The Vice President, Global Marketing will lead the global marketing strategy and driving global business growth by developing a global brand vision and long-term roadmap to $1B by accelerating across brand, distribution and consumer levers. At fresh, creativity and innovation thrive beyond skincare with a clear purpose at the heart.
Reporting to the Chief Marketing officer, the Vice President, Global Marketing will drive the global innovation strategy and go to market strategies to meet the ever-evolving consumer and business needs by bringing new innovation to life and drive ground-breaking campaigns, while gaining high-level management exposure and the ability to develop meaningful programs to disrupt the beauty market.
The Vice President, Global Marketing will lead the development and implementation of the fresh global Marketing strategy and product portfolio to drive brand growth and increase market share in priority channels and regions, particularly in China and North America.
RESPONSIBILITIES
Develop strategic category plan, complete with outlined objectives, market opportunities, strategy and tactics, ensuring growth objectives are continually defined and delivered.
Continual definition and on-going brand equity and awareness building techniques to deliver to the fresh purpose, mission, promise, core values to protect brand for longevity long-term
Build out a 3-year innovation roadmap and category/franchise building blocks to drive global growth objectives
Collaborate and drive campaign development and all consumer facing creative and toolkits within timelines and strategic brand equity codes
Lead global aspect of new projects for the team to identify new business opportunities and address issues as they arise (i.e. sales opportunities, positioning, reformulations, sustainability, repacks, COG analysis, budget management, seasonal planning, etc.)
Act as a global liaison with the markets on programs, on-going business, project updates, changes, requests, etc
What you will learn (and/or achieve) in the first 6 months:
Strong cross-functional relationships in building brand knowledge and marketing expertise in highly competitive and quickly evolving category and consumer-mindset in remote work environment.
Complex portfolio management understanding across lifestyle brand and categories (skincare, fragrance, bodycare, lipcare) with varied channel distribution (highly penetrated e-business, free-standing boutiques, cabines, department stores, Sephora/open-sell, travel retail) and high market portfolio nuances across all markets
Partnering with the China Liaison team, learn strong insights into China business and channel needs and nuances as fresh highly indexes in this key strategic growth market while maintaining American roots and heritage (east vs west needs)
fresh’s long-term strategic sustainability vision to 2031 with a focus on responsible sourcing and the communities impacted for future generations.
With a highly penetrated e-business, continually adapt business strategy, assets and tactics to become even stronger as part of the expectations of the consumer across their journey and anticipate future expectations.
Understanding of the LVMH organization, management, P&L/reporting styles and business objectives.
What you will achieve in 12 months:
Full fresh global brand management with exposure to full end to end, with deep insights and understanding to the portfolio and financial ecosystem.
PROFILE:
Bachelor’s degree, MBA or advance degree preferred
15+ years Marketing/brand management experience; global development experience preferred
Experience in global development, operational marketing, beauty industry, luxury mindset, innovation, brand building, skincare category, integrated marketing/digital marketing techniques, campaign development and China experience are a plus
Strong understanding of skincare category and market landscape is desired with deep expertise on customer-driven marketing strategies based on consumer insights, competitive understanding, and brand knowledge
A proven and successful people-management and leadership track record with a large team and across all levels of the organization
A strategic thinker, an ‘influencer’, a consensus builder, and an excellent team player
Experience working 360 cross-functionally with key partners – product development, operations, supply chain, forecasting, finance, retail, education, creative, digital, packaging development, legal, regulatory, local affiliate markets, store design/visual merchandising, pricing, etc.
Must possess strong combination of analytical skills balanced by strong creative skills with their eye on achieving business goals and long-term brand objectives – strong business analysis and financial fluency is a must to match fresh’s profitability and brand awareness objectives
Exhibit a keen ability to be proactive as well as handle a multitude of projects at one time for 3-year pipeline vision
Thrives in fast-paced and ever-changing environment, flexible, ability to manage conflicting priorities
Champion change with a curative lens on the changing consumer, business results and decision-making
Understanding of multi-channel retail practices, marketplace advances and consumer technologies in China, Travel Retail, US, Sephora-ecosystem
About Fresh
Born in Boston, raised in New York
In 1991, our founders Lev Glazman and Alina Roytberg saw the need for beauty that was both effective and indulgent. Following their American dream, they opened a small store in Boston devoted to curating natural products from around the world and engaging a community. The original shopkeepers, they created a brand that touches people’s hearts as well as their skin—and quickly developed a cult following. Today, fresh is a global company headquartered in New York offering a full lifestyle line spanning skincare, lip care, bodycare, and fragrance in 16 countries. But we don’t just aspire to make the best products on the market; we want to be the best beauty brand to work for. Whether developing a breakthrough formula, designing a marketing campaign, or welcoming guests in our shops, you are hand-picked to join us on our journey to make the world more beautiful one heartfelt experience at a time. Because beauty is more than skin deep. And fresh is more than a brand…it’s a feeling.
In 2000, fresh partnered with the world’s leading luxury products group, Moët Hennessy Louis Vuitton (LVMH), gaining invaluable access to expertise, research, tech...nology, professional development opportunities, and world-class benefits. The Group is comprised of a unique portfolio of over 70 prestigious brands including Louis Vuitton, Sephora, Dior, Benefit Cosmetics, Bulgari, and Veuve Clicquot, At fresh, we’ve created a warm, inspiring environment that encourages our teams around the world to dream big, because that’s how we got here. On any given day, you might find us celebrating a fresh family member, testing out new beauty products, or hitting the streets during a trend tour. Curiosity, passion, generosity, and a sky’s the limit spirit are woven into our DNA, stemming from our founders, and those values fuel our search for the extraordinary—in product and people.
