Senior Director of Men’s Marketing at Bask and Lather Co

About Bask & Lather

Bask & Lather Co. is a fast-growing, family-founded haircare brand committed to restoring crowns and confidence. What began as a kitchen remedy has evolved into a leading textured-hair care brand known for authenticity, transformative results, and a community-first mission.

This is a pivotal moment in our growth. As we expand into men’s grooming, we are building a category that merges scalp health, performance-driven results, and cultural relevance. You will help shape the next chapter of a brand rooted in creativity, collaboration, and purpose.

Role Overview

The Senior Director of Men’s Marketing will lead the strategy, vision, and execution for all Bask & Lather Men’s initiatives. This leader will define how our men’s division shows up across digital, retail, content, partnerships, and innovation. This is a rare opportunity to build a breakout men’s business inside one of the fastest-growing beauty brands in the country.

Key Responsibilities

Brand Leadership + Strategy

• 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
  
  

Campaign + Content Development

• 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
  
  

Marketing Execution + Channel Ownership

• 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
  
  

Consumer Insights + Analytics

• 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
  
  

Product + Innovation Collaboration

• 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
  
  

Team Leadership + Cross-Functional Collaboration

• 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
  
  

Partnerships + Cultural Engagement

• 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
  
  

Operational + Leadership Expectations

• 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
  
  

Qualifications

• 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
  
  

Why Bask & Lather

You will join a brand transforming textured hair care through innovation and community. This role offers creative freedom, leadership ownership, and the opportunity to build a men’s division pBask & 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 (including pregnancy, childbirth, or related conditions), sexual orientation, gender identity or expression, national origin, age, disability, veteran status, or any other characteristic protected by law.

We provide reasonable accommodations for qualified applicants with disabilities and for sincerely held religious beliefs.oised to influence the future of grooming.