Overview

The VP of Marketing is responsible for defining and championing SET's brand vision, cultural relevance, and storytelling across every consumer touchpoint. This executive will architect the brand narrative, guide the aesthetic and editorial standard, and ensure SET's brand is expressed with consistency and taste at every moment - from campaign to community to commerce.

Reporting to and partnering closely with SET's Founder and CEO, this leader will serve as a key brand guardian, overseeing creative output, campaign concepts, and brand expression. They will directly manage the Associate Director of Marketing, E-comm Director, and Senior Brand Manager, ensuring brand and performance work in lockstep to fuel awareness, acquisition, retention, and drive long‑term customer love.

The right candidate is a truly right-brain/left-brain executive – a creative, culturally fluent leader with sharp editorial instincts who pairs that taste with genuine analytical fluency and a comfort using data to sharpen creative decisions rather than dilute them.

Key Responsibilities

Brand & Creative Leadership

• Own the overarching brand strategy, positioning, and annual brand marketing roadmap, ensuring a cohesive, elevated brand expression across every touchpoint.​
• Manage and mentor the Senior Brand Manager to guide 360° brand campaigns, seasonal storytelling, and major moments, from brief and concept through execution and post‑mortem.​
• Oversee brand voice and messaging frameworks, ensuring consistency across campaigns, product launches, site, email, social, PR, experiential, and community.​
• Ensure all digital and IRL moments ladder up to a clear brand narrative and reinforce brand equity over time.​
• Provide strategic oversight of all brand marketing channels including social, content, PR, influencer/VIP, experiential, and partnerships.
• Lead annual brand planning, translating business objectives into compelling brand marketing strategies, seasonal storytelling, and major cultural moments.

Integrated Campaigns & Storytelling

• Lead development and execution of brand campaigns from brief and concept through execution and post-mortem.
• Drive innovation in campaign development, leveraging cultural moments, trending topics, and breakthrough creative to capture consumer attention.
• Ensure all digital and IRL moments ladder up to a clear brand narrative and reinforce brand equity over time.

Community, Partnerships & Cultural Moments

• Provide strategic oversight for brand partnerships, collaborations, influencer programs, and community marketing to ensure they align with SET's values, aesthetic, and cultural position.
• Architect IRL and URL moments: events, pop-ups, activations – that deepen brand affinity and generate measurable business results.
• Oversee PR and communications strategy, including media relations, executive visibility, and thought leadership.

Growth, Performance & Lifecycle

• Own the integrated growth strategy across paid, owned, and earned channels, setting clear objectives and marrying brand-building with performance efficiency.​
• Manage and mentor the Associate Director of Marketing, in leading paid media, CRM (email/SMS), loyalty, and lifecycle programs that drive acquisition, retention, and LTV.​
• Guide full-funnel strategy and media mix that balances brand building with conversion goals.
• Provide strategic oversight to the Ecommerce Director, partnering on site merchandising, landing page strategy, on-site storytelling, and conversion experience to ensure the digital flagship reflects the brand at the highest level
• Use data, cohort analysis, and testing to inform brand strategy and optimize creative without sacrificing brand integrity.

Campaigns, GTM & Calendar Ownership

• Own the holistic marketing and campaign calendar, aligning brand and performance initiatives across product, creative, ecommerce, POS, wholesale, social, and PR.
• Ensure all launches and initiatives have clear GTM plans, defined KPIs, and integrated amplification across paid, owned, and earned channels.
• Partner with cross-functional leaders on assortment, pricing, promotional strategy, and inventory considerations to maximize impact and avoid channel conflicts.

Marketing Operations, Insights & Reporting

• Build and refine marketing operating systems, including planning, briefing, testing, and reporting cadences, that enable clarity, speed, and accountability.
• Define and track core KPIs across brand health, awareness, engagement, acquisition, retention, and loyalty, rolling up insights into clear narratives for leadership.
• Champion a test-and-learn culture, ensuring brand and performance teams regularly experiment, measure, and scale what works.
• Ensure compliance, brand safety, and data integrity across platforms and partners, in partnership with finance, legal, and ops.

Team Leadership & Cross-Functional Collaboration

• Directly manage the Ecomm Director, Associate Director of Marketing, and Senior Brand Manager – providing coaching, feedback, and clear development plans. Indirectly lead their teams across brand, creative, content, growth, CRM, and community.
• Build a high-performance, collaborative marketing organization grounded in creativity, taste, accountability, and shared goals.
• Partner with the CEO and leadership to align on business priorities, forecast needs, and resource planning.
• Identify org gaps and staffing needs, making recommendations on team structure, hiring, and external partners to support growth.

Qualifications

• 10+ years of experience in marketing roles spanning brand and growth, with significant experience in DTC, fashion, beauty, or consumer lifestyle brands.​
• 5+ years of people leadership, including managing managers and cross-functional or matrixed teams.​
• Proven track record of building and scaling integrated marketing strategies that drive both brand equity and measurable business outcomes (revenue, margin, LTV).​
• Deep understanding of brand building, audience engagement, customer lifecycle, and performance marketing mechanics across paid, owned, and earned channels.​
• Strong strategic thinking, analytical rigor, and creative intuition; comfortable moving between big picture vision and in the weeds execution details.​
• Excellent communication and storytelling skills, with the ability to influence and align senior stakeholders and inspire teams.​
• Experience thriving in a fast paced, high growth environment with evolving priorities and lean resources.​

Core Competencies

• Brand Vision: ability to define and articulate a long-term brand roadmap that ladders up to company objectives and cultural relevance.
• Creative Judgment: strong, defensible point of view on brand, storytelling, design, and cultural moments; sets the taste bar for the organization.
• Leadership & Coaching: skilled at developing leaders, building team culture, and managing through others.
• Integrated Thinking: connects brand, performance, product, and community into one cohesive plan.
• Analytical Excellence: balances art and science of marketing; uses data to inform decisions without sacrificing brand integrity.
• Cultural Fluency: identifies and capitalizes on cultural moments, trends, and shifts before they peak.
• Agility: comfortable testing, iterating, and pivoting quickly in response to results and market shifts.