Vice President of Integrated Marketing

Growth, at its best, is intentional, curated rather than chased. It looks like the right client finding her way to LAKE and then staying. LAKE is looking for a Vice President of Integrated Marketing to lead how she arrives and why she returns.

This is a role for a full-funnel marketer who holds the whole journey in one view, someone who can move a client from first impression to first purchase to lasting loyalty and make each step feel considered.

You will work alongside our Chief Commercial Officer to set the marketing strategy that carries the brand across e-commerce and retail. You will lead the creative department and organic social, and partner closely with e-commerce, planning, and operations, so that marketing is never a silo but the connective layer that makes the client experience whole.

You will be equal parts strategist and builder, fluent in performance and in brand, disciplined enough to hold both to the same standard, and able to lead the team that brings it all to life.

Who You Are

• A full-funnel marketer, equally credible in performance and in brand, who refuses to treat the two as a trade
• A creative leader who can lead the translation of a vision into every touchpoint with precision and consistency.
• A steward of spend who can tie every dollar to a return and reallocate without drama when the work calls for it
• A leader others want to build with, who sets a high standard and creates the conditions for the team to meet it
• A collaborator who earns trust across functions rather than competes with them
• Someone with taste and judgment, who knows that in a premium brand how a thing is said carries as much weight as the fact of saying it

What You'll Do

• Own marketing strategy across e-commerce and retail, delivering an optimal client journey across every brand touchpoint so the path from first awareness to lasting loyalty reads as one coherent experience.
• Lead the full funnel across paid media, affiliate, creator, organic social, PR, and events, partnering closely with creative so that what draws her to LAKE is the story we tell.
• Own brand and consumer PR, shaping the consumer-facing narrative and stewarding the brand's reputation with press and partners while protecting the equity in the name.
• Own the marketing budget with exceptional financial discipline, holding each channel to a clear efficiency guardrail and moving investment as the work demands.
• Build the strategies that acquire and retain the right clients, forecasting customer mix and setting acquisition and retention targets in partnership with Planning so the marketing plan and the financial plan tell one story.
• Lead and grow the integrated marketing team, setting the standard for the work and creating the conditions in which it is done well.
• Partner daily with E-commerce, Creative, Planning, and Operations so Marketing acts as the connective layer that makes the client experience whole.

What You'll Bring

• 10+ years of marketing experience, including 3 to 5 years in senior roles at DTC or omnichannel brands, with command of the full funnel across performance and brand.
• Deep knowledge of paid channels (Meta, Google, TikTok, affiliate, programmatic, and offline) and how they shape owned and earned channels.
• Experience leading or closely directing creative, with a taste to set a visual and editorial standard and the rigor to hold it across campaign, site, social, and store.
• A proven record owning a meaningful marketing budget with the financial discipline to prove the return behind it.
• Experience owning brand and consumer PR for a brand with a reputation worth protecting.
• A track record in CRM, retention, and lifecycle marketing, with strong analytical and attribution capabilities.
• Experience building and leading an integrated marketing team in a fast-paced, high-growth environment.