[Hiring] Director of Brand Marketing @Bask & Lather

Role Description

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.

Key Responsibilities

• Brand Strategy and Consumer Insights
  • Define brand positioning, messaging, consumer value propositions and competitive differentiation.
  • Identify priority consumers, unmet needs, purchase motivations, barriers and reasons to switch.
  • Develop SKU-level competitive analysis covering positioning, pricing, size, benefits and supported advantages.
  • Proactively identify research and data gaps, evaluate providers and present recommendations.
• Product Marketing and Go-to-Market
  • Own integrated GTM strategies for collections, product launches and major initiatives.
  • 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.
  • Partner with various teams 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.
• Integrated Campaigns and Creative Strategy
  • Develop compelling campaign concepts, storytelling platforms and creative briefs.
  • Lead coordinated campaigns across various touchpoints with partners.
  • Translate strategy into specific production plans, shot lists, creator briefs and channel deliverables.
  • Apply strong creative judgment to copy, imagery, demonstrations and content.
• 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.
  • Establish mandatory content reviews and quality checks for brand alignment.
  • Verify scheduled content publishes correctly, including weekends and holidays.
  • Oversee community management, response standards and escalation.
• Retail and Omnichannel Marketing
  • Develop coordinated brand initiatives supporting various platforms.
  • Partner with Retail and Growth on retailer-specific launch support and consumer activations.
  • Adapt campaigns to regional audiences while preserving brand positioning.
• Budgets Measurement and Delivery
  • Own departmental campaign plans, timelines and budgets within approved investment priorities.
  • Maintain an initiative tracker with accountable owners, dependencies, approval status and evidence of completion.
  • Measure brand health, awareness, consideration, product adoption, social performance, launch readiness, on-time delivery and budget performance.
  • Lead postlaunch and campaign reviews that explain results and investment effectiveness.
• Team Leadership
  • Lead, coach and develop Brand and Social team members.
  • Provide timely decisions, constructive feedback and respectful communication.
  • Identify staffing, agency and production needs early and present actionable recommendations.

Qualifications

• 10+ years of experience in brand, integrated or consumer marketing.
• Experience in beauty, haircare, personal care or closely relevant CPG.
• Proven success developing consumer-led positioning and integrated campaigns.
• Direct experience managing social teams and publishing operations.
• Experience across digital commerce and national retail.
• Demonstrated budget ownership and proactive resource planning.
• Strong people leadership, communication, prioritization and project management skills.

Preferred Qualifications

• Experience scaling brands through national retail expansion.
• Deep understanding of textured haircare and multicultural beauty consumers.
• Experience with culturally relevant campaigns and brand collaborations.

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.

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.