Director, Brand Marketing

Accountabilities:

• Own the brand strategy, positioning, and narrative for new product innovation, ensuring it strengthens the overall masterbrand and creates a distinctive consumer proposition.
• Develop a deep understanding of target consumers, including their needs, behaviors, existing routines, purchase drivers, and perceptions of competing products and categories.
• Lead primary and secondary consumer research and translate qualitative and quantitative insights, competitive intelligence, and category analysis into clear strategic recommendations.
• Identify the consumer insights and unmet needs that can shape product launches as well as future waves of innovation.
• Lead naming for new product ranges and individual SKUs in partnership with Creative, while coordinating with Legal and Product Development on trademark and claims considerations.
• Bring consumer insights and brand perspective into product development, influencing propositions, formats, range decisions, claims priorities, and launch sequencing.
• Provide ranked consumer-priority claims input before study protocols are designed and guide how approved claims are prioritized and communicated in-market.
• Build integrated launch plans across DTC, Amazon, professional channels, and other relevant commerce touchpoints in partnership with Growth, Marketplaces, CX, and marketing teams.
• Own launch readiness and monitor in-market performance against agreed product availability dates and commercial objectives.
• Establish pricing for new product innovation within agreed margin parameters and manage the associated brand marketing budget.
• Lead annual and quarterly brand planning, creating clear priorities, roadmaps, and actionable plans for cross-functional teams.
• Partner with Creative on campaign development, content, social storytelling, and consumer-facing communications, while setting direction for partnerships, collaborations, and external brand voices.
• Lead cross-functional teams toward a shared plan, clearly distinguishing areas of ownership and decision-making across Brand Marketing and Product Development.
• Prepare executive-ready updates covering consumer strategy, positioning, and go-to-market progress, while proactively surfacing risks, dependencies, and opportunities.
• Track post-launch performance, apply learnings to improve the existing range, and use market feedback to inform future innovation.
• Build strong relationships across a dispersed organization and create alignment among teams working on complex, high-visibility launches.

Requirements

• 8–12 years of experience in brand management, brand marketing, or innovation marketing within a high-growth consumer brand; experience in hair care, beauty, or science-led consumer health is preferred.
• Proven DTC marketing experience, with a strong understanding of digital commerce, e-commerce, and omnichannel growth.
• Demonstrated experience taking products from concept through launch while partnering closely with R&D, regulatory, supply chain, and product development teams.
• Strong ability to develop integrated brand strategies and launch campaigns spanning digital, social, CRM, retail media, direct response, and other relevant channels.
• Strong commercial and go-to-market instincts, including experience with pricing, product positioning, and channel strategy.
• Comfortable operating between an entrepreneurial environment and a large, matrixed organization, with the ability to align stakeholders without relying on formal authority.
• Strong command of consumer segmentation and both quantitative and qualitative research methodologies, with the ability to translate insights into decisive action.
• Excellent judgment around claims, positioning, consumer messaging, and premium brand experiences.
• Entrepreneurial, self-directed, and hands-on, with a willingness to personally develop strategies, briefs, and key deliverables rather than simply delegate them.
• Exceptional written and verbal communication skills, with the ability to communicate effectively with both senior executives and cross-functional teams.
• Low-ego, high-ownership leadership style and the ability to build trust, momentum, and enthusiasm across dispersed teams.
• Strong organizational and prioritization skills, with the ability to manage multiple workstreams and make sound decisions in a fast-moving environment.

Benefits

• Annual base salary of $160,000–$180,000 USD, with final compensation determined by factors including experience, skills, qualifications, education, certifications, and organizational needs.
• Quarterly bonus program.
• Fully remote work experience within the United States.
• Comprehensive medical, dental, and vision coverage, including an FSA program.
• 401(k) plan with employer match.
• Flexible paid time off.
• Two company-wide wellness breaks each day.
• Free lunch every Tuesday and Thursday through Seamless/Grubhub.
• Monthly wellness stipend.
• Monthly internet stipend.
• Monthly cell phone stipend.
• Annual learning and development stipend.
• Free Headspace meditation app membership.
• Complimentary subscription to the company's wellness products.
• Pet insurance discounts and benefits.