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Senior Director, Brand Marketing
Helen of Troy
El Paso, TX, United States
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Helen of Troy is hiring a Senior Director, Brand Marketing – for our Beauty division. The Senior Director,Brand Marketing will play the key role in setting the strategic direction for the brands and will be responsible for the development and execution of the global brand strategy and standards and Go-to-Market plans. They will develop and execute marketing plans that support our channels, customers, categories, geographies and chosen platforms to deliver increased revenue and enhanced profitability for the business.
*Relocation assistance to El Paso, TX is offered
Our Beauty division is based in El Paso, Texas. Key Beauty brands include Hot Tools®, Revlon®, Pro Beauty Tools®, Sure®, Pert®, Infusium23®, Brut®, Ammens®, Sea Breeze®, Bed Head®, Karina®, and Gold ‘N Hot®. Under this portfolio of brands, products include hair appliances (dryers, straighteners, curling irons, hair-setters, hot-air brushes and shavers), brushes/combs, hair accessories, liquid hair styling products (treatments, shampoos, conditioners), skin care products, and deodorants/antiperspirants.
What You’ll Be Doing:
The Senior Director, Brand Marketing will be responsible for identifying and implementing strategies and tactics that enhance the brands’ equity, image and preference, drive online and offline traffic and conversion, while enhancing loyalty, ratings, and recommendations. As the brand champion, ensure all communications reflect the brands’ positioning and support the achievement of the company’s broader revenue and profitability goals.
Senior Director, Brand Marketing Responsibilities:
P&L, Budget Planning & Management
• Drive profitable revenue growth across the Beauty division’s customers and marketplaces. Align closely across the team, and build a collaborative, added-value relationship with the Company’s retail partners
• Gain alignment to, and effectively help manage, the annual marketing operating budget and results
• Own the P&L and budget and understand how to make the appropriate tradeoffs and adjustments when performance exceeds or falls short of expectations
• Be the principal liaison with any brand marketing agencies and suppliers, constantly pushing for “best-in-class” solutions and value-based vendor pricing
• Partner with Finance and Accounting Team to ensure accurate monthly, quarterly and annual closes
Strategy, Planning and Execution
• Develop consumer marketing strategy and plans to build brand awareness and brand affinity
• Lead integrated marketing planning and execution across all platforms
• Measure performance across all tactical Marketing programs, and then adjusting the plans (tactical tools and how they’re used) accordingly across the marketing mix, to continually optimize efforts and improve MROI
• Lead the Creative Services team (this team reports to you) and external resources to create compelling content. Where necessary, make critical decisions on what to handle in-house, and what to take to external experts who can deliver better solutions, more cost-effectively
• Determine appropriate KPIs for marketing plans and align them effectively to business goals
• Understand consumer marketing and media trends and apply to plans and programs
• Partner with Insights lead to define and maintain brand positioning and brand standards
Go To Market – Product, Omnichannel, and Retail Marketing
• Own marketing portion of the consumer and professional Go to Market process
• Lead marketing planning and execution across marketing and ecommerce functions for product launches
• Partner with product team to determine product launch priorities and product marketing needs
• Partner with product team and creative services team/external partners to develop messaging/creative direction
• Partner with sales team to support the Top 6 Customers and determine associated retail marketing KPIs
• Work collaboratively with Sales leadership to help develop collateral materials that help the Sales function generate orders, by engaging retail partners in a conversation about Beauty’s brands, solutions, and value propositions
• Lead marketing team to develop marketing standards and tool kits to enable international partners to build the brands in their markets
• Working closely with the VP Marketing, Sales, and International Teams, determine when and how to develop global marketing programs
Team Leadership; Thought Leadership
• Be a trusted source who moves and inspire people with innovative ideas; turns ideas into reality and knows and shows how to replicate success
• Build and enhance the marketing team’s functional capabilities and performance through strategic hiring and hands-on training
• Create a high-performing team that balances the need for strategic management of the company’s brands with the need to support and enable a powerful sales engine. Ensure company priorities and goals are cascades, understood, and supported within team
• Delegate to and develop of direct reports within department. Manage direct reports via regular performance discussions, weekly 1:1 meetings and development per development plans
• Remove obstacles and barriers, ensuring your team achieves key goals and milestones
• Exhibit and foster best practices regarding effective time use/meetings, communication, and cross functional teamwork
• Define staffing and external resource needs to achieve brand and company goals
• Unwillingness to settle for good - always seeking best-in-class lessons and benchmarks to elevate themselves and their teams and create disruptive results
• Challenges the status quo with high EQ and sensitivity. Aligns the infrastructure and uses compelling internal selling so the company eagerly follows them as they make positive change
Requirements for Consideration:
• Bachelor’s Degree or equivalent experience required. MBA/MSMR/MMR preferred
• CPG - 10+ years of consumer marketing experience. Experience within premium beauty, fashion, or lifestyle brands preferred
• Prior P&L oversight & management
• Brand Development – Deep understanding of positioning, and brand architecture and brand voice.
• Proven ability to recruit, train, build, lead, and mentor high-performing Marketing team
• Proficiency writing creative briefs and working with internal and external creative resources
• Strong digital and social chops gained from successfully launching digital and social campaigns for multiple brands acclaimed for their strategic, creative and effective social media – proven via KPIs
• Demonstrated success executing brand marketing campaigns across multiple channels to build brand awareness and grow brand affinity and increase sales
• Success launching new products and developing integrated product marketing campaigns
• Experience with retail marketing & associated collateral – displays, signage, fixtures
For more information about who we are and what we do, click here.
To visit our Linked page, click here.
To visit our Glassdoor page, click here.
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.
If you are an individual with a disability and would like to request a reasonable accommodation as part of the employment selection process, please contact Human Resources.
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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 and duties required of personnel so classified. Management retains the right to add or to change duties of the position at any time.