Director of Marketing
Marketing & Communications · Full-time
Remote
| Job Description | About The Good Patch The Good Patch, made by La Mend, Inc., is the original wearable wellness patch brand, with nearly a decade of expertise and millions of consumers reached. Our wellness and skincare patches offer simple, adaptable support that fits into real life. We sell through our own e-commerce channels and national retail partners including Target, Ulta Beauty, Sprouts, and Walgreens, alongside hundreds of spas and boutiques nationwide. We’re a lean, entrepreneurial team with big ambitions. Following a major brand identity and packaging refresh in 2026, we’re entering a pivotal moment for The Good Patch. Our opportunity is to build on this foundation, elevate our brand, create meaningful consumer demand, and turn that momentum into sustained growth. The Role We’re looking for a strategic, creative, hands-on Director of Marketing who knows how to build a brand consumers connect with and turn that connection into growth. You’ll shape how The Good Patch shows up in the world: what we stand for, how we tell our story, and what makes us relevant, distinctive, and desirable. You have exceptional brand instincts and a strong creative point of view. You know how to make a brand stand out, capture consumer attention, and give people a reason to buy. Our biggest opportunity is to grow the brand and build on our retail momentum. We need someone who knows how to create consumer excitement and demand that carries through to the shelf. You’ll connect brand strategy, compelling creative, and integrated marketing to build awareness, drive product discovery, and support continued growth across retail and e-commerce. You will set the vision and build the strategy, but you’re also comfortable developing a campaign brief, sharpening messaging, giving creative feedback, and rolling up your sleeves to get great work out the door. You’ll lead our marketing team and agency partners, working cross-functionally to turn strong ideas into action. |
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| Job Responsibilities | Brand Strategy • Own and evolve The Good Patch’s brand positioning, messaging, and marketing strategy, building a distinctive brand that stands out across beauty, wellness, and lifestyle. • Bring exceptional taste and a clear point of view to how the brand looks, sounds, and feels. Know what will resonate with consumers and make The Good Patch more recognizable and desirable. • Translate consumer insights, cultural trends, and product benefits into compelling stories and marketing ideas that give people a reason to care and buy. • Lead annual marketing planning, prioritizing the campaigns and brand moments with the greatest potential to build awareness and grow the business. Integrated Marketing & Demand Creation • Develop and lead integrated marketing campaigns that connect brand storytelling, social, influencer, PR, paid media, partnerships, e-commerce, and retail marketing. • Lead with bold, scrappy brand moments, developing cost-effective, out-of-the-box ideas that cut through the noise, grab attention, and build momentum. • Turn business goals and consumer insights into distinctive campaign ideas and clear creative briefs, guiding work from concept through execution. • Identify cultural moments, partnerships, creators, and experiences that can help The Good Patch break through, reach new consumers, and build excitement around the brand. • Set the strategy for social, creator marketing, and digital growth, partnering with our internal team and agencies to bring that vision to life. • Guide growth marketing across our e-commerce channels, Amazon, TikTok Shop, and retailer e-commerce, using performance insights to understand what resonates and where investment can have the greatest impact. • Balance long-term brand building with near-term business goals, measuring success by the demand created and its contribution to growth, not just engagement or impressions. Retail Brand Marketing • Build consumer awareness and excitement around The Good Patch at retail, ensuring our brand story gives shoppers a compelling reason to discover and purchase our products. • Translate our broader brand strategy into relevant retail marketing, content, and campaigns that support key partners, including Target. • Understand how consumer awareness, product education, creator content, digital merchandising, and in-store visibility work together to strengthen a brand’s presence at shelf. • Partner cross-functionally to identify opportunities around key retail moments and translate them into marketing that builds on existing momentum. • Use consumer response and retail performance insights to understand what’s resonating and inform future marketing priorities. Team, Budget & Business Leadership • Lead and develop a marketing team, setting clear priorities and providing hands-on direction, feedback, and support. • Manage agency and contractor relationships, ensuring the work is creative, effective, and aligned with brand and business goals. • Own the marketing budget and focus investment on the initiatives most likely to build the brand and drive growth. • Work closely with Operations, Finance, Sales and cross-functional partners to align marketing plans with business priorities. • Bring forward ideas, make clear recommendations, and take ownership of turning strategy into action. What Success Looks Like • A stronger, more distinctive brand. The Good Patch becomes more recognizable, relevant, and desirable to consumers. • Greater consumer demand. Marketing gives more people a reason to discover, try, and buy our products. • Continued retail growth. Marketing builds on existing momentum and helps strengthen our presence and performance across retail partners. • Marketing that delivers. Campaigns, content, and investment focus on what builds the brand and contributes to measurable business results. • A focused, effective team. Marketing has clear direction, strong creative standards, and the right balance of strategic thinking and hands-on execution. |
| Primary Requirements | Who You Are • You have exceptional brand taste. You recognize great creative, know what makes a brand feel current and culturally relevant, and have a strong point of view on what The Good Patch should look, sound, and feel like. You push beyond the expected and know how to make a brand stand out. • You know how to build a brand. You can turn a clear brand vision into compelling storytelling and marketing that builds awareness, creates demand, and makes consumers want the product. • You understand retail. You know how to build consumer demand for products sold through national retailers and how brand marketing can contribute to stronger retail performance. • You know how to stretch a dollar. You can drive awareness without a big budget, and you get excited about scrappy, creative ideas that get the brand noticed and make people pay attention. • You’re strategic and hands-on. You can set the direction, develop the plan, sharpen the creative, and jump in to move work forward. You lead without being removed from the details. • You understand consumers and culture. You pay attention to what people care about, what brands are doing well, and what’s emerging across beauty, wellness, and lifestyle. You know how to make trends relevant to a brand. • You’re commercially minded. You use data and consumer insights to understand what works, make smart decisions, and prioritize the work that will have the greatest impact. • You’re a collaborative, resourceful leader. You can lead a team and agency partners, work well across functions, and make great work happen in a lean, fast-moving environment. Experience • 8+ years of marketing experience in a consumer-facing brand, including experience leading a team, function, or significant marketing workstream. • A track record of building brands through strong creative and integrated marketing, with measurable impact on business growth. • Experience marketing consumer products sold through national retailers. Experience with Target Beauty and/or Ulta Beauty is a plus. • Experience leading agency partners and managing marketing budgets. • Beauty, skincare, wellness, lifestyle, or another consumer brand background is required. Location & Engagement Remote, United States. Full-time, reporting to the VP of Operations. Compensation will be competitive and commensurate with experience. The role may be structured as either a W-2 employee or an independent contractor engagement, with the arrangement determined during the interview process. Scope, performance, and impact will be formally reviewed at 90 days. La Mend, Inc. is an equal opportunity employer. We consider all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status or any other characteristic protected by law. |
| Experience | 8-years |
| Location | Remote |
| Educational Requirements | Bachelor's Degree |
| Employment Type | Full-time |
| Shift | Mon - Fri |
| Department | Marketing |
| Salary Range | Negotiable |
| Benefits | Benefits for full-time employees • Medical, vision and dental insurance • Flexible spending account • 401(k) plan with company match • Unlimited PTO • Paid maternity leave • Paid paternity leave |
| Additional Notes | All applications will be reviewed by team members, not AI. Having trouble submitting your application? Email your resume and cover letter to HR@lamend.com and we will make sure it reaches the team. |
| Apply Now |