Responsibilities

• Develop and drive the brand marketing strategy for Threads, including positioning, messaging frameworks, and campaign platforms that support user growth and engagement
• Lead integrated brand campaigns from creative brief through execution, partnering with creative, media, and agency teams to deliver compelling work across paid, owned, and earned channels
• Identify cultural moments and platform behaviors that create opportunities for Threads to show up authentically and drive brand relevance
• Collaborate with product marketing, communications, and design teams to ensure brand consistency across all consumer touchpoints and product surfaces
• Define campaign measurement frameworks and analyze performance data to assess brand health, optimize in-flight campaigns, and inform future strategy
• Contribute to the long-term brand vision for Threads by synthesizing audience insights, competitive landscape analysis, and platform trends into actionable strategic recommendations
• Manage relationships with external creative and media agencies, providing clear direction and holding partners accountable to brand standards and business outcomes
• Align cross-functional stakeholders — including product, policy, and partnerships teams — around brand priorities and campaign plans through structured communication and planning processes
• Coach peers on brand strategy best practices and champion a rigorous, insight-driven approach to creative development across the broader marketing organization

Requirements

• 8+ years of experience in brand marketing, including developing and executing integrated campaigns across digital and traditional channels
• Experience owning brand strategy and campaign development for a consumer-facing product or platform, from positioning through creative execution
• Experience using audience research, brand tracking data, and campaign analytics to inform strategy and measure brand impact
• Experience collaborating with cross-functional teams including product, creative, communications, and external agencies to deliver large-scale marketing programs
• Experience managing multiple concurrent campaigns and workstreams, prioritizing based on business impact and strategic alignment

Preferred

• Experience using AI-powered tools to accelerate creative development, audience segmentation, or campaign personalization
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Experience marketing a social media, messaging, or content platform with a focus on community growth and cultural relevance
• Track record of building brand presence for an emerging or rapidly scaling consumer product in a competitive landscape
• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
• Demonstrated ability to translate platform-specific behaviors and creator ecosystems into brand narratives that drive mainstream awareness
• Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)