VP Of Marketing

Overview

The VP of Marketing is responsible for driving SET's brand and growth strategy end to end - from high‑level positioning and storytelling to performance marketing, lifecycle, and community. This role oversees both the Senior Brand Manager and Senior Marketing Manager and their teams, ensuring brand and performance work in lockstep to fuel awareness, acquisition, retention, and drive long‑term customer love.​

You will partner closely with SET's Founder and CEO to execute the vision, build the roadmap, and create the conditions for best‑in‑class execution across all channels and touchpoints, and the right candidate is a strategic, data‑driven, and creative executive who thrives in a fast‑paced, high‑growth environment and is energized by scaling a modern DTC brand.​

Key Responsibilities

Brand & Creative Strategy

• Own the overarching brand strategy, positioning, and annual brand marketing roadmap, ensuring a cohesive, elevated brand expression across every touchpoint.​
• Partner closely with the Senior Brand Manager to guide 360° brand campaigns, seasonal storytelling, and major moments, from brief and concept through execution and post‑mortem.​
• Oversee brand voice and messaging frameworks, ensuring consistency across campaigns, product launches, site, email, social, PR, experiential, and community.​
• Ensure all digital and IRL moments ladder up to a clear brand narrative and reinforce brand equity over time.​

Growth, Performance & Lifecycle

• Own the integrated growth strategy across paid, owned, and earned channels, setting clear objectives and marrying brand-building with performance efficiency.​
• Manage and mentor the Senior Marketing Manager in leading paid media, CRM (email/SMS), loyalty, and lifecycle programs that drive acquisition, retention, and LTV.​
• Oversee channel mix, budget allocation, and performance guardrails across Meta, Google, TikTok, affiliates, and emerging channels, in partnership with internal teams and agencies.​
• Use data, cohort analysis, and testing to inform strategy, optimize full‑funnel performance (from ad click to onsite conversion), and inform product, merchandising, and promotional decisions.​

Campaigns, GTM & Calendar Ownership

• Own the holistic marketing and campaign calendar, aligning brand and performance initiatives across product, creative, ecommerce, POS, wholesale, social, and PR.​
• Ensure all launches and initiatives have clear GTM plans, defined KPIs, and integrated amplification across paid, owned, and earned channels.​
• Partner with cross‑functional leaders on assortment, pricing, promotional strategy, and inventory considerations to maximize impact and avoid channel conflicts.​
• Craft and report quarterly on annual KPIs, individualized across the team and channels.

Community, Partnerships & Cultural Moments

• Provide strategic oversight for brand partnerships, collaborations, influencer programs, and community marketing to ensure they align with SET's values, aesthetic, and cultural position.​
• Partner with brand and marketing teams to architect IRL and URL moments (events, pop‑ups, activations, stunts) that deepen brand affinity and generate measurable business results.​

Marketing Operations, Insights & Reporting

• Build and refine marketing operating systems, including planning, briefing, testing, and reporting cadences, that enable clarity, speed, and accountability.​
• Define and track core marketing KPIs across awareness, engagement, acquisition, retention, and loyalty, rolling up insights into clear narratives for leadership.​
• Champion a test and learn culture, ensuring both brand and performance teams regularly experiment, measure, and scale what works.​
• Ensure compliance, brand safety, and data integrity across platforms and partners, in partnership with finance, legal, and ops.​

Team Leadership & Cross‑Functional Collaboration

• Directly manage the Senior Brand Manager and Senior Marketing Manager, providing coaching, feedback, and clear development plans; indirectly lead their teams across brand, creative, content, growth, CRM, and community.​
• Build a high performance, collaborative marketing organization grounded in creativity, accountability, and shared goals.​
• Partner with leadership to align on business priorities, forecast needs, and resource planning.​
• Identify org gaps and staffing needs, making recommendations on team structure, hiring, and external partners to support growth.​

Qualifications

• 10+ years of experience in marketing roles spanning brand and growth, with significant experience in DTC, fashion, beauty, or consumer lifestyle brands.​
• 5+ years of people leadership, including managing managers and cross-functional or matrixed teams.​
• Proven track record of building and scaling integrated marketing strategies that drive both brand equity and measurable business outcomes (revenue, margin, LTV).​
• Deep understanding of brand building, audience engagement, customer lifecycle, and performance marketing mechanics across paid, owned, and earned channels.​
• Strong strategic thinking, analytical rigor, and creative intuition; comfortable moving between big picture vision and in the weeds execution details.​
• Excellent communication and storytelling skills, with the ability to influence and align senior stakeholders and inspire teams.​
• Experience thriving in a fast paced, high growth environment with evolving priorities and lean resources.​

Core Competencies

• Strategic Vision: ability to define and articulate a long term marketing roadmap that ladders up to company objectives.​
• Leadership & Coaching: skilled at developing leaders, building team culture, and managing through others.​
• Integrated Thinking: connects brand, performance, product, and community into one cohesive plan.​
• Analytical Excellence: uses data to inform decisions, set benchmarks, and optimize performance without sacrificing brand integrity.​
• Creative Judgment: strong point of view on brand, storytelling, and cultural relevance.​
• Agility: comfortable testing, iterating, and pivoting quickly in response to results and market shifts.​