Senior Manager, Dorm Category
- Compensation
- Not disclosed
- Location
- New York or Utah
- Work setup
- Not specified
- Seniority
- Senior
- Employment
- Not specified
- Experience
- 7+ years
- Category
- Not specified
- Posted
Skills
Must have
- 5–7+ years of experience in brand marketing, integrated marketing, category management, ecommerce, consumer growth, or business strategy
- Experience building or growing a category, consumer segment, seasonal business, or emerging business unit
- Strong understanding of Gen Z consumers, culture, social media, creators, and community-led marketing
- Experience with highly seasonal businesses, back-to-school, retail, campus marketing, or youth-focused brands is a plus
- Strong commercial instincts and comfort using performance data to make decisions
- Demonstrated ability to manage complex cross-functional initiatives and execute against immovable seasonal deadlines
- Comfortable operating with ambiguity, testing quickly, and building processes where they do not yet exist
- Strong communicator who can turn category needs into clear briefs and actionable plans
- Excited by the opportunity to build a new customer and occasion for Lola from the ground up
Full description
About the Role
Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. As we expand into new customers and occasions, we’re looking for a Senior Manager, Dorm Category to help build Lola’s emerging college and dorm business.
Reporting to the Director of Emerging Categories & Markets, this role will be the day-to-day owner of Dorm, responsible for turning an emerging opportunity into a repeatable, scalable business. You’ll develop a deep understanding of the college customer and the people shopping for them, build the category’s go-to-market calendar, and coordinate across Marketing, Product, Creative, Ecommerce, Finance, Operations, and Retail to execute it.
Dorm is a uniquely seasonal business. Winning requires understanding not only what to sell, but when and how students discover, consider, and purchase products for college. This person will help Lola build that playbook from the ground up.
Core ResponsibilitiesCategory Growth & Performance
- Own the day-to-day growth plan for Lola’s Dorm category, translating goals and KPIs set with the Director of Emerging Categories & Markets into an actionable roadmap
- Track performance across revenue, customer acquisition, conversion, product performance, channel mix, and other key metrics
- Build a deep understanding of the Dorm customer, including both college students and parents or gift-givers, and identify how their behaviors differ from Lola’s core customer
- Identify opportunities and performance gaps throughout the season and recommend actions to improve results
- Capture learnings throughout each back-to-school cycle to build a stronger and more repeatable playbook year over year
Seasonal Go-to-Market & Marketing
- Own the Dorm marketing calendar, working backwards from key moments including college decision season, graduation, summer planning, move-in, back-to-school, and gifting
- Partner with Integrated Marketing, Creative, Ecommerce, CRM, Media, Social, Influencer, PR, and Retail to develop a cohesive customer journey for the category
- Translate category needs into clear briefs and cross-functional asks, ensuring Dorm receives the right support during its most important commercial windows
- Develop and test Dorm-specific messaging, audiences, offers, bundles, landing experiences, and creative concepts
- Identify opportunities to reach college consumers through channels and behaviors that may sit outside Lola’s traditional marketing playbook
College Culture, Community & Partnerships
- Become an internal expert on college culture, Gen Z consumer behavior, dorm trends, and the broader back-to-school landscape