Brand Growth Lead for Threads

Meta; New York (NY); On-site; USD 152,000 - 213,000; Full time

Job summary

Meta is seeking a Brand Marketing Manager for Threads to define and grow the brand as it scales into a global platform for public conversation. You will lead brand strategy, drive campaigns across paid, owned, and earned channels, and collaborate with product marketing and design to ensure consistency.

The role emphasizes identifying cultural moments, measuring brand health, and translating insights into actionable recommendations to boost user growth and engagement.

Qualifications

• 8+ years of experience in brand marketing across digital and traditional channels.
• Experience owning brand strategy and campaign development for a consumer-facing product or platform.
• Experience using audience research, brand tracking data, and campaign analytics to inform strategy and measure brand impact.
• Experience collaborating with cross-functional teams including product, creative, communications, and external agencies to deliver large-scale marketing programs.
• Experience managing multiple concurrent campaigns and workstreams, prioritizing based on business impact and strategic alignment.

Responsibilities

• Develop and drive the brand marketing strategy for Threads, including positioning, messaging frameworks, and campaign platforms that support user growth and engagement.
• Lead integrated brand campaigns from creative brief through execution, partnering with creative, media, and agency teams to deliver compelling work across paid, owned, and earned channels.
• Identify cultural moments and platform behaviors that create opportunities for Threads to show up authentically and drive brand relevance.
• Collaborate with product marketing, communications, and design teams to ensure brand consistency across all consumer touchpoints and product surfaces.
• Define campaign measurement frameworks and analyze performance data to assess brand health, optimize in-flight campaigns, and inform future strategy.
• Contribute to the long-term brand vision for Threads by synthesizing audience insights, competitive landscape analysis, and platform trends into actionable strategic recommendations.
• Manage relationships with external creative and media agencies, providing clear direction and holding partners accountable to brand standards and business outcomes.
• Align cross-functional stakeholders around brand priorities and campaign plans through structured communication and planning processes.
• Coach peers on brand strategy best practices and champion a rigorous, insight-driven approach to creative development across the broader marketing organization.

Skills

Brand marketing

Integrated campaigns

Audience research

Cross-functional collaboration

Campaign analytics

Tools

AI tools

Job description

Meta is seeking a Brand Marketing Manager for Threads to define and grow the brand as it scales into a global platform for public conversation. You will lead brand strategy, drive campaigns across paid, owned, and earned channels, and collaborate with product marketing and design to ensure consistency.

The role emphasizes identifying cultural moments, measuring brand health, and translating insights into actionable recommendations to boost user growth and engagement.