Director – Brand & Growth
Knix
Director – Brand & Growth
Knix
Direct-to-consumer leakproof intimate apparel
MNTD is looking for a highly entrepreneurial, commercially minded brand leader to help build the next stage of the business.
This is a broad, hands-on leadership role for someone who knows how to build a brand and grow a business at the same time. You will own the day-to-day performance of MNTD while shaping how the brand shows up in the market, from growth strategy and digital marketing to campaigns, retail, partnerships, storytelling, customer experience and commercial planning.
You will operate with the speed and resourcefulness of an early-stage business, while having access to the capabilities, infrastructure and expertise of the broader Knix organization.
The right person is equally comfortable developing the strategy, reviewing a P&L, briefing a creative campaign, managing an agency, evaluating paid media performance, building a retail or brand partnership and jumping in to solve an executional problem when needed.
This role requires someone who creates momentum rather than waits for direction. You should be excited by ambiguity, motivated by growth and comfortable moving between big-picture thinking and detailed execution.
Develop and execute the annual brand and marketing strategy for MNTD, translating business goals into clear consumer-facing plans.
Build integrated campaigns that create awareness, conversation and demand across paid, owned, earned and retail channels.
Shape the stories MNTD tells around its products, consumer, innovation and brand point of view.
Identify cultural moments, partnerships, collaborations, creators and brand opportunities that can introduce MNTD to new audiences.
Build a consistent marketing calendar across product launches, campaigns, partnerships, promotions, retail moments and key brand milestones.
Partner with creative teams, agencies and external talent to bring ideas to market quickly while maintaining a clear and differentiated brand identity.
Develop a strong understanding of the MNTD customer and use consumer insights, performance data and cultural signals to guide decisions.
Build an integrated growth plan that connects brand marketing, digital acquisition, retention, retail and partnerships.
Understand the full customer journey from awareness through acquisition, conversion, retail engagement, retention and repeat purchase.
Partner with internal eCommerce experts to continually improve site experience, merchandising, landing pages and conversion.
Oversee email and SMS strategy, including campaigns, lifecycle marketing, segmentation and retention.
Identify and test new channels, audiences, partnerships and growth opportunities while building a disciplined approach to measurement and learning.
Balance short-term revenue opportunities with the longer-term work required to build brand awareness, customer demand and market presence.
Use retail as a meaningful growth and brand-building channel, connecting physical experiences with digital marketing and broader commercial goals.
Own the MNTD P&L and understand the levers driving revenue, gross margin, marketing investment and profitability.
Build annual and quarterly commercial plans and regularly evaluate performance against them.
Track the metrics that matter, including revenue, traffic, conversion, AOV, CAC, LTV, retention, retail performance, margin and marketing efficiency.
Lead weekly and monthly business reviews, identifying what is working, where performance is off track and what actions need to happen next.
Partner with finance, inventory, operations, retail and eCommerce teams on forecasting, demand planning, inventory and promotional decisions.
Make thoughtful tradeoffs across brand investment, customer acquisition, retail growth, margin and near-term revenue.
Build processes and operating rhythms that allow the business to move quickly without creating unnecessary complexity.
Own the growth strategy across paid media, CRM, organic, retail, partnerships, creators and emerging acquisition channels.
Act as the day-to-day leader for MNTD, connecting the work happening across marketing, eCommerce, retail, creative, growth, merchandising, operations and finance.
Set clear priorities and keep teams focused on the initiatives with the greatest impact.
Lead agency partners across media, creative, PR, partnerships and other external disciplines, including setting expectations, managing budgets and holding partners accountable for results.
Manage internal team members as well as agencies, freelancers and external partners.
Work closely with retail teams to develop launches, in-store moments, activations and customer experiences that build awareness and drive revenue.
Identify when to leverage Knix shared capabilities and when MNTD needs a different or more entrepreneurial approach.
Build the team and external partner network thoughtfully as the business grows.
Stay close enough to the work to step in and execute when necessary. No task is too strategic or too tactical when it moves the business forward.
8+ years of experience across brand, growth, digital marketing, retail, eCommerce or general management, ideally within a consumer brand.
A track record of building brands and driving commercial growth, not simply managing one marketing function.
Deep understanding of digital marketing, including paid social, paid search, CRM, creators, content and customer acquisition.
Meaningful retail experience, including understanding how physical retail contributes to brand building, customer acquisition, conversion and omnichannel growth.
Experience developing integrated campaigns and brand stories that generate consumer excitement and translate into business results.
Strong commercial instincts and experience owning or meaningfully managing a P&L, budget, revenue target or profitability goal.
Experience managing agencies and external partners across media, creative, PR, partnerships or related disciplines.
Strong understanding of eCommerce and the digital customer journey. You do not need to be a technical eCommerce specialist, but you should know how digital businesses work and what drives conversion and retention.
Comfortable using data to make decisions while understanding that not every important brand decision can be reduced to a single performance metric.
Experience operating in a fast-moving environment with limited resources, changing priorities and high expectations.
A builder mentality. You see what needs to happen, create a plan and move.
Strong judgment and the ability to prioritize when everything feels important.
Comfortable moving between strategy, management and hands-on execution.
Strong written, verbal and presentation skills.
Experience in apparel, intimates, fashion, lifestyle or another consumer category.
Experience helping scale an early-stage or emerging brand.
Experience building teams or functions from the ground up.
Experience with collaborations, creators, PR or experiential marketing.
Experience working within a smaller brand that is supported by a larger parent organization.
Knix creates functional intimate apparel and sells it directly to consumers, prioritizing comfort and practicality. Its flagship leakproof underwear uses a multi-layer, moisture-wicking, absorbent gusset to address menstruation and incontinence. The product lineup includes wireless bras, shapewear, activewear, swimwear, loungewear, and Kt by Knix for teens, sold via DTC, physical stores, and Amazon. In 2022, Essity bought 80% of Knix for about $400 million, and the goal is to provide reliable, reusable leakage solutions while growing the brand across North America.
Explore more opportunities at Knix