Director of Men’s Brand & Growth
About The Position
Bask & Lather is one of the fastest-growing hair care brands in the country, built at the intersection of scalp health, hair wellness, and performance for textured hair. With strong momentum across DTC, Amazon, TikTok Shop, and expanding retail, the company is defining the future of haircare. As Bask & Lather scales, the men’s category is identified as one of the most significant growth opportunities, which the company is building with intention. 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 a business builder role responsible for turning men’s into a standalone, high-performing revenue engine, not solely a social-focused position.
Requirements
- 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
- Strong understanding of sports, lifestyle, and performance marketing
- Experience in high-growth DTC or modern consumer brands
- Strategic, decisive, and execution-oriented
Nice To Haves
- Experience with sports partnerships
- Familiarity with barbershop/grooming ecosystems
- Exposure to offline media (TV, OOH, audio)
- Experience launching a new category or vertical
Responsibilities
- 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
- 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, and channel performance
- 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
- 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
- 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
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
