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Vice President, Brand Marketing

Murad

El Segundo, California
posted April 17, 2020

The vice president of brand marketing will report to the chief marketing officer (CMO) and directly oversee global product marketing as well as innovation and consumer engagement. The role is responsible for driving three-year product innovation and strategy to align with Murad brand DNA, global brand strategy and financial targets. 

The vice president of brand marketing also leads the strategic development and execution of consumer engagement programs and brand initiatives, while identifying and developing key growth opportunities. She/he connects with consumers by telling relevant, authentic stories across all consumer touchpoints, from Instagram to in-store, to strengthen brand love through meaningful engagement. A critical component of the role is staying current on cultural trends and consumer insights/behavior to enhance brand purpose, positioning and business objectives.

He/she also partners closely with all teams across the organization, as well as key external agencies and retailers, to provide strategic guidance on relevant brand programs, including ideation, planning and performance. In partnership with the CMO, the ideal candidate will drive cross-functional teams to become a purpose-driven brand, while continuously refining our purpose to stay relevant and planning campaigns to scale reach.

Key Responsibilities:

  • Lead innovative product development and pipeline strategy by leveraging insights and analytics in support of the brand's global strategy, brand priorities and growth objectives.
  • Ensure robust pipeline for professional, retail and international channels. Partner with the vice president of research and development (R&D) to lead annual innovation workshops.
  • Determine white space opportunities by category/channel and develop innovation solutions based on findings from macro trends, consumer insights and analytics; design road map to enable future of new product launches.
  • Oversee the new product launch process and lead go-to-market planning, cross-functionally working with all teams to ensure alignment and consistency of message across all consumer touchpoints and best-in-class launch execution to increase awareness, generate demand and, ultimately, increase market share.
  • Responsible for articulating product positioning, developing concept and launch tools leveraging innovation and creativity for each launch of the calendar year. Ensure strong product differentiation for Murad by exploring new product forms, new and remarkable packaging ideas delivered with exemplary execution.
  • With a long-term, insightful view of the industry, lead the global consumer engagement team to drive all aspects of the consumer decision journey, from consideration to loyalty, focusing on increasing emotional connections and brand love. Responsible for being a key driver of growth by setting business goals, defining key performance indicators/metrics, and constantly evolving team roles/capabilities to ensure that they are met:
    • Oversee strategy and development of all social platforms, including content calendars, partnerships and paid advertising.
    • Oversee influencer strategy and development, from always-on programs to launch campaigns, inclusive of paid partnerships and collaborations.
    • Oversee communications/PR and experiential events to build buzz and elevate consumer connections with one-on-one experiences, including managing key agency relationships.
  • In partnership with the CMO and e-commerce team, position Murad.com as the brand's digital flagship and oversee brand digital campaigns, including media, emails and p-page content.
  • In partnership with channel leads, develop conversion-driving programs at the point of sale, including direct-to-consumer/direct response campaigns, retailer-specific opportunities, and more.
QUALIFICATIONS:
  • Proven leadership skills, including building and inspiring dynamic, high-performing teams
  • Undergraduate college degree (marketing/management); MBA preferred.
  • Position requires minimum 15 years relevant work experience in beauty industry marketing or management, including developing and/or launching beauty products.  
  • Extensive knowledge of the functions of branding, product development, promotion, and sales, as well as their effect on product marketability and sustainability.
  • Successful track record as a modern storyteller
  • Strong creative sensibility and keen eye for elevated look/feel and cultural resonance
  • Comprehensive, nuanced understanding of all social platforms, including emerging platforms
  • Deep understanding of paid media, including display, social, search, etc.
  • Results-driven with ability to analyze data and deduce implications for strategic decisions. Experience with various reporting tools a plus (e.g., Tribe Dynamics, Google Analytics, etc.)
  • Minimal domestic and international travel required.

ATTRIBUTES:

  • Inspiring leader with exceptional people management skills
  • Strong team player with outstanding interpersonal skills
  • Strategic thinker
  • Strong financial acumen and budget management
  • Adaptable, curious and able to thrive in fast-paced entrepreneurial environment
  • Creative problem solver
  • Consumer centric
  • Excellent critical thinking and negotiation skills
  • Demonstrated ability to meet objectives within budget and deadlines
  • Passion for beauty, health and wellness
  • Commitment to company values