US Branding and Marketing Director

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

Requirements

• 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.