Brand Marketing Manager, Threads

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

Benefits offered by this job

Bonus

Equity

Benefits

Job summary

Meta is seeking a Brand Marketing Manager for Threads to shape brand strategy and drive campaigns that grow user engagement and real-time public discourse. You will orchestrate cross-functional teams, identify timely cultural moments, and maintain brand consistency across consumer touchpoints and product surfaces.

You will define measurement frameworks, analyze performance, and contribute to Meta's long-term brand vision for Threads, collaborating with product marketing, communications, and

Qualifications

• 8+ years of brand marketing experience across digital and traditional channels.
• Experience owning brand strategy and campaigns for consumer platforms.
• Ability to use audience research and brand tracking data to inform strategy.

Responsibilities

• Develop and drive Threads brand marketing strategy, including positioning and messaging.
• Lead integrated campaigns from brief to execution with creative, media, and agency partners.
• Identify cultural moments and platform behaviors to boost brand relevance.
• Collaborate with product marketing, communications, and design to ensure brand consistency.
• Define campaign measurement frameworks and optimize in-flight performance.
• Synthesize audience insights and trends into actionable recommendations.
• Manage relationships with external agencies and ensure alignment with brand standards.

Skills

Brand strategy

Campaign development

Cross-functional collaboration

Market research

Tools

AI tools

Analytics platforms

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 engagementLead integrated brand campaigns from creative brief through execution, partnering with creative, media, and agency teams to deliver compelling work across paid, owned, and earned channelsIdentify cultural moments and platform behaviors that create opportunities for Threads to show up authentically and drive brand relevanceCollaborate with product marketing, communications, and design teams to ensure brand consistency across all consumer touchpoints and product surfacesDefine campaign measurement frameworks and analyze performance data to assess brand health, optimize in-flight campaigns, and inform future strategyContribute to the long-term brand vision for Threads by synthesizing audience insights, competitive landscape analysis, and platform trends into actionable strategic recommendationsManage relationships with external creative and media agencies, providing clear direction and holding partners accountable to brand standards and business outcomesAlign cross-functional stakeholders — including product, policy, and partnerships teams — around brand priorities and campaign plans through structured communication and planning processesCoach peers on brand strategy best practices and champion a rigorous, insight-driven approach to creative development across the broader marketing organizationMinimum Qualifications:8+ years of experience in brand marketing, including developing and executing integrated campaigns across digital and traditional channelsExperience owning brand strategy and campaign development for a consumer-facing product or platform, from positioning through creative executionExperience using audience research, brand tracking data, and campaign analytics to inform strategy and measure brand impactExperience collaborating with cross-functional teams including product, creative, communications, and external agencies to deliver large-scale marketing programsExperience managing multiple concurrent campaigns and workstreams, prioritizing based on business impact and strategic alignmentPreferred Qualifications:Experience using AI-powered tools to accelerate creative development, audience segmentation, or campaign personalizationDemonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologiesExperience marketing a social media, messaging, or content platform with a focus on community growth and cultural relevanceTrack record of building brand presence for an emerging or rapidly scaling consumer product in a competitive landscapeDemonstrated 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 awarenessExperience 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 technologiesExperience 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 Affirmative Action employer. 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 + benefitsIndividual 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.