Director of Mens Brand & Growth

Job Title: Director of Men’s Brand & Growth

Reports to: Head of Growth
Status: Full-Time
Salary Range: $160,000–$180,000 per year (based on experience)

About Bask & Lather

Bask & Lather is one of the fastest-growing hair care brands in the country, built at the intersection of scalp health, hair wellness, and performance for textured hair. With strong momentum across DTC, Amazon, TikTok Shop, and expanding retail, we are defining the future of haircare.

As we scale, men’s is one of our most significant growth opportunities — and we are building this category with intention.

Role Overview

The Director of Men’s Brand & Growth will serve as the end-to-end owner of Bask & Lather’s men’s business — operating as a GM-style leader across brand, growth, partnerships, and cultural positioning.

This is not a social-only role. This is a business builder responsible for turning men’s into a standalone, high-performing revenue engine.

What You’ll Own

1. Men’s Brand Strategy & Positioning

• Define and evolve the men’s brand identity, tone, and messaging


• Establish Bask & Lather as a leader in men’s textured hair, beard, and scalp care


• Partner with Product & Brand to influence:
  
  
  
  • Product roadmap
  
  
  • Launch narratives
  
  
  • Men’s bundles and hero SKUs
  
  
  
  

2. Men’s Growth & Revenue Expansion

• Own acquisition strategy across:
  
  
  
  • Digital channels
  
  
  • Offline channels
  
  
  • Partnerships & ambassadors
  
  
  
  


• Expand beyond female customer crossover into net-new male audiences


• Be accountable for:
  
  
  
  • Revenue growth
  
  
  • CAC efficiency
  
  
  • Channel performance
  
  
  
  

3. Partnerships & Cultural Relevance

• Build high-impact partnerships across:
  
  
  
  • Athletes (NBA, NFL, MLB)
  
  
  • Barbers, creators, and tastemakers
  
  
  
  


• Develop long-term ambassador relationships (not one-offs)


• Own presence across key moments:
  
  
  
  • Sports seasons
  
  
  • Cultural events
  
  
  • Offline activations
  
  
  
  

4. Offline & Integrated Marketing (Men’s Focus)

• Partner with Integrated Marketing on:
  
  
  
  • TV creative and placements
  
  
  • Out-of-home (OOH) campaigns
  
  
  • Audio and podcast integrations
  
  
  
  


• Ensure all offline efforts drive both brand equity and measurable growth

5. Cross-Functional Leadership

• Work closely with:
  
  
  
  • Growth
  
  
  • Brand & Creative
  
  
  • Product & Supply Chain
  
  
  • Partnerships & Experiential
  
  
  
  


• Act as the internal owner of the men’s vertical — strategy, execution, and results

What Success Looks Like

• Men’s becomes a fast-growing, clearly defined revenue stream


• Acquisition unlocks new male audiences (not just female crossover)


• Bask & Lather is recognized as a top men’s grooming brand


• Strategic partnerships drive both brand heat and sales


• Creative performs across digital and offline at scale

Who You Are

• 7–12+ years in brand, growth, or integrated marketing


• Experience building or scaling a men’s brand or category


• Strong understanding of:
  
  
  
  • Men’s grooming culture
  
  
  • Sports, lifestyle, and performance marketing
  
  
  
  


• Experience in high-growth DTC or modern consumer brands


• Strategic, decisive, and execution-oriented

Nice to Have

• Experience with sports partnerships


• Familiarity with barbershop/grooming ecosystems


• Exposure to offline media (TV, OOH, audio)


• Experience launching a new category or vertical

Why This Role Matters

This role is foundational. You are not inheriting a finished playbook — you are building it.

Men’s is one of Bask & Lather’s biggest growth opportunities, and this role will directly shape the company’s next chapter.

We are building more than a brand — we are building a category. Joining Bask & Lather means being part of a team that is shaping culture, driving impact, and growing together.

Bask & Lather is an equal opportunity employer committed to fostering a diverse, inclusive, and high-performing environment. As a brand rooted in culture and community, we believe representation, authenticity, and different perspectives are essential to how we build, innovate, and grow.

We do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability, genetic information, marital status, veteran status, or any other protected characteristic under applicable laws.