Brand Director

The Genius Brand

The Genius Brand creates and markets premium supplements in the Vitamins, Minerals and Supplements category. As a digitally-native brand we operate in a fast-paced, ever-changing environment on a small, nimble team of high-energy creators and category disruptors. Based on the evolution of our business, we are looking to add an experienced Brand Director to our team.

Position Summary

The Brand Director position is a critical leadership role at The Genius Brand with P&L responsibility and leadership of the marketing function including marketing strategies, annual plans, consumer insights driven innovation, brand communications, go-to-market activation, media, brand equity, and design for omnichannel. The ideal candidate will bring 8+ years of brand management and innovation leadership experience combined with proven ability to drive growth across multiple channels. The Brand Director is a broad business leader effectively leading the cross-functional team and influencing the broader organization towards meeting or exceeding operational objectives.

The ideal candidate will have a strong consumer packaged goods background with 2+ years of vitamin and supplement industry experience.

Key Responsibilities & Expectations:

The Brand Director is the de facto owner of the brand, with primary accountability for the success of the brand both strategically and tactically, delivering operational goals while positioning the brand for future success:

• Build and manage the global brand vision and strategy. Deploy brand foundational tools: brand pyramid, brand positioning, brand architecture, value proposition, product portfolio, value/pricing proposition, and a winning brand story that differentiates vs. competition.

• Drive impactful omnichannel brand communication by understanding and defining the brand personality, and by developing key messaging vehicles (on-line and offline) and brand image guidelines.

• Partner with agencies to augment and deliver the brand vision and strategy. This includes ensuring agency partners deliver strong work product that drives sustainable growth for the brand.

• Develop annual brand plans that translate business and category insights into a brand vision, Objectives, Goals, Strategies, and Metrics.

• Work closely with cross functional partners and other leaders to ensure the annual brand plans have full alignment across the organization.

• Assist the President in driving the P&L statement through strong financial management, improved profitability targets, waste elimination, and complexity reduction.

• Lead the development of all digital content, ensuring content uniformity across all brand touchpoints.

• Develop effective omnichannel promotional strategies including off-shelf events, digital promotions, key merchandising requirements, consumer price incentives and impactful packaging graphics/messaging.

• Develop the omnichannel strategic plan, identifying where to play and how to win. Design appropriate product assortments per channel with compelling key feature/benefit claims and partner with eCommerce channel director and other functions to build winning assortments, SEO strategies, best in class PDPs, etc.

Required Skills & Abilities:

• Demonstrated expertise in understanding the consumer. Ability to listen and uncover consumer insights and determine the appropriate consumer research needed to support business strategies and deliver winning propositions to market.

• Prior experience with pricing strategy and ability to lead in setting price, promotional strategy, and trade strategy. Demonstrated ability to set, direct and lead trade marketing strategy in partnership with cross functional teams like finance, sales, etc.

• Experience growing brands in an eCommerce channel including launching innovation for the channel, setting media strategy in partnership with channel leaders.

• Prior P&L management experience including complexity reduction, and innovation launches, to drive revenue and manage for margin growth.

• Demonstrated success leveraging analytics to identify business growth opportunities and translating this into revenue or market share improvement.

• Ability to teach, mentor and grow junior marketers in their ability to leverage data for decision making.

• Possess familiarity with performance marketing, with ability to leverage data to progress goal delivery.

• Work across the business units with all key functions Sales, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal as well as centralized support teams to achieve or exceed topline revenue and profitability goals.

• Ability to lead multiple agency partners collaboratively while earning respect as a brand owner and leader.

Education & Experience:

• A four-year college degree, MBA preferred.

• 8+ years of brand management experience including deep marketing, innovation and general management experience.

• Prior demonstration of behaving as a Servant Leader of being a brand steward, building and implementing brand architecture and driving brand value across all consumer channels.

• Classical brand builder with strong digital marketing skills (DTC, eCommerce, Retailer Media Networks)

• Deep experience gleaning consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.

• Proven ability in talent management; Ability to attract and retain top talent; Prior experience leading teams and coaching for continued growth and success.

• Key leadership traits include empathy, integrity, accountability, initiative, resilience, creativity, and positivity.

Ideal Profile:

• A passion for and knowledge of the supplement category

• VMS category experience

• Entrepreneurial-minded team player who thrives in a fast-paced environment

• Able to successfully deal with ambiguity

• Able to analyze data and trends and be able to extract the actionable insight

• Proven track record of working independently and efficiently, handling time-sensitive projects, and prioritizing multiple objectives

• A clear sense of ownership and personal accountability

• Collaborative brand builder

• History of delivering effective and persuasive customer communication

Security Requirements

Submission to, and ability to pass, a thorough pre-employment background check by Catalyst is a requirement of employment.

Catalyst is an Equal Opportunity Employer