Director of Emerging Categories & Markets

Lola Blankets • New York, UT

2d • Hybrid

About The Position

Lola Blankets is a fast-growing comfort and lifestyle brand seeking a Director of Emerging Categories & Markets. This role will own the proof-of-concept and early growth stage for new markets and categories, testing their potential for sustainability before full investment. The position requires a blend of strategy and execution, involving setting KPIs with senior leadership, building and driving roadmaps, and identifying specific needs (testing, CRM, website, media, content) for each emerging vertical. The role emphasizes a tailored approach, recognizing that new categories and markets differ from the established business.

Requirements

• 8+ years of experience in marketing, brand, or business strategy.
• Proven track record of incubating and growing startup-style categories or business units from the ground up.
• Experience working in markets outside the US.
• Understanding of how new markets or categories behave differently than a core, established business.
• Comfortable setting KPIs and roadmaps with senior leadership and being accountable for proving out (or disproving) a test before it scales.
• Strong cross-functional coordination skills, able to translate needs into clear briefs for marketing functions.
• Confident partnering with Finance, Product, and Operations to flag process gaps and advocate for new vertical needs.

Responsibilities

• Define and track KPIs for each emerging market or category with senior leadership to assess test viability before scaling.
• Build and drive the execution roadmap for each vertical, identifying necessary components like testing, CRM, website, media, and content.
• Coordinate the teams responsible for delivering against the roadmap, ensuring each vertical's plan stays on track.
• Surface and translate market- or category-specific needs that deviate from the standard playbook into actionable plans for the broader team.
• Partner with Finance, Product, and Operations to identify and address market- or category-specific needs not covered by existing processes.
• Provide an outside-the-core perspective, recognizing when new markets or categories require a different approach than the established business.
• Act as a liaison between marketing functions and new business units, translating needs into clear briefs and working plans.
• Build credibility and alignment with senior leadership regarding the pace and direction of emerging verticals.
• Coordinate proof-of-concept testing to provide leadership with data for investment decisions or pivots.

Benefits

• Competitive base salary and annual bonus based on company and individual performance
• 21 days paid vacation
• All federal holidays
• Full health benefits (health, dental, vision, mental)
• 16 weeks paid birth parent leave
• 8 weeks non-birth parent leave
• 55% off Lola Blankets for friends and family
• Opportunities for career growth within Lola Blankets

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed