Director of Brand Marketing

Bask & Lather•Yonkers, NY

1d•$160,000 - $180,000•Remote

About The Position

Bask & Lather is a rapidly growing beauty and haircare company focused on healthier hair and confidence in natural beauty. Rooted in a scalp-first philosophy, product efficacy and authentic storytelling, the company serves customers through DTC, Amazon, TikTok Shop and national retail. Its mission is to help customers grow their hair and keep it too. The Director of Brand Marketing leads brand positioning, product marketing, integrated campaigns, go-to-market planning and organic social. Reporting to the VP of Integrated Marketing, the Director manages the Brand and Social teams and translates business objectives and consumer insights into compelling strategies and reliable execution. The role calls for creative judgment, commercial awareness and operational discipline, including developing recommendations, delivering approved plans, developing the team, maintaining quality, identifying resource needs, resolving dependencies and escalating risks. 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, while Finance consolidates and validates forecasts and economics. The Director integrates these inputs into actionable launch and campaign plans. The position is remote and full-time, with an annual base salary of $160,000–$180,000 based on experience and qualifications.

Requirements

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 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.

Nice To Haves

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.

Responsibilities

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, translating research, feedback, category trends and cultural insights into decisions.
Develop SKU-level competitive analysis covering positioning, pricing, size, benefits and supported advantages, and clarify each product’s role in the portfolio.
Identify research and data gaps, evaluate providers and recommend scope, cost, timing and business value; proceed using available evidence while identifying assumptions.
Own integrated go-to-market strategies for collections, product launches and major initiatives, from consumer opportunity through postlaunch support.
Define target consumers, 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 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 approved assets are accurate, usable, delivered on time and received by executing teams; maintain readiness gates and contingency plans and sustain adoption after launch.
Develop 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 production plans, shot lists, creator briefs and channel deliverables; maintain consistent positioning while adapting execution to audiences and platforms.
Review copy, imagery, demonstrations and content for quality, and coordinate claims, permissions and usage-rights approvals with appropriate partners.
Own organic social strategy, defining platform audiences, purposes, 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.
Establish required 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 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 ownership.
Use platform analytics and structured tests to improve content, timing, formats and resource allocation, connecting engagement to relevant audiences, product discovery, qualified traffic and commercial outcomes.
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.
Own departmental campaign plans, timelines and budgets within approved investment priorities; justify significant spending with objectives, costs, deliverables, distribution plans and expected outcomes.
Maintain an initiative tracker with owners, dependencies, approval status and evidence of completion; report accurately 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 covering results, investment effectiveness, execution gaps and changes needed for future initiatives.
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 and build team capability and independent judgment.
Take ownership of departmental decisions and results when work is delegated, and maintain backup coverage and continuity through absences, turnover and changing priorities.
Identify staffing, agency and production needs early, present actionable recommendations, and manage external partners against scope, quality, budget and deadlines.