Marketing Director

IPSY México has been building since day one - not adapting a US model, but actually building from scratch: local team, local audience, a creator community that predates the influencer marketing category as we know it. Four years in, the brand is recognized, and the audience is real.

What hasn't been fully defined is where the brand goes from here. The narrative, the roadmap, the clarity on what IPSY México stands for in the Mexican market - that work is still ahead.

That's the job. Not executing on someone else's plan. Coming in, reading where the brand actually is, and building the strategy that takes brand equity, brand awareness, and brand love to the next level.

What's in it for you

• You'd own the full organic marketing function: brand strategy, social, content, PR, partnerships, creator relationships, and customer insights. All of it - not a slice of it.
• You'd report directly to the GM. No filter between your thinking and the decisions that matter.
• The budget is real - and you'd have actual authority over how it's used.
• IPSY's creator community was part of the brand's DNA before influencer marketing was a category. The function that manages those relationships is yours.
• The role is remote-first, with a team based in Mexico City.

What success looks like in this role

Within the first three to six months, two things would signal this is working.

• The first: a clear brand roadmap - short, medium, and long term - that answers what IPSY México needs to do to grow brand love, increase brand awareness, and strengthen its positioning in the Mexican market. Not everything needs to be in motion yet, but the direction should be set and the team should understand it.
• The second: visible leadership. Team members know what's expected, they're getting regular feedback, and the team is moving in a coordinated direction.

What you'll do

• You'll define IPSY México's brand narrative, voice, and positioning - the practical framework the team uses every day, from social copy to campaign briefs. That means developing messaging guidelines across all channels and keeping everything anchored in a genuine understanding of the Mexican consumer and culture.
• You'll own organic acquisition: social, PR, content, partnerships, and creator programs. You'll set the targets, build the strategy, and drive execution. Organic accounts for roughly 20-30% of overall acquisition today.
• You'll lead IPSY's monthly 360° planning cycles - look and feel, channel coordination, campaign briefs - and coordinate with PR, creator, and partnership networks to maximize organic reach. You'll align with the Growth Director on how organic and paid messaging work together.
• You'll manage IPSY's brand partnerships and creator relationships. The active pipeline spans payments, loyalty, and lifestyle brands. The creator community requires consistent, hands-on attention.
• You'll lead the qualitative research function: social listening, surveys, audience understanding. The tools and budget are in place; the job is using them to make sharper decisions and share those insights across the organization.
• And you'll manage the team - approximately 8-9 people across creative, content, social, partnerships, creative ops, and insights - and the OPEX budget that funds their work.

You're probably a fit if you have

• 10+ years in brand marketing, content strategy, or integrated marketing, with meaningful time at an e-commerce, consumer lifestyle, or subscription company
• A track record of building brand equity with outcomes you can point to - not just campaigns you're proud of
• Direct ownership of organic acquisition channels and the numbers to back it up
• Real budget management experience: trade-offs made, ROI reported, allocation decisions defended
• Experience managing agencies, content creators, and in-house marketing teams
• A genuine coaching track record - people grew under you, and you had the hard conversations when they weren't
• Full professional fluency in Spanish and English

Nice-to-haves

• Background in beauty, personal care, or subscription-based businesses
• Hands-on influencer/creator program experience in Mexico or LATAM
• Brand partnerships experience across media, fintech, retail, or lifestyle
• Content production experience, particularly video
• Familiarity with Brandwatch, Sprout Social, or Google Analytics
• Experience working alongside a Growth or Performance Marketing function

Team and reporting

You'd report directly to the local GM, with a possible dotted line to US marketing leadership (TBC). Your direct team includes approximately 8-9 people: in-house designers, content creators focused on UGC and partnerships, a creative ops/project manager, social media managers, and an office coordinator. You'd work closely with the incoming Growth Director as a peer - the two functions are designed to complement each other. Day to day, you'd also collaborate with Creative, Product, and Operations teams in the US.

Company snapshot

IPSY is one of the largest beauty subscription companies in North America - a monthly personalized beauty box built on a community that IPSY helped create. They were doing creator-driven marketing before it had a name, and that community is still central to what the brand is today. IPSY México has been operating since the company's early expansion, with a local team that runs live content productions, manages brand partnerships across industries, and maintains an active creator community. Remote-first operation with close ties to the US organization and a team concentrated in Mexico City.