Marketing Director

Location: Kaysville, Utah

Job Type: Full-Time | In-Office

Reports To: COO

ABOUT THE ROLE:

Gigi Pip + Two Roads are looking for an experienced, highly motivated Marketing Director to lead the day-to-day marketing strategy and execution across both brands and our growing portfolio of revenue channels.

This role is responsible for turning the broader brand vision into clear, effective marketing strategies that drive brand awareness, customer engagement, and revenue growth across Ecommerce, Retail, Franchising, and Corporate Events.

The Marketing Director will oversee our core marketing functions—including social media, influencer marketing, email/SMS, and paid advertising—while ensuring those functions support the needs of the business as a whole, across our different revenue channels.

We are looking for someone who is both strategic and hands-on. This person should be comfortable leading a team, building marketing plans, analyzing performance, managing campaigns, supporting multiple revenue channels, and jumping into the details when needed.

The ideal candidate understands how to build and market a strong consumer brand across both digital and physical customer experiences and knows how to balance brand storytelling with measurable performance.

KEY RESPONSIBILITIES:

Marketing Strategy + Leadership:

• Develop and execute integrated marketing strategies for Gigi Pip and Two Roads in alignment with company revenue goals and brand direction.
• Build marketing strategies that support the company's key revenue channels, including Ecommerce, Retail, Franchising, and Corporate Events.
• Translate company and brand priorities into clear quarterly, monthly, and campaign-specific marketing plans.
• Lead the day-to-day marketing team and establish clear priorities, timelines, ownership, and accountability.
• Partner closely with the COO on overall brand direction, seasonal initiatives, product launches, channel growth, and company priorities.
• Ensure marketing resources are strategically allocated across channels based on business priorities and growth opportunities.
• Create a strong connection between brand storytelling and performance-driven marketing.

Omnichannel + Revenue Channel Marketing:

• Develop marketing strategies that support customer acquisition and revenue growth across Ecommerce, Retail, Franchising, and Corporate Events.
• Partner with Retail and Operations to develop marketing initiatives that drive awareness, traffic, and engagement for Gigi Pip Hat Bar locations.
• Support new store and franchise openings with launch strategies, local marketing plans, social media resources, promotional assets, and community-building initiatives.
• Develop scalable marketing programs and resources that franchise partners can use to effectively market within their local communities while maintaining brand consistency.
• Partner with the Corporate Events team to generate awareness and qualified leads for private and corporate Hat Bar experiences.
• Identify opportunities for cross-channel marketing that connects our digital audience with physical retail, Hat Bar experiences, events, and other brand touchpoints.
• Ensure customers experience a cohesive brand regardless of where or how they interact with Gigi Pip or Two Roads.

Campaign + Product Launch Management:

• Lead marketing execution for seasonal campaigns, product launches, promotions, collaborations, retail initiatives, franchise openings, events, and key brand moments.
• Build comprehensive campaign calendars and ensure all marketing channels are aligned around launch timing, messaging, assets, and objectives.
• Work closely with the Art Director and creative team to develop campaign assets and ensure creative execution remains consistent with each brand's identity.
• Coordinate with Ecommerce, Product, Retail, Franchising, Events, and Operations to ensure marketing initiatives support broader company objectives.

Social Media + Influencer Marketing:

• Oversee social media strategy across key platforms including Instagram, TikTok, Pinterest, Facebook, and emerging channels.
• Manage and provide direction to the Social Media and Influencer teams, including content strategy, calendars, storytelling, community engagement, creator partnerships, and channel growth.
• Develop social strategies that support the entire brand ecosystem—from product storytelling and ecommerce to retail locations, franchise markets, and experiential events.
• Stay current on platform trends and identify opportunities that make sense for each brand without compromising brand identity.
• Establish and track social and influencer KPIs and evaluate initiatives based on both brand impact and measurable results.

Email + SMS:

• Oversee email and SMS marketing strategy, calendar, segmentation, automation, and campaign execution.
• Ensure email and SMS support product launches, promotions, retail initiatives, events, storytelling, retention, and customer lifecycle goals.
• Monitor key metrics including revenue, conversion rate, click-through rate, list growth, and engagement.
• Identify opportunities to use our owned customer channels to support the broader business beyond ecommerce.

Paid Advertising:

• Oversee paid media strategy and performance across Meta, Google, and other relevant advertising platforms.
• Develop paid strategies that support ecommerce as well as key growth initiatives such as retail locations, franchise markets, and corporate event lead generation.
• Partner with internal team members and/or external agencies to establish budgets, creative priorities, audience strategies, and performance goals.
• Monitor ROAS, CAC, MER, conversion, lead generation, and other relevant performance indicators.

Analytics + Performance:

• Own marketing reporting and regularly communicate performance, insights, opportunities, and challenges to company leadership.
• Establish clear KPIs for marketing initiatives based on the objective of each revenue channel.
• Evaluate marketing performance across Ecommerce, Retail, Franchising, and Corporate Events, recognizing that success may be measured differently across each channel.
• Use data to identify opportunities, optimize marketing spend, improve campaign performance, and inform future strategy.
• Balance short-term revenue objectives with long-term brand growth.

JOB QUALIFICATIONS:

• 5+ years of marketing experience, preferably within fashion, apparel, accessories, beauty, lifestyle, hospitality, retail, or another consumer-facing brand.
• 2+ years of experience managing a marketing team or direct reports.
• Demonstrated experience developing and executing integrated, multi-channel marketing campaigns.
• Experience supporting an omnichannel business with both digital and physical customer experiences strongly preferred.
• Strong understanding of social media, influencer marketing, email/SMS, paid media, ecommerce, local marketing, and customer acquisition.
• Experience supporting retail locations, store openings, local marketing, franchising, events, or experiential marketing is a plus.
• Strong understanding of marketing analytics and performance metrics including ROAS, MER, CAC, conversion, lead generation, engagement, and customer retention.
• Experience working with ecommerce platforms such as Shopify, email marketing platforms and project management software such as Asana is preferred.
• Strong project management skills with the ability to manage multiple campaigns, brands, revenue channels, deadlines, and priorities simultaneously.
• Excellent written and verbal communication skills.
• Strong creative instincts with the ability to evaluate whether creative work supports both the brand and the marketing objective.
• Highly organized, proactive, collaborative, and comfortable working in a fast-paced entrepreneurial environment.
• Ability to move comfortably between high-level strategy and hands-on execution.

WHO WE ARE LOOKING FOR:

You are a marketer who understands that building a great brand requires both creativity and accountability.

You understand that marketing doesn't stop at the ecommerce checkout. You think about the entire customer journey—from discovering the brand online to walking into a retail store, visiting a local Hat Bar, attending an event, or interacting with the brand in their own community.

You can see the big picture, but you're equally comfortable getting into the details required to bring an idea to life. You know how to lead a team, build a marketing calendar, launch a product or location, analyze results, and adjust quickly when something isn't working.

You're excited by the opportunity to help grow two distinct consumer brands across multiple revenue channels and understand how to protect what makes each brand unique while continuing to push them forward.

Most importantly, you're a strong leader and collaborator who can bring clarity, organization, energy, and accountability to a growing marketing team.

Pay: $80,000.00 - $90,000.00 per year

• Work Location: In person