The Director of Brand Marketing, North America will be responsible for delivering fresh’s marketing and communications strategies, and integrating online and traditional media to build brand equity and drive sales with target audiences. This role will prepare annual marketing plans, create a calendar of brand-building campaigns across all consumer touchpoints, set the marketing budget and analyze the market and competitors. The Director will be responsible for integrated planning, directing, and coordinating all marketing efforts, and communicating marketing plans across all functions to ensure alignment and unity of execution across all retailers and channels.
Translate brand strengths and consumer insights into innovative and creative marketing initiatives designed to introduce the brand to new audiences and to support strategic objectives
Translate and customize Global annual marketing plans into US plans, inclusive of comprehensive market analysis by category/sub-category/SKU level/market share/product segmentation
Drive strategy, annual marketing budget, execution and KPIs for all Brand Marketing initiatives
Build brand awareness and positioning, and define clear customer segmentations that inform marketing and content strategies for U.S. to recruit new customers, retain customers and build deeper engagement and conversion KPIs
Oversee development and implementation of integrated 360-degree marketing calendar that leverages creative thinking to achieve the greatest reach, talk-value, and conversion down the funnel
Plan and execute traditional marketing and digital campaigns across multiple platforms, channels (Brick and Mortar and eCommerce), and define consumer segmentation strategies in order to enable targeted, productive and efficient marketing
Identify strategic partnerships that build cultural relevance, introduce the brand to new audiences and support business priorities
Work closely with visual merchandising to continuously optimize and enhance fresh presence in-store; Oversee gondola product assortments for each channel in order to support key category priorities while maximizing productivity
Proactively collaborate with Global Marketing/Communications & US Paid Media and Integrative Communications lead to ensure content development & production is optimized to properly support media strategy & channel best practices
Continually review changes to the market, consumer trends and the activities of competitors, to develop, implement and measure strategies, adjusting the marketing plans if necessary
Leverage a deep understanding of the customer and ensure successful translations of market research into actionable insights that can achieve brand positioning, engagement and business goals
Report on the effectiveness of marketing campaigns using pre-determined KPIs
Work closely with our sales department to develop a pricing strategy that will help us maximize profits and market share while balancing customer satisfaction
Develop and execute “best-in-class” marketing programs with cross-functional teams in marketing, e-commerce, social, digital and wholesale for any new product launches or key initiatives to drive core products, consumer awareness, engagement, affinity and purchase
Work in conjunction with National Accounts Lead on retailer and channel marketing strategies that deliver full 360 plans in support of monthly themes, new product launches and pillar products that will drive incremental retail exposure while working within retailer guidelines
What you will achieve in the first 6 months:
Lead the execution of Spring 2021 strategic initiatives while achieving key marketing KPIs and sales goals. Manage and adjust budget accordingly.
Develop and execute Fall 2021 omni-channel marketing strategies that support comp business growth and expansion into new distribution.
What you will achieve in 12 months:
Drive double digit increase in brand awareness, new customer acquisition and conversion metrics, and accelerate digital growth by achieving 55%+ online mix of business.
Restore growth in prestige skincare brand rank and exceed market performance across key pillar categories.
8-10 years of related work experience in brand marketing, creative and/or advertising in consumer goods
Passion for beauty brands, products, innovation and marketing strategies
Uses in equal parts data, intuition and creativity to drive business decisions
Forward-looking thinker with a trend-hunting mindset
Strong communication, interpersonal and organizational skills both verbal and written
Ability to manage across multiple teams, projects, and priorities efficiently and effectively
Passion for / active involvement in the digital and social landscape
Proven track record in developing integrated marketing plans and optimizing marketing investment in a highly competitive market space
Born in Boston, raised in New York
In 1991, our founders Lev Glazman and Alina Roytberg saw the need for beauty that was both effective and indulgent. Following their American dream, they opened a small store in Boston devoted to curating natural products from around the world and engaging a community. The original shopkeepers, they created a brand that touches people’s hearts as well as their skin—and quickly developed a cult following. Today, fresh is a global company headquartered in New York offering a full lifestyle line spanning skincare, lip care, bodycare, and fragrance in 16 countries. But we don’t just aspire to make the best products on the market; we want to be the best beauty brand to work for. Whether developing a breakthrough formula, designing a marketing campaign, or welcoming guests in our shops, you are hand-picked to join us on our journey to make the world more beautiful one heartfelt experience at a time. Because beauty is more than skin deep. And fresh is more than a brand…it’s a feeling.
In 2000, fresh partnered with the world’s leading luxury products group, Moët Hennessy Louis Vuitton (LVMH), gaining invaluable access to expertise, research, tech...nology, professional development opportunities, and world-class benefits. The Group is comprised of a unique portfolio of over 70 prestigious brands including Louis Vuitton, Sephora, Dior, Benefit Cosmetics, Bulgari, and Veuve Clicquot, At fresh, we’ve created a warm, inspiring environment that encourages our teams around the world to dream big, because that’s how we got here. On any given day, you might find us celebrating a fresh family member, testing out new beauty products, or hitting the streets during a trend tour. Curiosity, passion, generosity, and a sky’s the limit spirit are woven into our DNA, stemming from our founders, and those values fuel our search for the extraordinary—in product and people.