Hair Care Brand Strategy Lead

3 weeks ago

Mississauga, Ontario, Canada LUS Brands Full time
Job Summary

We are seeking a seasoned Brand Manager to lead our brand strategy and execution across multiple online and offline channels. As a key member of our team, you will drive brand growth, product development, and consumer engagement through the conceptualization, development, and execution of marketing programs and brand strategies.

About Us

LUS Brands is a Toronto-based DTC (direct-to-consumer) hair care brand backed by Y Combinator, Sound Ventures, Comcast, and other notable VCs and angel investors. Since launching in 2017, we have shipped over 6 million bottles of our innovative hair care products to consumers with curly hair worldwide and earned thousands of 5-star reviews.

Key Responsibilities:
  • Drive brand positioning, messaging, and storytelling that resonates with our community and aligns with our brand DNA.
  • Emphasize creating and executing long-term brand strategies to enhance brand awareness and marketing presence via our Marketing Calendar. Ensure themes are defined (overseeing all promotional activity, tentpole events, launches, and marketing moments).
Campaign Management:
  • Focus on planning, executing, and measuring marketing campaigns in accordance with our Marketing Calendar to ensure brand consistency and effectiveness.
  • Champion all marketing channels and cross-functional stakeholders behind the Marketing Calendar to ensure we execute with excellence through accountability and clear communication.
Budget Management:
  • Responsible for managing the budget, marketing month-end process, and reconciliation with Finance across all brand and marketing-related activities.
Product Portfolio Management:
  • Oversee the product lifecycle from concept to launch, ensuring alignment with our brand vision and market trends.
  • Inform NPD with breakthrough ideas, informed by our community, the landscape, and market trends—own the forecast for new launches, line extensions, and reformulation.
  • Conduct regular portfolio analysis to identify opportunities for innovation and optimization.
Retail & Distribution Strategy:
  • Collaborate and implement a distribution strategy to optimize channel and merchandising strategies, supporting retailers to ensure successful partnerships.
  • Collaborate with sales and retail partners to optimize in-store presence and merchandising strategies. Ensure effective distribution channels are leveraged to maximize brand visibility and accessibility.
Pricing & Promotional Strategy:
  • Inform and implement pricing strategies that reflect brand value while remaining competitive. Design promotional campaigns that drive engagement and conversion across all consumer touchpoints.
Organic & Owned Media:
  • Lead strategies for building and maintaining relationships with the community across social media, content marketing, email, etc., encouraging engagement and retention.
Consumer Insights & Analytics:
  • Utilize consumer insights and market research to inform brand strategy and product development. Analyze performance metrics to gauge success and refine tactics.
  • Monitor market trends, consumer insights, and the competitive landscape to inform brand decisions.
Qualifications:
  • Bachelor's degree in Marketing, Business, or related field.
  • 7+ years of brand management experience in the beauty or consumer goods industry.
  • Proven track record of successful product launches and brand growth.
  • Strong analytical skills with the ability to translate data into actionable insights.
  • Excellent communication and interpersonal skills.
  • Comfortable in a fast-paced startup environment with a proactive and adaptable mindset.
  • Passion for beauty and an understanding of current trends in haircare and cosmetics.
Estimated Salary:

$80,000 - $110,000 per year, depending on experience.

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