Director of Marketing

Description

The Body Art Alliance (BAA) is at the forefront of innovation, creating the tools and products to better serve our artists. From the first truly wireless tattoo machine, to the groundbreaking novel tattoo parlor on a cruise ship, BAA has cultivated the industry and been the “first of many.” We are dreamers, artists, creatives, innovators and pioneers, driven to propel the body art community across the world.  

We’re here to elevate, empower and take our industry to the next level. Our family of brands will continue to be led by their day one founders and continue to create and oversee our innovative product lines. While we are better united, our brands will always have that special touch that makes them unique. Our new partnership will allow us to create, design and manufacture products, create best-in-class educational content that transcends, and have a direct social impact in the communities we serve.  

The Body Art Alliance welcomes you home! Discover all that we offer and join our winning team. 

About the Role 

We are seeking a creative, strategic, and data-driven Marketing Director to lead and elevate our marketing initiatives in the tattoo industry. This role will cover core categories, including inks, needles, machines, and supplies, and will be responsible for managing and growing our portfolio across three house of brand e-commerce sites (Painful Pleasures, Ultimate Tattoo Supply, Darklab) and proprietary brands (FK Irons, World Famous, Peak, Recovery, A Pound of Flesh). This position will play a key role in shaping brand identity, driving product demand, and enhancing customer loyalty in a highly competitive market. 

Key Responsibilities  

• Strategy Development: Craft and execute a comprehensive marketing strategy to enhance brand visibility, position, and customer engagement for each brand and category. Identify and develop unique go-to-market strategies tailored to the tattoo artist community and tattoo supply markets. 

• Brand Management: Oversee brand positioning for each proprietary brand, ensuring a cohesive and compelling narrative across all customer touchpoints. Ensure consistent branding that resonates with both new and experienced tattoo artists. 

• Market Research & Insights: Stay at the forefront of industry trends, artist preferences, and competitor movements. Gather insights from distributors, artists, and direct customer feedback to refine product offerings and messaging. 

• Campaign Management: Lead the planning and execution of integrated marketing campaigns (digital, social, email, events) that drive customer acquisition and retention. Develop high-impact promotional campaigns tied to product launches, industry events, and seasonal trends. 

• Content & Social Media: Oversee content strategy for blogs, social media, and video that engages and educates tattoo artists and professionals. Work closely with the Social Media Director to develop inspiring and educational content that speaks to the lifestyle and technical interests of the tattoo artist community. 

• Product Marketing & Launches: Collaborate with product development teams on launch strategies for new products. Develop comprehensive launch plans for new inks, needles, machines, and supplies, including product positioning, messaging, and promotional materials. 

• Budget Management: Own and manage the marketing budget to ensure optimal allocation of resources across channels and campaigns, with a focus on maximizing return on investment. 

• Team Leadership: Collaborate closely with the Sr. Director of Ecommerce, Sr. Creative Director, Artist Relationship Manager, Social Media Director, Community Engagement Director, Sr. Director and other key stakeholders to deliver cohesive and integrated campaigns. 

Qualifications  

• Experience: Minimum of 8 years of marketing experience, with at least 5 years in a director or senior-level role, ideally in a relevant industry (tattoo, beauty, lifestyle, or similar). 

• Industry Knowledge: Deep understanding of the tattoo industry, including core product categories (inks, needles, machines, supplies), and knowledge of key market trends, artist needs, and community dynamics. 

• Brand & Digital Marketing Expertise: Proven experience developing and executing integrated brand and digital marketing campaigns, with a strong portfolio of past work. Experience managing e-commerce marketing and direct-to-consumer strategies. 

• Analytical Skills: Ability to interpret market data, customer insights, and campaign performance metrics to inform strategies and optimize marketing efforts. 

• Leadership Skills: Experience managing, developing, and leading a high-performing marketing team. Strong ability to collaborate cross-functionally with internal teams, including social media, product development, e-commerce, and artist relations. 

• Creative Mindset: Innovative thinker with a passion for storytelling and the creative process. Comfortable leading creative teams and fostering a collaborative environment that brings ideas to life. 

• Communication Skills: Excellent verbal and written communication skills, with the ability to effectively convey brand messaging and build strong relationships with internal and external stakeholders. 

What We Offer  

• Competitive salary and performance-based incentives 

• Comprehensive benefits package 

• Opportunity to work in a creative, fast-paced, and dynamic industry 

• Flexible work environment and the ability to impact a growing market 

• Hybrid schedule for this role 

Qualifications