Director of Brand Marketing
4 days ago
Los Angeles
Director of Brand Marketing | Beauty & Haircare | Los Angeles (Hybrid) Los Angeles, CA · Hybrid · Full-Time · Relocation assistance available We're a fast-growing beauty and haircare company up 49% year over year, and we're hiring a Director of Brand Marketing in Los Angeles to lead a multi-brand portfolio through its next chapter. This is a heavy-lifting brand strategy role, not a maintenance seat. You'll own brand positioning and brand architecture across four consumer brands, lead the rebrand and repositioning of two of them from the ground up, partner on the innovation pipeline and product marketing, and mentor an existing brand marketing team. If you've repositioned a legacy brand, built a go-to-market strategy from insight to launch, and want to do it again with real momentum behind you — this is that role. What You'll Own Brand Strategy & Positioning • Own brand architecture, brand positioning, and messaging frameworks across a four-brand portfolio; support corporate brand needs and the potential activation of a dormant brand., • Lead the rebrand and repositioning of two brands — using consumer insights, cultural trend analysis, and competitive intelligence to build differentiated brand platforms., • Develop, maintain, and audit brand guidelines covering voice, visual identity, messaging hierarchy, and claim standards across internal teams and agency partners., • Lead annual brand planning with the VP of Marketing, translating commercial objectives into brand strategies with measurable outcomes. Consumer Marketing, Campaigns & Go-to-Market • Lead integrated marketing campaigns and 360 go-to-market plans across new product launches, retailer activations, seasonal programs, and awards moments., • Own the master brand marketing calendar; partner with the Director of Performance Marketing to align paid media to brand priorities., • Partner with the Senior Director of Ecommerce so brand storytelling extends to Amazon, DTC, and TikTok Shop with content that converts and builds equity., • Own the virtual try-on program for the flagship brand: shade accuracy, content quality, and supporting agency relationships., • Develop consumer-facing messaging for launches, including naming input, claim hierarchy, and packaging copy recommendations. Social Media, Influencer & Creator Marketing • Own social media strategy across Instagram, TikTok, Meta, Reddit, YouTube, and emerging platforms — content pillars, cadence, community standards, and engagement approach by brand., • Set influencer marketing and creator marketing strategy: tier mix (macro, mid, micro, nano), campaign objectives, compensation benchmarks, and KPIs including EMV and engagement., • Own the social and influencer agency relationships for three consumer brands as primary client — direct strategy, brief campaigns, approve creator selections and content, and hold partners accountable to KPIs., • Collaborate with Ecommerce on TikTok Shop creator programs and affiliate content standards. PR & Earned Media • Own PR agency relationships as primary client; set strategy and hold agencies accountable to coverage volume, tier quality, Amazon affiliate support, and beauty award submissions., • Manage brand reputation and issue response alongside the VP of Marketing. Retail & Trade Marketing • Develop shopper marketing and store programs for national mass, drug, and grocery accounts; align brand investment to account priorities with Sales., • Equip sales and broker teams with retailer presentations, sell sheets, innovation decks, and trade marketing materials. Innovation & Product Marketing Partnership • Partner with the Director of Product Development to feed consumer insights, market context, positioning, and claim hierarchy into the innovation pipeline at stage-gate; Brand Marketing's input is formally documented before briefs close., • Own brand health tracking, GTM messaging validation, shopper journey research, and awareness and perception studies. Creative Partnership • Write clear creative briefs defining objectives, audience, messaging priorities, and success criteria., • Review and approve consumer-facing creative for brand accuracy and voice across campaign, social, digital, and sales assets. Team Leadership & Talent Development • Lead and develop two direct reports (Brand Manager and Senior Brand Manager); own recruitment and scoping for a future third Brand Manager., • Provide mentorship, coaching, and performance accountability — this team is ready to level up and needs a leader who invests in talent development., • Operate as a peer to the Director of Performance Marketing, Senior Director of Ecommerce, and Creative Director; influence cross-functional decisions without structural authority. Commercial Accountability & Budget • Own annual brand marketing budgets across all four brands; allocate across owned and earned channels and report to the VP of Marketing on a regular cadence., • Be accountable to launch performance, market share growth, retail support effectiveness, and overall brand health., • Evaluate agency partners on business outcomes, not activity; run formal performance reviews and make continuation, scope, or transition recommendations. AI Fluency • Apply AI tools to consumer research, trend analysis, content ideation, social listening, and briefing workflows., • Champion tools that improve content production speed, brand monitoring, and campaign planning efficiency., • Stay current on how AI is reshaping consumer discovery, social algorithms, and creator marketing. What You Bring • 10–15 years of brand marketing experience with demonstrated ownership of brand strategy, campaign development, and consumer marketing programs., • People leadership experience — proven track record managing and developing direct reports across multiple product lines., • Beauty, personal care, or CPG background required; haircare, hair color, or color cosmetics experience strongly preferred., • Hands-on social media and influencer marketing experience at a brand or agency, with direct agency management ownership., • Demonstrated PR agency management including strategy direction, KPI accountability, and earned media results., • Proven ability to build brand positioning and messaging frameworks and translate them into creative briefs and campaign plans., • Experience partnering with Product Development and creative teams, with clear understanding of where brand input ends and product execution begins., • Strong cross-functional collaborator able to influence without authority in a lean, fast-moving organization., • Demonstrated AI fluency applying AI tools to marketing workflows, consumer research, or content strategy., • Excellent written and verbal communication; able to write compelling brand narratives, present to leadership, and hold agency partners to a high standard. Location & Work Model This role is based in Los Angeles, California, working a hybrid schedule. Relocation support is available for the right candidate. Los Angeles-based and Southern California candidates encouraged to apply; we'll also consider strong relocating candidates from other beauty and CPG hubs.