Director, Brand Marketing

The Director of Brand Marketing is a creative and analytical leader with a proven track record in marketing strategy, campaign execution, storytelling, connections planning, and team development. They will be responsible for continuously advancing the brand vision through innovative, data driven, strategic marketing programs that generate brand awareness, consideration and intent, and leading to trial/purchase. This person will oversee the strategy for U.S. marketing initiatives, setting objectives and KPIs for new launches, core, one off program and direct the overall tone & voice of the brand’s presence in the US partnering across social, paid, earned and retail.

The position will be based in our corporate office in San Francisco, CA when our offices reopen in alignment with local guidelines.

Essential Duties and Responsibilities:

New Launch & Core Product Marketing Strategy:

• Lead the overarching marketing strategy, content & brand activation plans to support Benefit US priorities.
• Develop brand marketing strategies and components of multi-faceted 360 marketing plans across functions/channels and present recommendations for leadership. 
• Craft & direct the brand DNA in the US, bringing it to life & keeping it consistent across all touchpoints.
• Provide recommendations on new launch & core product focuses, based on strategic & consumer insights, activation tactics, and ROI results
• Provide recommendations on calendarizing based on highly ROI for aligned dates

Brand Activations & Partnerships:

• Bring DNA to life in the US across all consumer touchpoints, ensuring consistency of brand voice & tone
• Push the envelope in developing a social forward and culturally relevant brand strategy
• Responsible for ideating, project-managing, creatively executing influencers sends, trips & events (virtual or in person). Drive a Run-Of-Show that enhances owned & earned social content creation while maximizing EMV throughout the year.
• Develop, procure, and forecast retail collateral that complements Visual Merchandising & Training and drives the highest engagement across retail channels.
• Oversee branded elements in and out of store, including but not limited to: pop-up shops, retail collateral, retail marketing.
• Oversee internal and external conferences & tradeshows, including National Sales Meetings, makeup trade shows.
• Ideate, forge, and execute brand partnerships that expands Benefit’s reach to new customers, while maintaining aspirational Brand imagery, including sample boxes, licensing, and consumer activations

Create a “Lovemark Brand” through Voice & Content:

• Partner with Director of Communication Marketing and set KPIs for platform & content across owned, earned, and paid
• Ideate, create, and execute culturally-relevant and targeted campaigns that complement global campaigns
• Directly manage and cultivate creative talent to bring out the best assets & content that are aligned with brand DNA
• Collaborate with the Visual Merchandising team to enhance any digital campaigns for in-store presence
• Partner with copywriter to ensure tone & voice is aligned with global directive as well as the US consumer

Traffic Asset-Creation & Project Manage Activations:

• Partner with Global teams to manage timeliness for global deliverables
• Serve as the point of contact for US Cross-Functional teams including Visual Merchandising, Education, Account Directors, eTail Channels, etc.

Brand ROI:

• Meet budget guidelines while achieving the highest ROI for programming
• Strive to improve consistency in messaging across all U.S. marketing departments (retail/pr, digital, commerce, brand), including content development for all launches & initiatives
• Lead user experience development and creative feedback for all digital marketing & social media efforts
• Partner with retail partners to ensure any social cross-promotional efforts are on-brand, strategic and managed properly

All duties as assigned