creative leadership in agency or a mid to large size brand

Education in design or communications, bachelor's degree preferred


MAC Computer

MS Office software

Adobe Illustrator, Adobe Photoshop, InDesign, Sketch, iOS/MS Office


Position reports to the Vice President of Marketing

This document is intended to describe the general nature and level of work being performed. It is not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified.

LaCrosse Footwear
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