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Director Of Marketing
Helen of Troy
El Paso, TX, United States
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Do you have a passion for building iconic brands on a global scale? Do you want to contribute to developing a best-in-class licensing organization? Do you enjoy working with a global cross functional team?
The Director of Marketing is responsible for managing and stabilizing/growing brands within area of responsibility, by deploying more focused marketing programs across the existing line and by developing a robust innovation pipeline of new initiatives is critical to success. It is a line role with P&L accountability and includes responsibility for all brand management and marketing services. The short-term priority, for this individual, is to continue the mission of stabilizing net sales and developing world class, professionally-managed organization that delivers profitable growth based on consumer insights, meaningful innovation, and highly effective product and commercial programs.
As the Director of Marketing, a typical day might include the following:
• Serve as a passionate steward, advocate and gatekeeper for the brands and equities. Apply this same stewardship and guidance to new brands/products being developed for the portfolio. As needed, champion a renewal and refinement of the brand’s strategic positioning and architecture, derived from a deep understanding of key brand health measures, as well as a keen understanding of an ever-changing competitive, technological, retail and customer environment.
• This is a line role where leadership and involvement in the business are critical to success. The Director of Marketing is responsible for profitable growth across all categories of brands within area of responsibility. The Director of Marketing will be accountable for the margin health of the portfolio in collaboration with the VP of Marketing and key leaders in Sales, R&D and Operations. Expanding revenue and improving profitability going forward is a top priority.
• Partner with the senior management team—and others in the Marketing, Sales and Product teams—to architect, update and optimize an integrated brand, product and communications strategy. Utilize market data, consumer research and insights, competitive intelligence, and old fashioned “gut instinct” to identify new opportunities and needs in the market to support the expansion, customization, and optimization of existing products, the introduction of new products, and consumer segmentation initiatives that will drive consumer trial and loyalty, as well as new revenue streams for the company. Ensure incremental, or expanded marketing investments are qualified and to the extent possible, proven on a measured ROI basis.
• Dive right into Helen of Troy’s recent Innovation work, and continue to develop and qualify a number of new products and brands, based on what will resonate most convincingly with consumers. Looking ahead, strive to continually uncover and identify new marketplace and consumer trends, thereby enabling the company to set the pace for “what must come next” from a category standpoint. This understanding will be leveraged to define new product/technology opportunities worth exploring further via strategy/business case development and measurable, projectable in-market testing, to the extent possible.
• Primary responsibility for developing the brand’s creative strategy, and working closely with the company’s agencies to bring that strategy to life with compelling, brand-building advertising and other forms and channels of communication. Additionally, this individual is responsible for developing a national media plan, and working closely with agencies to deploy media strategically, and with an eye towards improving ROI. Further responsible for overseeing and approving PR efforts (strategy and plans) including both offline (traditional) and online (Twitter, Facebook, Blogs, et al) vehicles. Develop impactful consumer and trade promotions, working closely with the Sales team.
• Build and shape a highly-effective, world-class Marketing organization by hiring, training, motivating and setting leadership direction for all direct reports. Continue to nurture a collaborative and customer-oriented Marketing community, cross-functionally, within the Organization. Review and enhance, where necessary, all marketing processes, measurements, information systems, etc., that enable the overall marketing function to operate efficiently and effectively.
• Deliver the OGSM (Objectives, Goals, Strategies, Measures)
• Revenue and Gross Margin (year-over-year increase)
• Brand Health metrics (Awareness, Equity metrics)
• Develop, secure alignment to, and deploy the brand growth strategy
• Success metrics on new brand and new product launches
• In-Store results (Distribution, Shelving, Merchandising, Pricing and Visibility)
• Marketing spending effectiveness/efficiency/ROI
This opportunity might be for you if you have/are:
• Bachelor's Degree from an accredited four-year college or university in related profession/field required; MBA preferred
• 8+ years’ experience required
• Experience in consumer durables/products industry
• Resourcefulness (knows how to stretch resources)
• Agility (able and willing to wear multiple hats, without hesitation)
• General Management mindset (great Marketing skills, but thinks a bit like a “GM”)
• Analytical and Strategic (but does not need piles of data to pull trigger)
• Influencing (proven ability to persuade others towards an idea or goal)
• Organized and attention-to-detail approach (strong tactical execution)
• Strong relationship management and interpersonal skills (high EQ)
• Communication (clear, frequent, candid, honest)
• Must be authorized to work in the United States on a full-time basis.
Helen of Troy is an Equal Opportunity / Affirmative Action Employer
Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status.
If you, as one of our employees or as an applicant for employment, have any questions about our Affirmative Action Plan, please contact Human Resources during regular business hours.
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The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified. Management retains the right to add or to change duties, education/experience/skills requirement of the position at any time.