Graphic Designer - XTRATUF

📍 Job Overview

Job Title: Graphic Designer - XTRATUF

Company: Rocky Brands, Inc.

Location: Nelsonville, OH, USA

Job Type: FULL_TIME

Category: Marketing Operations / Creative Services

Date Posted: 2026-09-08

Experience Level: 2-5 Years

Remote Status: On-site

🚀 Role Summary

• This role is crucial for developing high-impact visual design solutions that support marketing campaigns and product launches for Rocky Brand divisions, specifically XTRATUF.

• The Graphic Designer will translate marketing objectives into creative strategies, ensuring brand consistency across a wide array of collateral, from print advertising and packaging to digital assets and trade show materials.

• This position requires robust collaboration with cross-functional teams, including marketing, product development, and vendors, to manage projects from conception through completion.

• The Graphic Designer will be responsible for organizing and managing marketing assets, ensuring efficient access and utilization by various teams.

📝 Enhancement Note: While the job title is "Graphic Designer," the responsibilities heavily involve marketing support, project management of creative assets, and collaboration with marketing strategy, positioning this role within the broader Marketing Operations or Creative Services function. The emphasis on product launches and brand consistency aligns with Go-To-Market (GTM) operational needs.

📈 Primary Responsibilities

• Develop and execute creative design solutions for a diverse range of marketing collateral, including logos, print and digital advertising, catalogs, point-of-purchase (POP) materials, packaging, exhibits, displays, and corporate communications.

• Collaborate with the Marketing Manager and cross-functional teams to understand project needs, gather information for creative briefs, and translate marketing objectives into compelling visual designs.

• Manage the end-to-end creative process for marketing campaigns and product launches, from initial concept development to final asset delivery.

• Work closely with vendors to obtain accurate print and production quotes, providing clear specifications and ensuring quality output for all printed materials.

• Design and manage label and packaging artwork for new products, distributing art and instructions to factories via enterprise product line management tools.

• Create national trade show graphics and materials in conjunction with the Marketing Manager and Trade Show Coordinator.

• Organize and maintain a comprehensive library of marketing assets (artwork designs, presentations, lifestyle photography) on the marketing drive for efficient team access and utilization.

• Assist with all project administrative duties related to design and marketing projects, ensuring smooth workflow and timely completion.

• Ensure all graphics and messaging adhere to brand image and established standards for all Rocky Brand divisions.

• Stay informed about current design trends, innovative technologies, and competitive landscape to continuously improve design quality and effectiveness.

• Manage design project expenses within allocated budget limits, ensuring cost-effectiveness.

📝 Enhancement Note: The responsibilities highlight a need for project management skills, vendor management, and asset lifecycle management, which are core to operations roles. The focus on product line management tools and ensuring consistency for factories points to an operational understanding of supply chain and production workflows.

🎓 Skills & Qualifications

Education: Bachelor’s Degree (B.A.) in Graphic Design, Marketing, or a related field from a four-year college; OR a combination of equivalent education and four (4) to six (6) years of related experience.

Experience: Two (2) to three (3) years of professional graphic design experience, with a strong emphasis on marketing collateral and brand consistency.

Required Skills:

• Proficiency in Adobe Creative Suite: Expert-level skills in InDesign, Illustrator, and Photoshop are essential for creating high-quality design assets.

• Microsoft Office Suite: Strong command of PowerPoint for presentations and potentially Word/Excel for project documentation and data handling.

• Graphic Design Principles: Solid understanding of typography, color theory, layout, and visual hierarchy.

• Brand Management: Ability to maintain brand consistency and develop brand identity elements across various media.

• Project Management: Experience managing multiple design projects simultaneously, prioritizing tasks, and meeting strict deadlines.

• Communication Skills: Excellent written, oral, and presentation skills to effectively communicate design concepts and collaborate with stakeholders.

• Creative Problem-Solving: Ability to translate marketing objectives into impactful visual designs and overcome creative challenges.

Preferred Skills:

• Outdoor Industry Knowledge: Familiarity with or passion for the outdoor space, hunting, or fishing industries is a significant plus.

