Bask and Lather Co

Senior Director of Men's Marketing

Bask and Lather Co

full-time

Posted on:

Location Type: Remote

Location: Remote • New York • 🇺🇸 United States

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Salary

💰 $150,000 - $180,000 per year

Job Level

Senior

About the role

  • 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

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
Benefits
  • Medical, Dental, Vision Insurance
  • Paid Time Off
  • 401(k)
  • Plum Benefits
  • Discounts
  • Career growth opportunities within a rapidly expanding company

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
brand strategycontent strategycampaign developmentperformance marketingdata analysisbudget managementcreative brief oversightmulti-channel executionproduct positioningmarket intelligence
Soft skills
leadershipcollaborationaccountabilitycreativitystrategic thinkingadaptabilityself-motivationcommunicationteam managementnegotiation