Director, Brand Marketing

Who We Are

Culture Kings represents the relationship between music, sport, and fashion. These are the three foundation pillars upon which Culture Kings stands. Within each of these components, streetwear has underlined and evolved to become an essential part of culture. Culture Kings prides itself on exclusivity and superiority offering a premium retail experience across all genres, cultures, styles, and ages combined with an extensive and curated range from 100 leading street, sport, and fashion brands from all around the globe. Each Culture Kings store displays an electrifying atmosphere unparalleled in retail presenting some of Australia’s leading DJs performing daily in-store. Frequently visited by some of the world’s best athletes, artists and tastemakers, Culture Kings is ahead of its game offering an elite perspective of the ever-changing global streetwear landscape.

The Role

The Brand Marketing Director, USA will lead the evolution of Culture Kings and its portfolio of brands (including 1P brands and MNML) within the U.S. market. This role is responsible for shaping how the brand shows up in culture across product, storytelling, retail, experiences and digital platforms.

This person is an equal parts strategist, cultural connector, and operator. They understand streetwear and youth culture at a deep level and know how to translate cultural relevance into real business growth. They are responsible for building brand equity in the U.S. while ensuring marketing efforts drive measurable impact across both digital and retail channels.

The ideal candidate brings a strong network across fashion, music, sports, and creator communities, along with the taste level to identify the right partnerships, talent, and moments that position Culture Kings authentically within the U.S. cultural landscape.

This role reports to the VP of Marketing and partners closely with creative, retail, merchandising, ecommerce, and performance teams.

Key Responsibilities

Brand Strategy & Cultural Positioning

• Lead the development and execution of the U.S. brand marketing strategy, ensuring Culture Kings and its brands show up with a clear point of view across every consumer touchpoint.
• Define and evolve the brand’s voice, visual identity, and cultural positioning, ensuring consistency across social media, retail environments, digital campaigns, product storytelling, and community activations.
• Identify cultural moments, product launches, and collaborations that reinforce the brand’s relevance within the streetwear ecosystem.

Cultural Marketing & Partnerships

• Act as the brand’s cultural connector in the U.S. market.
• Develop authentic relationships with artists, athletes, creators, stylists, tastemakers, and cultural leaders who shape streetwear and youth culture.
• Lead strategic collaborations, partnerships and co-op marketing that drive brand credibility, cultural visibility, and demand.
• Maintain a strong network across music, sport, fashion, and creator communities to continuously bring new opportunities and talent into the brand ecosystem.

Campaigns, Drops & Product Launches

• Lead the development of 360° campaigns supporting seasonal collections, limited drops, collaborations, and key product launches.
• Translate product stories into culturally relevant campaigns across: Digital, Social Media, Retail, Experiential Activations and Partnerships.
• Work cross-functionally with creative, merchandising, product, ecommerce, and retail teams to ensure marketing execution aligns with business priorities

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Creator, Community & Influencer Ecosystem

• Build and scale a creator and community-driven marketing ecosystem centered around authentic relationships.
• Develop long-term partnerships with creators and tastemakers who help shape the brand narrative.
• Drive creator-led storytelling and organic UGC that builds credibility and cultural connection with the next generation of consumers.

Experiential & Community Marketing

• Bring the brand to life through IRL experiences and community engagement.
• Lead pop-ups, retail activations, cultural events, and community programming that deepen brand connection and generate cultural momentum.
• Ensure retail environments function as cultural hubs—not just transactional spaces.

Digital & Social Ecosystem

• Own the digital marketing ecosystem across all paid and organic digital touchpoints ensuring content reflects both brand storytelling and platform-right behavior.
• Develop integrated paid and organic strategies where content and commerce work together to drive both brand awareness and conversion.
• Grow social presence, content output, and engagement across Culture Kings and all in-house brands, with a focus on Instagram and TikTok to expand audience reach and drive brand awareness.

Performance & Growth

• Partner closely with performance marketing teams to ensure brand storytelling fuels customer acquisition and revenue growth.
• Oversee paid media strategy across Meta, Google, TikTok, E-mail, E-com and emerging commerce platforms, balancing aggressive growth targets with long-term brand equity.

Retail & Omnichannel Brand Growth

• Leverage a strong retail marketing background to ensure brand storytelling translates seamlessly across physical retail and digital channels.
• Develop marketing strategies that grow both retail traffic and digital demand, using stores as key cultural touchpoints within the brand ecosystem.

Budget Ownership & Performance Accountability

• Own and manage the U.S. brand marketing budget, allocating spend strategically across campaigns, partnerships, activations, creators, and content production.
• Develop and leverage co-op marketing opportunities with key brand partners to maximize campaign scale, retail visibility, and marketing efficiency.
• Drive accountability through clear KPIs and weekly reporting, tracking campaign performance, brand health metrics, and ROI to continuously optimize marketing impact.

Team Leadership

• Lead and mentor members of the brand marketing team across brand management, social media, and content.
• Create a collaborative environment that empowers teams to move quickly, test ideas, and build culturally impactful work.

Experience

8–12 years of marketing experience, including leadership roles within streetwear, fashion, or lifestyle brands. Experience working in retail-driven environments, with a strong understanding of how to grow brand awareness while expanding retail presence through connected brand, retail, and digital strategies.

Cultural Fluency – Deep understanding of streetwear culture, music, sport, art, and youth trends, with the ability to identify emerging cultural signals and translate them into brand opportunities.

Industry Relationships – An established network across creators, stylists, artists, athletes, and cultural tastemakers who influence youth culture and fashion.

Strategic & Operational Mindset – Ability to think big while executing quickly in fast-moving environments.

Digital & Platform Expertise – Strong understanding of modern marketing platforms including:

• TikTok, Instagram, YouTube
• Creator marketing ecosystems
• Paid social and digital acquisition
• Emerging commerce platforms (TikTok Shop)
• AI-powered creative tools

Education – Bachelor’s degree in marketing, business, or related field.