FRAME
Overview
FRAME is a Californian fashion brand established in 2012 by Erik Torstensson and Jens Grede. Since inception, FRAME has embodied Californian modernity with a distinctly European influence through its renowned ready-to-wear collections and coveted denim essentials. Born and raised in Los Angeles, FRAME offers a timeless perspective on everyday chic outfitting via signature tailoring, luxury leather, and quality cashmere. Today, FRAME is a household name across both women’s and men’s design, with 16 standalone retail stores across North America, two London stores, a store in Shanghai and a dedicated eCommerce website. FRAME can also be found at the most desirable department stores and boutiques worldwide. Role Overview:
The Brand Marketing Director is responsible for shaping and executing FRAME’s global brand vision across every consumer touchpoint. This role owns brand marketing strategy end-to-end, from collaborations and partnerships to go-to-market planning, launches, retail experiences, PR and communications, and international expansion. This is a senior, highly cross-functional role that blends big-picture brand thinking with sharp execution. You will ensure FRAME shows up consistently, compellingly, and distinctively across digital, retail, experiential, PR, and global markets, while continuing to elevate the brand’s position in the fashion landscape. Responsibilities
Brand Strategy & Positioning
Own and evolve FRAME’s brand positioning, ensuring clarity, consistency, and relevance across all channels and markets Translate brand strategy into compelling narratives, campaigns, and moments that drive both brand heat and commercial impact Act as a brand steward across the organization, aligning teams around a single, cohesive vision Lead go-to-market strategy for seasonal collections, capsules, collaborations, and key brand moments Oversee launch planning across marketing, creative, e-commerce, PR, retail, and wholesale to ensure seamless execution Define launch frameworks, timelines, and success metrics, balancing brand storytelling with performance goals Collaborations & Partnerships
Develop and lead FRAME’s collaborations and brand partnerships, from concept through execution and launch Identify partners that elevate the brand culturally and commercially, spanning fashion, art, lifestyle, and beyond Partner closely with internal teams and external collaborators to deliver cohesive, high-impact activations PR, Communications & VIP Strategy
Oversee global PR agencies and communications strategy across all key markets Set the overarching press strategy, messaging, and narrative framework in partnership with leadership and PR teams Lead VIP partnerships, talent relations, and strategic seeding programs to drive visibility, credibility, and cultural relevance Ensure press, VIP, and influencer moments are integrated into broader brand campaigns and launches Oversee global social media strategy, ensuring content feels elevated, relevant, and distinctly FRAME Guide content pillars, creator strategy, and storytelling to drive engagement, community growth, and cultural relevance Partner with creative and social teams to ensure strong alignment between campaign imagery, always-on content, and platform-specific execution Retail, Events & Experiences
Lead brand marketing strategy for retail, including store openings, in-store storytelling, and physical brand moments Concept and execute events and experiences that bring the FRAME brand to life and build meaningful connections with customers, press, VIPs, and partners Ensure consistency between digital, retail, PR, and experiential brand expressions International Expansion
Support international brand growth by adapting global strategy for key regions while maintaining brand integrity Partner with regional teams, wholesale partners, and PR agencies to ensure cohesive brand presentation across markets Leadership & Cross-Functional Collaboration
Lead, mentor, and grow the brand marketing team, fostering a high-performing, collaborative culture Work closely with Creative, Product, E-commerce, PR, Retail, Wholesale, and Performance Marketing teams Manage budgets, timelines, agencies, and resources to maximize impact and efficiency Skills & Qualifications
8-10+ years of brand marketing experience within fashion, luxury, or consumer lifestyle brands Proven experience overseeing global PR agencies, communications strategy, and VIP programs Strong track record in collaborations, partnerships, and experiential marketing Deep understanding of social, content, and modern brand storytelling Strategic thinker with strong creative instincts and operational rigor Confident leader who thrives in a fast-paced, entrepreneurial environment Global mindset with experience supporting international markets preferred Physical Requirements
Prolonged periods of sitting or standing while working at a computer or attending meetings Mobility within retail stores, event spaces, and office environments to support brand activations and experiences Occasional lifting and carrying of light materials (up to approximately 15–20 lbs) Clear and effective communication with internal teams, external partners, and stakeholders, both in person and virtually Flexibility to work varied hours in support of launches, events, and time-sensitive initiatives