• Packaging Design Experience: Specific experience in designing functional and appealing packaging for consumer products.

• Trade Show & Event Graphics: Experience designing large-format graphics and materials for trade shows and events.

• Digital Design Skills: Experience with web design principles, social media graphics, or digital advertising creative.

• Vendor Management: Experience working with print vendors and understanding production processes.

📝 Enhancement Note: The requirement for Adobe Creative Suite and Microsoft PowerPoint, along with project management and communication skills, are standard for operations-adjacent creative roles. The emphasis on brand consistency and translating marketing objectives aligns with GTM operations.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 5-7 diverse projects that demonstrate proficiency in graphic design principles and creative execution.

• Include examples of marketing collateral such as print advertisements, packaging designs, catalogs, POP displays, and digital assets (web banners, social media graphics).

• Highlight projects that involved translating a creative brief or marketing objective into a final design solution.

• Demonstrate experience with Adobe Creative Suite tools (InDesign, Illustrator, Photoshop) through the quality and complexity of the work presented.

• Include projects that required adherence to brand guidelines and maintained visual consistency. Process Documentation:

• Be prepared to discuss the design process for key portfolio pieces, including initial concept development, iteration, feedback incorporation, and final production.

• Articulate how you managed project timelines and collaborated with stakeholders (e.g., Marketing Managers, vendors) to achieve project goals.

• Explain how you ensured accuracy and adherence to specifications for print or production deliverables.

📝 Enhancement Note: For a design role supporting GTM operations, the portfolio should emphasize not just aesthetic appeal but also the strategic intent behind the design and its operational execution (e.g., producing assets for factories, managing vendor quotes).

💵 Compensation & Benefits

Salary Range: An estimated salary range for a Graphic Designer with 2-5 years of experience in Nelsonville, Ohio, typically falls between $50,000 and $70,000 annually. This range is based on industry benchmarks for similar roles in mid-sized manufacturing companies within the Midwest region, considering the cost of living and demand for creative marketing talent.

Benefits:

• Full-Time Employee Benefits: Rocky Brands, Inc. typically offers a comprehensive benefits package for full-time employees.

• Health Insurance: Medical, dental, and vision insurance coverage.

• Retirement Savings Plan: Potential for a 401(k) plan with company matching contributions.

• Paid Time Off: Vacation days, sick leave, and paid holidays.

• Employee Discounts: Discounts on Rocky Brands products, including XTRATUF footwear and apparel.

• Professional Development: Opportunities for training and skill enhancement relevant to design and marketing.

Working Hours: Standard full-time hours are typically 40 hours per week, Monday through Friday. Some flexibility may be required to meet project deadlines or attend essential meetings, particularly during product launch phases or trade show preparations.

📝 Enhancement Note: Salary estimation is based on general industry data for Graphic Designers in a similar experience bracket and geographic location. Specific benefits and compensation will be detailed during the interview process. The mention of product discounts is a common perk in the apparel and footwear industry.

🎯 Team & Company Context

🏢 Company Culture

Industry: Rocky Brands, Inc. operates in the competitive outdoor and work footwear and apparel industry. They own and manage multiple brands, including XTRATUF, Rocky, Georgia Boot, and Durango, catering to diverse markets from rugged work environments to outdoor recreation. This industry context implies a need for designs that resonate with specific consumer segments and convey durability, performance, and lifestyle appeal.

Company Size: Rocky Brands, Inc. is a publicly traded company with a significant employee base (estimated 1,000-5,000 employees based on typical public company profiles). This size suggests a structured corporate environment with established processes and departments, offering opportunities for collaboration and career growth within a larger organization.

Founded: Rocky Brands was founded in 1932, bringing a long history and deep heritage to the outdoor and work footwear market. This longevity indicates a stable company with established brand recognition and a commitment to quality, which influences the brand messaging and design aesthetics required.

Team Structure: The Graphic Designer will likely be part of the Marketing department. This team is expected to be multi-departmental, working closely with product development, sales, and potentially operations teams. The structure likely involves a Marketing Manager overseeing creative functions, with the Graphic Designer reporting to them. Collaboration will be key, involving cross-functional meetings for product launches and marketing strategy development.

