Marketing Director

Marketing Director

March 2026

This is a full-time, onsite position.

Bad Dragon is looking for a Marketing Director to lead our marketing strategy, manage a creative team, and build the analytics foundation that will drive our next phase of growth. This is a broad role, roughly split into thirds: setting marketing strategy and cadences, building our analytics pipeline, and managing the creative team.

You need to be comfortable working at an adult novelty brand operating in the sexual wellness space, finding creative ways to reach customers when traditional advertising channels are often restricted, and executing campaigns across multiple channels with consistency and curiosity.

One important requirement: You need to understand fandom communities. More than half of our customers come from the furry fandom or adjacent communities. You do not need to be a member of any fandom yourself, but you need to understand how niche communities work, how they communicate, what earns trust within them, and how conventions and community events function as marketing channels. You should come in already conversant in how these communities think and operate.

What you'll do

Lead the Creative Team

You will manage a team of designers, copywriters, and content creators. Your job is to give them clear strategic direction, provide feedback that improves the work, not just corrects it, and establish a productive space where they can do their best work. You will translate business objectives into creative briefs and advocate for the resources your team needs.

Own Marketing Strategy

You will set our overall marketing direction across digital, social, content, email, influencer, and community channels. You will own the brand voice and positioning, develop audience segmentation, and build campaigns that speak directly to specific niches within our market. Our customer base is not monolithic. Different segments want different things and respond to different messaging. You will map that out and act on it.

A significant part of this role is resourcefulness. Major ad platforms restrict sexual wellness brands. You will need to find creative paths to reach our audiences, including through fandom conventions, community partnerships, and influencer relationships that require careful vetting.

Build the Analytics Pipeline

Initially, this role also owns marketing analytics. You will determine what we should be measuring, build the reporting infrastructure, and establish the cadences that keep the team oriented around performance. You will run your own analyses rather than waiting for someone else to pull reports. As the team grows, this function may be handed off, but for now it sits with you.

Requirements

What we're looking for

• 5 to 7 years of marketing experience, with at least 2 to 3 years managing creative teams
• Demonstrated fluency in fandom and niche community dynamics, including how these communities engage online, at conventions, and with brands they trust
• Experience building audience segmentation and ICP frameworks
• Hands-on skills with analytics platforms: Google Analytics, social media analytics, email marketing platforms, and customer data tools
• A track record of executing campaigns across multiple channels with measurable results
• Comfort giving creative feedback that is corrective, useful, contextual and will help your team grow professionally
• Resourcefulness in restricted advertising environments
• Genuine comfort discussing sexuality and fantasy without defaulting to generic or squeamish messaging

Your first 3-6 months

The first three-six months are split intentionally between two priorities, roughly equal in time and attention.

The first half is immersion. You will learn how our current marketing cycles work, where the gaps are, and what is already performing well. You will get close to the creative team, understand our audience segments, attend community touchpoints where possible, and develop a clear picture of where we are before you start changing things.

The second half runs in parallel: building the analytics foundation. You will audit what data we have, determine what we should be measuring and how, and build the reporting infrastructure the team will rely on going forward. This is not a hand-off project. You will do this work yourself, and you will document it as you go.

That documentation matters. A key deliverable of your first six months is a set of clear procedures and a defined scope of work that may position us to bring in a dedicated analytics hire or contractor when/if the time is right. You will build it so someone else can own it cleanly.

Success metrics

One of your first responsibilities will be recommending the specific metrics we should track and the targets we should set.

The list below reflects the categories we expect you to own. Targets will be established together in your first 30 days.

• Revenue growth attributed to marketing initiatives
• Customer acquisition cost and lifetime value ratios
• Conversion rates through the funnel by segment and channel
• Email list growth, engagement rates, and revenue per subscriber
• Brand awareness indicators, including social growth, engagement, and branded search volume
• Campaign launch cadence and performance by niche audience
• Creative team retention and professional development
• Marketing ROI across all channels with clear attribution
• Analytics infrastructure quality: reporting accuracy, cadence adherence, and actionability of insights

You will also be measured on your ability to collaborate across departments, build relationships with community partners and influencers, and represent the brand externally in spaces where our audience already lives.

Benefits

Salary: $100,000 - $120,000 with an annual performance-based incentive bonus structure

Full complement of benefits: healthcare, medical and dental, 401K