Full-Time
Search Manager Growth Marketing
BRUNT Workwear
51-200 employees
Direct-to-consumer durable, comfortable workwear boots
Compensation Overview
$100k - $125k/yr
Wakefield, MA, USA
In Person
In-office role based at North Reading, Massachusetts headquarters.
 Growth & Marketing (1) |
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- Five+ years of hands-on experience managing paid search and shopping campaigns (Google Ads and Microsoft/Bing Ads) for a direct-to-consumer or eCommerce brand; agency-side experience welcome.
- Proven ability to grow non-brand search and shopping revenue and reduce dependence on branded search.
- Working knowledge of technical search engine optimization fundamentals (schema markup, site architecture, Core Web Vitals) and the confidence to own SEO priorities without a dedicated SEO team.
- Comfortable managing outside vendors and agencies and holding them accountable to performance targets.
- Technically fluent with the Google Ads API and Google Merchant Center, and confident using AI tools (e.g., Claude, AirOps) to scale content and reporting output.
- Comfortable with spreadsheets (Google Sheets/Excel), including pivot tables, filters, and lookup-style formulas, to build and maintain reporting.
- Strong analytical rigor, with experience in (or genuine curiosity about) incrementality testing and measurement beyond platform-reported metrics.
- Excellent written communication and the ability to translate search performance into a clear narrative for non-specialist stakeholders.
- Passion or appreciation for the trades and BRUNT’s mission.
- Own BRUNT’s paid search and shopping program across Google Ads and Microsoft Ads, including Brand, Non-Brand Search, and Shopping/PMax, with full accountability for spend, budget pacing, and performance against ROAS, CAC, and margin targets.
- Build and maintain a funnel-based non-brand campaign architecture (awareness, consideration, purchase) to grow acquisition beyond BRUNT’s current dependence on branded search.
- Manage keyword strategy, search term mining, and negative keyword hygiene; monitor for and correct PMax/Shopping cannibalization of branded queries.
- Own Quality Score, RSA asset testing, and bid strategy by campaign type, including correcting overly aggressive automated bidding on brand terms.
- Monitor competitor activity and auction dynamics, including auction insights and impression share, to inform bid strategy and defend or grow BRUNT’s position in category searches.
- Serve as BRUNT’s day-to-day owner of our search vendor relationships, including bidding strategy, feed A/B testing, and performance reporting.
- Lead the transition of paid search and shopping management fully in-house, including offboarding our current search agency.
- Own Google Merchant Center feed health, including titles, attributes, and categorization, and quickly resolve disapprovals and feed errors.
- Partner with Digital Product on Universal Commerce Protocol (UCP) readiness and structured product data as Google’s AI-driven shopping surfaces evolve.
- Own BRUNT’s technical SEO foundation: indexation and crawl hygiene, Core Web Vitals, canonicalization, and schema markup (Product, FAQ, Review).
- Build BRUNT’s SEO content engine, including trade- and use-case pages, comparison and buying guides, and fit and durability content, using AirOps and other AI tools to scale output without a dedicated content team.
- Develop BRUNT’s approach to answer engine optimization (AEO) and generative engine optimization (GEO) so BRUNT surfaces accurately in AI search tools and LLM-driven shopping assistants.
- Work with affiliate, social, PR, and community teams to identify opportunities and build out action plans for expanding BRUNT’s presence in the search and AI ecosystem through external relationships and content.
- Monitor organic and unpaid Shopping tab performance in Google Search Console and GA4, isolating the lift from feed and content work beyond paid.
- Own weekly and monthly search reporting, including the branded vs. non-branded split, new customer acquisition, spend efficiency, and channel health, in plain language for leadership.
- Bring an incrementality-first mindset to search and shopping investment, prioritizing tests that validate true impact before scaling spend.
- Leverage AirOps and other AI tools (Claude and similar) to run content briefs, feed copy generation, landing page optimization, and reporting narrative.
- Contribute search and shopping data to The Operator, our internal media intelligence platform.
- Experience with GA4 and Google Search Console.
- Exposure to answer engine optimization (AEO), generative engine optimization (GEO), or LLM search visibility work.
- Familiarity with feed management or bid-optimization platforms, or product information management tools.
- Experience with Shopify.
Brunt Workwear offers durable, comfortable workwear and cold-weather gear directly to consumers through bruntworkwear.com. Its lineup includes boots, hats, and other essentials designed for all-day wear with features like triple-layer insoles, shock-absorbent midsoles, and abrasion-resistant materials. The direct-to-consumer model lets Brunt control brand, quality, and customer experience while keeping prices competitive. What sets Brunt apart is its founder’s blue-collar background, providing authentic insight into workers’ needs, and its emphasis on comfort and flexibility. The brand also builds a sense of community by highlighting user-generated content on its site and social channels. The goal is to provide affordable, durable gear that keeps workers comfortable and supported throughout their shifts, while fostering a loyal customer community.
