Director of GTM and Campaign Planning

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 GTM and Campaign Planning to own the go-to-market process end-to-end — turning a product or campaign into something every sales channel (retail, ecommerce, wholesale) can act on, with clear timelines and leadership sign-off along the way.

This role combines content strategy scope with biz ops-style project management to facilitate strategic marketing initiatives. You'll be the connective tissue between channel teams, the creative team, and executive leadership — translating individual channel needs into a single, clear brief, and managing the process from working-team execution through executive review.

Core Responsibilities

Go-to-Market Briefing & Standards

Take what each channel needs individually and turn it into one clear, consistent brief for the creative team to build from — instead of each channel briefing creative on its own

Maintain a working knowledge of what good execution looks like on each channel, and point to strong examples so both the creative team and leadership have a shared reference point rather than a written description alone

Serve as the translation layer between channel requests and briefs the creative team can execute against, flagging risks before they become deadline problems

Executive Process Management

Own and manage the GTM process from the working team through executive review, keeping deadlines and approvals on track without leadership needing to chase status

Document the process itself so it's repeatable and scalable as the brand grows

Partner with Biz Ops to connect campaigns to budget, inventory, and operational impact

Cross-Functional Campaign Strategy

Collaborate with Merchandising and Brand to tier the campaign calendar and provide consumer segment clarity

Partner with Marketing Science to tie quantitative impact and forecasts to content and campaign plans

Act as a strategic partner to every marketing function, ensuring campaign plans reflect a coherent, cross-channel point of view

This a hybrid role and will report to the Senior Director of Integrated Marketing. You’ll be based in our office 3 days per week in either New York or Utah.

Qualifications

8+ years of experience in integrated marketing, campaign management, or GTM strategy, spanning both content/creative and biz-ops-style project management

Track record of managing a cross-functional process — across retail, ecommerce, and wholesale — through to executive-level review and sign-off

Strong project management fluency, with the ability to translate individual channel needs into one clear, executable brief

Confident, calm communicator who can manage up without needing to be chased, and build strong cross-functional relationships across Biz Ops, Brand, Merchandising, and Marketing Science

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