VP of Brand Marketing

Role : VP of Brand Marketing

Location : New York City-based; regular travel to London and other markets

About Manière De Voir

Manière De Voir (French: “way of seeing”) is a premium multi-gender fashion brand founded in 2013 by Reece Wabara. Built on a digital-first model, MDV has scaled to over $50M in annual revenue — remaining profitable every year since inception — establishing itself as a leading destination for minimalist, design-led fashion that sits between luxury and the high street.

The brand now operates four global flagships: 354 Oxford Street and Battersea Power Station in London, 521 Broadway in New York’s SoHo, and The Dubai Mall, Fashion Avenue — supported by a US headquarters at 155 Fifth Avenue, New York City. Alongside its own stores and a strong UK–US e-commerce presence, MDV recently launched wholesale partnerships with Farfetch and Nordstrom, marking the next phase of its international expansion.

Why Manière De Voir

MDV is one of the few fashion brands at this scale that has never taken external funding, never chased trend cycles, and never compromised on product to hit a margin target. It has grown because the product is right and the community is loyal — not because of a war chest or a corporate machine behind it.

This role offers something rare at VP level: genuine ownership. You are not inheriting someone else’s strategy, managing a committee, or waiting for budget approval from a parent company. You will build the brand marketing function in New York from the ground up, with direct access to the Founder, and see the results of your work reflected in the brand’s presence in real time.

The brand has the infrastructure — four flagships, a US headquarters, wholesale with Farfetch and Nordstrom, a strong e-commerce engine. What it needs now is the marketing vision to match. That is the opportunity.

The Opportunity

MDV has built to over $50M in revenue — profitably, and without external funding — on the back of exceptional product and a strong paid social engine. With four global flagships, a US headquarters, and wholesale partnerships now live with Farfetch and Nordstrom, the infrastructure for scale is in place. What the brand does not yet have is a proactive, full-spectrum brand marketing strategy that creates demand, awareness, and cultural presence beyond social advertising.

This is the brief. We are looking for a VP of Brand Marketing to own and execute how MDV shows up in the world — out-of-home, brand activations, influencer strategy, social media, and web. You will develop the ideas and run the executions. You are not responsible for paid media performance or creative production; those sit with dedicated leads and the Founder. Your job is to build the brand in places it currently isn’t.

The right person thinks in big brand moments. They know how to make a brand feel ubiquitous in a city without buying every ad unit. They’ve built influencer programmes that generate genuine organic reach. They understand how to connect a physical retail presence to a digital audience. And they can move from strategy to execution without losing momentum.

How This Role Fits

This role owns

• Out-of-home advertising strategy & buying
• Brand activations & experiential events
• Influencer & creator partnerships
• PR & earned media
• Organic social media strategy
• Web marketing (non-paid: content, SEO, UX narrative)
• Omnichannel marketing (connecting stores to digital audience)

Sits Elsewhere:

• Paid social & search (Performance Lead)
• Campaign imagery & shoot production (Lead Creative)
• CAC, ROAS & paid media metrics (Founder + Performance Lead)
• Creative brand shoot commissioning (Lead Creative)

Key Responsibilities

Out-of-Home & Media

– Develop and execute OOH campaigns across New York and London — billboards, transit, digital screens, and ambient formats.

– Identify and plan seasonal media moments that create physical brand presence in the cities where MDV’s customers live.

– Manage OOH media buying and partnerships with outdoor advertising suppliers.

Brand Activations & Experiential

– Concept and deliver brand activations, pop-ups, and events tied to product launches, seasonal moments, and store milestones.

– Develop retail activation programmes that drive footfall to Oxford Street and SoHo, and create content-worthy experiences for both audiences.

– Identify partnership and collaboration opportunities with complementary brands, venues, and cultural institutions.

Influencer & Creator Strategy

– Build and manage MDV’s influencer programme from strategy through execution — identifying, briefing, contracting, and measuring creator partnerships.

– Move beyond transactional gifting to build long-term, authentic relationships with creators who genuinely represent the MDV aesthetic.

– Identify emerging talent in the UK and US markets and develop creative briefs that generate organic reach and press.

