Brand Marketing Manager

IPSY

7d•Hybrid

About The Position

IPSY is seeking a Brand Marketing Manager to lead the strategy, positioning, and growth of our full-service subscription offerings: IPSY Extra and IPSY Ultimate. This role will own how these subscriptions show up across the ecosystem—defining distinct value propositions, shaping go-to-market strategy, and ensuring every member touchpoint delivers a clear, compelling, and differentiated brand experience. As a strategic leader on the Brand team, you will translate consumer insights into actionable brand strategy, guide integrated campaigns from concept to execution, and partner cross-functionally to drive acquisition, engagement, and retention. You’ll act as the brand steward for these subscriptions—balancing creative excellence with business rigor to ensure IPSY Extra and Ultimate are meaningfully differentiated, culturally relevant, and aligned with broader brand vision. The Brand Marketing Mananager plays a critical part in evolving how members connect with and experience IPSY’s premium subscription offerings. The Brand Marketing Manager reports to the Director of Brand Management is hybrid remote with one day per week in our Santa Monica office.

Requirements

5–7+ years of experience in brand marketing, subscription marketing, or integrated marketing, ideally within beauty, consumer lifestyle, or membership-based businesses. Subscription and/or beauty experience strongly preferred.
Proven ability to own and evolve brand strategy for a core product or portfolio, translating insights into clear positioning, messaging frameworks, and go-to-market plans.
Strong experience leading full-funnel marketing strategies—from brand storytelling and engagement through conversion, retention, and lifetime value.
Demonstrated success using consumer insights, research, and performance data to inform strategy, prioritize initiatives, and measure impact.
Ability to act as a strategic cross-functional leader, partnering closely with Channel Owners, Creative, Growth, Product, Consumer Insights, Merchandising, and Ops to deliver cohesive, high-impact programs.
Experience developing and managing campaign roadmaps, creative briefs, and marketing plans that balance brand equity with commercial objectives.
Excellent storytelling and messaging instincts, with a clear point of view on how to build distinct, emotionally resonant brand experiences.
Strong executive presence with the ability to influence, align, and inspire stakeholders at multiple levels of the organization.
Highly organized and comfortable operating in ambiguity—able to set direction, make decisions, and move work forward in a fast-paced environment.
Passion for beauty, culture, and community, with a deep understanding of what drives long-term brand love and loyalty.

Nice To Haves

A strong POV on the future of subscription, loyalty, and community-driven brands.
Background working across multiple product tiers or customer segments, with an ability to tailor brand strategy accordingly.
Experience navigating brand evolution following a merger, rebrand, or portfolio shift.
Experience launching or managing a loyalty program.
A balance of creative intuition and analytical rigor—comfortable zooming out to define strategy and zooming in to ensure excellence in execution.
A brand-first mindset balanced with commercial acumen.
A collaborative, optimistic leadership style that elevates the work and the team.
Experience managing or mentoring team members and raising the strategic bar for those around you.

Responsibilities

Own the brand positioning, narrative, and value proposition for IPSY Extra and IPSY Ultimate, ensuring each subscription feels distinct, compelling, and clearly understood.
Translate Consumer Insights and Portfolio Targeting Research into actionable brand strategies that guide messaging, creative direction, and channel execution.
Define annual and seasonal brand priorities for each subscription, aligning to business goals, member needs, and cultural moments.
Serve as the brand steward for your subscriptions, ensuring consistency, clarity, and differentiation across all touchpoints.
Lead end-to-end go-to-market strategy for monthly member cycles, product enhancements, program changes, and/or key brand moments
Develop strategic creative briefs that guide campaign storytelling across paid, owned, earned, social, and LCM (site/email/SMS/push) channels.
Partner with Creative, Production, and Growth teams to bring brand strategy to life through high-impact, channel-optimized execution.
Ensure campaigns ladder back to a cohesive IPSY brand narrative while clearly articulating the unique role of each subscription tier.
Act as a key cross-functional partner to Product, Growth, Consumer Insights, CRM, Creator Partnerships, Social, Merch, and Brand Partnerships Teams.
Align brand strategy with product roadmaps and member experience initiatives to deliver seamless, end-to-end storytelling.
Influence without authority—bringing clarity, structure, and brand rigor to complex initiatives.
Define success metrics for brand health, engagement, and subscription performance in partnership with Analytics and Insights teams.
Analyze campaign performance and member feedback to identify opportunities for optimization and evolution.
Regularly synthesize learnings into clear recommendations that inform future strategy and investment decisions.