VP, Integrated Marketing

Salary: $230K-$265,000 + Bonus

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.

• 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.

• 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.

• 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, Tik Tok 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.

• 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.

• 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.

• 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…