VP Brand Marketing

The Ideal Candidate

Journeys is seeking a dynamic and culturally fluent Vice President of Brand Marketing to lead the evolution of our brand at the center of youth culture. This role will shape how Journeys connects with the next generation—especially teen girls—through compelling storytelling, innovative content and activations, and purpose-driven initiatives that build emotional connection, cultural relevance, and long-term brand equity.
This leader will oversee brand strategy, social and content, media, creator partnerships, and community impact—while managing key agency relationships and an internal team.

How You Will Make an Impact

Brand Strategy & Storytelling

• Activate against defined brand purpose of inspiring the journey from one you to the next, putting Journeys at the forefront of youth culture.
• Develop and execute compelling, culturally relevant storytelling that drives awareness, affinity, and differentiation.
• Ensure all brand expressions authentically resonate with today’s youth, with a strong focus on teen girls.

Social & Content Leadership

• Own and evolve Journeys’ social media strategy across platforms, driving meaningful engagement and connection.
• Lead content strategy and execution, ensuring output is culturally relevant, platform-native, and performance-driven.
• Foster a test-and-learn environment that continuously improves content effectiveness and reach.

Media Strategy & Performance

• Oversee brand/social media strategy, planning, execution, and optimization in partnership with agency teams.
• Ensure media investments are aligned to brand and business objectives, delivering measurable impact.
• Continuously refine channel mix and targeting strategies based on performance insights, leveraging mix modeling to guide investments across channels.

Creator & Talent Strategy

• Develop and lead a best-in-class creator and talent ecosystem that amplifies brand storytelling, with a focus on breaking through the clutter and getting noticed.
• Identify, recruit, and manage partnerships with culturally relevant creators and influencers, including optimizing/defining the role in-store ambassadors and internal creators fit into the overall content strategy.
• Integrate creators seamlessly into campaigns, content, and community initiatives.

Brand Partner Programs and 360 Integration

• Collaborate with brand partners to drive meaningful and attention grabbing marketing activations that are fully integrated across marketing tactics. Help ensure Journeys is THE wholesale partner of choice and that we’re getting access to talent, exclusives/collabs, and investment gains.
• Drive 360° integrated campaigns that seamlessly connect across all consumer touchpoints—including social, digital, eCommerce, and in-store—ensuring a consistent and compelling brand experience. This role requires close cross-functional partnership with teams across eCommerce, retail, and product, to bring campaigns to life in a cohesive, high-impact way that drives both brand equity and business results.

Community & Purpose Platform

• Create and implement a purpose-driven platform that builds authentic connections with the Journeys community with a focus on teen wellbeing.
• Lead initiatives that reflect the values and passions of today’s youth, strengthening brand loyalty and impact.
• Identify opportunities for brand participation in cultural and community moments.

Leadership & Team Management

• Lead, mentor, and develop a high-performing team of 6 across brand, content, and marketing functions.
• Foster a collaborative, creative, and results-oriented team culture.

Agency Management

• Oversee and optimize relationships with key agency partners:
• Media Agency: iProspect
• Creative Agency: Anomaly
• PR Agency: Lede
• Ensure agencies are aligned, accountable, and delivering best-in-class work that drives results.

Measurement & KPIs

• Establish clear KPIs aligned to brand health, engagement, and business outcomes with a focus on awareness and new customer growth.
• Implement rigorous measurement frameworks and reporting to evaluate performance.
• Drive a culture of accountability, using data and insights to inform decisions and optimize results.

Experience and Skills You'll Need to Have

• 10+ years of experience in brand marketing, with significant leadership experience in youth, fashion, or culturally-driven brands.
• Deep understanding of youth culture, social trends, and the evolving media landscape.
• Proven track record of building impactful brand campaigns and content ecosystems.
• Strong expertise in social, digital media, and influencer/creator marketing.
• Experience managing agencies and cross-functional teams.
• Data-driven mindset with the ability to translate insights into action.
• Exceptional leadership, communication, and storytelling skills.

What Success Looks Like

• Journeys is recognized as a culturally relevant, youth-first brand.
• Social and content platforms drive high engagement and meaningful connection.
• Media and creator strategies deliver measurable growth in awareness and brand affinity.
• A strong, purpose-driven community platform deepens loyalty and brand love.
• A high-performing team and agency ecosystem consistently deliver breakthrough work.
• Increase in awareness and customer growth.