Director of Emerging Categories & Markets

About the Role

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. We are seeking a Director of Emerging Categories & Markets to own the proof-of-concept and early growth stage for new markets (e.g., Canada) and new categories (e.g., Pet) — testing whether they can become sustainable parts of the business before they get full investment.

This role sits at the intersection of strategy and execution: you'll work with senior leadership to set KPIs for each emerging vertical, then build and drive the roadmap to hit them — identifying what each market or category actually needs (testing, CRM, website, media, content, etc.) and coordinating the teams required to deliver it. New categories and new markets tend to behave differently than the core, established business, and this role exists to make sure they get the tailored plan they need rather than a one-size-fits-all approach.

Core Responsibilities

KPI Definition & Roadmap Ownership

Define and track KPIs for each emerging market or category with senior leadership, so the business has a clear read on whether a test is working before deciding to scale it

Build and drive the execution roadmap for each vertical, identifying what it actually needs — testing, CRM, website, media, content, etc.

Coordinate the teams required to deliver against the roadmap, keeping each vertical's plan on track

Market & Category-Specific Strategy

Surface needs specific to a given market or category that don't fit the standard playbook, and turn them into plans the broader team can execute

Partner with Finance, Product, and Operations to flag market- or category-specific needs that aren't currently being addressed by existing processes

Bring an outside-the-core perspective, recognizing where new markets or categories require a different approach than the established business

Cross-Functional Translation & Execution

Act as the translation layer between every marketing function and these smaller, newer business units — turning their needs into clear briefs and working plans the rest of the team can execute against

Build credibility and alignment with senior leadership on the pace and direction of each emerging vertical

Coordinate proof-of-concept testing that gives leadership the confidence to invest further, or the data to pivot

This role will report to the Senior Director of Integrated Marketing. Preference for candidates in New York or Utah who can be hybrid in our offices 3 days per week. Also open to remote candidates.

Qualifications

8+ years of experience in marketing, brand, or business strategy, with a track record of incubating and growing startup-style categories or business units from the ground up, not just operating within an established one

Experience working in markets outside the US, with an understanding of how new markets or categories behave differently than a core, established business

Comfortable setting KPIs and roadmaps with senior leadership and being accountable for proving out (or disproving) a test before it scales

Strong cross-functional coordinator, able to translate the needs of a smaller or newer business unit into clear briefs every marketing function can execute against

Confident partnering with Finance, Product, and Operations to flag gaps in existing processes and push for what a new vertical actually needs

What We Offer

Competitive base salary and annual bonus based on company and individual performance

21 days paid vacation + all federal holidays

Full health benefits (health, dental, vision, mental)

16 weeks paid birth parent leave; 8 weeks non-birth parent leave

55% off Lola Blankets for friends and family

Opportunities for career growth within Lola Blankets