A top beauty brand in NYC is seeking a Sr. Director of Mass Marketing for Cosmetics to join their team! The Sr. Director of Mass Marketing for Cosmetics is responsible for leading and executing the mass marketing strategies across the assigned portfolio to achieve business plans, market share, and profitability. Will be responsible for designing effective commercial strategies and impactful marketing programs across the assigned portfolio of products. Will have the discretionary authority over the companies day to day marketing operations, as well as managing your team.
Responsibilities:
- Develops comprehensive national marketing strategies and insights that will drive the achievement of annual business plans. Analyzes consumer and shopper research, own & competitive marketplace dynamics, consumption data, media trends, trade and channel levers, and profitability to create strategic marketing support plans establishing strategic direction in the following areas: brand portfolio mix, pricing, distribution, in-store and e-retail activation plans, and Advertising and media including traditional media, digital, social media, search and out-of-home and influencer content development
- Tracks effectiveness and ROI of each activation plan.
- Identifies growth opportunities, develops market entry criteria and sizing for new products and identifies new category and channel opportunities.
- Works cross-functionally to coordinate multiple processes necessary to develop, implement, and execute an effective strategy across all aspects of the marketing mix
- Ensures national marketing plans are activated effectively at top retailers.
- Accountable for the development of national marketing programs, and responsible for managing team to achieve flawless execution, including
- Managing and supervising direct reports for the on-time delivery and execution of marketing initiatives;
- Evaluating and approving plan recommendations from external (Media, PR/Influencer agencies) and internal (Global Marketing, Public Relations, Global Knowledge and Insights, Media planning, Digital, Retail Experience) cross-functional team;
- Working with global marketing, external agencies and Trade Marketing to ensure strategic connection between global brand strategy and commercial execution;
- Evaluating marketing strategies and programs to ensure compliance with brand equity guidelines, company policies and procedures;
- Leading US Commercial Team meetings with US Leadership team, Finance, and Trade Marketing to present and review brand performance and key marketing initiatives and recommendations;
- Analyzing in-market performance, media results, and promotional results against established KPIs and goals, applying learnings and providing recommendations for ongoing strategy and plan optimization to increase sales;
- Developing recommendations for contingency planning for go to market strategies.
- Translates portfolio management into strategy and execution for in-store presentation across 35,000 doors.
- Key resource lead for on-going marketing insight needs of the Trade Marketing and US Sales teams in the areas of Customer Sell-In Meetings
- Builds strong working relationships with key cross-functional partners, including Trade Marketing, Sales, Global Marketing, Media Planning, Global Knowledge and Insights Team, Public Relations, Influencer, Finance, Demand planning and Operation and External agencies (Media, PR/Influencer, etc).
- Primary interactions: Global Marketing; Trade Marketing and Insights; Global Knowledge and Insights; US Retail Experience; Media Planning; Public Relations; Digital; Finance; Demand Planning; Operations; Media Agencies.
- Manage Marketing professionals including providing leadership and direction to enable US market success.
- Recruit, onboard and ensure new hires are trained to effectively perform in role and develop skills for growth.
- Responsible to provide coaching and quality, fact-based performance management feedback.
Required Qualifications:
- A minimum of 10 years of brand marketing experience, with an understanding of the key retail marketing levers.
- In-depth knowledge of Cosmetics and/or Personal Care (CPG) industries.
- Superior knowledge of the applicable business at all levels: product/portfolios, competition, trade, advertising, promotion, finance, market research, human resources, and elements of a marketing mix.
- Strong knowledge of digital and social media landscape and channels, including influencer networks.
- Experience translating macro market trends into retail solutions
- Experience analyzing and developing strategies using all elements of marketing mix (360° Marketing)
- Understand cost structures and P&L implications of building programs.
- Demonstrated leadership capability
- Strong organization skills with a proactive attitude and ability to troubleshoot.
- Strong interpersonal skills and ability to work with a wide range of cross-functional teams.
- Ability to interact with all levels of management
- Strong communication skills to persuade others, articulate a point of view, and set direction.
- Strategic and visionary thinking.
- Excellent time management skills including the ability to manage multiple priorities to meet established timelines.
- Mass marketing experience is a MUST
- Strong computer skills including all MS Office applications
If you meet the required qualifications and are interested in this role, please apply today.
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