Organic Social Media

– Own the organic social strategy across Instagram, TikTok, Pinterest, and YouTube — defining the content calendar, tone, and channel-specific approach.

– Work with the creative team to brief organic content needs and ensure output aligns with the seasonal brand narrative.

– Grow organic reach and community engagement as a direct counterweight to paid dependency.

Web & Digital Presence

– Own the marketing perspective on the MDV website — campaign landing pages, editorial content, homepage narrative, and SEO-driven content strategy.

– Ensure the website reflects the brand’s seasonal direction and serves as a destination, not just a checkout.

– Identify opportunities to drive non-paid traffic through content, search, and digital PR.

Omnichannel & Retail Marketing

– Build the marketing bridge between MDV’s physical stores (Oxford Street, Battersea Power Station, SoHo, Dubai Mall) and its digital audience — creating reasons to visit, content that converts, and in-store moments worth sharing.

– Ensure MDV’s brand presence on wholesale partner platforms — Farfetch and Nordstrom — is consistent with the brand’s aesthetic, tone, and seasonal direction.

– Lead go-to-market marketing for future store openings and new market entries.

– Ensure consistent brand experience across every touchpoint: store, site, social, and street.

PR & Earned Media

– Own MDV’s press strategy across the US and UK — building relationships with fashion editors, journalists, and stylists in both markets.

– Pitch and secure editorial coverage, features, and product placements that drive brand awareness and organic web traffic.

– Develop a digital PR strategy that earns backlinks, search visibility, and cultural credibility beyond traditional fashion press.

– Manage any retained PR agency relationships and ensure output is aligned with the broader brand strategy.

Building the NYC Marketing Function

– This role is the first dedicated brand marketing hire in New York — you will build the function from the ground up.

– Identify, hire, and develop the supporting team you need to execute across channels as the brand scales in the US — whether that is a social media manager, an influencer coordinator, or a PR associate.

– Establish the processes, agency relationships, and local market knowledge that MDV currently lacks in New York.

What Year One Looks Like

This is a build role. In the first twelve months, we expect the VP of Brand Marketing to:

– Establish MDV’s physical brand presence in New York City — OOH, activations, and press that make the brand visible beyond its existing customer base.

– Launch a structured influencer programme in the US market with clear tiers, briefs, and measurable organic reach targets.

– Secure meaningful editorial coverage in at least three US fashion or culture publications.

– Develop and execute the organic social strategy with a clear content calendar, tone of voice, and growth trajectory.

– Build the non-paid web traffic programme — content strategy, SEO fundamentals, and landing page experience in place by end of Q1.

– Create a repeatable activation model for the SoHo flagship that drives footfall, generates content, and connects the in-store experience to MDV’s online audience.

– Hire at least one supporting team member to begin building the NYC brand marketing function.

What We’re Looking For

Essential

– 7–12 years of brand marketing experience in fashion, lifestyle, or a cultural consumer brand.

– A portfolio of brand campaigns that built awareness and drove traffic through non-paid channels — OOH, activations, PR, influencers, organic social.

– Direct experience planning and buying OOH media in major cities (New York and/or London experience strongly preferred).

– A genuine influencer network and a track record of building creator programmes that deliver organic reach, not just impressions.

– Strong strategic instincts paired with a bias for execution — you develop the idea and see it through.

– Comfort working in a founder-led business where creative and commercial sign-off sits with the CEO; you influence and propose, not dictate.

Desirable

– Experience scaling a premium or luxury brand in the US market from a relatively small base.

– Existing press and editorial relationships in New York and/or London fashion media.

– Experience connecting a digital-native brand to a physical retail audience for the first time.

– Background in omnichannel retail marketing — understanding how store and DTC audiences behave differently and what activates each.

Compensation & Benefits

Base Salary - $200,000 – $250,000 (commensurate with experience)

Bonus - Performance bonus tied to brand growth milestones

Staff Discount - Generous MDV employee product allowance

How to Apply

Send your CV and a brief cover note (one page max) outlining your most relevant brand campaigns and what draws you to MDV to: careers@manieredevoir.com or via linkedIn through the application process or hiring team! ( Subject line: VP of Brand Marketing — [Your Name])