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FRAME is a Californian fashion brand established in 2012 by Erik Torstensson and Jens Grede. Since inception, FRAME has embodied Californian modernity with a distinctly European influence through its renowned ready-to-wear collections and coveted denim essentials. Born and raised in Los Angeles, FRAME offers a timeless perspective on everyday chic outfitting via signature tailoring, luxury leather, and quality cashmere. Today, FRAME is a household name across both women’s and men’s design, with 16 standalone retail stores across North America, two London stores, a store in Shanghai and a dedicated eCommerce website. FRAME can also be found at the most desirable department stores and boutiques worldwide. Role Overview:
The Brand Marketing Director is responsible for shaping and executing FRAME’s global brand vision across every consumer touchpoint. This role owns brand marketing strategy end-to-end, from collaborations and partnerships to go-to-market planning, launches, retail experiences, PR and communications, and international expansion. This is a senior, highly cross-functional role that blends big-picture brand thinking with sharp execution. You will ensure FRAME shows up consistently, compellingly, and distinctively across digital, retail, experiential, PR, and global markets, while continuing to elevate the brand’s position in the fashion landscape. Responsibilities
Brand Strategy & Positioning
Own and evolve FRAME’s brand positioning, ensuring clarity, consistency, and relevance across all channels and markets Translate brand strategy into compelling narratives, campaigns, and moments that drive both brand heat and commercial impact Act as a brand steward across the organization, aligning teams around a single, cohesive vision Lead go-to-market strategy for seasonal collections, capsules, collaborations, and key brand moments Oversee launch planning across marketing, creative, e-commerce, PR, retail, and wholesale to ensure seamless execution Define launch frameworks, timelines, and success metrics, balancing brand storytelling with performance goals Collaborations & Partnerships
Develop and lead FRAME’s collaborations and brand partnerships, from concept through execution and launch Identify partners that elevate the brand culturally and commercially, spanning fashion, art, lifestyle, and beyond Partner closely with internal teams and external collaborators to deliver cohesive, high-impact activations PR, Communications & VIP Strategy
Oversee global PR agencies and communications strategy across all key markets Set the overarching press strategy, messaging, and narrative framework in partnership with leadership and PR teams Lead VIP partnerships, talent relations, and strategic seeding programs to drive visibility, credibility, and cultural relevance Ensure press, VIP, and influencer moments are integrated into broader brand campaigns and launches Oversee global social media strategy, ensuring content feels elevated, relevant, and distinctly FRAME Guide content pillars, creator strategy, and storytelling to drive engagement, community growth, and cultural relevance Partner with creative and social teams to ensure strong alignment between campaign imagery, always-on content, and platform-specific execution Retail, Events & Experiences
Lead brand marketing strategy for retail, including store openings, in-store storytelling, and physical brand moments Concept and execute events and experiences that bring the FRAME brand to life and build meaningful connections with customers, press, VIPs, and partners Ensure consistency between digital, retail, PR, and experiential brand expressions International Expansion
Support international brand growth by adapting global strategy for key regions while maintaining brand integrity Partner with regional teams, wholesale partners, and PR agencies to ensure cohesive brand presentation across markets Leadership & Cross-Functional Collaboration
Lead, mentor, and grow the brand marketing team, fostering a high-performing, collaborative culture Work closely with Creative, Product, E-commerce, PR, Retail, Wholesale, and Performance Marketing teams Manage budgets, timelines, agencies, and resources to maximize impact and efficiency Skills & Qualifications
8-10+ years of brand marketing experience within fashion, luxury, or consumer lifestyle brands Proven experience overseeing global PR agencies, communications strategy, and VIP programs Strong track record in collaborations, partnerships, and experiential marketing Deep understanding of social, content, and modern brand storytelling Strategic thinker with strong creative instincts and operational rigor Confident leader who thrives in a fast-paced, entrepreneurial environment Global mindset with experience supporting international markets preferred Physical Requirements
Prolonged periods of sitting or standing while working at a computer or attending meetings Mobility within retail stores, event spaces, and office environments to support brand activations and experiences Occasional lifting and carrying of light materials (up to approximately 15–20 lbs) Clear and effective communication with internal teams, external partners, and stakeholders, both in person and virtually Flexibility to work varied hours in support of launches, events, and time-sensitive initiatives
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