Director of Brand Marketing

Department: Marketing

Reports To: VP of Integrated Marketing

Direct Reports: Brand Marketing Managers, Social Media Managers and Coordinators, and supporting Brand team members

Employment Type: Full-Time

Location: Remote

Annual Base Salary: $160,000–$180,000, based on experience and qualifications

About Bask & Lather

Bask & Lather is a rapidly growing beauty and haircare company dedicated to helping consumers achieve healthier hair and feel confident in their natural beauty. Rooted in a scalp-first philosophy, product efficacy and authentic storytelling, we serve customers across DTC, Amazon, TikTok Shop and national retail. Our mission is to help customers grow it and keep it too.

About the Role

We are seeking a strategic, creative and execution-oriented Director of Brand Marketing to lead brand positioning, product marketing, integrated campaigns, go-to-market planning and organic social. Reporting to the VP of Integrated Marketing, this leader directly manages the Brand and Social teams and translates business objectives and consumer insights into compelling strategies and dependable execution.

This role combines exceptional creative judgment, commercial awareness and operational discipline. You will independently develop recommendations, lead approved plans through completion, develop your team and verify that work meets quality standards. You will identify resource needs early, resolve dependencies and escalate risks before they affect delivery.

Scope and Partnership

The VP of Integrated Marketing owns the broader function, investment priorities, resource allocation and overall performance. The Director owns Brand and Social strategy and delivery within that direction. Channel leaders own their forecasts, resources and execution commitments; Finance consolidates and validates forecasts and economics. This role integrates those inputs into one actionable launch and campaign plan.

Key Responsibilities

Brand Strategy and Consumer Insights

• Define brand positioning, messaging, consumer value propositions and competitive differentiation. Build annual and quarterly plans aligned with business priorities.
• Identify priority consumers, unmet needs, purchase motivations, barriers and reasons to switch. Translate research, customer feedback, category trends and cultural insights into actionable decisions.
• Develop SKU-level competitive analysis covering positioning, pricing, size, benefits and supported advantages. Clarify each product’s role within the portfolio and its relationship to existing products.
• Proactively identify research and data gaps, evaluate providers and present recommendations covering scope, cost, timing and business value. Advance work using available evidence while clearly identifying assumptions.

Product Marketing and Go-to-Market

• Own integrated GTM strategies for collections, product launches and major initiatives, from consumer opportunity through postlaunch support.
• Define the target consumer, purchase rationale, SKU positioning, competitive differentiation, hero products, product routines, messaging and activation strategy.
• Translate strategy into channel-specific briefs, asset requirements, launch phases, budgets and measurement plans with named owners, deadlines, dependencies and approvals.
• Partner with Product Development, Operations, Supply Chain, Creative, Growth, E-Commerce, Retail and PR to validate specifications, claims, inventory readiness, distribution assumptions and launch feasibility.
• Verify that approved assets are accurate, usable, delivered on time and received by executing teams. Maintain readiness gates and contingency plans, and sustain adoption after launch.

Integrated Campaigns and Creative Strategy

• Develop compelling campaign concepts, storytelling platforms and creative briefs grounded in consumer insights and product benefits.
• Lead coordinated campaigns across paid, owned, earned, retail and experiential touchpoints with Creative, Growth, Social, Influencer, PR and Experiential partners.
• Translate strategy into specific production plans, shot lists, creator briefs and channel deliverables. Maintain consistent positioning while adapting execution to each audience and platform.
• Apply strong creative judgment to copy, imagery, demonstrations and content. Coordinate required claims, permissions and usage-rights approvals with appropriate partners.

Social Strategy and Publishing Operations

• Own organic social strategy, defining each platform’s audience, purpose, content pillars, publishing cadence and performance objectives.
• Lead a social calendar balancing education, demonstrations, consumer results, cultural relevance, community and promotional priorities. Maintain a rolling four-week pipeline of approved and scheduled content, with flexibility for timely opportunities.
• Establish mandatory content reviews and quality checks for brand alignment, accuracy, sizing, cropping, captions, product tags, shoppable links and live presentation.
• Verify scheduled content publishes correctly, including weekends and holidays. Establish named primary and backup owners, account access, training and documented workflows.
• Oversee community management, response standards and escalation. Partner with Growth on social commerce, affiliate content and paid amplification with clear deliverable ownership.
• Use platform analytics and structured tests to improve content, timing, formats and resource allocation. Connect engagement to relevant audience, product discovery, qualified traffic and commercial outcomes.

Retail and Omnichannel Marketing

• Develop coordinated brand initiatives supporting DTC, Amazon, TikTok Shop, national retail and international expansion.
• Partner with Retail and Growth on retailer-specific launch support, merchandising messages, education and consumer activations based on confirmed plans.
• Adapt campaigns to regional audiences with relevant partners while preserving brand positioning and approved product messaging.

Budgets Measurement and Delivery

• Own departmental campaign plans, timelines and budgets within approved investment priorities. Justify significant shoots, partnerships, events and other spending through clear objectives, costs, deliverables, distribution plans and expected outcomes.
• Maintain an initiative tracker with accountable owners, dependencies, approval status and evidence of completion. Report accurately, distinguish pending commitments from completed work and escalate risks with recommended solutions.
• Measure brand health, awareness, consideration, product adoption, social performance, launch readiness, on-time delivery and budget performance. Assess commercial impact with Growth, channel owners and Finance.
• Lead postlaunch and campaign reviews that explain results, investment effectiveness, execution gaps and changes required for future initiatives.

Leadership and Qualifications

Team Leadership

• Lead, coach and develop Brand and Social team members. Translate priorities into clear assignments, realistic workloads, deadlines and approval requirements.
• Provide timely decisions, constructive feedback and respectful communication. Address performance gaps directly and build team capability and independent judgment.
• Take ownership of departmental decisions and results when work is delegated. Maintain backup coverage and continuity through absences, turnover and changing priorities.
• Identify staffing, agency and production needs early and present actionable recommendations. Manage external partners against agreed scope, quality, budget and deadlines.

Required Qualifications

• 10+ years of experience in brand, integrated or consumer marketing, including substantial experience leading teams and complex cross-functional initiatives.
• Experience in beauty, haircare, personal care or closely relevant CPG, with demonstrated ownership of product launches from insight and positioning through execution and evaluation.
• Proven success developing consumer-led positioning, integrated campaigns and creative briefs, with clear examples of personal contribution and business results.
• Direct experience managing social teams and publishing operations, creative quality, community engagement and shoppable content.
• Experience across digital commerce and national retail, with strong analytical judgment and an understanding of channel economics and measurement limitations.
• Demonstrated budget ownership, investment evaluation, vendor management and proactive resource planning.
• Strong people leadership, communication, prioritization and project management skills. Ability to operate independently in a fast-paced business with evolving processes and incomplete information.

Preferred Qualifications

• Experience scaling brands through national retail expansion, including Walmart, Target, Ulta Beauty or comparable retailers.
• Deep understanding of textured haircare and multicultural beauty consumers.
• Experience with culturally relevant campaigns, creator or celebrity partnerships, brand collaborations and international market adaptation.

The Ideal Candidate

You connect consumer insight, product differentiation and strong creative thinking to plans that teams can execute. You take ownership, communicate clearly, develop people and follow through. You can explain both the strategy behind a campaign and the operating details that ensure it reaches consumers effectively.

Equal Employment Opportunity

Bask & Lather Co. is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, genetic information, or any other characteristic protected by applicable law. Reasonable accommodations are available for qualified applicants and employees in accordance with applicable law.