Brand Marketing Manager

Job Category: Brand Marketing
Job Type: Full Time
Job Location: Irvine - CA

La Jolla Group

The La Jolla Group is a worldwide leader in the action sports apparel business segment with a fast paced, high-energy environment that is continually on the move. With prominent brands such as O’Neill, PSD Underwear, Mountain Khakis, Sol Angeles, and Hang Ten, La Jolla Group has proved to be a builder of great brands, a creator of innovative products, and a master of operational excellence.

Our team enjoys flexibility with a hybrid schedule of in-office and remote work. We offer awesome discounts on our clothing brands, early release Fridays (2:00pm), occasional employer provided lunches, year-round fun events as well as a full benefits package! We believe our employees are our strongest asset and invest in their growth by focusing on developing their strengths.

General Summary

The Brand Marketing Manager for O’Neill serves as a key strategic partner on the brand-side of our Platform-as-a-Service (PaaS) model, ensuring clear separation between the “client” (O’Neill brand) and our internal Centers of Excellence (COEs). This role is responsible for developing and executing premium content briefs, managing O’Neill’s owned social media, supporting brand events and retail marketing initiatives, and collaborating with Sales and Product teams to elevate storytelling across all wholesale, direct-to-consumer online and retail channels. This position ensures the brand’s voice is clearly represented across all touchpoints, bringing innovative and engaging brand campaigns to life.

Essential Job Functions

  • Brand Content Development
  • Develop seasonal brand content themes aligned with the O’Neill Brand Compass and commercial calendars.
  • Draft and manage creative briefs for COE partners (Create, Grow, Retain, etc.) to deliver compelling storytelling.
  • Support product storytelling by identifying hero products and briefing in marketing moments that support launches.
  • Owned Social Media Management
  • Lead strategy and execution of O’Neill’s owned social channels (Instagram, TikTok, Facebook, Pinterest and when appropriate – LinkedIn).
  • Create and manage content calendars and posting schedules in Asana in alignment with campaign, product, and retail timelines.
  • Collaborate with internal teams to amplify PR, product launches, ambassador content, and brand initiatives.
  • Analyze social media KPIs and provide regular performance updates with insights and recommendations.
  • Events & Retail Marketing
  • Coordinate and execute brand marketing events that build emotional connections with consumers and support wholesale and retail goals.
  • Partner with Sales and Sports Marketing teams on in-store activations, grassroots events, and retail campaigns.
  • Support co-op and in-store marketing efforts by managing asset requests, timelines, and execution.
  • Wholesale Sales Support
  • Develop marketing materials and digital assets to support key wholesale initiatives. This should include specific broad reaching general emails announcing new product releases where our consumer is encouraged to “find a dealer nearby”.
  • Work with Sales team to support Premier Dealer Program and geo-targeted marketing efforts. This should target specific products according to their order file.
  • Collaborate on marketing recaps to measure campaign ROI and wholesale partner engagement.
  • Internal Collaboration & Calendar Alignment
  • Act as the day-to-day brand-side point of contact to internal COEs.
  • Support the Director of Brand Marketing in executing the seasonal marketing calendar.
  • Maintain collaborative relationships with Sports Marketing, E-Commerce, and Creative leads.

Required Knowledge, Skills, And Abilities

Knowledge:

  • Strong grasp of brand marketing, content development, and social media trends.
  • Knowledge of retail, wholesale, and digital marketing strategies in the apparel or action sports industry.
  • Familiarity with project management tools (Asana) and analytics platforms (Meta Business Suite, Google Analytics).

Skills:

  • Strong project and time management skills.
  • Excellent written and verbal communication, with an eye for storytelling and brand voice.
  • Highly organized and detail-oriented with the ability to manage multiple concurrent projects.
  • Proficient in building decks, copywriting, and collaborating cross-functionally.
  • Analytical mindset with experience in tracking KPIs, marketing performance metrics, and budget management.
  • Excellent verbal and written communication skills, including the ability to present marketing strategies to internal stakeholders and wholesale partners.

Abilities:

  • Collaborate effectively with both internal teams and external stakeholders.
  • Bring creative energy and initiative to the development of fresh brand marketing concepts.
  • Proactively identify ways to strengthen brand presence and consumer engagement.
  • Strong project management skills with the ability to manage multiple campaigns and product launches simultaneously

Required Education And Experience

  • Bachelor’s degree in marketing, Communications, or related field.
  • 4+ years of experience in brand marketing or related roles, preferably in apparel or action sports.
  • Demonstrated success in managing social media accounts, content creation, and retail marketing.
  • Strong understanding of brand building and consumer storytelling.
  • Proficiency in Microsoft Office Suite, Google, Klayvio, Meta, and project management tools including Asana.
  • Ability to travel frequently for wholesale account visits, trade shows, and brand events.
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