In this role, you will lead brand strategy and campaign development that shapes how people understand, discover, and connect with Threads. You will work at the intersection of cultural relevance, creative storytelling, and platform growth - developing campaigns that resonate with diverse audiences and establish Threads as the go-to destination for real-time public discourse.
Responsibilities
Develop and drive the brand marketing strategy for Threads, including positioning, messaging frameworks, and campaign platforms that support user growth and engagement
• Lead integrated brand campaigns from creative brief through execution, partnering with creative, media, and agency teams to deliver compelling work across paid, owned, and earned channels
• Identify cultural moments and platform behaviors that create opportunities for Threads to show up authentically and drive brand relevance
• Collaborate with product marketing, communications, and design teams to ensure brand consistency across all consumer touchpoints and product surfaces
• Define campaign measurement frameworks and analyze performance data to assess brand health, optimize in-flight campaigns, and inform future strategy
• Contribute to the long-term brand vision for Threads by synthesizing audience insights, competitive landscape analysis, and platform trends into actionable strategic recommendations
• Manage relationships with external creative and media agencies, providing clear direction and holding partners accountable to brand standards and business outcomes
• Align cross-functional stakeholders - including product, policy, and partnerships teams - around brand priorities and campaign plans through structured communication and planning processes
• Coach peers on brand strategy best practices and champion a rigorous, insight-driven approach to creative development across the broader marketing organization
Minimum Qualifications
• 8+ years of experience in brand marketing, including developing and executing integrated campaigns across digital and traditional channels
• Experience owning brand strategy and campaign development for a consumer-facing product or platform, from positioning through creative execution
• Experience using audience research, brand tracking data, and campaign analytics to inform strategy and measure brand impact
• Experience collaborating with cross-functional teams including product, creative, communications, and external agencies to deliver large-scale marketing programs
• Experience managing multiple concurrent campaigns and workstreams, prioritizing based on business impact and strategic alignment
Preferred Qualifications
• Experience using AI-powered tools to accelerate creative development, audience segmentation, or campaign personalization
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Experience marketing a social media, messaging, or content platform with a focus on community growth and cultural relevance
• Track record of building brand presence for an emerging or rapidly scaling consumer product in a competitive landscape
• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
• Demonstrated ability to translate platform-specific behaviors and creator ecosystems into brand narratives that drive mainstream awareness
• Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)
• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)
