Legacy Fashion Accessories Brand -
Fractional Marketing Leader (Sr Dir/VP level+)

Engagement Scope & Responsibilities
The fractional marketing leader will play a pivotal role in guiding the brand through a transformation to regain cultural and commercial relevance. The scope includes:

  • Brand Marketing Strategy: Define and execute a refreshed brand positioning that reconnects with existing loyalists and reintroduces the brand to younger customers. Build a social-first, culturally relevant marketing approach that leverages PR, influencers, and collaborations.

  • Digital & Ecommerce Growth: Lead efforts to strengthen the ecommerce ecosystem, including brand ecom channels. Drive CRO via ecom team, improve performance marketing ROI, and align digital storytelling across channels.

  • Performance Marketing & Analytics: Evaluate current performance marketing investments and establish a disciplined framework that balances brand building with measurable growth in traffic, conversion, and customer acquisition.

  • Transformation Leadership: Act as a senior partner to the executive team during transformation. Provide thought leadership on channel mix, customer segmentation, and brand storytelling, and help build internal marketing capabilities

Core Problems to Solve

  • Brand relevance has declined as the customer base has aged.

  • Digital ecosystem is fragmented

  • Performance marketing needs to work harder with limited budgets.

  • Ecommerce experience (UX, CRO, assortment alignment) requires near-term optimization.

Experience & Profile Requirements

  • Proven marketing leadership in accessories, fashion, or adjacent consumer lifestyle brands, ideally at the middle-market level (not only startups, not only enterprise).

  • Demonstrated success building social-first, culturally resonant campaigns that drive brand heat.

  • Track record of driving omnichannel growth across retail, wholesale, outlet, and digital commerce.

  • Comfortable working with constrained budgets, amplifying impact via creative storytelling, PR, influencers, and partnerships.

  • Experienced in leading through transformation — balancing immediate commercial results with longer-term brand rebuilding.

  • Ability to coach and upskill internal marketing teams while providing strategic leadership.

Engagement Terms

  • Start Date: Fall 2025

  • Commitment: 3–4 days per week for 3–6 months

  • Location: Primarily remote, with travel required to Midwest HQ for key working sessions and leadership meetings.

  • Budget: Competitive fractional marketing Sr. Director/VP rate; open to discussion based on experience.