Marketing Director, Skincare


The Marketing Director (personal care) will develop and execute comprehensive marketing plans for propelling the growth on a global basis, including strategy and plans for brand awareness, new customer acquisition, marketing communications, product education, product newness, and expansion of the product portfolio.

 Advertising, Marketing & Promotions

  • Work closely with creative, sales, product development, and international to develop marketing, merchandising and promotional programs.
  • Negotiate and manage advertising partnerships with professional and collegiate sports teams.
  • Conceive of and implement effective marketing, advertising and sampling programs to build awareness, trial and conversion.
  • Develop tracking tools to analyze events and advertising programs ROI.
  • Oversee development and execution of retailer specific marketing and promotional programs.
  •  Establish retention strategies across all programs including Loyalty, Refer-a-Friend, Subscription, Email & SMS to hit aggressive revenue targets and improve LTV, including repeat rates
  • Manage P&L of all retention programs, including directing and overseeing forecasting, retention programs reporting, and business analysis
  • Oversee email marketing, trigger and CRM email and SMS program growth
  •  Manage end-to-end customer lifecycle program from the ground up, using trigger-based messaging (email / SMS / etc ) to increase lifetime value / LTV and reduce churn
  • Experienced with ESP & SMS platforms

Product Management

  • Build trend/inspiration slides to help team determine key launch strategies
  • Assess market opportunity, competitive landscape, determine business and marketing plan, pricing strategy including launch messages and brand positioning.
  • Develop new product concepts P&L analysis for regular line and limited edition launches.
  • Determine final product positioning and pricing.
  • Develop detailed plans for new product launches across B+M and online channels, including sales strategy, supporting collateral and merchandising tools, and communication to the sales team.
  • Oversee updates to existing packaging copy and artwork to keep product marketing fresh, relevant and evolving.
  • Maintain knowledge regarding regulatory affairs and packaging guidelines.
  • Work with purchasing on phase-in/phase-out management and internal/external communication
  • Monitor packaging trends in beauty, luxury skincare to generate ideas and direction
  • Own development of retail merchandising units as needed or to support product launches
  • Lead product training through determining appropriate mix of product training materials and direct development of training/educational tools.

Marketing Research

  • Oversee all market, product and consumer research projects, both primary and secondary research.

Public Relations

  • Lead and manage PR agency efforts by helping to develop strategies and programs that generate positive media coverage for Anthony and our products. Direct and approve all product-related press materials.

Presenting Key Product Initiatives

  • Visit key retailers throughout the year to present new products, marketing plans, and promotions.
  • Lead/champion internal communication of product brand story.
  • Key speaker during educational training for retailers as needed.

Experience & Qualifications

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