Director, Trade Marketing
Fully Remote - REMOTE
Description
Director of Trade Marketing will drive retail marketing plans in North America, aligned with the brand's strategy and deliver on the retail sales goals for the company. Reporting to the SVP of Retail Sales & Trade Marketing, this role is responsible for the cohesion and consistency of marketing across businesses to best provide an enhanced customer shopping experience that supports all retail channel sales.
This role requires the ability to think strategically, build strong partnerships, and interpret data to take action thoughtfully and swiftly when needed. The director will need to be a self-starter and entrepreneurial thinker who can influence cross-functional teams as well as retail partners such as Sephora, Ulta and Nordstrom.
It is essential this candidate demonstrate key cultural practices of growth, positivity, honesty, curiosity, innovation, speed, agility and collaboration. Peer collaboration is extremely important as this pivotal team member needs the collective support of the Living Proof brand, creative, media and sales organization to support their strategic vision. This candidate must be an innovation driver. The role oversees a sizeable portion of brand spend that must be deployed strategically to keep Living Proof ahead of its competition.
What You'll Do
Topline
Lead all trade marketing strategic initiatives to increase retail sales, market share, and customer loyalty through an elevated and impactful in-store and online client experience in a highly competitive retailer ecosystem.
In partnership with the Sales and Education team, develop and execute key activations that seamlessly integrate with larger holistic brand moments and initiatives for impactful 360 marketing plans
Build and speak to strong market meeting presentations that tell a holistic and impactful marketing story to secure retailer support for key launches and initiatives.
Work with the Education + Events team to ideate and implement brand specific, along with retailer-specific high-touch in-store events.
Partner with the creative team to lead and oversee all in-store, print, and digital creative requests ahead of deadlines, providing a seamless client experience.
Plan, manage and properly forecast all trade operating spend in partnership with Senior Director of National Accounts: merchandising, sampling, marketing material and retailer event initiatives.
Be a leader and mentor to trade marketing team. Foster excellence, collaboration and effective communication.
North America
Own the execution and analysis of omnichannel marketing programs that drive retail sales - owning the delivery of sell-thru targets
Merchandising: Collaborate with brand, creative and visual merchandising teams to ensure impactful brand image in permanent and secondary POS. Effectively partner with third party merchandising vendors.
Digital: Oversee new item setup and ongoing content updates for of all product page assets, on-site copy, digital campaigns, retail media campaigns and review programs.
Proactively monitor and analyze retail sales at the brand/sku/category level to measure success of marketing programs and inform current and future marketing decisions
Build strong relationships with Marketing teams at retail partners - gaining buy-in and securing key marketing placements that drive the business in those channels (e.g email, social exposure)
Partner with brand marketing channel teams (e.g. Paid, Influencer, Social) to ensure strong brand support for priority retailer moments across brand marketing channels
Work with Creative, Brand, and Integrated Marketing team to develop channel-specific creative needs like social posts, paid media assets, and p-page assets
Build strong media plans in partnership with the Paid Media team that brings customers into store and onto site including both on-site and off-site placements
Set development: develop discovery and gift set strategy that drives market share of brand in key retailers
Technical:
Define and track key performance indicators (KPIs) to measure marketing effectiveness.
Stay informed about industry trends, competitor activities, and emerging technologies.
Partner effectively with Sales & Finance teams in the development and oversight of trade channel performance to identify specific retail partners who have proven to stimulate awareness and demand on specified product(s), franchises and brand.
Align Sales & Marketing priorities to maximize brand impact through collaborating spend, timing, product & high/mid value account targets.
Own the strategic sampling plan across all retailers, partnering closely with supply chain and finance on all aspects of sample production and budgeting.
Own ideation and fulfillment of branded promotional items for sales meetings, retail partner campaigns, allocation replenishment, and various sales events. Maintain set budget while fostering relationships with external vendors and ensuring cost efficiencies / production accuracies.
Requirements
Bachelor's degree in Marketing, Business Administration, or a related field; MBA or advanced degree is a plus.
10+ years of experience in global retail, trade, or omni channel marketing in the beauty industry.
Must have Sephora and Ulta marketing experience, previous prestige beauty experience is strongly preferred.
5+ years of leadership experience managing, motivating, and developing a team.
Deep understanding of shopper behavior, beauty retail trends, and point-of-sale engagement strategies.
General management mindset with the ability to develop and execute brand-relevant initiatives that drive brand awareness, customer acquisition, trial, and retention.
Excellent judgment, maturity, and decision-making skills with integrity and empathy.
Strong analytical skills and ability to leverage data to drive decision-making.
Must be willing and able to travel to Boston, MA monthly.
Living Proof is committed to an inclusive workplace with equal opportunities for all. Our business strategy recognizes that an inclusive culture is a business strength that helps us win, as we develop and market products that resonate with all consumers and the diverse communities we serve. At the same time, we will also remain compliant with all legal requirements.
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