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Vice President, Brand Marketing

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

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