SUMMARY

The VP of Brand Marketing is the leader and steward of shaping how the consumer experiences the brand across communication touch-points. They are responsible for managing, shaping, & improving the perception the consumer has of the Dollar Shave Club brand, its family of sub-brands, & all of our products & services. They’ll lead a team that develops go-to-market plans across multiple channels to deliver against both brand & financial goals.

RESPONSIBILITIES

Consumer & Messaging Strategy

• Establishing the vision for the continual evolution of the brand’s perception among its target consumers
• Setting clear goals for delivering growth in brand perception & affinity
• Developing the Brand’s messaging priorities for both customers & non-customers
• Leading the development of a cross-channel messaging calendar
• Prioritizing the target audience segments based on brand & financial growth goals.
• Developing a deep understanding of the consumer quantitatively & qualitatively.
• Understand their barriers to trial, purchase & repeat to help inform what to say to whom.
• Understand trends in brand awareness, perception, & adoption by consumer targets.

Advertising Development

• Develop deep understand of consumer target’s mindsets, attitudes, & behaviors to inform strong creative development.
• Partner with the internal creative department to develop inspiring, strategic, & effective communications briefs.
• Evaluate advertising concepts & shepherd the creative process all the way to execution.
• Understand channel best practices from Media, CRM, & Product Management teams to ensure optimal ad performance.
• Set & manage the advertising production budget in partnership with the internal Creative team.
• Measure effectiveness of advertising & develop optimizations strategies for improving performance by channel.

Promotional & Positioning Strategy

• Understand the brand competitive landscape to drive messaging strategy, temporary pricing, and promotional strategies, & communication priorities.
• Develop promotional pricing strategy & guidelines.
• Develop & position product bundling strategies to drive cross-category adoption.
• Content & Social Marketing
• Develop a marketing plan for how to best leverage content through the consumer experience.
• Build, develop & execute social campaigns that foster brand affinity, create conversations, & generate organic reach.
• Measure, evaluate & optimize the effectiveness of social & content.

Partnerships & Experiential

• Develop, build & execute a partnership strategy that outlines who we should work with, how to work together, and how to connect it to bigger brand goals.
• Create capabilities bring the brand to life in greater dimension through experience-based events & activations.
• Build measurement capabilities to understand the effectiveness of investments in partnerships & experiential.

Organizational Leadership & Capability Building

• Manage & develop brand marketing team through annual work plans, goal setting, & quarterly reviews.
• Career coaching & development
• Build training & skill development opportunities to foster growth & build new team skills & capabilities.
• Develop processes to ensure cross-functional collaboration & intra-marketing team success.

REQUIREMENTS

• Education: Essential - Undergrad degree Preferred - MBA
• Experience: Minimum 8 years Brand Marketing/Brand Messaging Leadership
• Technical Skills: Brand messaging strategist with preferable experience in e-commerce
• Capabilities include Agility, Leadership, Presentation and Storytelling, Creative Problem Solving,  and Willingness to Learn