---
title: 'Director of Emerging Categories & Markets at Lola Blankets'
canonical: 'https://feeny.ai/job/director-of-emerging-categories-markets-lola-blankets-new-york-ksge6yjdwet5'
type: 'job'
last_seen: '2026-09-07'
---

# Director of Emerging Categories & Markets at Lola Blankets

- **Company:** Lola Blankets
- **Location:** New York, NY
- **Posted:** 2026-08-11
- **Last confirmed live:** 2026-09-07
- **Apply:** https://job-boards.greenhouse.io/lolablankets/jobs/4362466009

## Job description

## About the Role

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. We are seeking a Director of Emerging Categories & Markets to own the proof-of-concept and early growth stage for new markets (e.g., Canada) and new categories (e.g., Pet) — testing whether they can become sustainable parts of the business before they get full investment.

This role sits at the intersection of strategy and execution: you'll work with senior leadership to set KPIs for each emerging vertical, then build and drive the roadmap to hit them — identifying what each market or category actually needs (testing, CRM, website, media, content, etc.) and coordinating the teams required to deliver it. New categories and new markets tend to behave differently than the core, established business, and this role exists to make sure they get the tailored plan they need rather than a one-size-fits-all approach.

Core Responsibilities

KPI Definition & Roadmap Ownership

- Define and track KPIs for each emerging market or category with senior leadership, so the business has a clear read on whether a test is working before deciding to scale it
- Build and drive the execution roadmap for each vertical, identifying what it actually needs — testing, CRM, website, media, content, etc.
- Coordinate the teams required to deliver against the roadmap, keeping each vertical's plan on track

Market & Category-Specific Strategy

- Surface needs specific to a given market or category that don't fit the standard playbook, and turn them into plans the broader team can execute
- Partner with Finance, Product, and Operations to flag market- or category-specific needs that aren't currently being addressed by existing processes
- Bring an outside-the-core perspective, recognizing where new markets or categories require a different approach than the established business

Cross-Functional Translation & Execution

- Act as the translation layer between every marketing function and these smaller, newer business units — turning their needs into clear briefs and working plans the rest of the team can execute against
- Build credibility and alignment with senior leadership on the pace and direction of each emerging vertical
- Coordinate proof-of-concept testing that gives leadership the confidence to invest further, or the data to pivot

This role will report to the Senior Director of Integrated Marketing. Preference for candidates in New York or Utah who can be hybrid in our offices 3 days per week. Also open to remote candidates.

## Qualifications

- 8+ years of experience in marketing, brand, or business strategy, with a track record of incubating and growing startup-style categories or business units from the ground up, not just operating within an established one
- Experience working in markets outside the US, with an understanding of how new markets or categories behave differently than a core, established business
- Comfortable setting KPIs and roadmaps with senior leadership and being accountable for proving out (or disproving) a test before it scales
- Strong cross-functional coordinator, able to translate the needs of a smaller or newer business unit into clear briefs every marketing function can execute against
- Confident partnering with Finance, Product, and Operations to flag gaps in existing processes and push for what a new vertical actually needs

## What We Offer

- Competitive base salary and annual bonus based on company and individual performance
- 21 days paid vacation + all federal holidays
- Full health benefits (health, dental, vision, mental)
- 16 weeks paid birth parent leave; 8 weeks non-birth parent leave
- 55% off Lola Blankets for friends and family
- Opportunities for career growth within Lola Blankets

## About Lola Blankets

## Company Overview
- **One-liner**: Lola Blankets is a design-driven, direct-to-consumer (DTC) brand that creates luxury faux-fur blankets, aiming to deliver "life-changing softness" while supporting breast cancer patients through donations and community initiatives.
- **Entity Type**: Private
- **Headquarters**: Beverly Hills, California, United States
- **Founded**: 2021
- **Founders**: Tommy Higham and Will Higham

## Core Business
- **Primary Industry**: Textile Manufacturing / Consumer Home Goods & Lifestyle Products
- **Target Customers**: B2C (direct-to-consumer), primarily individuals passionate about home comfort, luxury, and fashion-forward design (referred to by the brand as "the details of life"). Also conducts B2B bulk/corporate sales.
- **Mission/Purpose**: To provide "life-changing softness" with a life-changing impact. A core part of their mission is giving back to the cancer community, donating to the Huntsman Cancer Institute and other charities in honor of their mother, Amy Higham.

## Products & Services
- **[Lola Blankets — The Core Product]**: Luxury faux-fur blankets, pillows, and throws. The brand is known for its exceptionally soft fabric and vibrant, fashion-forward colors. The product line also includes apparel, accessories, and candles.
- **[Casa de Lola]** A physical creative retreat and brand experience ("the soft spot of the desert") designed for creators and influencers to slow down and reset, serving as an extension of the brand's lifestyle.
- **[Blankets for the Brave]** A program that provides blankets to breast cancer patients through the Huntsman Cancer Institute, honoring the brand's founding story and commitment to giving back.

