Vice President of Brand Marketing

You may have seen this job posted recently and wonder why you're seeing it again.
Reading through hundreds of applications submitted by exceptionally talented people, we've learned the importance of clarity.

To some folks, “brand marketing” means launching a massive global campaign with drones, holograms, and a celebrity spokesperson. To others, it’s updating the brand book and calling it a day. It's different here. We're rooted in authenticity, fueled by optimism, and always more interested in connection than spectacle.

At Life is Good, our story begins with the two visionary founders who continue to lead our mission and shape everything we do. We’re a growing, stable brand—not chasing disruption for disruption’s sake, and not seeking a sweeping transformation. Instead, we’re focused on something more grounded and meaningful: thoughtfully, steadily, and authentically expanding our community of customers and followers who believe in the power of optimism.

Our budget, like our team, is intentionally small—but our imagination is anything but. Think of us less like a rocket ship demanding breakneck velocity and a massive stage, and more like a loved garden: planted with deep intention, grown with patience, and nurtured by people who know that meaningful growth comes from care and creativity, not chaos.

What we say and do has meaning to the people who believe that Optimism is the most powerful way to live a long, healthy, happy life. What you and your team create together must be compelling and have lasting value. It won't be easy, it won't be perfect, but it will be good.

As our VP of Brand Marketing, you’ll help us cultivate the next chapter of our brand journey—honoring the vision that started it all while finding fresh, resonant ways to share it with the world. Does your experience includes hands-on leadership of a growing customer-focused brand, marketing partnerships, community expansion, and creative output (social, copy, photography, graphics, and more)? We want to hear your story.

REQUIRED EXPERIENCE

• You have demonstrated measurable success in leading and growing a respected brand or brands
• You have successfully led the execution of full-funnel marketing initiatives
• You have measurable success leveraging social media to spark conversations and grow communities
• You have effectively used consumer research to identify insights that positively impact business metrics
• You bring 10+ years of relevant experience

IMPORTANT DETAILS

• This application requires a significant commitment to answering specific questions. You may want to compose your answers outside of this app and paste them once you're satisfied with your composition, spelling, grammar, and tone. We can't consider incomplete applications.
• Our market-based compensation strategy determines base pay for our jobs. You can use any of the publicly available tools to predict what you might earn here. All permanent roles are eligible for an annual bonus based on company performance, to which you will make a significant contribution.
• This role is based in Boston. You'll work on-site Wednesdays and Thursdays each week.
• Everyone who applies will get a response from a human. Although we love and use AI regularly, you're about to put a lot of heart and skill into this application and deserve a human response. You'll get one. If you don't answer the questions or meet the requirements below, you'll get a swift and kind rejection.

Pay Transparency:
We post our jobs on a collection of sites. Not all of them portray accurate information about our compensation ranges. For years, we've used a market-based approach to determine starting pay for all roles at Life is Good. We encourage you to explore reputable salary calculators like Salary.com or PayScale and, using accurate data for the apparel industry, this job (from the job description), our company size (under 300 people), location (Boston), and the required experience for this role (10 years or less), you will see the pay range for this role.

Ready to learn more about the job? Read on...:

YOUR OBJECTIVE: To drive the growth of the Life is Good business and community through effective Brand Marketing.

YOUR JOB

Lead a large team encompassing Creative Services, Social Media, Brand Marketing, Speaking, and PR. Grow our brand awareness, community, and business

Creative Services

• Lead the team that produces all creative assets for the Business Units, Social Media, Brand Marketing / Partnerships, Speaking, and PR
• Lead cross-functional collaboration to execute go-to-market strategies, ensuring a cohesive brand message across marketing channels, product lines, and retail channels
• Oversee the development and execution of effective upper, mid, and lower funnel creative assets for paid, owned, and earned spaces

Social Media

• Lead the team that develops and implements social media strategy across existing and emerging platforms
• Manage and grow our community of optimists, encouraging storytelling, rewarding engagement, and improving overall brand experience

Brand Marketing

• Develop and execute innovative cross-channel strategies that broaden the demographic composition of our customer base and convey the depth of our brand and non-profit commitment
• Develop, manage, and allocate the brand marketing budget to meet short and long-term strategic objectives
• Identify, secure, and nurture brand partnerships that elevate the brand and expand our audience
• Conduct consumer research to identify awareness levels and insights to hone our marketing efforts

Speaking Engagements

• Lead and grow our paid speaking revenue, amplifying the optimistic voices at Life is Good
• Partner with the leaders of our non-profit to increase awareness and relevance of the organization

Requirements

YOUR PERSONAL ATTRIBUTES

• You believe in Life is Good’s mission and share our passion for social impact
• You’re a natural storyteller who conveys ideas clearly, concisely, and effectively
• You have left and right brain balance, adept and effective with analytics and creative
• You have a keen, well-respected creative eye and enjoy acting as an assertive brand advocate
• You are valued for your ability to articulate creative feedback in a way that strengthens the work and motivates creative teams
• You maintain a steady and optimistic demeanor

YOU'LL KNOW YOU'RE SUCCESSFUL WHEN

• The Founders and President view you as a careful shepherd of the brand
• You and your team meet your annual goals – increasing awareness/reach, community engagement, and new customer acquisition - within budget and timelines
• You are considered a cultural leader for the Brand Marketing team and Life is Good organization
• You have led a meaningful expansion of our community
• You are a go-to resource for the voice of the brand
• You are known for highly effective, collaborative relationships with your peers

Benefits

We are located in the innovative and thriving Fort Point neighborhood. Our community is full of green space, outstanding food, and entertainment options. We offer top quality Medical, Dental, Vision, Flexible Spending Accounts, Transit or Parking Reimbursement Accounts, Life, AD&D, Short, and Long-Term Disability, 401(k) with a match, Paid Time Off, 10 paid holidays, Good Vibes Time (we pay you to volunteer for the non-profit cause of your choice) and Family Time. And we have dogs.

You’ll contribute to helping kids heal from trauma as we serve our social mission, The Playmaker Project.

Life is Good is an equal opportunity employer and does not discriminate against otherwise qualified applicants on the basis of race, color, religion, national origin, ancestry, sex, age, mental or physical disability, pregnancy, sexual orientation, gender orientation, or expression, marital status or veteran status, or any other legally protected characteristic under applicable federal or state law.