DVP of Brand Marketing
DVP of Brand Marketing
POSITION SUMMARY:
The Brand Marketing DVP partners with the VP of Brand Marketing to shape and deliver the overarching vision for Helzberg brand strategies and owns the development and evolution of best-in-class capabilities for the company’s brand and product positionings, content development, organic social and public relations. The incumbent leads the team responsible for strategy and content execution across all the levers and channels, ensuring all support a differentiated and results-driven go-to-market approach. As a strong leader, this role will partner externally and with VP, DVP and Director peers in Merchandising, Performance Marketing, Creative, Services and Strategic Planning to develop consumer-driven solutions that will build excitement for, and engagement with, the Helzberg brand. The Brand Marketing DVP will often serve as the Brand Marketing lead for the Company’s customer-facing strategic initiatives. This role requires strong enterprise judgment, the ability to navigate competing priorities across the organization, and confidence influencing at the executive level.
PRINCIPAL ACCOUNTABILITIES:
- Inspire internal and external teams to drive innovative marketing and content strategies to accelerate differentiation and growth for the brand.
- Drive annual and quarterly calendar planning processes, cross-functionally, from a content and storytelling perspective to ensure brand, product, services and seasonal go-to-market campaigns are aligned, and authentic, and drive growth.
- Ensure strategic direction for all brand campaigns & assets, product launches and partnerships to deliver best-in-class content and storytelling and ensure brand consistency across all communications.
- Stay on top of existing and emerging content, channel and competitive trends to determine new market opportunities and challenges and validate messaging and validity.
- Partner with Performance Marketing team to translate brand strategy and business objectives into content that drives awareness, preference and conversion.
- Oversee public relations and brand activation activities, often leveraging external resources, to drive consumer and brand relevance and awareness.
- Evolve and accelerate organic social media function to support brand, community and SEO goals.
- Develop and execute all brand, partner and vendor programs.
- Lead strategies to determine the most effective and efficient mix of produced, organic, content creators, influencers and UGC content, balancing long- and short-term KPIs.
- In partnership with Business owners, represent the voice of the consumer and brand in all new strategic initiatives and launches.
- In partnership with Creative, define and socialize strategic positioning and messaging hierarchies that guide individual program.
- Provide brand leadership to Performance Marketing efforts, ensuring brand integrity, messaging cohesion and effective translation of brand strategy into performance channels.
- Navigate cross-functional dynamics to drive alignment, resolve tradeoffs, and enable decision-making in support of enterprise brand priorities.
- Establish metrics and KPIs to measure the effectiveness of branding, PR, organic, and content initiatives. Analyze performance data to optimize strategies and tactics.
- Manage the brand marketing budget, ensuring efficient allocation of resources to achieve strategic goals.
- Guide a future-facing brand narrative by integrating content, PR, SEO, and emerging search and discovery behaviors (including AI-driven search), translating insights into measurable storytelling impact.
- Define and drive brand outcomes that increase relevance, consideration and long-term brand equity while supporting near-term performance goals.
SUPERVISORY RESPONSIBILITIES:
This position will oversee a brand marketing team consisting of two Brand Marketing managers, one Brand Marketing coordinator and an in-house organic social team. This position will also manage numerous relationships with external agencies and content creators.
Responsibilities include:
- Build and manage a high-performing marketing team. Provide mentorship and professional development opportunities for team members.
- Ensure teams have the processes, tools and support to complete high quality and on-time work.
- Accomplish department objectives by directing and monitoring the work progress of direct reports.
- Set expectations, annual goals and provide required quarterly touch base meetings with all direct reports.
QUALIFICATIONS:
- Bachelor’s Degree
- 10-15 years of experience in a brand, marketing or agency roles; retail background preferred
- Excellent communication skills, both written and verbal
- Innovation and creativity to create brand new strategies that attract customers and succeed over the competition
- Ability to lead and influence groups and be decisive
- Collaborative skills to accept, and/or effectively maximize or challenge ideas, and translate those into brand strategies
- Ability and savvy to prioritize conflicting projects/timelines across different business owners
- Solid understanding of marketing channels, including paid and organic social, digital media, radio, OOH, ecommerce, email and more
- Strong organizational, collaboration and project management skills with the ability to manage multiple projects at once
- Consumer-obsessed and a student of consumer and channel insights
- Ability to work under tight deadlines on complex programs
- Curious self-starter with strong collaboration skills
- Hybrid schedule with predictable onsite attendance required three or more days per week to perform essential functions involving interactive behaviors with co-workers and managers, operation, or manipulation of equipment and/or materials located only on site, and direct interaction with internal and/or external customers.
COMPETENCIES:
Creative Thinking, Business Knowledge, Leadership, Integrity, Strategic Orientation, Teamwork and Cooperation