Marketing Director

The Beaufort Bonnet Company•Lexington, KY

1d•Onsite

About The Position

The Beaufort Bonnet Company's mission is to make people happy. Although we have grown significantly throughout the years, our company culture still exudes small business charm. We offer competitive benefits packages which may include generous vacation policy, health and wellness coverage, 401k with company match, discounted stock purchasing, options for education reimbursement, and amazing product discounts! We value work-life balance and offer a flexible corporate office environment. This is an in-person position based out of our corporate office in Lexington, KY. The Marketing Director leads Brand and Creative for The Beaufort Bonnet Company, driving the brand’s strategy, identity, and storytelling across all channels and platforms. This role oversees the consistency and integrity of TBBC’s brand voice, ensuring every interaction is cohesive, elevated, and authentically aligned with the brand. The Marketing Director shapes the creative vision, aligns cross-functional partners, and ensures all brand expressions are engaging, consistent, and strategically aligned with business goals.

Requirements

A strong strategic mindset that connects creative storytelling to business and financial goals.
A clear creative vision paired with strong attention to detail and effective project management.
Proven ability to collaborate effectively with internal teams and external partners.
Excellent written and verbal communication skills.
High self-motivation, initiative, and the ability to multitask in a fast-paced environment.
Bachelor’s Degree in Marketing, Communication or equivalent business experience
Generally, 10+ years of marketing or brand marketing experience, preferably in the retail or fashion industry.
Strong knowledge and understanding of photography, creative content terminology, and apparel market.
Excellent understanding of budgeting, with experience managing marketing budgets and evaluating ROI across channels.
Comfortable interpreting customer insights, performance metrics, and industry trends to inform decision-making.
Experience managing and developing a team.

Responsibilities

Brand Strategy With direction from Head of Brand, lead and support the development and evolution of the TBBC’s brand strategy ensuring it reflects the company’s heritage, charm, and long-term vision.
Serve as the guardian of TBBC’s voice and identity, ensuring consistency across ecommerce, wholesale, retail, and all customer touchpoints.
Translate brand strategy into actionable plans that strengthen customer connection and support business objectives.
Monitor brand health, market trends, and the competitive landscape to inform direction and identify opportunities.
Shape and guide the creative vision for campaigns, seasonal stories, product launches, and key brand moments.
Oversee creation of content across catalogs, email, SMS, social, ecommerce, wholesale, retail, collaborations, and brand activations, ensuring alignment with TBBC’s aesthetic.
Partner with Product teams on photoshoot, visual storytelling, and brand assets to ensure imagery embodies the TBBC’s elevated charm.
Ensure all creative output is cohesive, emotionally resonant, and distinctly aligned with TBBC’s identity.
Marketing Strategy Lead the annual marketing budgeting process, ensuring proper support for photoshoots, catalogs, email, SMS, social, influencers, affiliates, PR, collaborations, and organic activations.
Drive customer growth strategies, focusing on attracting new customers at the baby stage and nurturing long-term value as the child grows.
Partner with the COE on paid media, direct marketing, organic initiatives, and SEO plans aligned with seasonal strategies.
Evolve the Gratz Bay Country Club loyalty program to accelerate growth in alignment with strategic goals.
Support the development of the product launch calendar to ensure campaigns are timely, strategic, and supportive of brand and financial plans.
Partner closely with Design, Merchandising, eCommerce, Wholesale, and Retail teams to align storytelling with product priorities and business goals.
Oversee influencer, affiliate, and collaboration strategies, ensuring partnerships reflect brand values and reach the right audiences.
Support community-building initiatives that strengthen long-term loyalty and engagement.
Team Leadership, Performance & Optimization Lead, mentor, and inspire the brand, social, catalog, and creative teams, fostering a collaborative and high-performing culture.
Establish clear goals, priorities, and workflows that keep teams aligned, efficient, and operating smoothly.
In partnership with COE, monitor marketing performance, campaign impact, and consumer behavior to guide decision-making and continuous improvement.
In partnership with COE, develop and implement metrics to measure results and demonstrate the effectiveness of visual assets in driving sales.
Track monthly budget performance across marketing channels to monitor ROI and ensure responsible spend.