## Market Standing
- **Valuation/Funding**: Not publicly available. The company is privately held and growing quickly without public funding rounds.
- **Key Metric — Total Funding**: Not publicly available. The company appears to be privately funded or bootstrapped and is currently profitable enough to scale rapidly.
- **Notable Investors & Partners**: No institutional investors publicly listed. Key executive hires include leaders from *birddogs*, *McKinsey & Company*, and *Teva Pharmaceuticals*. Strategic partners include the Huntsman Cancer Institute.
- **Growth Signals**: Extremely high growth trajectory. Notable data points include **+200% headcount growth year-over-year**, currently employing 36 people. Web traffic has seen +517.4% yearly growth, with a strong digital DTC presence. They have a physical branded space ("Casa de Lola") and have taken activations to major events like Coachella.

## Competitive Advantages
- **Powerful Brand & Origin Story**: A deeply resonant story of honoring the founders' mother, Amy Higham, which drives brand loyalty and a meaningful corporate giving mission (Huntsman Cancer Institute).
- **"Luxury-for-Everyone" Positioning**: They have captured a trend of combining high-fashion, design-forward aesthetics with the comfort/décor category, successfully positioning themselves as a lifestyle brand, not just a blanket company.
- **High Rapid Growth & Brand Momentum**: Demonstrating very strong DTC flywheel with massive traffic growth, high social engagement, and a successful influencer/creator strategy.

## Strategic Focus
- **Retail & Channel Expansion**: Actively hiring for a *Retail Marketing Manager* and a *Bulk/Corporate Sales Account Executive*, indicating a push into physical retail and B2B wholesale.
- **Product Diversification**: Hiring for multiple *Product* and *Merchandising* roles (including a *Color & Print Designer*, *Production Manager*, and *Product Development Manager*) suggests an aggressive expansion of the product line.
- **Brand Experience & Community**: Building out physical experiences ("Casa de Lola") and deepening their creator/influencer network to stay at the forefront of lifestyle marketing.
- **Technology & Operations**: Growing the tech team with a *Senior Digital Product Manager* and *Operations Technology and Systems Engineer*, signaling a move to invest in internal digital tools and scale operations.

## Why Work Here
- **High-Growth Environment**: A genuinely fast-growing company (headcount up 200% YoY) that offers massive "ride the rocket" experience. This translates to great opportunities for career growth and taking on significant responsibility early.
- **Strong Culture & Values**: They explicitly list their values as "Dream Big," "Commit to Excellence," and "Have Fun." Employees consistently cite working with "obsessive attention to detail" in a creative, supportive atmosphere.
- **Robust Benefits & Perks**: Offers a strong package for a fast-growing startup: **21 PTO days + Federal holidays**, full health benefits, a 401(k) plan, **16 weeks of paid parental leave for birth parents** (and 8 weeks for non-birth parents), a "Lola Summer vacation" perk, and 50% off Lola Blankets for friends and family.
- **Remote & Hybrid Flexibility**: Roles are a mix of Remote, New York, and Utah-based. They support flexible work arrangements.
- **Mission-Driven Work**: The opportunity to work for a brand with a core "give back" mission (Huntsman) makes the work feel meaningful beyond the product.

## Sources
1. [lolablankets.com](https://lolablankets.com/pages/careers)
2. [LinkedIn - Lola Blankets](https://www.linkedin.com/company/lola-blankets)
3. [Greenhouse - Lola Blankets Careers](https://job-boards.greenhouse.io/lolablankets)
4. [Greenhouse - Job Posting (Influencer Manager)](https://job-boards.greenhouse.io/lolablankets/jobs/4132176009)
5. [Greenhouse - Job Posting (Sys & Integration Manager)](https://job-boards.greenhouse.io/lolablankets/jobs/4212055009)

## Other roles at Lola Blankets

- [Retail Associate](https://feeny.ai/job/retail-associate-lola-blankets-new-york-39ygs1gaer5x) — New York, NY
- [Color & Print Designer](https://feeny.ai/job/color-print-designer-lola-blankets-new-york-3ny0cw0ny6dc) — New York, NY
- [Sample Coordinator](https://feeny.ai/job/sample-coordinator-lola-blankets-utah-ahgsf0fk5zfd) — Utah
- [Director of Consumer Insights & Marketing Science](https://feeny.ai/job/director-of-consumer-insights-marketing-science-lola-blankets-new-york-2tsx779pm9ke) — New York, NY
- [Director of GTM and Campaign Planning](https://feeny.ai/job/director-of-gtm-and-campaign-planning-lola-blankets-new-york-eqeq924jq9nt) — New York, NY
- [Accounting Manager](https://feeny.ai/job/accounting-manager-lola-blankets-remote-ys9hpywsw2s0)
- [Director of Commercial Operations](https://feeny.ai/job/director-of-commercial-operations-lola-blankets-new-york-thj2h0v49k4v) — New York, NY / Salt Lake City, UT / Los Angeles, CA / Austin, TX
- [Inventory & Logistics Coordinator](https://feeny.ai/job/inventory-logistics-coordinator-lola-blankets-new-york-sbdp56f6s14d) — New York, NY