Sr. Mgr - Brand Marketing

POSITION: Brand Marketing Sr. Manager

DEPARTMENT: Marketing

REPORTS TO: VP Marketing

LOCATION: Saint Petersburg, FL

SUMMARY:

This role is a pivotal one in the defining of the SalonCentric brand and is mission-critical to achieving the brand and business goals of a newly energized and innovative direction.

The Brand Marketing Sr. Manager will be a visionary and strategic leader responsible for shaping and defining our brand, driving creativity, and developing high-level marketing strategies that will resonate across our national and international consumer base. Working closely with the VP of Marketing and Head of Creative Services, you will partner closely with cross-functional teams including Creative Services, Physical and Digital Sales and Marketing, Category Development, Education and Events, and Operational Marketing to define the brand, its look and feel, its tone and voice, and its strategic pillars including positioning, marketing, promotions, events, and assets that reflect our brand's essence. A primary function is to build and macro-level strategies and executions that regional Operational Marketing teams can adapt, personalize, and execute.

This role requires a strong understanding of the discipline of brand marketing and campaign development (advertising and promotional) and the ability to translate the brand's values into compelling messaging and experiences that drive consumer engagement, loyalty, and sales.

KEY RESPONSIBILITIES:

• Brand Vision & Strategy Development:
  • In partnership with the VP of Marketing and our branding agency, define and continuously evolve the global brand identity, voice, and values, ensuring consistency across all touchpoints.
  • Lead the development of comprehensive brand marketing strategies that align with business objectives and customer insights, focusing on innovation and creativity.
  • With an omni-mindset, partner with teams across the organization to ensure alignment of brand positioning with marketing and promotional efforts including the annual planning calendar, new product launches, creating stories that drive category leadership.
• Customer-Facing Program Development:
  • Define and develop brand-elevating and -appropriate program and promotion pillars off of which multi-year marketing activations can be built.
  • Develop and lead global thematic promotional campaigns, including Black Friday, Christmas, Hanukkah, New Year's, and other key retail moments, ensuring they resonate with target customers.
  • Collaborate with internal teams to design seasonal catalogs, advertising campaigns, in-store signage, digital assets, and other creative materials that reinforce the brand's identity.
  • Own the end-to-end creative development process, from ideation to execution, while ensuring brand consistency in all assets.
• Partnership with Operational Marketing:
  • Provide leadership and direction to Operational Marketing teams across regions to ensure brand strategies are executed in a localized and impactful manner.
  • Create adaptable toolkits, guidelines, and assets that regional teams can modify based on local market needs while maintaining global brand coherence.
• Cross-Functional Collaboration:
  • Collaborate closely with Product Development, Digital Marketing, Merchandising, PR, and Creative teams to ensure brand alignment across all channels and touchpoints.
  • Drive a unified approach to branding in both physical stores and digital environments.
• Consumer Insights & Competitive Landscape:
  • Stay on top of industry trends, competitor activities, and consumer behaviors, using data-driven insights to refine brand strategies and ensure relevance.
  • Conduct market research to understand the needs and preferences of our target audience, ensuring that brand strategies reflect and anticipate consumer desires.
• Leadership & Team Development:
  • Lead and mentor a growing brand marketing team, fostering a culture of creativity, innovation, and strategic thinking.
  • Partner with HR in recruiting and developing talent, ensuring the brand marketing function remains future-ready.

QUALIFICATIONS:

• Bachelor's degree in Marketing, Business, Communications, or related field; MBA preferred.
• 10+ years of experience in brand marketing, with a strong emphasis on upmarket brands with retail presence including beauty, skincare, fashion, or luxury goods industries.
• Proven track record in leading high-impact brand marketing strategies, customer-facing campaigns, and product launches at a global or regional level.
• Strong understanding of digital and traditional marketing channels, including e-commerce, social media, retail marketing, and in-store experiences.
• A self-starter interested in innovating brands from the bottom up.
• Excellent leadership, collaboration, and communication skills, with a proven ability to influence and partner across multiple departments.
• Highly creative with a strong sense of design and aesthetics, coupled with the ability to turn brand vision into clear marketing programs.
• Strong analytical and strategic thinking skills, with the ability to leverage data and insights to inform decision-making.
• Strong skills in internal communications including creation of cogent presentations designed for C-suite audiences

• Bachelor's Degree - Strategic Planning, Design Thinking, Marketing, Advertising, Communications majors preferred
• Occasional travel required
• Must have long term authorization to work in the USA

Key Competencies:

• Strategic Vision & Creativity
• Brand Storytelling & Positioning
• Consumer Insight & Market Research
• Cross-Functional Leadership
• Innovation & Trend Awareness
• Communication & Presentation Skills