Head of Marketing - Caracole
Reports to: President, Caracole Location: Greensboro / High Point, North Carolina
Company & Brand OverviewCaracole is a global luxury furniture brand known for sophisticated design, distinctive materials, exceptional finishes, and an expressive approach to modern living. With a presence in more than 60 countries, Caracole serves interior
designers, retailers, trade partners, and consumers who look to the brand for products that are imaginative, relevant, and beautifully crafted.
Caracole is part of the Vivet family of brands, which also includes A.R.T. Furniture, Jonathan Charles, and Rowe Furniture.
Position SummaryThe Head of Marketing is the senior
marketing leader for Caracole, reporting directly to the President and serving as a key member of the brand leadership team. This individual will shape and advance Caracole's global marketing strategy and brand expression across more than 60 countries.
This leader will oversee the full marketing spectrum - brand strategy, creative direction, digital and e-commerce, social media, communications and PR, content, photography and imagery, customer and market insights,
trade marketing, analytics, and emerging technologies. The ideal candidate combines a sophisticated understanding of luxury and design with strong commercial instincts, exceptional creative judgment, and an AI-first mindset - using technology, data, experimentation, and customer insights to anticipate change and turn ideas into action.
As the senior marketing voice for the brand, this individual will serve as a strategic advisor to the President and a highly collaborative partner to Sales, Design, Product Development, International, and other functional leaders.
Key ResponsibilitiesExecutive & Brand Leadership. Serve as the principal marketing advisor to the President and senior marketing voice on the Caracole leadership team. Bring informed perspectives on the customer, marketplace, competitive environment, emerging trends, brand opportunities, and marketing performance to broader business strategy and decision-making.
Brand Strategy & Stewardship. Lead the evolution of Caracole's global brand strategy, positioning, voice, visual identity, and customer experience. Translate business objectives into strategies that strengthen brand equity, increase engagement, support profitable growth, and differentiate Caracole in the global luxury furnishings marketplace.
Integrated Marketing. Develop and lead annual and seasonal strategies across digital, social, email, web, trade, PR, print, events, showrooms, and other relevant channels. Build integrated campaigns around product introductions, collections, markets, partnerships, and key brand initiatives for B2B and B2C audiences.
Creative Direction & Visual Storytelling. Set the creative standard for Caracole's visual expression. Lead and influence photography, video, styling, art direction, CGI/3D imagery, graphic design, digital assets, catalogs, collateral, and campaigns, ensuring every expression reflects the brand's luxury positioning.
Digital, E-Commerce, Search & Social. Lead Caracole's digital brand experience across [protected info], trade/designer platforms, e-commerce, UX/UI, digital advertising, email, and emerging channels. Drive modern search and discovery strategy across SEO/SEM as well as AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization), recognizing how consumers increasingly discover brands and products through AI-driven search, answer engines, and assistants. Own the global social strategy, including organic and paid social, content, creators/influencers, community engagement, social listening, and performance analytics.
Communications, PR & Brand Relationships. Lead communications and public relations strategy and cultivate relationships with design media, editors, influencers, designers, industry organizations, and strategic partners. Oversee media opportunities, product storytelling, awards, executive communications, partnerships, and initiatives that build brand credibility and visibility.
Consumer, Market & Trend Intelligence. Build a disciplined approach to understanding the Caracole customer and changing luxury marketplace. Monitor consumer behavior, competitive activity, design movements, fashion, hospitality, architecture, materials, color, technology, and cultural influences. Translate research into clear, actionable insights for the business.
Analytics & Marketing Performance. Establish meaningful KPIs and executive-level reporting that connect marketing activity to business outcomes. Use customer data, digital behavior, campaign and social performance, market research, and competitive intelligence to continually refine strategy, investment, and priorities.
Global & Trade Marketing. Support Caracole's international presence with strategies and assets that preserve global brand consistency while recognizing regional and cultural differences. Partner with International Sales, distributors, retailers, designers, and sales representatives to strengthen the brand in key markets.
AI, Technology & Innovation. Bring an AI-first, genuinely AI-native approach to marketing leadership. Continuously experiment with how AI can improve content and creative development, consumer and market insights, personalization, analytics, media, search and discovery, asset management, reporting, and team productivity. Stay current on rapidly evolving AI platforms and consumer behaviors, translating emerging capabilities into practical competitive advantage for Caracole.
Understand how AI-enabled tools and the broader marketing ecosystem - including PIM, DAM, CRM, CMS/e-commerce, analytics, social, and marketing automation - work together.
Leadership, Collaboration & Hands-On Execution. Build, develop, and inspire a high-performing marketing team while remaining close to the work. This is not a role for a leader who operates only at a high level. The Head of Marketing must have the strategic maturity to set direction and influence the business, while also being hungry, curious, and willing to get into the tools, data, campaigns, creative, and workflows personally when needed.
Lead external partners effectively, build trusted relationships across functions, bring expertise without ego, challenge conventional thinking, and create momentum in a period of rapid change.
Budget & Business Management. Manage marketing budgets and agency investments with strong financial discipline. Evaluate spending based on strategic importance, brand impact, measurable results, and return on investment, connecting marketing priorities to revenue, profitability, and long-term brand equity.
Qualifications & Experience• 10-15+ years of progressive marketing experience, including significant leadership responsibility within a premium, luxury, design-oriented, lifestyle, consumer, or similarly brand-driven organization.
Bachelor's degree in Marketing, Communications, Journalism, Business, Design, or a related discipline preferred; equivalent exceptional professional experience will be considered.
Substantial experience in brand strategy and positioning, integrated marketing, digital and social media, creative direction and content, photography/video, communications and PR, analytics and market research, and leading teams and external partners.
Experience in luxury furniture, home furnishings, interior design, fashion, hospitality, lighting, luxury retail, architecture/design, or another premium lifestyle category is highly desirable.
International or global brand experience is strongly preferred.
Technical & Digital CapabilitiesStrong knowledge of the modern marketing technology ecosystem, including AI-enabled marketing and creative tools, digital analytics, social platforms, paid media, SEO/SEM, AEO, GEO, e-commerce, CRM/email marketing, CMS, marketing automation, DAM, and PIM.
Experience with platforms such as GA4, Adobe Creative Suite, Meta, Instagram, Pinterest, YouTube, Google Ads, Shopify, CRM/email platforms, DAM/PIM systems, business intelligence/visualization tools, and leading generative AI platforms is valuable. Candidates should demonstrate curiosity and a pattern of actively testing new technologies rather than simply monitoring them.
This leader should be technically fluent and hands-on enough to move comfortably between strategy and execution - setting direction, interrogating data, evaluating performance, testing new tools and workflows, challenging assumptions, and working directly alongside specialists and partners when the opportunity or urgency requires it.
Leadership AttributesWe are looking for a leader who is strategic and hands-on; AI-first and relentlessly curious; creative but grounded in data; confident but low ego; commercially minded without sacrificing brand integrity; and highly collaborative while willing to respectfully challenge conventional thinking. This person should be energized by disruption, comfortable experimenting, and motivated to turn new ideas into measurable action.
This person should bring an exceptional eye for design and aesthetics, outstanding written and verbal communication skills, executive presence, intellectual curiosity, sound judgment, attention to detail, and the ability to manage multiple priorities in a fast-moving global business. Most importantly, this individual should be an excellent team member - someone who builds trust, develops relationships, gives others credit, welcomes feedback, and makes the people around them better.