VP of Digital Marketing & Brand Community

VP of Digital Marketing & Brand Community

Full-Time | Vice President | Remote-Flexible

• Reports To -

  CEO / Founder

• Brands -

  1st Day School Supplies, 1st Place Spiritwear (K–8 & High School Sports)

• Scope -

  3,000+ schools (1st Day) | 7,000+ schools (1st Place) | 1M+ active customers

• Location -

  Remote / Hybrid – travel for key campaigns and seasonal activations

About Our Company

1st Day School Supplies and 1st Place Spiritwear have built something rare: a direct distribution network spanning more than 10,000 schools nationwide. We reach families through the people they trust most — PTA and PTO leaders, principals, and coaches — who promote our brands to their parent communities. That makes every school partner an organic brand advocate and every sale the beginning of a long-term customer relationship.

With over one million active customers across our portfolio, we have an extraordinary asset that most consumer brands never achieve: scale, trust, and community all in one place. We are looking for a VP-level leader to harness that asset and build a world-class digital marketing and brand community program that turns our school network into a content engine and our customers into passionate brand advocates.

The Opportunity

This role sits at the intersection of everything you've built your career around: multi-channel content strategy, influencer and ambassador programs, PR, and data-driven consumer engagement — all at a scale that is genuinely rare. You will own the full digital marketing and brand community function across three distinct but complementary brands, each with its own audience, selling season, and storytelling opportunity.

From back-to-school supply hauls shared by PTA moms to championship spirit wear moments captured by proud coaches, our products live inside some of the most shareable, emotionally resonant content in family life. Your job is to build the strategy, the team, and the community that captures and amplifies those moments at scale.

What You'll Own

Multi-Channel Content Strategy & Calendar Management

Develop and own the marketing calendar across all organic social channels for three brands, coordinating content around the school year, product launches, back-to-school season, spirit weeks, and championship moments

Build and maintain a consistent, recognizable brand voice and visual aesthetic for each brand that resonates with our core audience of parents, PTA leaders, coaches, and school administrators

Lead the creation and production of platform-native content across Instagram, Facebook, TikTok, and Pinterest — video, Reels, stories, and static — that drives both engagement and e-commerce revenue

Oversee content ideation and execution with an eye toward what stops the scroll and drives community sharing among school families

Brand Ambassador & School Community Program

Design and launch a structured ambassador program that activates our existing network of PTA leaders, principals, coaches, and parent advocates across 10,000+ schools as credible, organic brand voices

Develop tiered program structures, incentive frameworks, and ready-to-use content toolkits that make it simple and rewarding for school community members to share our products with their networks

Curate and amplify user-generated content from our one million-plus active customers, turning authentic family moments into compelling social proof across all channels

Build onboarding, training, and ongoing communication cadences to keep ambassadors activated and engaged throughout the school year — not just at peak selling seasons

Influencer Campaigns & PR

Lead influencer campaign strategy and execution tied to key selling seasons, mirroring the kind of high-impact initiatives — like a major Mother's Day or back-to-school campaign — that drive measurable lifts in sales and customer engagement

Identify, recruit, and manage relationships with micro and macro influencers in the parenting, education, youth sports, and family lifestyle spaces

Oversee PR initiatives that generate earned media and reinforce brand credibility within the school community

Negotiate and manage influencer contracts, content deliverables, usage rights, and performance reporting

Analytics, Reporting & Competitive Intelligence

Establish KPIs for social media growth, engagement, ambassador program reach, UGC volume, and revenue contribution from social channels

Provide senior leadership with regular performance reports and data-driven insights that demonstrate the impact of community and content efforts on overall business objectives

Conduct ongoing competitor analysis to identify emerging trends, platform shifts, and new opportunities within the school, parenting, and spirit wear categories

Use platform analytics to continuously optimize content strategy, posting cadence, and ambassador program performance

Team & Cross-Functional Leadership

Build, manage, and mentor a growing social media and community team, fostering a collaborative, results-oriented environment

Partner cross-functionally with sales, product, and customer service teams to ensure social and community efforts align with and support broader business goals

Serve as the internal champion for brand community — helping the organization understand and act on the unique power of our school-based distribution network

What We're Looking For

Experience & Background

7+ years of progressive digital marketing experience, with meaningful time at the director level leading social media, influencer, and content functions

Demonstrated success building and executing multi-channel social media strategies that drove measurable increases in e-commerce revenue and consumer engagement

Hands-on experience leading influencer campaigns from strategy through execution, including identifying partners, managing relationships, and reporting on ROI

Experience developing or scaling ambassador or community programs, with an understanding of how to activate non-traditional brand advocates (community leaders, customers, event-based networks)

Proven ability to manage and develop a team, balancing strategic oversight with a collaborative, hands-on approach

Strong command of social analytics and content performance data, with a track record of using insights to optimize strategy

Experience marketing to families, parents, or community organizations is a significant plus

Who You Are

A natural storyteller who understands how to build brand voice and aesthetic that feels authentic to a community audience, not just a consumer audience

Equally at home thinking strategically about program architecture and rolling up your sleeves to concept and oversee content creation

Highly organized, with the ability to manage multiple brands, campaigns, and stakeholder relationships simultaneously without losing attention to detail

Energized by scale and complexity — the idea of activating 10,000 school communities as a content and advocacy network genuinely excites you

Entrepreneurial and comfortable building from the ground up, with the confidence to make decisions and the humility to iterate quickly

Why This Role Is Exceptional

• A True VP-Level Platform -

  Own the full digital marketing and community function across three brands with real executive scope and visibility

• Built-In Audience at Scale -

  1M+ customers and 10,000+ school partners give you a head start most marketers never get

• Authentic Community Stories -

  Real families, real schools, real pride — the kind of content that resonates because it already does

• Greenfield Build -

  Build the ambassador and community program from scratch with full creative and strategic ownership