Brand Marketing Director

Who We Are

Tower 28 is building a world where beauty is accessible, inclusive, and sensitive. We want to push the boundaries of what beauty should be: a mix of high quality, high standards, and high levels of fun. We want to be a beauty big sister, who knows what’s right (clean, non-toxic, vegan, cruelty-free) but also knows how to have a good time (clean beauty doesn’t have to be so serious!)

Key Responsibilities

• Brand Strategy + Campaign Development
• Own the overarching brand strategy for key launches, campaigns, and evergreen brand initiatives, translating business priorities, consumer insights, founder vision, product positioning, and cultural trends into clear, compelling strategies.
• Develop campaign briefs and messaging frameworks that define the strategic idea, target consumer, key claims, emotional benefit, RTBs, launch narrative, and channel considerations.
• Partner with Creative to ensure campaign concepts are strategically grounded, distinctly Tower 28, and consistently executed across all consumer touchpoints.
• Serve as the internal brand steward and set direction for tone of voice, visual world, storytelling, and consumer experience
• Develop campaign platforms, creative briefs, and strategic frameworks used across teams and partners
• Go-to-Market Strategy & Cross-Functional Leadership
• Own end-to-end go-to-market strategy for major product launches, brand campaigns, and key cultural/commercial moments.
• Build and manage integrated GTM plans across PR, partnerships, events, influencer, social, retail, ecommerce, education, paid, and community.
• Lead cross-functional kickoff meetings, GTM check-ins, founder reviews, pre-launch locks, and post-launch recaps to ensure every team is aligned on the launch strategy, messaging, timeline, and key decisions.
• Create clear workbacks, decision gates, and messaging locks that keep teams moving efficiently from strategy through execution.
• Partnerships, PR & Events
• Lead brand partnership, PR, and event strategy across launches, community activations, retailer moments, press experiences, creator events, and cultural programming.
• Identify opportunities that build brand love, drive awareness, deepen community, and support key business priorities.
• Develop strategic briefs, creative territories, activation plans, press messaging, founder talking points, guest strategy, product integration, success metrics, and recap frameworks.
• Partner with agencies, vendors, and internal teams to ensure every partnership, PR moment, and event feels additive, ownable, on-brand, and connected to the broader GTM strategy.
• Reporting & Post-Launch Analysis
• Establish KPIs and success benchmarks for GTM strategies, brand moments, PR outreach, events, and strategic collaborations.
• Collaborate with team leads to assess impact across brand awareness, digital engagement, community expansion, earned media value, and commercial conversion.
• Synthesize post-campaign insights into comprehensive recaps that highlight key learnings and drive evolution for future brand initiatives.

Qualifications

• Bachelor's degree required
• 7-9 years of full-time work experience in brand marketing
• Experience leading cross-functional GTM planning across creative, social, influencer, PR, retail, ecommerce, partnerships, and events. Enthusiasm for scaling brands in a fast-paced environment
• Exceptional written and verbal communication skills with the ability to tell compelling narratives across various channels and contexts
• Creative mindset and enjoys brainstorming and exploring new ways to bring the brand to life
• Demonstrated success in growing brand awareness, engagement, and community
• Passion for following consumer and cultural insights
• Ability to operate both strategically and tactically, as a hands-on collaborator
• Comfortable with ambiguity and adapting to shifting priorities
• Ideally has managed others in the past (associates, coordinators, interns)
• Strong team player

We Offer

• Salary range: $145-165k depending on experience
• Excellent benefits, including healthcare, dental, vision
• Holidays, vacation, and sick time
• Summer Fridays and quiet week between Christmas and New Years