The Director of Media & Content Strategy, Cl de Peau Beaut, reports into the Vice President of Integrated Marketing and will be a key contributor to building an omni-channel business, driving brand awareness via digital channels, as well as driving online revenue via on site marketing, email channel, and retailer.com. This individual will manage teams that support the strategy and execution of content initiatives. This role will be a key strategic leader for the growth of the brand in the U.S.
Hands-on, multi-discipline expert will lead 360 content efforts in the comprehensive and in-depth development, production and execution of seasonal concepts, materials and implement across all channels and platforms including digital advertising, merchandising, Ecommerce, social media, digital content, events, and all other Marketing needs. This position will own the storytelling of our brand and products and drive the next stage of our growth journey. The ideal candidate blends strong writing and editing skills with the ability to manage multiple projects from conception to completion. This role requires a high level of creativity, attention to detail, innovative thinking, and project management skills.
Primary Duties & Responsibilities:
Create overarching brand messaging framework and campaign roadmaps, include concept, objectives and execution tactics, to bring all aspects of the brand to life.
Responsible for establishing and driving content marketing strategy, developing and maintaining editorial calendars for content planning and production.
Oversee, and strategically plan content across a range of cross-channel, multi-media programs (ecommerce, advertising, email, social, in-store, etc.) for key product launches and existing key franchises which contribute to: overall brand awareness, drive traffic and acquisition on- and offline, and build a deeper relationship with target consumers pre- and post-purchase.
Collaborate with cross-functional teams to identify and develop content ideas, and create dynamic content relevant to trends, products, market forces, customer challenges, Sales and Marketing needs.
Create and edit copy that is SEO driven and review content for messaging, style guidelines, brand consistency and voice.
Partner with PR, Marketing and Social Media teams to align influencer marketing programs and paid social media efforts.
Identify growth opportunities both on- and offline, particularly in the realm of content, to best bring the brand to life in terms of impact and resonance for our target segments.
Develop and align content and media plans with Marketing and Ecommerce teams.
Strategize and work cross-functionally to activate initiatives that connect the in-store and digital experience to advance omni-channel experience for customers, working to bring the best of both worlds together for a richer brand, product, and benefit story.
Direct and guide development and production of creative assets and ensure accuracy, attention to details and over all, meets or exceeds the objectives.
Advise on photoshoots to highlight seasonal product stories and engage. customers on social media and other digital platforms to reinforce brand vision.
In partnership with Creative team, ensure brand guidelines and directives are embraced and adhered to across all executions.
Brainstorm and strategize with Creative team to help develop creative direction of the brand vision and strategy based on stakeholder (consumer, retailer, sales associates, etc.) insights with a focus on the look and feel of Marketing assets to ensure that all content channels are an expression of our brand positioning and integrated with 360-degree Marketing plans.
Oversee all U.S. paid media. Grow the brand's presence with media initiatives including display, programmatic, search, paid influencer strategy, print, outdoor, etc.
Oversee all U.S. social media. Grow the brand's presence within the social sphere, identify new opportunities, and manage all CPB fans and followers.
Partner with Education team to align and create synergies between training and consumer-facing content.
Work closely with Retailer.com partners and Ecommerce team to elevate our brand presence, increase education, and drive conversion.
Closely monitor competitive activity and trends that impact brand relevance and sales.
Establish and keep track of KPIs on all marketing initiatives to measure success of campaigns and strategies.
Working Relationships/Key Stakeholders:
Qualifications & Competencies:
10 years experience (5 must be in digital field)
Strong understanding of SEO and media
Strong creative skills
Leadership/team management skills
Ability to conceive ideas, implement, execute, and follow-up
Ability to forecast department needs/vision in correlation to planned budgets
Ability to drive omni-channel experience enhancement and customer conversion
Excel at communicating big ideas and leading meetings and presentations
Highly articulate in all areas of brand communication, including writing decks and recaps
Bare Escentuals Beauty, Inc.