Job Summary

The Head of Brand Marketing & Communications oversees the marketing strategy, brand architecture, product positioning, customer personas, market analysis, communications, and brand development of our company and products. Your mission is to drive category leadership and brand awareness amongst target customer groups. This is a senior executive role reporting to the CEO. The #1 objective of this role is to define and create a new product category that we uniquely serve.

As the Head of Brand Marketing, you are the backbone of our brand identify and category strategy, and you will need to partner with teams in Business Strategy, Performance Marketing, Channel Sales, Product Engineering, Manufacturing, and Product Management in order to create a consistent brand narrative and experience that ensures that our intended message is at the forefront of every touchpoint with our brand.

This role is NOT accountable for short-range campaign execution. Rather, it is a brand marketing strategist for the entire organization. For example, Brand Marketing does not create, lead, or execute B2C ecommerce sales or B2B demand generation activities. Instead, it supports them with focused content and content guidelines that are anchored on a unified message to communicate our brand and category strategy. This role works closely with the revenue-generating functions of Demand Generation and Ecommerce, and Channel Sales, as well as the Product Management Office, Engineering, Manufacturing, and other functions to ensure that all brand touch points within and outside the organization are on-point with the right message.

Mindset and Approach

In order to ensure a singularly-focused brand and communication strategy, you will need to interact with a broad range of stakeholders and departments. You will need to lead and influence, as well as collaborate with other functions to gain the perspective needed in order to build and create the content and other tools needed to support our strategy. The ideal candidate will thrive at:

  • Being able to build and grow a product category through effective brand marketing and positioning
  • Being able to understand the big picture with a high drive to make things happen by anticipating and shaping the future
  • Being able to find creative solutions to complex problems
  • Minding the details to bring order out of chaos
  • Being able to lead mostly through influence and process
  • Bringing evidence-based decision-making to your communications
  • Building a culture of accountability by leadership and example

Job Duties and Responsibilities

  • You are the czar of our brand strategy and category-building efforts
  • Define, design, and deploy all brand marketing strategies including overall brand positioning, brand architecture, customer personas, channel ownership and product marketing
  • Build the brand voice and core messaging through the development of a communication plan, key resources, educational materials, sales tools and the utilization of social media, events and partnerships
  • Lead product marketing strategy and implementation for the activation of new products
  • Develop strategic plans and roadmaps for all marketing initiatives, programs and campaigns
  • Establish a clear vision and plan for driving the development of content and desired outcomes
  • Design and coordinate all brand marketing communications and PR activities
  • Design all visual, print, digital graphics, and video production assets
  • Build relationships with key external stakeholders, partners and vendors
  • Analyze and evaluate the effectiveness of all brand marketing activities
  • Responsible for competitive analysis, customer experience and market data
  • Ensure smooth communication and project coordination, both upstream and downstream, among multiple departments involved or impacted by marketing initiatives and activities
  • Work collaboratively with internal leaders to understand what is needed from marketing and partner to deliver
  • Hire, train, develop and build a “Best in Class” brand marketing team

Required Education, Skills, Experience:

  • Bachelor’s degree in Marketing (Master’s degree/MBA is preferred)
  • 10+ years of experience in a senior Marketing leadership role
  • 7+ years in an ecommerce, high growth, B2B and B2C organization
  • Demonstrated Servant Leadership and the ability to work in a highly collaborative organization
  • Strong results orientation
  • Agile experience and/or knowledge
  • Outstanding leadership abilities to align, attract, retain and develop strong teams
  • Acts with humility, authenticity, transparency and honesty
  • Demonstrated success envisioning, designing and executing marketing strategies that drive category ownership, market education, and growth
  • Ability to be creative and innovative, yet sequence and follow process for successful outcomes
  • Data-driven, strategic and analytical approach to marketing management
  • Extensive experience in all facets of corporate marketing, marcom and strategic planning
  • Proven success establishing strong relationships and working across all functions within an organization
  • Strong decision-making and problem-solving skills
  • Proven experience in enabling a fast-growing organization with the information and insights needed to execute effectively and efficiently
  • Excellence in enabling data analysis and performance/operation metrics monitoring for all stakeholders
  • Proven ability to influence cross-functional teams without formal authority