On this episode of Fierce Lab, Tara talks with Kathy Hines who is the Chief Marketing Officer of Dickies. Dickies’ is a 100-year-old brand, and their purpose is to champion the dignity of work. Kathy held several international positions for the VF corporation before transitioning to her role as the CMO.  Kathy and Tara discuss personal responsibilities and creating a level playing field for all workers. Kathy also talks about taking jumps, rather than risks, how her international work has shaped her career, as well as the characteristics of leadership and the role of mentorship.

Dickies and Kathy’s role as CMO

Kathy describes the brand as humble and says that it represents people who are willing to roll up their sleeves, have grit, and are hard workers. The brand has been adopted by sub-communities such as the skate community, low-rider community, and musicians as it can serve as a blank pallet that can be personalized. Kathy discusses her international work experience for VF before moving to Texas and becoming the CMO at Dickies. As CMO, she is responsible for global marketing and has teams in North America, Shanghai, and Switzerland. 

Risks vs. Jumps

Kathy says she doesn’t consider anything as risky but rather thinks of moves or decisions as jumps. She describes risks as coming from a negative mindset, whereas jumps are seen as positive with forward momentum. With a risk, you consider what can go wrong, but Kathy prefers to think about what might go right. Kathy also talks about regrets and says she doesn’t have any as everything she’s done has fueled learning. Regret implies wishing that she hadn’t made the choice, but all her choices have led to a new or different place, and she has learned and grown from everything.

The Characteristics of Leaders

To be a leader, Kathy says you should have a heightened sense of self-awareness and empathy and that showing up with honesty and authenticity is important. Kathy tells us she is at her best when she’s 100% herself.  Good leaders support and lift those around them; doing this will only serve you well. Also, Kathy discusses focusing on being exceptional at what you currently do and not being too focused on advancing to the next position – those that are exceptional in their current position will advance.

Mentorship and making friends everywhere

Kathy has had formal mentors, but she says that the real impact has come not through a formal mentor role, but from individuals that she has a strong connection to, including bosses and peers. Throughout her career, Kathy has had people who love and support her and lift her up, and she tries to do this for others as well. For her, being a mentor happens organically. She tells us how she makes friends everywhere and has a genuine curiosity to connect with people and learn about different things. 

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