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VP Marketing, North America and Canada - Nasty Gal

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Nasty Gal started in 2006, in a tiny San Francisco apartment stacked with killer vintage, a single laptop and an eBay account. Thirteen years later, we’ve outgrown that apartment, set up offices across the globe, and are bigger and better than ever. We are looking for a VP Marketing to join our Nasty Gal movement.

Job Summary:

The role is responsible for developing and execution of the overarching marketing strategy in conjunction with the Commercial Director for the North American business through a variety of marketing channels for Nasty Gal. This role will require a large amount of liaison with the UK based HQ team. The leadership team is based in the UK so an understanding is paramount that key decision making relating to trading is derived from there, often with involvement from the VP Marketing.

The role is strategically rooted, ensuring the brands growth strategy is on track and set country specific KPIs are achieved. This role specifically requires an effective leader who excels in communication and is commercially savvy metrics-driven, and goal-oriented.

Tasks, Duties & Responsibilities:


  • Requirement to develop the North American strategy across marketing channels, working with the Commercial Director to shape this and guiding the team in the US to deliver (where relevant).
  •  Defining an effective strategy and roadmap, collaborating across relevant departments to ensure content is locally relevant and impactful, delivers on the brand story and is uniquely Nasty Gal.
  • Full budget control for US, defining spend across channels and responsibility for monitoring results achieved and making modifications to spend (NB digital marketing is managed by UK centralized team however requirement for input into this for this role.)
  • Reporting back on results of US initiatives and recommendations for future activity.
  • Maintain an overview of the sales and profit performance of North America for budget adherence, evaluation and future initiatives.
  • Assess commercial opportunities to ensure they deliver against in market KPIs.
  • Contribution required to input in Nasty Gal monthly board meeting, on phone or in person when possible.
  • The role also requires full autonomy for the LA office and management of the space.

Team Management

  • Recruit, lead and manage in country team.
  • Line management of members in the US office including Brand Marketing Manager & Office Manager to ensure they are working efficiently and collaboratively.
  • Art & creative direction sit in the LA office however are line Managed by Commercial Director in UK however this role will require collaborative working with creative and art departments. Although not essential to the role, an understanding of creative and art direction would be beneficial.
  • Coach and manage the wider team to ensure a high level of morale is apparent across the business.
  • This role takes on complete office management including HR liaison, supporting office manager with supporting smooth running of the office and working with other senior managers within the team on any team issues.


  • Craft messaging and positioning in the market; conduct competitive and market analysis to determine and highlight Nasty Gal’s key differentiators.
  • Manage full brand marketing comms for North American markets including planning and implementation.
  • Manage marketing copywriter ensuring brand TOV stays consistent across all marketing channels and assets.
  • Develop conversations around brand partnerships and secure partnerships for the brand in markets identified.
  • Ensure that a highly targeted PR strategy is being implemented in market focusing on brand positioning, business success stories, fashion & campaign stories.
  • Lead high tier collaboration strategy, working with external partners in securing talent and managing the partnership from beginning to end including global campaign project management, legal/contractual development and key relationship management with talent and agents.
  • Ensuring in conjunction with head of Art that team members adhere to Nasty Gal brand book and collaborating with in country teams to ensure this vision is maintained. Creative teams do exist outside of the LA team although this is the central creative hub for the business. Focus on LA team supporting external country creative teams to execute projects to a high standard.
  • Manage ATL media planning North America including TV, VoD, sponsorship and OOH.
  • Identify and test new media channels to increase brand awareness in market.
  • Be accountable for traffic generation to support commercial plan. When indirect management, work with digital team to ensure that plan will deliver to expectation.
  • Drive customer loyalty and lifetime value according to country commercial plan.
  • Recruit and manage local agency support.
  • Develop, manage and execute Nasty Gal event activity throughout the year including internal and external events.
  • Responsibility for showroom management and national strategy to build awareness with influencers in markets outside of LA and NYC.


  • Maintain an overview of the website content including Splash banners, promotional communication and locally relevant content working closely with Product teams to ensure locally relevant on site calendar.


  • Manage North American influencer strategy identifying key persons to work with and managing the relationship via Brand Marketing Manager.
    • Review the brand’s approach to influencer marketing in-line with performance
    • Define set KPIs for influencer team e.g. brand awareness, traffic and monitor on monthly basis
    • Focus on channel specific influencer activities (IG vs Tik tok) and support in order to scale this channel to produce positive ROI.


  • Work with Social Media Manager based in UK on US specific content opportunities to contribute to the development of the overarching global social media strategy with particular focus on deepening engagement across global accounts.
  • Ensuring that the LA nature of the brands heritage is retained through social media and this is present in communication.
  • Support content and production via social media executives based in LA due to Social Media Manager being based overseas.

Personal Specification

  • Demonstrate a strong interest and experience in online fashion retail, ideally in the fast fashion sector.
  • Highly commercial and able to understand the financial levers of a complex retail business.
  • Highly numerate and literate.
  • Ability to communicate effectively through a variety of methods and with exceptional influencing ability.
  • Fluent in English and local in-country languages. Additional languages a bonus.
  • Experience of building and leading high performance satellite teams.
  • Willingness to travel and spend extended periods away from home, working occasional irregular hours.
  • Ability to maintain a positive can-do attitude under pressure and challenge from others.
  • Be resilient and self-motivated.

Internal relationship building:

  • Establishes and maintains effective working relationships with other key internal personnel, including studio and buying and overseas marketing teams, to ensure effective communication and processes are implemented as necessary to ensure the highest quality delivery of social media activity at all times.
  • Understands the nature of the business being 24/7 and understands the importance of relationship building with overseas teams.