Methodology: The marketing team at Rocky Brands, Inc. likely employs a data-informed approach to marketing strategy and creative development, aligning with industry best practices. This involves understanding market trends, consumer insights, and performance metrics to guide creative decisions. Emphasis will be placed on creating assets that not only look good but also drive engagement and conversion for the XTRATUF brand.

Company Website: https://www.rockybrands.com/

📝 Enhancement Note: Understanding the company's industry, size, and history is crucial for a designer to align their creative output with the brand's heritage and market positioning. The multi-brand structure means designers must be adept at adapting to different brand identities.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as an intermediate-level Graphic Designer. It requires independent execution of design tasks and a degree of project management, moving beyond junior-level support to taking ownership of specific creative deliverables within marketing campaigns. The focus on translating marketing objectives and managing projects indicates a growing responsibility in Go-To-Market (GTM) execution.

Reporting Structure: The Graphic Designer reports to the Marketing Manager. This structure allows for direct guidance on marketing strategies and creative briefs, while also providing an avenue for upward communication regarding project progress, challenges, and creative input. Collaboration will extend to product line management, trade show coordination, and potentially sales teams.

Operations Impact: The Graphic Designer's work directly impacts the visual representation of the XTRATUF brand and its products. High-quality, on-brand designs are critical for effective marketing campaigns, product launches, trade show presence, and overall brand perception. Successful designs contribute to lead generation, sales conversions, and brand loyalty by creating compelling customer experiences across all touchpoints.

Growth Opportunities:

• Senior Graphic Designer: Progression to a Senior Graphic Designer role, taking on more complex projects, mentoring junior designers, and having a greater strategic influence on brand aesthetics.

• Creative Lead/Art Director: Potential to move into leadership positions, overseeing creative direction for specific brands or campaigns, managing a team of designers, and contributing more significantly to marketing strategy.

• Marketing Specialist/Manager: With demonstrated success and a broader understanding of marketing operations, there's potential to transition into broader marketing roles focusing on campaign management, digital marketing, or brand management.

• Specialization: Opportunity to specialize in areas like packaging design, digital asset creation, or motion graphics, becoming an expert within a specific creative discipline.

📝 Enhancement Note: The growth paths outlined assume a desire to deepen expertise within creative functions or leverage design skills in broader marketing and operations roles, aligning with typical career trajectories for creative professionals in a corporate GTM environment.

🌐 Work Environment

Office Type: This is an on-site role, indicating a traditional office environment within Rocky Brands, Inc.'s facilities in Nelsonville, OH. This setup facilitates direct collaboration, spontaneous brainstorming, and easier access to physical marketing materials and product samples.

Office Location(s): The primary work location is Nelsonville, Ohio. This location is situated in a region that may offer a lower cost of living compared to major metropolitan areas, potentially impacting overall compensation value. Accessibility information would typically be available upon request or during the interview process.

Workspace Context:

• Collaborative Environment: The office setting encourages face-to-face interaction with the Marketing Manager, marketing team members, and potentially product development or sales colleagues. This fosters a dynamic exchange of ideas and feedback.

• Tools and Technology: The workspace will be equipped with standard office technology, including a computer workstation likely running Adobe Creative Suite and Microsoft Office. Access to marketing drives for asset management will be provided.

• Team Interaction: Regular team meetings, project reviews, and informal discussions will be part of the daily routine, providing ample opportunities to connect with colleagues and understand various aspects of the business.

Work Schedule: The standard work schedule is likely Monday through Friday, approximately 9 AM to 5 PM, totaling 40 hours per week. While the role is on-site, there may be occasional needs for flexible hours to meet critical deadlines, such as during product launch periods or leading up to major trade shows.

📝 Enhancement Note: The on-site nature of the role is a key differentiator for candidates seeking in-person collaboration. The mention of Nelsonville, OH, suggests a potential focus on regional talent or a commitment to that specific operational hub.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio to assess qualifications, experience, and creative style.

• Hiring Manager Interview: An in-depth discussion with the Marketing Manager to evaluate your design skills, understanding of brand strategy, and fit within the marketing team. This may include a review of your portfolio.

