Carhartt hired Janet Ries as the company’s vice president of marketing.

In this role, Ries will align all brand management, communications, strategic partnerships and community affairs strategies to maximize Carhartt’s brand-building impact, drive consumer and associate engagement and scale the business in direct support of the corporate strategy. Ries will report to Tony Ambroza, Carhartt’s chief brand officer.

“Janet’s strong track record of championing successful brand-building ideas and bringing them to market through cross-functional teams makes her the ideal person for the position,” said Ambroza. “As the key connector inside and outside of marketing, Janet will be responsible for ensuring the Carhartt brand is meaningful across every consumer experience. We’re extremely excited to have her on board.”

Ries is an industry veteran with more than 20 years of retail and footwear/apparel experience. Most recently, she created and implemented a newly structured integrated marketing practice for Rockport shoes, where she was the vice president of global marketing. Prior to that, she was the senior marketing director of fitness & training at Reebok, where she was responsible for all brand and product marketing initiatives.