VP, Integrated Marketing

Job description

Salary: $230K-$265,000 + Bonus Position Overview Bask & Lather is seeking a Vice President of Integrated Marketing to lead the next phase of our brand and consumer marketing organization. This executive will own the development and execution of Bask & Lather's integrated marketing strategy across brand, social, influencer and creator marketing, experiential, partnerships, retail marketing, product launches, and consumer activation. The VP of Integrated Marketing will be responsible for translating company growth priorities, consumer insights, product innovation, and channel opportunities into one cohesive marketing strategy. This person will ensure that every consumer touchpoint works together to build brand awareness, cultural relevance, household penetration, product adoption, and long-term brand equity. This role will lead the department that currently oversees the social, brand management, creative brand management, and design functions. The VP will provide the strategic leadership, organizational structure, cross-functional orchestration, and executive-level accountability required as Bask & Lather scales into a significantly larger omnichannel beauty business. Key Responsibilities Integrated Marketing Strategy & Leadership Own Bask & Lather's enterprise-wide integrated non-paid media marketing strategy , ensuring brand, product, social, creator, experiential, partnerships, retail, and commercial priorities ladder into one cohesive consumer strategy. Develop the annual and quarterly integrated marketing calendar across evergreen brand building, product launches, cultural moments, retail moments, partnerships, and major campaigns. Translate company growth objectives into clear marketing priorities, investment decisions, KPIs, and execution plans. Establish the strategic narrative for how Bask & Lather grows awareness, consideration, trial, repeat purchase, and household penetration. Serve as a senior marketing thought partner to the Head of Growth and CEO . Build the processes and operating cadence required for a fast-growing marketing organization to execute with both speed and discipline. Brand Strategy & Management Provide executive oversight to the broader Brand organization. Ensure Bask & Lather maintains a distinctive, premium, culturally relevant brand identity as the company scales. Oversee brand positioning, consumer segmentation, messaging architecture, campaign strategy, and brand architecture. Establish clear brand guardrails while enabling teams to move quickly across channels. Ensure consumer insights, competitive intelligence, cultural trends, and performance data inform brand strategy and decision-making. Integrated Campaigns Lead the strategy behind major integrated campaigns from consumer insight through execution and measurement. Build campaigns that connect creative, social, creators, PR, experiential, partnerships, retail, DTC, Amazon, TikTok Shop, and other consumer touchpoints. Develop clear campaign briefs defining the consumer problem, insight, objective, audience, positioning, channel strategy, deliverables, KPIs, and measurement framework. Ensure campaign ideas can travel across channels while remaining native to each platform. Establish post-campaign analysis and institutionalize learnings across the marketing organization. Go-to-Market & Product Launches Own the consumer-facing GTM strategy for major product and collection launches. Partner closely with Product Development, Commercialization, Sales, E-Commerce, Growth, Operations, and Creative to develop launch strategies well ahead of commercialization. Define positioning, consumer education, launch narratives, audience strategy, channel roles, sampling, creator strategy, retail activation, experiential, and launch measurement. Build launch playbooks that can scale across DTC, mass retail, marketplaces, specialty retail, and international markets. Ensure marketing strategy is integrated into the product innovation roadmap rather than developed after products are complete. Retail & Omnichannel Marketing Partner with Sales and retail partners on retailer-specific marketing plans, launches, merchandising moments, sampling, events, creator programs, and consumer acquisition. Ensure the Bask & Lather brand experience remains consistent while adapting appropriately to each retailer and channel. Connect national brand marketing with retailer marketing so the company is not operating separate DTC and retail marketing organizations. Social, Creator & Cultural Strategy Provide executive oversight of Bask & Lather's social and creator ecosystem through the Senior Director of Brand and social leadership. Establish the role of organic social, creators, influencers, community, and cultural partnerships within the broader brand strategy. Ensure the brand remains culturally relevant while maintaining a clear and consistent brand identity. Develop scalable creator and influencer strategies across launches, evergreen programming, retail support, and major cultural moments. Identify emerging platforms, consumer behaviors, communities, and cultural opportunities relevant to Bask & Lather. Experiential, Partnerships & Activations Establish clear objectives and ROI expectations for experiential investments. Identify strategic partnerships capable of expanding brand awareness, cultural relevance, trial, and consumer acquisition. Ensure experiential programs are integrated into broader campaigns rather than functioning as standalone events. Creative Leadership Partner with brand and creative leadership to establish the strategic direction behind campaigns and brand storytelling. Raise the standard of creative output as Bask & Lather evolves into a larger global beauty brand. Ensure creative work is both brand-building and commercially effective. Build stronger briefing, review, approval, and performance-feedback processes between Brand, Creative, Growth, E-Commerce, and Sales. Marketing Measurement & Effectiveness Establish KPIs and measurement frameworks across brand and integrated marketing. Develop executive reporting around awareness, consideration, household penetration, earned reach, social growth, creator effectiveness, campaign performance, retail activation, product-launch performance, and brand health. Partner with Growth, E-Commerce, Finance, and analytics resources to understand the relationship between brand investment and commercial outcomes. Use measurement to continuously improve marketing allocation and effectiveness. Organizational Leadership Build, mentor, and scale a high-performing marketing organization. Clarify ownership and decision rights across Brand, Creative, Social, Experiential, Growth, E-Commerce, Sales, and Product. Evaluate organizational capabilities and identify where additional talent, agencies, technology, or infrastructure are required. Create a culture of high standards, speed, accountability, consumer obsession, and cross-functional collaboration. Ideal Candidate Profile 10+ years of progressive consumer marketing experience, including significant leadership experience within beauty, personal care, wellness, CPG, or another culturally driven consumer brand. Experience leading integrated marketing for a brand that has experienced significant scale. Demonstrated leadership across multiple disciplines, ideally including brand management, integrated campaigns, social, influencer/creator, retail marketing, experiential, partnerships, and product launches. Experience managing and developing senior marketing leaders and multidisciplinary teams. Strong track record building brands across both DTC and retail. Experience supporting major retail expansion and omnichannel growth. Demonstrated ability to develop successful GTM strategies and launch new products at scale. Strong understanding of contemporary social and creator ecosystems. Proven ability to translate consumer insights into positioning, campaigns, creative strategy, and commercial action. Comfortable operating in a founder-led, entrepreneurial, high-growth environment. Able to move fluidly between long-term brand strategy and immediate execution. Strong commercial orientation. Understands that brand building and revenue generation must reinforce one another. Exceptional cross-functional leadership and executive communication skills. What Success Looks Like Within the first 12 months, this executive should have: Established a clear Bask & Lather integrated marketing strategy and annual marketing architecture. Built one unified GTM process for major product launches. Elevated campaign strategy and creative quality. Strengthened the connection between Brand, Growth, E-Commerce, Sales, Product, and Retail. Built a more sophisticated retail marketing capability. Established measurable brand and integrated marketing KPIs. Improved organizational clarity and accountability across the marketing team. Created a repeatable marketing engine capable of supporting Bask & Lather's next stage of scale. Equal Employment Opportunity Statement Bask & Lather Co. is proud to be an Equal Opportunity Employer. We comply with all applicable federal, state, and local employment laws and are committed to providing a workplace free from discrimination and harassment. Employment decisions are made without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, genetic information, or any other characteristic protected by law. We provide reasonable accommodations for qualified applicants with disabilities and for sincerely held religious beliefs, in accordance with applicable laws.