Brand Marketing Manager, 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 looking for a Brand Marketing Manager to help define and grow the Threads brand as it scales into a global platform for public conversation. In this role, you will lead brand strategy and campaign development that shapes how people understand, discover, and connect with Threads. You will work at the intersection of cultural relevance, creative storytelling, and platform growth — developing campaigns that resonate with diverse audiences and establish Threads as the go-to destination for real-time public discourse.

Brand Marketing Manager, Threads 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 — including product, policy, and partnerships teams — 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

Minimum Qualifications:

• 8+ years of experience in brand marketing, including developing and executing integrated campaigns across digital and traditional channels
• Experience owning brand strategy and campaign development for a consumer-facing product or platform, from positioning through creative execution
• 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

Preferred Qualifications:

• Experience using AI-powered tools to accelerate creative development, audience segmentation, or campaign personalization
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Experience marketing a social media, messaging, or content platform with a focus on community growth and cultural relevance
• Track record of building brand presence for an emerging or rapidly scaling consumer product in a competitive landscape
• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
• Demonstrated ability to translate platform-specific behaviors and creator ecosystems into brand narratives that drive mainstream awareness
• Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)
• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)

About Meta:

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.

Meta is proud to be an Equal Employment Opportunity and Aff

We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. Meta participates in the E-Verify program in certain locations, as required by law. Please note that Meta may leverage artificial intelligence and machine learning technologies in connection with applications for employment.

Meta is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance or accommodations due to a disability, please let us know at [e-mail].

$152,000/year to $213,000/year + bonus + equity + benefits

Individual compensation is determined by skills, qualifications, experience, and location. Compensation details listed in this posting reflect the base hourly rate, monthly rate, or annual salary only, and do not include bonus, equity or sales incentives, if applicable. In addition to base compensation, Meta offers benefits. Learn more about benefits at Meta.