BASSETT, Va. — Bassett Furniture, parent company of Lane Venture, has named consumer brand and retail specialist Clay Hanback as director of marketing. In the role, Hanback will be tasked with accelerating omnichannel brand and content marketing initiatives for the company.
Hanback most recently was media, content and brand marketing leader at Wrangler, where he oversaw national media and content strategies for brand campaigns and product launches for the apparel brand.
“Clay comes to Bassett with a stellar background in omnichannel marketing,” said Tony Chivari, executive vice president of sales and marketing at Bassett. “What he helped build in Wrangler’s organic content ecosystem was very impressive, having generated more than one billion organic views without paid amplification.
“He developed integrated partnerships across a variety of diverse segments, including sports, music and Western culture, by connecting talent, creators, media to generate compelling product storytelling. This experience fits perfectly with how we are trying to move the Bassett brand forward, at what may be the most exciting time in our history.”
Prior to his time at Wrangler, Hanback led corporate communications at San Antonio-based fast food restaurant Whataburger. In that role, he was responsible for delivering brand, culture, recruiting and corporate storytelling campaigns during a high-growth period for the company, while also building integrated planning processes that aligned product, retail, marketing and brand promotion initiatives.
Hanback also previously was an account supervisor for Raleigh, North Carolina-based public relations firm French West Vaughan, and as an account executive for San Antonio advertising agency Driftwood Media.
“What excites me about this opportunity with Bassett the most is that when you look across the industry landscape and the conditions on the field, you largely see the same rinse-and-repeat marketing model,” Hanback said. “Bassett is bucking that trend, intent on incorporating new perspectives in content, social media and how to effectively connect with today’s consumers. This is a brand rich in history, with a fresh perspective on how to move the business forward. There’s an exciting vision for the future. Who wouldn’t want to be a part of that?”
Hanback lives in Greensboro, North Carolina, with his family.
