Director of Brand Marketing

Bask & Lather•Yonkers, NY

2d•Remote

About The Position

Bask & Lather is 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, the Director manages the Brand and Social teams and turns business objectives and consumer insights into marketing strategies and dependable execution. The role requires creative judgment, commercial awareness, operational discipline, team development, quality oversight, proactive resource planning, and early identification and escalation of 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, integrating inputs from channel leaders and Finance into actionable launch and campaign plans. The Director defines brand positioning, messaging, consumer value propositions, competitive differentiation, and annual and quarterly plans. The role leads consumer and competitive analysis, identifies research gaps, and translates available evidence into decisions while clearly noting assumptions. It owns integrated go-to-market strategies from consumer opportunity through postlaunch support, including positioning, briefs, budgets, channel deliverables, measurement plans, readiness gates, contingency plans, and adoption. The role develops campaign concepts, storytelling platforms, creative briefs, and production plans, coordinating across paid, owned, earned, retail, and experiential touchpoints. It owns organic social strategy and publishing operations, including content planning, reviews, quality checks, publishing verification, community management, and analytics. It also supports coordinated brand initiatives across DTC, Amazon, TikTok Shop, national retail, and international expansion. The Director manages campaign plans, timelines, and budgets within approved investment priorities; tracks owners, dependencies, approvals, and completion; measures brand, launch, social, delivery, and budget outcomes; and leads postlaunch and campaign reviews. The position leads and develops Brand and Social team members, manages external partners, and plans staffing, agency, and production needs. 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.
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.

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, competitive differentiation, and annual and quarterly plans.
Identify priority consumers, unmet needs, purchase motivations, barriers, and reasons to switch; turn research and market insights into actionable decisions.
Develop SKU-level competitive analysis and clarify each product’s role in the portfolio.
Identify research and data gaps, evaluate providers, and present recommendations on scope, cost, timing, and business value.
Own integrated go-to-market strategies for collections, product launches, and major initiatives from consumer opportunity through postlaunch support.
Define launch audiences, purchase rationale, SKU positioning, competitive differentiation, hero products, routines, messaging, activation strategies, briefs, assets, budgets, and measurement plans.
Partner cross-functionally to validate product specifications, claims, inventory readiness, distribution assumptions, launch feasibility, and asset delivery.
Maintain launch readiness gates and contingency plans and support sustained adoption after launch.
Develop campaign concepts, storytelling platforms, creative briefs, production plans, shot lists, creator briefs, and channel deliverables.
Lead coordinated campaigns across paid, owned, earned, retail, and experiential touchpoints.
Maintain consistent positioning while adapting creative execution to different audiences and platforms; coordinate claims, permissions, and usage-rights approvals.
Own organic social strategy, platform purposes, content pillars, publishing cadence, performance objectives, and rolling content pipeline.
Establish social content reviews and quality checks; verify scheduled content publishes correctly, including weekends and holidays.
Establish primary and backup publishing 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.
Use platform analytics and structured tests to improve content, timing, formats, resource allocation, 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 for regional audiences 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 initiative tracking with accountable 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 and recommend future changes.
Lead, coach, and develop Brand and Social team members; set assignments, workloads, deadlines, and approval requirements.
Provide timely decisions and constructive feedback, address performance gaps, build team capability, and take ownership of departmental decisions and results.
Maintain backup coverage and continuity, identify staffing, agency, and production needs, and manage external partners against agreed scope, quality, budget, and deadlines.