Job Description

We are seeking a Senior Director of Brand Marketing to lead the development and execution of a culturally driven brand strategy that strengthens consumer connection, drives business growth, and builds long-term brand affinity. This leader will be responsible for shaping impactful marketing campaigns, community-focused initiatives, and culturally relevant storytelling that resonates deeply with core consumers. The role requires a balance of strategic leadership and creative vision, with the ability to inspire teams, translate consumer insights into bold ideas, and deliver integrated campaigns that drive engagement and brand relevance.

The ideal candidate is deeply connected to sneaker, basketball, and street culture and brings a proven ability to build disruptive marketing campaigns, partnerships, activations, and events that generate cultural conversation, earned media, and measurable brand impact.

This hybrid role is based in New York City with an in-office schedule of three days per week (Tuesday through Thursday).

Key Responsibilities

Brand Strategy & Cultural Marketing

• Develop and lead culturally relevant marketing strategies that translate brand values and heritage into impactful storytelling across campaigns, partnerships, collaborations, and social platforms.
• Drive a basketball and culture-focused growth strategy leveraging league partnerships, community initiatives, influencer relationships, and product storytelling to strengthen market positioning and consumer engagement.
• Oversee social media and influencer marketing strategies that amplify the brand voice and connect authentically with key audiences across digital platforms.
• Partner closely with merchandising, creative, digital, and marketing teams to align campaigns with business priorities and product strategies.
• Create compelling creative briefs that inspire internal teams and agency partners to produce innovative, culturally relevant campaigns and content.
• Ensure consistency in brand voice, messaging, and storytelling across all consumer touchpoints.

Strategic Leadership & Cross-Functional Collaboration

• Translate overarching brand priorities into actionable marketing plans that drive awareness, engagement, loyalty, and community growth.
• Collaborate cross-functionally with merchandising, media, creative, integrated marketing, and digital teams to ensure cohesive go-to-market planning and execution.
• Partner with external brands, collaborators, and vendors to develop breakthrough co-marketing initiatives and elevated consumer experiences.
• Champion consumer insights and cultural trends to inform innovative marketing strategies and strengthen brand positioning.

Analytics & Performance Optimization

• Define and measure campaign KPIs, ensuring alignment between marketing performance and broader business objectives.
• Utilize analytics, social listening, and campaign performance data to optimize strategies and drive continuous improvement.
• Deliver actionable insights and performance updates to senior leadership teams.
• Monitor competitive trends and emerging cultural movements to ensure the brand remains innovative and relevant.

Team Leadership & Development

• Lead, mentor, and develop a high-performing marketing team, fostering creativity, collaboration, and operational excellence.
• Establish clear priorities, workflows, and objectives that balance strategic thinking, agility, and execution.
• Provide coaching and growth opportunities for team members while strengthening cross-functional partnerships across the organization.
• Manage relationships with agencies, creators, production partners, and external collaborators to scale creative capabilities and execution.

Qualifications

• Bachelor’s degree in Marketing, Communications, or related field
• 10+ years of experience in brand marketing, with 5+ years leading teams
• Strong background in culturally driven consumer brands, preferably within sports, fashion, footwear, or streetwear industries
• Proven success developing impactful marketing campaigns, partnerships, influencer programs, and experiential activations
• Deep understanding of basketball culture, sneaker culture, and emerging consumer trends
• Exceptional storytelling, communication, and leadership capabilities
• Demonstrated success leading cross-functional collaboration within fast-paced, matrixed organizations

Success in This Role

• Builds and develops a highly collaborative, high-performing marketing organization
• Creates culturally resonant campaigns that generate brand buzz, consumer engagement, and measurable business impact
• Drives meaningful growth in brand awareness, loyalty, and community engagement
• Positions the brand as an industry leader in creativity, cultural relevance, and consumer connection