US Branding and Marketing Director

ITO LUGGAGE LIMITED; Sacramento (CA); On-site; USD 140,000 - 220,000; Full time

Job summary

ITO LUGGAGE LIMITED seeks a hands-on brand leader to translate a strong product foundation into consumer awareness and demand in the U.S. market. You will own U.S.

consumer insight, positioning, and integrated go-to-market strategies, aligning Instagram, creator partnerships, YouTube reviews, PR, select retail touchpoints, and Shopify to a cohesive journey. You will build a U.S. creator ecosystem, manage agencies, and guide content direction with a native-American sensibility while collaborating

Qualifications

• 5-8+ years in US consumer, lifestyle, travel, fashion, or design-led brand marketing.
• Demonstrated ownership of integrated GTM campaigns, creator programs, PR, and brand storytelling.
• Exceptional editorial judgment and ability to balance performance data with insights.
• Strong working knowledge of Instagram content, YouTube reviews, paid creator amplification, and FTC disclosures.
• Builder mindset; comfortable directing agencies and collaborating with teams in China.
• Excellent written and spoken English with cross-cultural judgment and willingness to travel.

Responsibilities

• Define U.S. consumer insight, positioning, and messaging for hero products.
• Own U.S. GTM campaigns and coordinate creator partnerships across channels.
• Build and lead creator ecosystem, briefs, and usage guidelines.
• Set local editorial and creative direction for Instagram and YouTube.
• Partner with e-commerce and paid media to test creative and measure impact.
• Manage U.S. creators, PR and influencer agencies and local production partners.
• Develop a repeatable U.S. brand and campaign playbook.

Skills

Brand marketing

GTM campaigns

Creator programs

Content storytelling

Cross-cultural awareness

English communication

Job description

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.