Company Size
51-200
Company Stage
Late Stage VC
Total Funding
$52.5M
Headquarters
Boston, Massachusetts
Founded
2020
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Simplify's Take
What believers are saying
- BRUNT raised $20 million in 2022 and keeps attracting strategic buyer interest.
- Wholesale expanded from 110 stores in 2024 toward 2,000 stores by 2026.
- New CF0COO Stephen Stanton and Chief People Officer Kati O'Brien strengthen execution for scale.
What critics are saying
- Reuters said JPMorgan is exploring a sale, signaling a liquidity or control event in 2026.
- Facebook complaints and BBB filings show recurring product and service dissatisfaction, undermining repeat demand.
- Boot quality backlash from reviewers threatens the Marin franchise and BRUNT's worker-trust moat.
What makes BRUNT Workwear unique
- Eric Girouard built BRUNT from 2020 with trade-worker feedback, not fashion branding.
- BRUNT opened its first flagship in North Reading on May 2, 2026.
- BRUNT sells through DTC, wholesale, and branded retail, spanning about 2,000 stores.
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Benefits
Health Insurance
Dental Insurance
Vision Insurance
401(k) Retirement Plan
401(k) Company Match
Paid Parental Leave
Flexible Work Hours
Company Equity
Growth & Insights and Company News
6 month growth
↓ -1%1 year growth
↑ 0%2 year growth
↑ 0%BRUNT Workwear opens very first flagship retail store. May 5, 2026 North Reading, Mass. - BRUNT Workwear, the boot and apparel brand for modern trade workers, has opened its first flagship retail store, marking a major milestone in the company's rapid expansion from a direct-to-consumer powerhouse to an omnichannel retailer. Situated at 70 Main St. in North Reading, Mass., the new 3,000-square-foot storefront introduces a new kind of retail experience all under one roof. Since launching at wholesale stores across the country with a selection of its core product assortment in 2024, BRUNT has grown its physical retail presence in partnership with some of the nation's leading workwear retailers, including Boot Barn, Scheels, Super Shoes and Trav's Outfitter. Located just 1 mile from the company's global headquarters, this new store is the first wholly owned BRUNT retail experience, providing customers with their first opportunity to experience BRUNT's full range of work boots, apparel and accessories in a retail environment. "In the trades, having the right gear is like having the right tool in your toolbox," says Eric Girouard, CEO and founder of BRUNT. "Comfort, fit and performance have to be right, otherwise you are creating risk on the job. This is why we've always made it easy for our online customers to handle exchanges or returns at no cost, and why we've consistently grown our wholesale footprint across the country over the last two years. Now with our first flagship retail store, we have the opportunity to let our customers experience our full product line in a space that was built for them." The store was designed with a BRUNT-wrapped NASCAR truck, a visual timeline of the brand's history, and includes a hidden room where consumers can engage with BRUNT's product and insights teams to give feedback on new product and get a sneak peek at what's coming next. The result is more than a place to shop; it's also an immersive environment that showcases the brand's spirit and BRUNT's dedication to creating customer-first touchpoints that are authentic to modern tradespeople. Launched in 2020, BRUNT Workwear is retooling the way the workwear industry works by collaborating with trade workers to develop boots and apparel that provide the best performance, durability and comfort hard-earned money can buy.
2026 Sportsman sxs class sponsor: Race-Driven. Mar 24, 2026 Race-Driven, a leading Polaris dealer and powersports parts distributor, is proud to announce the continuation of its sponsorship of the Sportsman SXS class for the 2026 AMSOIL Championship Off-Road presented by AMSOIL and Brunt Workwear. This renewed partnership highlights Race-Driven's ongoing commitment to grassroots racing and the competitors who are the heart of short-course off-road racing. The Sportsman SXS class remains one of the most accessible and competitive divisions in the series, showcasing a diverse mix of emerging talent and passionate racers. By maintaining its sponsorship, Race-Driven reinforces its mission to support racers at every level while contributing to the sport's growth and sustainability. "Supporting the Sportsman SXS class is important to us because it represents the heart of off-road racing," said Race-Driven owner Brian Heiting. These racers are dedicated, hardworking individuals who compete for the love of the sport. Many of them balance racing with full-time jobs and family commitments, yet they bring incredible passion and determination to every event. That's something Champ Off-Road believe in and want to continue supporting." Heiting emphasized that the Sportsman SXS division is a vital entry point for drivers looking to advance within the AMSOIL Championship Off-Road ladder. "This class is where future champions are built. By investing in Sportsman racers, we're investing in the future of short-course racing. It's rewarding to watch drivers progress through the ranks and know we played a small part in their journey." Race-Driven has long been recognized as a dedicated supporter of off-road racing, with a history deeply rooted in the sport. Over the years, the company has backed numerous drivers and teams across multiple classes, providing not only sponsorship but also high-quality components designed to withstand the extreme demands of racing environments. This longstanding involvement has helped establish Race-Driven as a trusted name among competitors nationwide. Beyond sponsorship at the track, Race-Driven actively interacts with racers throughout the season by providing product support and technical expertise. The company's dedication goes beyond logo placement, aiming to build strong relationships within the racing community and enhance the overall racer experience. "The racers in this series aren't just customers, they're part of our extended family," Heiting added. "We take pride in being present at events, talking with drivers, and understanding what they need to succeed. That connection is what drives us and continues our involvement in the sport." The 2026 AMSOIL Championship Off-Road season looks to be another thrilling year, featuring intense races at some of the top tracks across the country and a talented lineup of drivers, along with dedicated fans. As the green flag drops, Race-Driven is proud to continue supporting the sport it loves, helping to boost performance, growth, and opportunity in short-course off-road racing. About Race-Driven Race-Driven is a full-service Polaris dealership and leading powersports parts distributor serving riders and racers nationwide. Offering new and pre-owned vehicles plus a wide range of OEM and aftermarket parts, the company delivers quality products, fast shipping, and competitive pricing, backed by strong roots in off-road racing.
