Job Description

Location: US (Authorized workers only)

About Proppel

Proppel is a recruitment agency connecting top talent across the US, Canada, and Latin America with opportunities at some of the most exciting companies in the world.

Whether you are looking for your next role or the right move to advance your career, we will make it happen.

What we're looking for

Our client is a self-funded, profitable US-based consumer brand that has taught over 1 million complete beginners how to crochet since 2020. With licensed collaborations with major entertainment IPs, one of the most passionate communities in consumer (a 250,000-member Facebook group and a cross-country brand tour that has met roughly 9,000 fans in person), they're looking for a Director to own one of only three marketing verticals: Community & Brand.

What You’ll Be Doing

• Own long-term brand direction, including positioning, messaging, brand voice, storytelling, and key brand moments, reporting directly to the Head of Marketing.
• Lead PR, licensing, partnerships, pop-ups, and other initiatives that build lasting brand equity, and partner with the VP of Design on character development and IP expansion.
• Define the organic social strategy and grow one of the most engaged craft communities in the world, including showing up in person as the face of community initiatives.
• Own lifecycle marketing across email, SMS, subscription, and customer accounts, and build the retention roadmap (loyalty, account experiences, lifecycle experimentation).
• Lead customer research and turn insights into recommendations that shape marketing, product, wholesale, and customer experience.
• Manage the digital marketing design and copy team that brings the brand to life.

Requirements

• Proven experience building and scaling consumer brands that are both culturally relevant and commercially successful.
• Strong brand marketing fundamentals: this is the single most important skill for the role.
• A leader-and-doer mindset. You can personally execute and diagnose problems, not just direct a large support team.
• Low ego, high ownership. You're thoughtful, direct, and thrive with autonomy in a fast-moving, ambiguous environment.
• Comfort being the visible face of the community, including at least one in-person event appearance.
• Enough analytical ability to own retention and customer insights (this can be coached).

Nice to Have

• Former CMO experience, especially if you're looking for a more focused, hands-on scope.
• Experience with community-driven brands, fandoms, or IP-based storytelling.

Benefits

• Competitive USD salary.
• 100% remote work.

Notes:

*You are applying to work with an international company. Make sure your CV is in English, otherwise your application can't be considered.

*We consider candidates from all around the US.

*If you don't have a formal portfolio, please share a Drive with various samples of your work.