---
title: 'Director of GTM and Campaign Planning at Lola Blankets'
canonical: 'https://feeny.ai/job/director-of-gtm-and-campaign-planning-lola-blankets-new-york-eqeq924jq9nt'
type: 'job'
last_seen: '2026-09-07'
---

# Director of GTM and Campaign Planning at Lola Blankets

- **Company:** Lola Blankets
- **Location:** New York, NY
- **Posted:** 2026-07-29
- **Last confirmed live:** 2026-09-07
- **Apply:** https://job-boards.greenhouse.io/lolablankets/jobs/4339362009

## 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 GTM and Campaign Planning to own the go-to-market process end-to-end — turning a product or campaign into something every sales channel (retail, ecommerce, wholesale) can act on, with clear timelines and leadership sign-off along the way.

This role combines content strategy scope with biz ops-style project management to facilitate strategic marketing initiatives. You'll be the connective tissue between channel teams, the creative team, and executive leadership — translating individual channel needs into a single, clear brief, and managing the process from working-team execution through executive review.

Core Responsibilities

Go-to-Market Briefing & Standards

- Take what each channel needs individually and turn it into one clear, consistent brief for the creative team to build from — instead of each channel briefing creative on its own
- Maintain a working knowledge of what good execution looks like on each channel, and point to strong examples so both the creative team and leadership have a shared reference point rather than a written description alone
- Serve as the translation layer between channel requests and briefs the creative team can execute against, flagging risks before they become deadline problems

Executive Process Management

- Own and manage the GTM process from the working team through executive review, keeping deadlines and approvals on track without leadership needing to chase status
- Document the process itself so it's repeatable and scalable as the brand grows
- Partner with Biz Ops to connect campaigns to budget, inventory, and operational impact

Cross-Functional Campaign Strategy

- Collaborate with Merchandising and Brand to tier the campaign calendar and provide consumer segment clarity
- Partner with Marketing Science to tie quantitative impact and forecasts to content and campaign plans
- Act as a strategic partner to every marketing function, ensuring campaign plans reflect a coherent, cross-channel point of view

This a hybrid role and will report to the Senior Director of Integrated Marketing. You’ll be based in our office 3 days per week in either New York or Utah.

## Qualifications

- 8+ years of experience in integrated marketing, campaign management, or GTM strategy, spanning both content/creative and biz-ops-style project management
- Track record of managing a cross-functional process — across retail, ecommerce, and wholesale — through to executive-level review and sign-off
- Strong project management fluency, with the ability to translate individual channel needs into one clear, executable brief
- Confident, calm communicator who can manage up without needing to be chased, and build strong cross-functional relationships across Biz Ops, Brand, Merchandising, and Marketing Science

## 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
- [Director of Emerging Categories & Markets](https://feeny.ai/job/director-of-emerging-categories-markets-lola-blankets-new-york-ksge6yjdwet5) — 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
- [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