Director of Marketing (fashion & apparel)

Key Responsibilities

1. Brand Strategy & Positioning

• Develop and execute the overall marketing strategy in alignment with company objectives, brand vision, and revenue goals.
• Define and strengthen brand positioning, messaging, visual identity, and market differentiation.
• Ensure consistency across all customer touchpoints, including the website, social media, advertising, packaging, email communications, and retail experiences.
• Identify emerging fashion trends, consumer insights, and competitive opportunities to inform brand strategy.
• Build a compelling brand narrative that resonates with target audiences and strengthens customer loyalty.

2. Digital Marketing & E-Commerce Growth

• Lead the digital marketing strategy across paid social, search, email, SMS, affiliate, influencer, and other relevant channels.
• Partner with e-commerce teams to optimize the online shopping experience, conversion rates, average order value, and customer lifetime value.
• Develop and manage customer acquisition and retention strategies to drive profitable growth.
• Oversee website merchandising campaigns, promotional calendars, landing pages, and digital customer experiences.
• Monitor campaign performance and continuously optimize marketing investments based on data and return on investment.

3. Campaigns, Product Launches & Seasonal Marketing

• Lead the planning and execution of seasonal collections, product launches, collaborations, and promotional campaigns.
• Develop integrated marketing calendars that align with product development, inventory availability, merchandising, and sales objectives.
• Oversee campaign concepts, creative direction, photoshoots, video production, and marketing assets.
• Coordinate launch strategies across social media, email, paid media, public relations, influencers, and other customer-facing channels.
• Ensure campaigns communicate product value, quality, design, and brand differentiation effectively.

4. Social Media, Influencer Marketing & Community

• Oversee the brand's social media strategy, content planning, and community engagement.
• Develop influencer, creator, ambassador, and affiliate partnerships that align with the brand's audience and positioning.
• Build relationships with relevant fashion personalities, stylists, media outlets, and strategic partners.
• Establish content strategies that increase engagement, brand visibility, audience growth, and customer conversion.
• Track the performance of social and creator initiatives and refine partnerships based on measurable impact.

5. Marketing Analytics & Budget Management

• Develop and manage the annual marketing budget, allocating resources to the highest-impact initiatives.
• Establish key performance indicators (KPIs) and reporting processes to measure marketing effectiveness.
• Analyze campaign performance, customer acquisition cost (CAC), return on ad spend (ROAS), conversion rates, repeat purchase rates, and customer lifetime value (LTV).
• Provide regular performance updates, insights, and recommendations to executive leadership.
• Use customer data, market research, and sales trends to guide decisions and improve marketing efficiency.

6. Public Relations & Brand Partnerships

• Oversee public relations initiatives, media outreach, press opportunities, and brand publicity.
• Identify strategic collaborations, sponsorships, events, and partnership opportunities that support business growth.
• Manage agency and vendor relationships, including creative, media, public relations, and influencer partners.
• Strengthen brand credibility and visibility through relevant fashion, lifestyle, and industry platforms.

7. Team Leadership & Cross-Functional Collaboration

• Lead, mentor, and develop the marketing team, establishing clear priorities, responsibilities, and performance expectations.
• Recruit and manage internal talent, freelancers, agencies, and external partners as needed.
• Collaborate closely with leadership, design, product development, merchandising, sales, operations, and e-commerce teams.
• Align marketing campaigns with inventory levels, product margins, launch timelines, and business priorities.
• Foster a culture of creativity, accountability, collaboration, and continuous improvement.

Qualifications & Experience

• Bachelor's degree in Marketing, Business, Communications, Fashion Merchandising, or a related field; equivalent experience may be considered.
• 7 years of marketing experience, including demonstrated leadership or management responsibilities.
• Experience in fashion, apparel, lifestyle, beauty, consumer goods, or a related consumer-facing industry.
• Proven success developing and executing integrated marketing strategies that drive brand growth and revenue.
• Strong understanding of e-commerce, performance marketing, brand development, and customer lifecycle marketing.
• Experience managing marketing budgets, agency relationships, and cross-functional teams.
• Strong analytical skills and the ability to translate data into actionable business decisions.
• Excellent communication, presentation, project management, and leadership skills.
• A strong understanding of fashion trends, consumer culture, and the evolving digital marketing landscape.