Director Brand Marketing

MeUndies is a Los Angeles, CA-based underwear and loungewear company best known for its softer-than-soft basics. Founded in 2011, MeUndies disrupted the $110B underwear industry with the first online underwear subscription. Since then, the brand has inspired a passionate community of undie-obsessed individuals with its bold, comfortable products. And that’s only the beginning…

Today MeUndies has sold more than twenty-eight million pairs of underwear and is profitable with double-digit YoY growth. It continues to redefine the subscription market by evolving the transactional subscription to a membership centered on community and relationships with the brand.

The innovative direct-to-consumer brand offers multiple purchasing options, including singles, packs, matching pairs, and monthly membership.

We’re looking for a Director of Brand Marketing to successfully lead, create and execute brand marketing and product go-to-market plans that drive awareness, engage consumers, amplify our fame, and deliver conversions through thoughtful brand storytelling, data-driven insights, and creative innovation – all grounded in a consumer-centric integrated marketing approach.

This role reports to the VP of Brand Marketing and will lead three primary areas of focus:

• Brand Marketing: Lead the development and implementation of the MeUndies product marketing strategy to support our product roadmap and hone our messaging and positioning to grow the brand through strategic planning.
• Social Media: Lead the development of a comprehensive and winning social and content strategy, creating synergies between organic and paid efforts in partnership with Growth Marketing Team leads. The Director will oversee all organic social content production, including with Influencers, and will execute innovative and engaging social and influencer media campaigns to drive brand buzz and boost sales.
• Public Relations: Act as the primary liason with our PR agency, leading the implementation of an earned media strategy.

What You’ll Do

Brand Marketing

• Develop and execute go-to-market strategies and executional plans to determine product-market fit for all print and product launches, collaborating closely with cross-functional teams.
• Drive the development of core product positioning and messaging considering the brand mission, values, audience needs, market landscape, and other factors to drive product awareness, growth, and adoption.
• Build strategic frameworks and processes to structure conversations, create and socialize marketing initiatives, and drive alignment across teams and leadership.
• Own and develop product and launch marketing campaign briefs and partner with the Content and Creative teams to develop on-brand marketing collateral that meets messaging objectives and delivers impact.
• Bring to life our new brand refresh narrative and creation direction through marketing initiatives and activations.
• Establish a deep knowledge and understanding of target customer segments and personas, and work alongside Growth Marketing, Content, Social, Creative, and Digital Product teams to offer a seamless customer journey.
• Leverage quantitative and qualitative data from consumer insights and analysis to inform go-to-market risk evaluation and mitigation process and planning
• Implement tracking and monitor, analyze, and measure the effectiveness of brand marketing initiatives to develop insights and make recommendations for improvement.
• Monitor the competitive landscape and share intel to better position our products in the market and to identify new product opportunities.

Social Media & Content

• Develop, execute, and manage an integrated social strategy across all social media platforms, partnering closely with Growth Marketing to drive synergies between paid and organic.
• Continue to grow our community of over 1 million, with an emphasis on attracting new followers on TikTok and Instagram.
• Own social creative strategy, while partnering closely with the Content, Creative, Brand & Retention teams to ensure content is platform-appropriate and brand-building.
• Develop and manage the monthly social calendar to ensure alignment among cross-functional teams, supporting new print and product launches in addition to always-on brand and product marketing.
• Manage US organic social media budget, balancing costs to fund activations, social-first shoots, and cultural moment celebrations.
• Partner with the Influencer Marketing team to deploy channel-specific influencer campaigns in support of integrated marketing goals.
• Collaborate with Brand, Product, IP + Partnership Teams to create launch strategies and marketing plans for collaborations.
• Establish clear social media goals and track against KPIs, regularly reporting on performance and leveraging insights to identify opportunities.
• Work closely with the CX Team to develop a strong Community Management strategy to ensure voice and tone are relevant to our brand.

Public Relations

• Develop and implement an eared media strategy in partnership with Brand, Executive and Agency teams.

What You Have

• A Bachelor’s degree required.
• 10+ years of experience in product marketing, brand strategy, strategic consulting, or consumer marketing.
• In-house brand strategy and/or strategic agency or consulting experience preferred.
• Expert knowledge of all major social media platforms (TikTok, Twitter, Facebook, YouTube, Instagram, Pinterest, and SnapChat), best practices/trends, and reporting tools.
• Experience in community management with a strong understanding of how to build content, follower growth, and engagement; agency experience a plus.
• A strong understanding of how to bring campaigns to life through storytelling and activation.
• Experience leading the GTM process.
• Demonstrated strategic thinking and strong analytical skills.
• The ability to translate qualitative/quantitative data into actionable insights that tell a story.
• Excellent communication and presentation skills.
• The ability to multitask and prioritize projects simultaneously while adhering to shifting deadlines; organized and detail-oriented.
• Exceptional collaboration skills and the ability to maintain strong cross-functional partnerships to foster a team environment.
• Excellent brand and creative brief writing skills.

WHY WORK AT MEUNDIES?

It's more than a job.

We have focused on building a team of people who emulate our core values. We look for people who stay balanced, go further, build relationships, champion differences, and are humble. At MeUndies, we continue to maintain a stellar brand by working collaboratively and encouraging growth with learning opportunities. Not to mention, there is no such thing as a small achievement here - we celebrate it all!

We look at the necessities.

We offer competitive equity/salary packages, including targeted annual bonuses, generous parental leave, a 401k, fantastic health benefits, open time off, and more. We also take Learning and Development seriously - conducting annual performance reviews, annual 360 reviews, and providing an independent Learning & Development Budget that starts at $500 right out of the gate!

We have an office you’ll enjoy going to.

We currently have a hybrid work schedule which means that Mondays and Fridays are optional work-from-home days, and Tuesdays, Wednesdays, and Thursdays are in-office days. Although Monday and Friday are remote/work-from-home days, the office is open, and you are welcome to come in! We’re set up to support comfortable working - hot desks, lounge, and casual seating areas, a Mother’s Room, an on-site gym & shower, and a kitchen that makes you feel like you’ve never left home. Plus, we’re dog friendly, so your furry coworker can join you anytime.

We don’t forget the most important things.

We want MeUndies to be a place where you feel safe and comfortable, and encourage our employees to hold us accountable for keeping it that way. We offer two robust annual employee engagement surveys to check-in with the team, an anonymous feedback tool available to submit comments at any time, and a People Ops team that is ready to help. When you work at MeUndies, we take your needs as an employee (and a person) seriously.

Plus those special extra things.

We know how important it is to connect with your team members outside of everyday work, too. We offer catered lunches on every in-office day, holiday parties, off-sites, happy hours, and an annual retreat . You’ll also get a sweet employee discount, as well as a monthly MeUndies membership to rebuild your underwear drawer with our top notch prints.

The base salary range for this full-time position is $130,000 - $165,000. Within this range, individual pay is determined by various factors, including job-related skills, experience, and relevant education or training. Please note that the base salary range provided in this posting does not include any bonus, equity, or benefits you may be eligible for.