Director Of Brand Marketing

About HALEYS Beauty:

Exciting Beauty Start-up that breaks rules, barriers and glass ceilings

Smart makeup doesn’t cover up skin – it Re-invents it. Founded by a boundary-breaking female chemist for the highly ambitious, HALEYS gives you the tools to reveal your own unique beauty and unmistakable brilliance.

Smart sustainability – Our packaging is more than a pretty face – we use cutting-edge technology to convert renewable sugarcane into recyclable bioplastic. Plus, our 100% recyclable cartons are made from paperboard sourced from environmentally-sound forests for a prettier, more protected planet.

1) Brand Marketing:

• Develop and execute 360 launch strategies – HALEYSBeauty.com (online DTC, otherwise referred to as HB.com) campaigns to drive customer acquisition, retention, and brand loyalty
• Create and execute 360 HB.com marketing calendar and weekly campaigns to support customer retention + acquisition, promotions, and launches
• Align marketing calendar and activities across HB.com including social, paid media, email newsletter, influencer etc.
• Ensure that all brand elements in terms of esthetics & tone voice are consistently carried throughout all creatives, campaign initiatives and customer service copy
• Create product launch plan, lead asset creation (ensure brand consistency), and analyze afterwards effectiveness
• Forecast and manage budgets for influencer, paid media, and free-lancers (e.g. copy writer, photography, graphics designers, and etc.)
• Own brand book and all product copy ensuring tone & voice is consistent across all channels (e.g website, packaging, social, one pagers)
• Partner with Digital + Social Specialist to create assets for sampling, GWP and promotional program for HB.com – analyzing and reporting brand ROI for initiatives pre and post campaign
• Keep abreast of market trends and analyze competitive data and benchmarks to ensure successful product launches
• Work closely with PD team to provide feedback and testing of future products from a marketing perspective
• Partner with PD to create product positioning, key features, and benefits
• Partner with PD for primary and secondary artwork ensuring both aesthetics and product copy are executed properly at signoff
• Own weekly creative meeting to ensure priorities are aligned and deadlines are being met
• Manage and own from beginning to end photoshoots and creative projects alongside creative team (freelance graphic designers) to ensure brand marketing goals are being met
• Track and analyze all channel assortment sales, productivity, return rates
• Deliver annual and monthly analysis on current business and trends with an understanding of client insights, categories, and competitive landscape

2) Paid Media & SEO:

• Work with agency to improve and achieve target ROAS, impressions and other metrics
• Analyze weekly data and partner with agency to adjust spend, placement and etc.. to maximize returns. Also send data to Digital + Social Specialist for comprehensive HB.com weekly recap
• Align HALEYS Beauty customer demographics with the right advertising channels (e.g. IG, FB, Google, TikTok and etc)
• Continue to leverage new creative assets and content such as video to keep up with industry trends and drive conversion
• Create compelling campaigns to drive prospecting and remarketing ads (both standard and dynamic)
• Ensure all copy and imagery is on brand and delivers a seamless end to end customer experience
• Continue to work closely with SEO partner to build backlink authority, increase page rankings, and ensure website updates are made keeping SEO in mind
• Collaborate with Digital + Social Specialist to ensure copy on PDP and social posts are optimized for SEO
• Responsible for creating HALEYS blogs and are optimized for SEO purposes

3) Influencers

• Drive the launch, key promotional periods or others of all brand campaigns through influencer/Octoly marketing
• Acting as liaison between HALEYS Beauty and influencer & Octoly
• UGC - drive creation and delivery of HALEYS Beauty ambassador UGC
• Ensure influencer strategies are on brand and provide necessary assets for a successful partnership (e.g. one pagers, product, PR boxes, event planning)
• Strategize to align with marketing calendar to optimize campaigns and opportunities for conversion
• Report weekly and monthly results (including ROAs, impressions and etc.) and provide context/analysis

You could be the perfect fit if you have:

• Bachelor’s degree or equivalent experience required
• 6-10 years of brand marketing experience. Some experience working with Paid Media, SEO and influencers is helpful
• Keen attention to details, analytical and organized
• Strong communication and project management experience
• Experience with campaign copy writing and planning
• Experience with managing and negotiation influencer campaigns from beginning to end
• Aware of and enjoys testing current beauty trends
• Experience in consumer lifestyle, retail or beauty experience is a plus
• Proficient in relevant social channels including Instagram, TikTok, Facebook, Twitter, Pinterest, Snapchat and YouTube as well as emerging channels
• Experience working with agencies with a high degree of collaboration in a goal driven environment
• Excitement for learning, open to new experiences and challenges in a fast-paced, start-up environment
• Ability to quickly adapt to ever-changing Beauty landscape and given scope of work as needed for the business
• A creative and analytical disposition; able to partner with Creative, Influencers, and agency teams and speak the same language
• Personable and flexible with demands and changes in extremely fast-moving business environment
• Must have a voracious appetite and passion for Beauty, brand management, paid Social, SEO and influencer partnership
• Solid analytical, verbal, organizational and written communication, presentation, and negotiation skills
• Strong PowerPoint, Excel, and Word skills
• Partial remote (2 days in San Francisco WeWork and 3 days at home) and up to 10% travel