Hemlock 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 OVERVIEW
Hemlock 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 world
- Build a cohesive marketing strategy and calendar
- Conceptualize and execute campaigns that resonate with customers
If you're energized by building something from scratch, creating meaningful brand moments, and leaving your mark on a growing company, this is your opportunity.
ACCOUNTABILITIES
Lead Brand & Campaign Development (70% Focus)
- Conceptualize and develop creative campaigns that drive brand awareness, engagement, and product demand
- Create campaign briefs and guide execution through external creative partners
- Bring fresh, compelling ideas that create memorable, shareable brand moments
- Build a content strategy that grows sales, creates consistency, and impact across all channels. Develop storytelling that connects with customers across paid, organic, partnerships, and community
Monitor Performance & Drive Optimization (30% Focus)
- Interpret performance data and guide optimization decisions
- Partner with agency and internal teams to improve and drive channel efficiency
- Balance short-term revenue goals with long-term brand building
Build the Marketing Foundation (Strategy + Calendar)
- Develop a clear, multi-channel marketing strategy across Paid, Organic, Email/SMS, Marketplace, and Brand
- Build and own a 3, 6, 9, and 12+ month marketing roadmap
- Create and manage a 12-month marketing calendar across campaigns, product launches, and initiatives
- Establish a consistent brand voice and messaging framework across all touch points
Build and Scale the Content Engine
- Establish a repeatable system for generating content across channels (paid, organic, marketplace, email, and partnerships)
- Drive increased volume and consistency of content across all customer touchpoints
- Partner with photographers, creatives, and collaborators to bring ideas to life
- Leverage local community, events, and partnerships as content and brand-building opportunities
- Own email and SMS strategy end-to-end (ideation, copywriting, coordination with design)
- Partner with paid media agency to guide campaign messaging, performance, and creative direction
- Collaborate on organic social content planning and execution
- Ensure consistency across all customer-facing channels
- Lead weekly strategy and performance discussions with paid media agency
- Collaborate with internal marketing coordinator and cross-functional teams (including sales/wholesale)
- Act as the central driver of marketing execution across all partners
QUALIFICATIONS
- 6–10 years of experience in marketing, ideally within DTC, lifestyle, or consumer brands
- A creative thinker with strong brand instincts
- Proven ability to conceptualize and execute marketing campaigns from idea to launch
- Comfortable operating in a hands-on, resource-constrained environment
- Strong copywriting and storytelling skills
- Experience working across channels including paid media, email/SMS, and social
- Ability 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 oversight
LOCATION
Our offices are located in Carlsbad, CA. We offer a flexible, in-office schedule.
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