Leading with Passion: Spotlighting Baffin Brand Director Jessica Liut on International Women’s Day

At Baffin, we recognize the power of strong leadership and the impact of women shaping the future of our industry. This International Women’s Day, we’re proud to highlight Jessica Liut, our Brand Director, whose vision and dedication have helped drive Baffin forward. Below, Jessica shares her journey, insights on leadership, and what International Women’s Day means to her.

 

Can you share a bit about your journey to becoming Brand Director at Baffin?

 

I spent over a decade working in PR agencies, with a foundation in entertainment PR before that. My career has always been driven by a passion for storytelling and helping brands connect with people. After years in PR, I transitioned into brand management, where I could focus on strategy and creative direction.

 

What drew me to Baffin was the brand's strong connection to nature and athleticism. I love that Baffin’s products support outdoor adventure, and I saw an opportunity to bring my experience in brand storytelling to a brand with such authentic roots. It’s been an exciting journey, and I’m proud to now lead Baffin’s brand strategy

 

Have there been any pivotal moments in your career that shaped your leadership style?

 

Early in my career, I had the privilege of working with an incredible leader who truly shaped my approach to leadership. They led with authenticity, open communication, and a strong focus on fostering trust within the team. This experience inspired me to adopt a similar leadership style—one where I lead with transparency and encourage open dialogue.

 

I believe in empowering my team by being open about my strengths and weaknesses. I don’t strive for perfection; instead, I focus on building trust and loyalty through honesty and collaboration. I want my team to understand where I am coming from, learn from what I do well, and help me grow in areas where I may need support. This openness creates a culture of mutual respect and continuous growth.

 

What does International Women’s Day mean to you personally and professionally?

 

International Women’s Day is a reminder of the strength and power of women – both in my personal life as a mother, daughter, sister, and granddaughter, and in my career. Women are incredibly powerful, able to balance strength with softness, determination with compassion. Professionally, it’s about supporting and empowering each other, embracing both our feminine energy and ambition. It’s a day to celebrate how women break barriers and lead authentically, proving that our unique qualities are our greatest strengths.

 

What advice would you give to women looking to step into leadership roles in this industry?

 

My advice is simple: know your worth and be confident in what you bring to the table. Listen and absorb as much as you can from others – especially those with more experience. Don’t shy away from being uncomfortable; growth happens when you step outside your comfort zone. Be nurturing, build relationships, and always be learning. Don’t feel the need to be the smartest person in the room; instead, focus on making your presence known, so people see your value and the unique perspective you bring.

 

Is there an accomplishment in your career that you’re particularly proud of?

 

One of my proudest achievements is leading Baffin's Iceland RWT expedition in October 2024. As Brand Director, I had the privilege of planning this expedition alongside our exceptional all-female brand team. With Baffin’s President Paul Hubner, Senior Vice President Mark Hubner, and Brand Ambassadors Connor Emeny and Meg O’Hara, I ventured into Iceland's rugged terrains to rigorously test 19 different Baffin product designs, encompassing both existing and upcoming releases.

 

This expedition was a testament to Baffin's commitment to its Real-World Tested™ philosophy, ensuring our products meet the demands of extreme environments. Personally, attending and actively participating in the challenging conditions reinforced my belief in leading by example and embracing hands-on experiences. It was an unforgettable journey that highlighted the strength of collaboration and the relentless pursuit of excellence.

 

How do you work to empower and support other women in your team and beyond?

 

I believe empowering others starts with truly listening – acknowledging their thoughts and feelings without immediately offering advice. Sometimes, it’s about asking the right questions like, "How do you feel about that?" rather than being prescriptive. I try to remind the women I work with how amazing they are simply for showing up and being themselves. We all have moments of self-doubt, and it’s important to lift each other up and celebrate those small wins.

 

On a personal note, I tell my daughter every day that she doesn’t need to be perfect to be loved – she just needs to be herself. I carry this mindset into my professional life as well, creating an environment where people feel valued and supported for who they are, not just what they do.

 

If you could give one piece of advice to your younger self, what would it be?

 

I’d tell my younger self to trust the process and stay patient. Sometimes things don’t unfold the way you expect, but that doesn’t mean you’re off track. Listen to your instincts, stay focused on your goals, and be open to the lessons along the way. Trusting yourself and the journey is key to finding success.

 

Who are some women—past or present—who inspire you?

 

The women who inspire me most are the ones closest to me. My mom, a cancer survivor who immigrated from Italy, is the epitome of strength, kindness, and resilience. She’s shown me what it means to face challenges with grace and determination. My sister is one of the most empathetic people I know – she faces her own battles head-on, knows her limits, and listens to her body, which is something I deeply admire. And, of course, my daughter, who has such an inquisitive, exploratory view of the world. Her curiosity and wonder remind me to approach life with an open mind and a sense of adventure.

 

What message do you have for women looking to make an impact in their careers?

 

My advice is to take the time to truly understand yourself and what you want from your career. It’s easy to get caught up in the grind and forget to check in with what truly fulfills you. Be intentional about your goals, stay aligned with your values, and don’t be afraid to make changes if something doesn’t feel right. When you’re connected to what genuinely drives you, that’s when you can make the biggest impact.