Boot manufacturer relocates to Wilmington. A two-building portfolio owned by Camber Development is 100 percent occupied following a work apparel manufacturer's relocation and expansion to Wilmington. BRUNT Workwear leased 56,000 square feet of office, warehouse and R&D space at 301 Ballardvale St. BRUNT will relocate its company headquarters from North Reading to occupy part of the 126,000 square-foot advanced manufacturing facility in Wilmington, CBRE announced. The property ownership is a partnership between Boston-based Camber Development and GEM Realty Capital of Chicago. The 200,000 square-foot park was recapitalized by the partnership in November 2024 in a deal valued at $46.75 million. CBRE's Brian McKenzie and Christian Vallis represented ownership in the lease negotiations. Cresa's Derek Losi and Nathaniel Heilbron represented BRUNT.
BRUNT Workwear adds veteran leadership to executive team. The fastest-growing workwear brand in the united states strengthens executive leadership team ahead of its next growth stage. January 27, 2026 09:00 ET | Source: BRUNT Workwear NORTH READING, Mass., Jan. 27, 2026 (GLOBE NEWSWIRE) - BRUNT Workwear, the fastest growing work boot and apparel company for trade workers in the U.S., has appointed Stephen Stanton as Chief Financial and Operating Officer, and Kati O'Brien as Chief People Officer. Stanton and O'Brien bring decades of leadership experience at companies like ButcherBox and Staples. Stanton has extensive experience in finance and operations, while O'Brien has a strong background leading human resources teams. Both join the BRUNT team at a critical time for the skyrocketing workwear brand, with the global workwear market expected to grow to over 30 billion dollars by 2033. "Both Stephen and Kati are crucial hires at this stage of BRUNT's growth," said Eric Girouard, Founder and CEO of BRUNT. "As we head into our sixth year of business, the opportunity in front of us is bigger than ever. Navigating the road ahead requires veteran leadership with a proven ability to drive scalable growth across channels, while still building a business and culture that stays true to the trades community." Stanton has extensive leadership experience working across private and public companies, driving financial and operational success, and enabling strategic growth. Prior to joining BRUNT, Stanton served as Chief Financial Officer and Executive Vice President at the fast-growing direct-to-consumer brand ButcherBox. Before that, he was Executive Director of Finance at athenahealth, where he played a significant role in the company's sale to Bain Capital and Hellman & Friedman. "There's a massive opportunity in workwear as a new generation enters the trades," said Stephen Stanton, Chief Financial and Operating Officer. "BRUNT has done tremendous work disrupting the category and scaling the company in the last five years to meet the demands of the modern tradesworker, and they aren't slowing down. I'm energized to help drive the business forward at this pivotal moment." Kati O'Brien's career is centered on building strategic people solutions, fostering a culture of inclusion, and aligning talent to support business priorities. She was formerly the Chief People Officer at Bulfinch. Before that, she worked at Staples, where she guided the company and its employees through several enterprise-wide transformations, transactions, and change management strategies. "What draws me to BRUNT is how deeply they center trade workers in everything they do," said Kati O'Brien, Chief People Officer. "It's special to see how much BRUNT shows up for the community they serve and it's apparent in the company's culture. This is the blueprint that will guide my work as I support BRUNT's next phase of growth." Stanton and O'Brien are BRUNT's newest executive hires, following the appointment of Columbia and Nike Leader Scott Roberts as Chief Merchandising Officer last fall. About BRUNT Workwear Launched in 2020, BRUNT Workwear is retooling the way the workwear industry works by collaborating with trade workers to develop boots and apparel that provide the best performance, durability and comfort hard-earned money can buy. BRUNT products are developed to provide solutions that make real workers' lives easier, a mission brought to life by the fact that each signature product is named after a real worker who inspired the design. BRUNT's workwear lineup includes a range of waterproof, safety toe, and breathable boots for every worker, as well as a broad selection of apparel and accessories that are built to deliver performance and comfort on the job.
Brunt Workwear (Brunt) has appointed Scott Roberts, a longtime executive in the active lifestyle industry, as chief merchandising officer.