Brand Marketing Director

Job Description: Brand Marketing Director
Reports to: VP of Marketing
Location: Carlsbad, CA (Hybrid)

About REEF:

At REEF, we’re more than a brand—we’re a community built on a deep love for the beach, surf culture, and creating high-quality products that fit active, adventurous lifestyles. For over 30 years, we’ve blended innovation with comfort, style, and versatility, making us a global leader in footwear.

As industry pioneers, we are committed to setting the standard for environmental and social responsibility. We prioritize sustainable design—using water-based glues, recycled materials, and other low-impact innovations—while actively supporting organizations like Urban Surf 4 Kids and the Surfrider Foundation. Beyond our products, we empower our employees and brand advocates to give back, fostering a culture of purpose and impact.

Role Overview:

As Brand Marketing Director at REEF, you will be responsible for shaping and executing brand strategy to drive consumer engagement, elevate brand storytelling, and strengthen REEF’s position in the market. Reporting to the VP of Marketing, this role will lead the development of integrated marketing campaigns, oversee the go-to-market process, and ensure brand consistency across all consumer touchpoints. The ideal candidate is a strategic thinker with a deep understanding of brand building, digital marketing, and brand activation. They will collaborate cross-functionally with product, sales, digital and creative teams to develop innovative marketing initiatives that resonate with REEF’s core audience while attracting new consumers. This position requires a balance of creativity and analytical rigor to optimize brand impact and business growth. This is a full-time, exempt position. Employees are required to work a hybrid schedule. (3) Days in office at our HQ in Carlsbad, and (2) Days Remote. 

Responsibilities:

• Strategy & Alignment: Stay ahead of industry trends, consumer behavior, and competitive landscapes to inform marketing and content strategy. Align closely with Design, Global Brand Merchandising, and commercial teams to ensure marketing initiatives support key business priorities.
• Brand Marketing & Storytelling: Develop and implement marketing strategies that drive brand awareness, consumer loyalty, and product desirability. Ensure cohesive storytelling across all marketing channels, including digital, retail, wholesale, social, PR, and advertising.
• Campaign Development & Execution: Oversee the development of integrated marketing campaigns, ensuring brand messaging consistency across all platforms. Write compelling briefs and lead Marketing and Creative teams in executing engaging omnichannel activation plans.
• Partnerships & PR: Lead agency relationships, manage press and media programs, and drive marketing partnerships and collaborations that align with brand goals.
• Events & Community Engagement: Plan and execute brand events, retail activations, sponsorships, and grassroots community initiatives to increase awareness and engagement.
• Social & Digital Content: Oversee content planning and strategy for social media channels, ensuring alignment with brand messaging and strategic goals.
• Performance & Budget Management: Track and analyze campaign performance, optimize strategies based on key learnings, and manage campaign budgets effectively.
• Project Management & Communication: Lead multiple projects in a fast-paced environment, ensuring timely execution and clear communication of key milestones and decisions.

Required Education/Experience:

• BS or BA or equivalent experience in business, marketing or related field; MBA is a plus.
• 8 years of marketing experience, including at least 3 years in a leadership role.
• Strong background in product and/or category marketing; experience connecting brands and products to culture in unique and memorable ways.
• Strong collaborator with a track record of leading cross-functional teams and navigating ambiguity to drive results.
• Expertise in omnichannel marketing strategy, performance measurement, and insights-driven decision-making across digital, retail, wholesale, and PR.
• Strong strategic and analytical skills. Demonstrated ability to drive content strategy and measure its impact on brand engagement and growth
• Exceptional written and verbal communication skills, with a meticulous attention to detail, an elevated taste level, and a passion for storytelling.

Equal Opportunity Employment Statement:
REEF Lifestyle LLC is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate based on race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), national origin, age, disability, genetic information, veteran status, or any other protected status under applicable law.

Pay Transparency:
REEF Lifestyle LLC complies with all applicable state and local laws regarding pay transparency. For positions located in California, the hourly range or salary for this role is $140-$160k. Please note that final compensation will be determined based on factors such as the candidate's qualifications and experience. Additional benefits and compensation details will be shared during the offer process.

Reasonable Accommodations:
REEF Lifestyle LLC is committed to providing reasonable accommodation to qualified individuals with disabilities. If you need assistance or accommodation during the application process, please contact us directly. At-Will Employment: Employment at REEF Lifestyle LLC is on an at-will basis. This means that either the employee or REEF Lifestyle LLC may terminate the employment relationship at any time, with or without cause or notice, subject to applicable law.

Salary : $140,000 - $160,000