Head of Brand and Marketing, North America

The Opportunity ITO is a design-led travel lifestyle brand built around distinctive luggage, bags, and travel essentials. We are building the brand in the U.S. by pairing a recognizable design language and genuine product utility with creator-led discovery and a compelling direct-to-consumer experience. We are looking for a hands-on brand leader who can turn a strong product foundation into consumer awareness, preference, and measurable demand. What You Will Own 01  U.S. consumer insight and positioning  Define and continually refine target audiences, their purchase triggers, cultural context, competitive alternatives, and category expectations. Translate ITO's global brand principles into clear, resonant U.S. messaging without redefining the core brand. 02  Integrated go-to-market and campaign leadership  Own U.S. marketing strategy and launch briefs for hero products and key travel occasions. Connect Instagram, creator partnerships, YouTube reviews, PR, selective retail touchpoints, and Shopify into a coordinated customer journey. 03  Creator, influencer, and earned media programs  Build and lead a relevant U.S. creator ecosystem across fashion, design, travel, lifestyle, and product-review communities. Oversee creator selection, seeding, briefs, content standards, usage rights, disclosures, and ongoing relationships through an agency and internal partners. 04  Brand content and creative direction  Set the local editorial and creative direction for ITO's Instagram presence, YouTube review strategy, and major brand stories. Brief and approve work produced by the China-based creative and social operations teams, ensuring the content feels native to U.S. consumers while remaining unmistakably ITO. 05  Measurement and growth partnership  Partner with the international e-commerce lead and China-based paid media specialists to test creative, amplify authorized creator content via Meta Partnership Ads and relevant YouTube ad products, and review search demand, qualified traffic, conversion contribution, CAC, and learning from customer feedback. 06  Cross-border leadership and agency management  Manage U.S. creators, PR and influencer agencies, and local production partners. Set priorities, quality standards, budgets, timelines, and clear briefs for partners in both time zones; build a repeatable U.S. brand and campaign playbook.