YOUR MISSION:
Lead the strategy and execution of brand and marketing across our portfolio. Build equity, drive acquisition and retention, and ensure a seamless omnichannel experience across retail, eCommerce, and digital platforms.
KEY RESPONSIBILITIES:
1. Brand Strategy & Identity:
• Develop and execute comprehensive brand strategies that align with company vision, market positioning, and sustainable growth objectives
• Define and evolve each brand's value proposition, personality, tone of voice, and visual identity
• Create brand systems that scale across physical and digital touchpoints, ensuring consistency and emotional resonance
• Conduct customer insight and competitive analysis to inform brand architecture and refine market fit
• Manage and govern brand guidelines across internal and external teams
2. Integrated Marketing Planning & Execution:
• Develop annual marketing calendars, campaigns, and budget plans aligned with business and brand goals
• Lead go-to-market strategies for new store formats, product categories, and promotional launches
• Design marketing initiatives that build genuine connection rather than mere awareness, fostering long-term brand affinity through integrated storytelling
• Manage full-funnel marketing ecosystems across ATL, BTL, digital media, CRM, content marketing, and in-store experiences
3. Omnichannel Experience & Digital Journey:
• Lead
digital marketing execution across paid, owned, and earned media: SEM, social, CRM, email, and affiliate
• Guide content strategy across platforms to drive community, engagement, and brand affinity
• Collaborate with the eCommerce team to optimize product storytelling, landing pages, and digital merchandising
• Support loyalty program design and activation to increase retention and LTV
• Improve digital journey, conversion funnel, and cross-channel integration
4. Customer Intelligence & Performance:
• Leverage sophisticated market research and customer insights to inform brand strategy and optimize campaign effectiveness across all touchpoints
• Develop comprehensive measurement systems that capture brand health beyond traditional metrics, including awareness, consideration, NPS, loyalty, and lifetime value
• Drive customer lifecycle optimization through deep understanding of premium consumer behavior, purchase patterns, and engagement preferences
• Lead competitive intelligence and market opportunity identification to inform strategic positioning and expansion decisions
• Transform data into strategy by distilling insight into focused decisions - empowering leadership to act with clarity and confidence
5. Team Leadership & Stakeholder Collaboration:
• Build and develop a high-performing brand & marketing team across strategy, content, creative, and digital
• Inspire a culture of creativity, accountability, and customer obsession
• Establish elegant operational frameworks that balance creativity with commercial effectiveness and measurable outcomes
• Manage annual marketing budgets strategically ensuring optimal resource allocation, ROI-driven execution, and sustainable growth investment
• Collaborate cross-functionally with Commercial, Retail Ops, Product/Category, IT, and Finance
• Manage agency partners and vendors to deliver brand-aligned outputs on time and budget
• Establish scalable marketing processes and decision-making frameworks
6. Strategic Partnerships & External Relations:
• Cultivate relationships with premium partners including creative agencies, media collaborators, and specialized service providers who share our commitment to excellence
• Manage brand collaborations and sponsorships that enhance brand equity and reach target audiences with authenticity and cultural relevance
• Oversee integrated PR and communications strategy ensuring consistent brand voice across media relations, thought leadership, and community engagement
• Build strategic vendor ecosystems that provide scalable support while maintaining quality standards and cost efficiency
• Represent the company at industry events and professional forums, establishing thought leadership in premium retail marketing
