[Hiring] Director of Men's Brand & Growth @Bask & Lather

Role Description

The Director of Men’s Brand & Growth will serve as the end-to-end owner of Bask & Lather’s men’s business — operating as a GM-style leader across brand, growth, partnerships, and cultural positioning. This is not a social-only role. This is a business builder responsible for turning men’s into a standalone, high-performing revenue engine.

What You’ll Own

• Men’s Brand Strategy & Positioning
  • Define and evolve the men’s brand identity, tone, and messaging
  • Establish Bask & Lather as a leader in men’s textured hair, beard, and scalp care
  • Partner with Product & Brand to influence:
    • Product roadmap
    • Launch narratives
    • Men’s bundles and hero SKUs
• Men’s Growth & Revenue Expansion
  • Own acquisition strategy across:
    • Digital channels
    • Offline channels
    • Partnerships & ambassadors
  • Expand beyond female customer crossover into net-new male audiences
  • Be accountable for:
    • Revenue growth
    • CAC efficiency
    • Channel performance
• Partnerships & Cultural Relevance
  • Build high-impact partnerships across:
    • Athletes (NBA, NFL, MLB)
    • Barbers, creators, and tastemakers
  • Develop long-term ambassador relationships (not one-offs)
  • Own presence across key moments:
    • Sports seasons
    • Cultural events
    • Offline activations
• Offline & Integrated Marketing (Men’s Focus)
  • Partner with Integrated Marketing on:
    • TV creative and placements
    • Out-of-home (OOH) campaigns
    • Audio and podcast integrations
  • Ensure all offline efforts drive both brand equity and measurable growth
• Cross-Functional Leadership
  • Work closely with:
    • Growth
    • Brand & Creative
    • Product & Supply Chain
    • Partnerships & Experiential
  • Act as the internal owner of the men’s vertical — strategy, execution, and results

What Success Looks Like

• Men’s becomes a fast-growing, clearly defined revenue stream
• Acquisition unlocks new male audiences (not just female crossover)
• Bask & Lather is recognized as a top men’s grooming brand
• Strategic partnerships drive both brand heat and sales
• Creative performs across digital and offline at scale

Qualifications

• 7–12+ years in brand, growth, or integrated marketing
• Experience building or scaling a men’s brand or category
• Strong understanding of:
  • Men’s grooming culture
  • Sports, lifestyle, and performance marketing
• Experience in high-growth DTC or modern consumer brands
• Strategic, decisive, and execution-oriented

Nice to Have

• Experience with sports partnerships
• Familiarity with barbershop/grooming ecosystems
• Exposure to offline media (TV, OOH, audio)
• Experience launching a new category or vertical

Why This Role Matters

This role is foundational. You are not inheriting a finished playbook — you are building it. Men’s is one of Bask & Lather’s biggest growth opportunities, and this role will directly shape the company’s next chapter. We are building more than a brand — we are building a category. Joining Bask & Lather means being part of a team that is shaping culture, driving impact, and growing together.

Location

United States (Remote)

Department

Executive/ Management

Employment Type

Full-Time

Minimum Experience

Executive

Compensation

$160,000–$180,000