• Creative Exercise/Case Study: Candidates may be asked to complete a small design challenge or present a detailed case study from their portfolio. This assesses problem-solving skills, creative approach, and ability to articulate design decisions.

• Cross-Functional Team Interaction: Potential interviews with members from product development, sales, or other departments to gauge collaboration skills and understanding of broader business objectives.

• Final Interview: A concluding interview, potentially with a higher-level manager, to finalize the decision and discuss offer details.

Portfolio Review Tips:

• Curate Strategically: Select 5-7 of your strongest, most relevant projects that showcase versatility and impact. Prioritize work that aligns with the outdoor/workwear industry or demonstrates strong marketing campaign execution.

• Tell a Story: For each project, be prepared to walk through the brief, your creative process, challenges encountered, solutions implemented, and the results achieved. Quantify impact where possible (e.g., "increased engagement by X%").

• Highlight Brand Adherence: Clearly demonstrate your ability to understand and apply brand guidelines, especially for the XTRATUF brand if you have prior examples.

• Showcase Technical Proficiency: Ensure your portfolio visually represents your mastery of Adobe Creative Suite tools.

• Organize for Clarity: Present your portfolio in a clear, easy-to-navigate format (PDF, personal website, or presentation deck).

Challenge Preparation:

• Understand the Brand: Research XTRATUF, Rocky Brands, their market positioning, target audience, and recent marketing initiatives.

• Anticipate Design Briefs: Be ready to tackle a hypothetical design brief that requires creating a piece of collateral (e.g., a social media ad, a POP display concept) for XTRATUF.

• Focus on Strategy: When presenting your work or a design challenge response, emphasize the strategic thinking behind your creative choices, not just the aesthetics. How does your design support marketing objectives?

• Articulate Process: Be ready to explain your workflow, how you incorporate feedback, and how you ensure projects are delivered on time and within spec.

📝 Enhancement Note: The emphasis on a portfolio review and potential creative exercise is standard for design roles. Candidates should prepare to discuss their process and strategic thinking, demonstrating how their design work supports business objectives, aligning with operations' focus on efficiency and impact.

🛠 Tools & Technology Stack

Primary Tools:

• Adobe Creative Suite: InDesign, Illustrator, Photoshop (essential, expert level).

• Adobe Acrobat: For creating, managing, and distributing PDF documents, essential for print-ready files and vendor communication.

• Microsoft Office Suite: PowerPoint (for presentations, creative briefs, reports), Word (for documentation), Excel (for budget tracking, asset lists).

Analytics & Reporting:

• While not a primary analytical role, an understanding of how design impacts performance metrics (e.g., click-through rates for digital ads, engagement on social media) is beneficial. Familiarity with analytics platforms like Google Analytics or social media insights tools would be a plus for understanding design effectiveness. CRM & Automation:

• No direct CRM or automation tool usage is specified for this role. However, the mention of a "product line management enterprise tool" for distributing art and instructions to factories indicates an operational system for managing product data and manufacturing workflows.

📝 Enhancement Note: Proficiency in Adobe Creative Suite is paramount. Understanding how design assets are managed and distributed through enterprise tools is key to understanding the operational flow of GTM materials.

👥 Team Culture & Values

Operations Values:

• Brand Integrity: Upholding and enhancing the visual identity and reputation of XTRATUF and other Rocky Brands.

• Creativity & Innovation: Continuously seeking new and effective ways to visually communicate brand messages and product benefits.

• Collaboration & Teamwork: Working effectively with diverse teams to achieve shared marketing and business goals.

• Efficiency & Timeliness: Delivering high-quality design work on schedule and within budget constraints, supporting operational workflows.

• Customer Focus: Designing with the target consumer in mind, ensuring visuals resonate with their needs and aspirations.

Collaboration Style:

• Cross-Functional Integration: The role requires close collaboration with marketing, product development, and potentially sales teams, demanding strong communication and partnership skills.

• Feedback and Iteration: A willingness to receive and incorporate constructive feedback from managers and stakeholders is crucial for refining designs.

