Director, Brand Demand

TravisMathew is a premium apparel brand that exists because we seized an opportunity—and we’re inviting you to take yours. Back in 2007, we saw there weren’t many companies whose clothing bridged the gap between performance and lifestyle, so we created our own. Inspired by the sun, surf, and sand of Southern California, we became a leading innovator in lifestyle performance apparel by making clothes for real life—plus working with premium wholesalers, building a leading e-commerce business, and opening retail stores around the world. We invite you to join team TravisMathew.

About the Role:

Reporting into the Sr Director, Brand Marketing, The Director, Brand Demand is responsible for driving brand heat, cultural relevance, and consumer demand through content, community, and digital storytelling. This role translates brand and product strategy into organic momentum, ensuring the brand shows up authentically in culture, sparks conversation, and builds lasting affinity. Leading the organic content ecosystem, this role shapes how the brand comes to life across social and creative channels, while influencing paid storytelling to maximize reach and impact. In close partnership with Brand, Product, Creative, Media, and eCommerce teams, this leader ensures the brand creates sustained energy and demand- not just campaigns. The role also builds and nurtures an authentic brand community by leveraging TM Brand Ambassadors, friends of the brand, and a curated network of culturally aligned creators to help tell our story in credible, human ways.

ROLES AND RESPONSIBILITIES

Brand Demand & Cultural Energy

• Drive organic brand momentum across digital platforms, generating awareness, conversation, and community growth and engagement.
• Create and lead content initiatives that build buzz around product launches and key brand moments.
• Identify cultural opportunities within sport and lifestyle spaces to position the brand as relevant and differentiated.
• Define how the brand creates pull-through storytelling, not just push-through campaigns.

Organic Social & Community Leadership

• Own and evolve the organic social strategy across platforms.
• Lead and develop the social team, elevating creative standards and brand voice.
• Build scalable content franchises and recurring storytelling formats.
• Adapt and react to real-time conversations and culturally relevant moments.
• Foster proactive community engagement that strengthens connection and loyalty

Content & Paid Integration

• Partner with Paid Media to ensure organic-first storytelling is designed for amplification.
• Influence creative development to ensure content performs culturally and commercially.
• Guide the translation of brand stories into digital formats that work across owned and paid channels.

Product & Narrative Development

• Engage early in the product lifecycle to help shape compelling product narratives.
• Translate technical product features into culturally resonant stories.
• Partner with Product and Brand teams to ensure storytelling clarity from concept through launch.

Creator & Influencer Ecosystem

• Define the strategic role of creators within the broader brand narrative.
• Ensure influencer storytelling aligns with brand voice and cultural positioning.
• Develop long-term creator relationships that drive sustained relevance and reach.

Measurement & Impact

• Establish clear KPIs to evaluate organic brand demand, community growth, influencer partnerships, and storytelling effectiveness.
• Partner with Insights and Media teams to understand how organic storytelling fuels paid performance and overall brand health.
• Inform future content strategy using performance data, social listening, and cultural intelligence.

TECHNICAL COMPETENCIES (Knowledge, Skills & Abilities)

• Bachelor’s degree preferably in Brand/Marketing/Comms/Digital
• 10+ years of experience in brand marketing, content strategy, digital storytelling, or organic growth, 5+ years leading teams and cross-functional initiatives
• Deep understanding of modern golf, collegiate and professional sports, as well as fashion and lifestyle
• Strategic digital marketer with strong creative instincts
• Fluent in social platforms, digital storytelling, and active lifestyle culture
• Proven track record of driving brand demand and cultural relevance through content and community
• Strategic thinker who can translate brand and product strategy into compelling narrative and scalable content programs
• Experienced leader who can inspire high-performing teams and influence cross-functional partners
• Data-informed storyteller who leverages performance metrics, social listening, and cultural insights to refine strategy.
• Excellent written, verbal, and presentation communication skills

Tagged as: brand management, brand manager, branding, director, golf, outdoors, travismathew