Vice President Marketing

Vice President of Marketing, Hale Tori

Location: San Clemente, California

Reports To: Chief Brand Officer, Hale Tori

Department: Marketing

Employment Type: Full-Time

Position Summary

Hale Tori, the parent company of Birdwell Beach Britches, Tori Richard, and Kahala, is seeking a visionary Vice President of Marketing to lead and elevate the marketing strategy across all three brands. Combined, the brands are leaders in their space with 225 years of heritage.

This executive role will collaborate with both the brands and the Chief Brand Officer to drive creative consistency, oversee external agency relationships, drive customer engagement in all channels, and introduce a paid influencer program. The VP will supervise a Marketing Coordinator for each brand, responsible for tactical execution, including social media posting, project coordination, and calendar management.

Key Responsibilities

Strategic Leadership & Brand Oversight

• Develop and implement unified marketing strategies across Birdwell, Tori Richard, and Kahala.
• Ensure brand consistency in messaging, creative direction, and customer experience across all channels.
• Lead cross-brand initiatives to raise the level of marketing execution and organizational alignment.
• Team Management
• Supervise and mentor the Marketing Coordinator, delegating executional tasks such as social media content creation and posting, marketing calendar planning and management, and coordination of photoshoots, events, and collaborations.

Digital Marketing & Paid Media

• Oversee paid media strategy and execution across all three brands.
• Manage relationships with external paid media agencies, including aligning agency efforts with brand goals and KPIs, reviewing and approving campaign strategies and creative assets, conducting regular performance reviews and optimization sessions, and ensuring cross-brand consistency and efficiency in media spend.
• Guide digital optimization efforts using tools such as Klayvio, Yotpo, Data Feed Watch, Impact, and Triple Whale.

Influencer & Ambassador Strategy

• Design and launch a comprehensive paid influencer program to expand brand reach and engagement.
• Oversee ambassador and influencer partnerships, including seeding, contracts, and performance tracking.
• Collaborate with influencer marketing agencies or platforms to identify and manage influencer relationships across relevant demographics.
• Public Relations & External Communications
• Lead PR strategy and manage agency relationships to amplify brand visibility.
• Collaborate with PR agencies to develop and execute media outreach plans, coordinate press releases, media events, and brand storytelling, and monitor media coverage and report on PR performance.

Cross-Functional Collaboration

• Partner with Sales, E-commerce, and Creative teams to ensure integrated marketing efforts.
• Support product launches, seasonal campaigns, and collaborative projects.
• Act as a key liaison between internal teams and external partners to ensure seamless execution.

Qualifications

• 8+ years of progressive experience in marketing, with at least 3 years in a senior leadership role.
• Proven success managing multi-brand portfolios and external agencies.
• Strong strategic thinking and creative direction skills.
• Experience with paid media, influencer marketing, and digital optimization tools.
• Excellent leadership, communication, and project management abilities.

Preferred Experience

• Fashion, lifestyle, or consumer goods industry background.
• Familiarity with platforms such as Instagram, TikTok, YouTube, Pinterest, and Reddit.
• Experience with marketing technology stacks and paid media agency management, and or work inside a paid media agency. (e.g., Klayvio, Yotpo, Triple Whale).