Director of Brand Marketing

This is a fully remote position, open to applicants in New York.

📋 Description

• Establish brand positioning, messaging, consumer value propositions, and competitive differentiation.

• Create annual and quarterly plans that align with business priorities.

• Convert research findings, customer feedback, category trends, and cultural insights into actionable strategies.

• Conduct SKU-level competitive analyses and define the role of each product within the portfolio.

• Manage integrated go-to-market strategies for collections, product launches, and major initiatives.

• Identify target consumers, purchase motivations, SKU positioning, messaging, and activation strategies.

• Develop channel-specific briefs, asset requirements, launch phases, budgets, and measurement plans.

• Collaborate cross-functionally to confirm specifications, claims, inventory readiness, distribution assumptions, and launch feasibility.

• Ensure assets are accurate, usable, delivered on time, and received by executing teams.

• Create campaign concepts, storytelling platforms, and creative briefs rooted in consumer insights and product benefits.

• Lead coordinated campaigns across paid, owned, earned, retail, and experiential touchpoints.

• Translate strategies into production plans, shot lists, creator briefs, and channel deliverables.

• Oversee organic social strategy, content pillars, publishing cadence, and performance objectives.

• Manage social calendars and supervise content reviews, quality checks, publishing operations, and community management.

• Collaborate with Growth on social commerce, affiliate content, and paid amplification efforts.

• Utilize platform analytics and structured tests to enhance content and commercial results.

• Develop coordinated initiatives that support DTC, Amazon, TikTok Shop, national retail, and international expansion.

• Manage campaign plans, timelines, and budgets within approved investment priorities.

• Track initiatives, report delivery status, and escalate risks with suggested solutions.

• Evaluate brand health, awareness, consideration, product adoption, social performance, launch readiness, delivery, and budget performance.

• Conduct post-launch and campaign reviews.

• Lead, mentor, and develop Brand and Social team members.

• Oversee external partners in relation to scope, quality, budget, and deadlines.

• Assess staffing, agency, and production needs and present recommendations.

⛳️ Requirements

• 10+ years of experience in brand, integrated, or consumer marketing, including significant experience in leading teams and complex cross-functional initiatives.

• Background in beauty, haircare, personal care, or closely related CPG sectors.

• Proven track record of overseeing product launches from insight and positioning through execution and evaluation.

• Demonstrated success in developing consumer-led positioning, integrated campaigns, and creative briefs, with clear examples of personal contributions and business outcomes.

• Direct experience managing social teams, publishing operations, creative quality, community engagement, and shoppable content.

• Experience in digital commerce and national retail environments.

• Strong analytical skills and understanding of channel economics and measurement limitations.

• Proven track record of budget ownership, investment evaluation, vendor management, and proactive resource planning.

• Excellent people leadership, communication, prioritization, and project management abilities.

• Capability to operate independently in a fast-paced business environment with evolving processes and incomplete information.

• Experience in scaling brands through national retail expansion, including Walmart, Target, Ulta Beauty, or similar retailers (preferred).

• In-depth understanding of textured haircare and multicultural beauty consumers (preferred).

• Experience with culturally relevant campaigns, creator or celebrity partnerships, brand collaborations, and adaptation for international markets (preferred).

🏝️ Benefits

• Equal Employment Opportunity Employer.

• Reasonable accommodations are available for qualified applicants and employees in accordance with applicable law.