Senior Marketing Manager

COMPANY OVERVIEWHemlock is a premium sun-protection headwear brand based in Carlsbad, California. Founded in 2016 by husband and wife team Anthony and Lauren Lora, San Diego natives, parents, and lifelong sun-seekers who couldn't find a hat that did the job and looked the part. So they made one. Then another. And another.This is a pivotal moment for the company. The product has earned its place. Distribution is growing. The brand is ready for its next chapter, and we're investing in end-to-end marketing to lead it.POSITION OVERVIEWHemlock is hiring a Senior Marketing Manager to build and lead Hemlock's marketing and content function from the ground up.This is a rare opportunity for a creative, hands-on marketer to shape the voice of a growing brand, develop compelling campaigns, and create a lasting marketing legacy. This role is 70% brand and creative marketing leadership / 30% performance and optimization.You will:Define how Hemlock shows up in the worldBuild a cohesive marketing strategy and calendarConceptualize and execute campaigns that resonate with customersDevelop a scalable content engine across digital channelsIf you're energized by building something from scratch, creating meaningful brand moments, and leaving your mark on a growing company, this is your opportunity.ACCOUNTABILITIESLead Brand & Campaign Development (70% Focus)Conceptualize and develop creative campaigns that drive brand awareness, engagement, and product demandCreate campaign briefs and guide execution through external creative partnersBring fresh, compelling ideas that create memorable, shareable brand momentsBuild a content strategy that grows sales, creates consistency, and impact across all channels • Develop storytelling that connects with customers across paid, organic, partnerships, and communityMonitor Performance & Drive Optimization (30% Focus)Establish KPI frameworks across channels (paid, email/SMS, organic)Interpret performance data and guide optimization decisionsPartner with agency and internal teams to improve and drive channel efficiencyBalance short-term revenue goals with long-term brand buildingBuild the Marketing Foundation (Strategy + Calendar)Develop a clear, multi-channel marketing strategy across Paid, Organic, Email/SMS, Marketplace, and BrandBuild and own a 3, 6, 9, and 12+ month marketing roadmapCreate and manage a 12-month marketing calendar across campaigns, product launches, and initiativesEstablish a consistent brand voice and messaging framework across all touch pointsBuild and Scale the Content EngineEstablish a repeatable system for generating content across channels (paid, organic, marketplace, email, and partnerships)Drive increased volume and consistency of content across all customer touchpointsPartner with photographers, creatives, and collaborators to bring ideas to lifeLeverage local community, events, and partnerships as content and brand-building opportunitiesExecute Across Key ChannelsOwn email and SMS strategy end-to-end (ideation, copywriting, coordination with design)Partner with paid media agency to guide campaign messaging, performance, and creative directionCollaborate on organic social content planning and executionEnsure consistency across all customer-facing channelsManage Agencies & Internal ResourcesLead weekly strategy and performance discussions with paid media agencyDirect external creatives (photographers, designers, partners)Collaborate with internal marketing coordinator and cross-functional teams (including sales/wholesale)Act as the central driver of marketing execution across all partnersQUALIFICATIONS6–10 years of experience in marketing, ideally within DTC, lifestyle, or consumer brandsA creative thinker with strong brand instinctsProven ability to conceptualize and execute marketing campaigns from idea to launchComfortable operating in a hands-on, resource-constrained environmentStrong copywriting and storytelling skillsExperience working across channels including paid media, email/SMS, and socialAbility to collaborate with and direct external partners (agencies, creatives)Data-aware and performance-literate (able to interpret and act on insights)Self-starter who can drive direction without heavy oversightLOCATIONOur offices are located in Carlsbad, CA. We offer a flexible, in-office schedule.