• Knowledge Sharing: Contributing to a team environment where design best practices and insights are shared to elevate the overall quality of marketing output.

📝 Enhancement Note: The values emphasize a blend of creative excellence with operational discipline – ensuring that design work is not only visually appealing but also strategically aligned, efficiently produced, and contributes to measurable business outcomes.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Consistency with Creative Innovation: Ensuring that designs for XTRATUF and other brands remain consistent with established guidelines while also being fresh and engaging.

• Managing Multiple Projects and Deadlines: Juggling various design requests from different departments and prioritizing effectively to meet all deadlines.

• Translating Technical Products into Visual Appeal: Effectively communicating the features and benefits of rugged footwear and apparel through compelling visuals.

• Adapting to Evolving Design Trends and Technologies: Staying current with the latest design software, techniques, and marketing platform requirements.

Learning & Development Opportunities:

• Skill Enhancement: Opportunities to attend workshops or online courses to deepen expertise in specific design software (e.g., advanced InDesign techniques, motion graphics) or marketing areas.

• Industry Exposure: Gaining deeper knowledge of the outdoor and workwear industries, understanding consumer preferences and market dynamics.

• Cross-Functional Understanding: Learning more about product development, supply chain, and sales operations to better align design with business needs.

• Portfolio Expansion: Building a robust portfolio with diverse projects that can lead to future career advancements within the company or the broader industry.

📝 Enhancement Note: Challenges in this role often stem from the intersection of creative demands and operational realities – balancing aesthetics with brand, budget, and timeline constraints. Growth opportunities lie in deepening creative expertise and understanding the broader business context.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for creating a new marketing campaign concept, from receiving a brief to final asset delivery." (Focus on your systematic approach, client communication, and iterative design process.)

• "How do you ensure brand consistency across different marketing channels and collateral types?" (Highlight your understanding of brand guidelines and systematic application.)

• "Walk us through a project in your portfolio where you had to balance creative vision with strict client/brand requirements. What was the outcome?" (Use a case study to demonstrate problem-solving and client management.)

• "How do you prioritize design tasks when faced with multiple urgent requests from different teams?" (Showcase your time management and project prioritization skills.) Company & Culture Questions:

• "What do you know about the XTRATUF brand and its target audience?" (Demonstrate your research and understanding of the brand's market positioning.)

• "How do you see your design skills contributing to the success of Rocky Brands' marketing initiatives?" (Connect your abilities to the company's goals and operational impact.)

• "Describe your ideal work environment and how you collaborate with team members." (Assess your cultural fit and teamwork approach.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each project, clearly articulate the problem, your proposed solution, your role, the tools used, the challenges, and the results.

• Quantify Impact: Whenever possible, use data (e.g., improved engagement, successful product launch support) to demonstrate the effectiveness of your designs.

• Focus on Relevance: Tailor your presentation to highlight projects most relevant to XTRATUF's industry and marketing needs.

• Be Ready for Feedback: Present with confidence but be open to constructive feedback and discussion about your design choices.

📝 Enhancement Note: Interview preparation should focus on demonstrating not only design talent but also an understanding of marketing strategy, brand management, and operational efficiency – key attributes for a GTM-aligned creative role.

📌 Application Steps

To apply for this Graphic Designer position:

• Submit your application through the provided link on the Rocky Brands careers portal.

• Tailor Your Resume: Highlight your proficiency in Adobe Creative Suite, your years of relevant experience, and any specific experience with packaging, print advertising, or brand identity development. Quantify achievements where possible.

• Curate Your Portfolio: Ensure your portfolio showcases 5-7 of your strongest, most relevant projects, clearly demonstrating your design process and ability to meet marketing objectives. Prioritize work that aligns with the outdoor/workwear industry.

• Prepare for the Interview: Research Rocky Brands, Inc. and the XTRATUF brand thoroughly. Be ready to discuss your design philosophy, present your portfolio with strategic insights, and articulate how you can contribute to the team's success.

• Practice Your Presentation: Rehearse walking through your portfolio projects, focusing on clear communication, strategic rationale, and quantifiable results.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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