Job Description

Creative Direction & Content Production

Richlu Manufacturing, founded in 1939, is a 100% family owned company located in Winnipeg, Canada. We have a history of building extremely durable work wear that has endured the harsh Canadian winters for decades. Our constant improvement policy encourages us to make our great products even better every single day. We are always looking for ways to improve designs, materials and production methods to ensure that our customers receive a great quality garment at a great price. We listen to our customers and pride ourselves on taking their suggestions into the designer's studios to create innovative new products that meet the needs of each and every person that purchases one of our garments.

Position Objectives Summary

: In collaboration with Leadership, Merchandise and Sales, create and execute a vision for Tough Duck's International brand presence and voice across digital, retail, and traditional channels. This role stewards every aspect of the Tough Duck brand and drives measurable growth across B2B (dealer/wholesale, trade show, channel marketing) and B2C (e-commerce, marketplaces, social, email). You will translate strategy into on-brand creative, high-impact campaigns, and scalable processes that increase sell-in and sell-through.

Key Accountabilities and Responsibilities

:

Brand & Strategy

Execute the brand strategy and annual marketing plan across B2B and B2C; ensure consistency of tone, visuals, and positioning globally. Serve as brand steward for all assets and touchpoints (e-commerce, catalogues, trade show collateral, social, product labeling, hangtags, sell sheets, in-store POP, and photography). Build/Execute seasonal go-to-market (GTM) calendars aligned to product drops and peak seasons; lead campaign planning, briefing, execution, and post-mortems.

B2C / E-Commerce

Own the e-commerce P&L metrics: traffic, CVR, AOV, ROAS, CAC/LTV, revenue growth. Oversee on-site merchandising, navigation, collection pages, PDP content (copy, specs, imagery, size guides), bundling/upsell, reviews, and UGC. Drive SEO: keyword strategy, technical hygiene, schema, meta data, content hub/blog, and link building. Own lifecycle/email: segmentation, automations (welcome, abandon, win-back), promotional sends, and deliverability. Manage marketplaces (e.g., Google Merchant): listings, content, promotions, MAP alignment, and ratings/reviews. Own and execute end-to-end email marketing--briefs, calendars, segmentation, creative ensuring brand standards, deliverability best practices, and measurable lifts in OR/CTR/Revenue per send

B2B / Dealer

Develop dealer-marketing toolkits: sell sheets, digital asset packs, in-store POP, templates, and ready-to-run ads. Deliver pre/post trade shows assets: design, logistics, product selection, lead capture. Support key accounts with monthly newsletters and exclusive promotions while protecting the brand integrity and values. Own and execute end-to-end email marketing--briefs, calendars, segmentation, creative ensuring brand standards, deliverability best practices.

Creative Direction & Content Production

Oversee the creative vision and execution of all assets: photography, catalogue layout, social content, landing pages, packaging, labels, and hangtags. Plan and direct lifestyle & product shoots (briefs, shot lists, model fitting, locations) with an eye for Tough Duck's heritage and durability story.

Cross-Functional Leadership & Project Management

Intake, prioritize, and manage requests from Merchandising, Sales, and Leadership; align timelines and resources to business priorities. Build briefs, allocate work to internal team and external partners, and hold all contributors to deadlines and brand standards. Maintain the master marketing calendar; lead weekly stand-ups, status updates, and stakeholder readouts.

Additional Responsibilities / Duties

5+ years in brand/marketing roles with both B2B and DTC/e-commerce ownership; apparel, workwear, or durable goods experience is a strong asset. Proven track record scaling Shopify storefronts and leading high-impact product launches. Hands-on with performance marketing metrics (Google & Meta), SEO (technical + content), and lifecycle/email. Strong creative direction and production management (photo, catalogues, packaging). Skilled in project management; excellent prioritization and stakeholder communication. Comfortable with data and dashboards; can translate insights into actionable plans quickly.

Required Skills / Abilities

:

Brand guardian with an operator's focus on measurable outcomes. Collaborative leader who coaches a small internal team and gets the best from agencies. Enjoys a collaborative work environment Understands our core product and customers Produce new ideas and concepts. Open to feedback Excellent communication skills. Time management skills and the ability to multitask and cope with several projects at a time. Deadline oriented. Proficient with Microsoft Office (Outlook, Word, Excel) Ability and willingness to learn internal ERP system

Required Qualifications

:

Expertise in a digital marketing environment Understanding of graphic design/printing Enthusiastic and loves the business

Education

: Post Secondary Marketing Program or related degree preferred

Job Type: Fixed term contract
Contract length: 12 months

Benefits:

Casual dress Company events Dental care Disability insurance Employee assistance program Life insurance On-site parking Paid time off Store discount Vision care
Work Location: In person