Marketing Director

ITO LUGGAGE LIMITED; Sacramento (CA); Sur place; USD 140 000 - 200 000; Plein temps

Résumé du poste

ITO LUGGAGE LIMITED is seeking a hands-on brand leader to translate a strong product foundation into U.S. consumer awareness, demand, and preference. You will own the U.S.

marketing strategy, lead creator collaborations, and direct brand storytelling across Instagram, YouTube, PR, and selective retail touchpoints. The role requires 5–8+ years in relevant brand marketing, a track record of GTM campaigns, and comfort collaborating with teams in China while building a robust U.S. ecosystem.

Qualifications

• 5–8+ years in U.S. consumer, lifestyle, travel, fashion, or design-led brand marketing, ideally with a meaningful role in building a DTC brand from an earlier stage.
• Demonstrated ownership of integrated GTM campaigns, creator programs, PR, and brand storytelling—not simply social publishing or media buying.
• Exceptional taste and editorial judgment, coupled with the ability to work with performance data, customer insight, and commercial constraints.
• Strong working knowledge of Instagram creator content, YouTube reviews, paid creator amplification, FTC disclosure requirements, and the U.S. consumer journey.
• A builder mindset: comfortable doing the early hands-on work while directing agencies and collaborating effectively with teams based in China.
• Excellent written and spoken English, sound cross-cultural judgment, and willingness to travel as business needs require.

Responsabilités

• Define U.S. consumer insight and positioning and translate ITO’s global brand principles into clear U.S. messaging.
• Own U.S. marketing strategy and launch briefs for hero products and travel occasions.
• Build and lead a U.S. creator ecosystem, oversee selection, briefs, usage rights, and ongoing relationships.
• Set local editorial and creative direction for Instagram and YouTube, ensuring content feels native to U.S. consumers.
• Partner with international e-commerce and paid media teams to test creative, review demand, traffic, and CAC.
• Manage U.S. creators, PR/influencer agencies, and local production partners with clear briefs and timelines.

Connaissances

Brand marketing

GTM campaigns

Creator programs

PR & storytelling

Agency management

Outils

Instagram

YouTube

Shopify

Description du poste

ITO is a design‑led travel lifestyle brand built around distinctive luggage, bags, and travel essentials. We are building the brand in the U.S. by pairing a recognizable design language and genuine product utility with creator‑led discovery and a compelling direct‑to‑consumer experience. We are looking for a hands‑on brand leader who can turn a strong product foundation into consumer awareness, preference, and measurable demand.

What You Will Own

1. 01 U.S. consumer insight and positioning Define and continually refine target audiences, their purchase triggers, cultural context, competitive alternatives, and category expectations. Translate ITO’s global brand principles into clear, resonant U.S. messaging without redefining the core brand.
2. 02 Integrated go‑to‑market and campaign leadership Own U.S. marketing strategy and launch briefs for hero products and key travel occasions. Connect Instagram, creator partnerships, YouTube reviews, PR, selective retail touchpoints, and Shopify into a coordinated customer journey.
3. 03 Creator, influencer, and earned media programs Build and lead a relevant U.S. creator ecosystem across fashion, design, travel, lifestyle, and product‑review communities. Oversee creator selection, seeding, briefs, content standards, usage rights, disclosures, and ongoing relationships through an agency and internal partners.
4. 04 Brand content and creative direction Set the local editorial and creative direction for ITO’s Instagram presence, YouTube review strategy, and major brand stories. Brief and approve work produced by the China‑based creative and social operations teams, ensuring the content feels native to U.S. consumers while remaining unmistakably ITO.
5. 05 Measurement and growth partnership Partner with the international e‑commerce lead and China‑based paid media specialists to test creative, amplify authorized creator content via Meta Partnership Ads and relevant YouTube ad products, and review search demand, qualified traffic, conversion contribution, CAC, and learning from customer feedback.
6. 06 Cross‑border leadership and agency management Manage U.S. creators, PR and influencer agencies, and local production partners. Set priorities, quality standards, budgets, timelines, and clear briefs for partners in both time zones; build a repeatable U.S. brand and campaign playbook.

What You Bring

• 5–8+ years in U.S. consumer, lifestyle, travel, fashion, or design‑led brand marketing, ideally with a meaningful role in building a DTC brand from an earlier stage.
• Demonstrated ownership of integrated GTM campaigns, creator programs, PR, and brand storytelling—not simply social publishing or media buying.
• Exceptional taste and editorial judgment, coupled with the ability to work with performance data, customer insight, and commercial constraints.
• Strong working knowledge of Instagram creator content, YouTube reviews, paid creator amplification, FTC disclosure requirements, and the U.S. consumer journey.
• A builder mindset: comfortable doing the early hands‑on work while directing agencies and collaborating effectively with teams based in China.
• Excellent written and spoken English, sound cross‑cultural judgment, and willingness to travel as business needs require.

What Success Looks Like in the First 90 Days

• Deliver a U.S. consumer‑insight and competitive readout, priority audience hypotheses, and messaging framework for ITO’s hero products.
• Build a qualified creator and agency pipeline, a practical content calendar, and the first set of creator briefs and brand‑safe usage guidelines.
• Launch and evaluate initial integrated content/creator tests with the e‑commerce and paid media teams; report what is driving qualified interest and purchase confidence.

How We Measure Impact

Growth in relevant brand search and qualified organic traffic; creator content quality and usable content assets; audience relevance and engagement; contribution to efficient customer acquisition and DTC growth; campaign delivery and cross‑functional effectiveness. The role owns U.S. brand and market strategy; Shopify operations and paid‑media execution remain with specialized teams.

ITO values thoughtful design, useful products, curiosity, and genuine, approachable communication. We welcome candidates from a broad range of consumer brand backgrounds who can bring these principles to life in the U.S. market.