Senior Director of Men’s Marketing

Bask & Lather•Yonkers, NY

15d

About The Position

Bask & Lather Co. is a fast-growing, family-founded haircare brand committed to restoring crowns and confidence. What began as a kitchen remedy has evolved into a leading textured-hair care brand known for authenticity, transformative results, and a community-first mission. This is a pivotal moment in our growth. As we expand into men’s grooming, we are building a category that merges scalp health, performance-driven results, and cultural relevance. You will help shape the next chapter of a brand rooted in creativity, collaboration, and purpose. The Senior Director of Men’s Marketing will lead the strategy, vision, and execution for all Bask & Lather Men’s initiatives. This leader will define how our men’s division shows up across digital, retail, content, partnerships, and innovation. This is a rare opportunity to build a breakout men’s business inside one of the fastest-growing beauty brands in the country.

Requirements

7–10+ years in brand or growth leadership roles within CPG, beauty, grooming, lifestyle, or personal care
Proven experience building or scaling a men’s or lifestyle brand across digital and omni-channel
A strong understanding of male consumer behavior, cultural trends, and content-forward storytelling
Experience managing teams, agencies, and large budgets with strategic and creative rigor
Ability to balance high-level vision with hands-on execution in a fast-moving environment
A leadership style that is collaborative, accountable, and grounded in excellence
Highly self-motivated with a strong sense of ownership and accountability
Comfortable navigating ambiguity and adapting to evolving priorities

Responsibilities

Build and own the full brand and growth strategy for the men’s division across paid, owned, and earned channels
Define and refine brand positioning, voice, tone, messaging, and visual direction
Develop a clear annual brand calendar with product launches, storytelling moments, partnerships, and cultural hooks
Ensure all touchpoints reflect a consistent, elevated, and culturally relevant brand identity
Lead concept development for launches, campaigns, brand moments, and social storytelling
Oversee creative briefs, content strategy, and asset development across photo, video, UGC, and creator-led content
Drive breakthrough creative ideas that resonate with diverse male consumers across lifestyle, grooming, and culture
Oversee multi-channel execution across paid media, influencer/creator programs, email/SMS, social platforms, CRM, and retail marketing
Partner with Growth on performance marketing strategy, audience segmentation, and budget allocation
Develop integrated campaigns across TikTok, Instagram, YouTube, Amazon, TikTok Shop, and emerging platforms for men’s grooming
Analyze performance metrics, category trends, and audience insights to refine strategy
Build reporting routines that translate data into actions, optimizations, and next steps
Maintain strong understanding of men’s grooming, cultural marketing, and textured hair behaviors to guide innovation and messaging
Partner closely with Product Development and R&D to shape the product roadmap for men’s grooming
Provide market intelligence, competitor insights, and consumer feedback that inform new formulations, packaging, and claims
Ensure product launches are fully marketing-ready with positioning, claims, education, and go-to-market plans
Build and lead a high-performing team of marketers, coordinators, creators, and agency partners
Collaborate with Creative, Growth, Operations, Retail, and PR to deliver seamless go-to-market execution
Establish KPIs, performance expectations, processes, and communication rhythms for the men’s division
Identify and pursue strategic collaborations across sports, lifestyle, entertainment, and culture
Lead negotiations and relationship-building with creators, brand partners, and talent
Develop a pipeline of culturally relevant moments that elevate brand visibility and affinity
Manage and forecast multi-million-dollar budgets with discipline and ROI focus
Develop SOPs, process maps, workflows, and standards for team operations
Present updates, insights, and performance reporting to senior leadership
Uphold the brand’s values around storytelling, community, inclusivity, and integrity