Brand Marketing is a vital part of our marketing and overall business strategy. As a contributor to the brand marketing department, you are responsible for executing a strategy that helps the Birchbox story reach new people, generates meaningful interest in the Birchbox brand that ultimately translates into sales, and sparks brand love. This strategy will support all aspects of the Birchbox business - the beauty subscription, the grooming subscription, our online shop, our brick-and-mortar locations, our in-house beauty brands, and any future innovations.
A member of this department would describe themselves as an even balance between the left and right brain. You must be a creative thinker, a strong negotiator and a results-driven individual who excels at leveraging their broad sense of brand building, marketing, relationships, and knowledge of what makes customers fall in love with brands to execute effective campaigns for Birchbox.
This role sits on the marketing team and reports into the Global Director, Brand Marketing. This team reports into the President, US.
Tactical Responsibilities:
Brand Marketing narrative and paid media strategy and execution; this entails:
-Working closely with Global Director to evolve brand marketing key messaging as needed
-Ad campaign creative ideation and development (and using agencies as needed to develop campaigns)
-Uploading, managing, and reporting on ads the brand marketing team is running on various marketing channels (ex: TV, Facebook, etc.)
-Maintaining brand marketing reporting both at the channel and campaign level, using data to inform future investments and to help the team to gauge successes and improvement areas for media and campaigns
-Using surveys or listening tools to gauge favorability of Birchbox in the market and using that reporting to gauge effectiveness of ad creative
End-to-end management of the Birchbox brand marketing team US PR & partnerships strategy. You will work with cross-teams to execute, but will ultimately be responsible for all aspects of the project; it is expected that:
-Campaigns as part of this strategy should deliver on one or more of the following goals:
(1) Perpetuate Birchbox brand desired positioning in the market and key messages
(2) Help us create demand for Birchbox among the Birchbox target customer that results in visits to our website
(3) Acquire emails, and/or
(4) Generate revenue for Birchbox
-You will develop a comprehensive marketing plan with the partners we work with and with the internal Birchbox team that pulls in a range of marketing tactics to support awareness of partnerships we execute
-You will manage the Birchbox US PR agency and will work closely with them to coordinate press stories for as many of our go-to-market campaigns, partnerships, and advertising campaigns as possible. It is expected that you will think about PR in the beginning stages of ideation and set up the campaign to deliver on earned media stories
Creation, management, execution, and reporting on Birchbox retention and brand love-driving campaigns; this entails:
-Working with cross-teams to brainstorm and come up with campaign ideas
-Briefing cross-teams on expectations and what is needed from them
-Seeing the campaign through execution, acting as a project manager and decision-maker for the different pieces of the campaigns
-Reporting on the successes and failures of the campaign, and leading a conversation with cross-teams on how to improve
In addition to the above, you will also be expected to think about, support, and execute on the following areas:
-Contributing content to Birchbox owned social media (Stories takeovers, etc..)
-Execution and management of experiential and events as needed
-Coordination with the Manager, Brand Marketing & Social Media to leverage Birchbox’s influencer program to support all of the above
-Coordinating with the Manager, Brand Marketing in the EU to collaborate, share learnings, and execute global partnerships if the opportunity arises
You will also contribute to the management of the department and team, which includes:
-Tracking and updating the brand marketing and partnerships budget
-Sourcing and managing an agency or agencies to help with ideation and execution of campaign(s) as needed
-Forecasting out and planning the year in partnership with the Director of the department and cross-teams such as Merchandising, Retail, Growth Marketing, Product, and Tech
-Submitting and processing invoices
-Reaching out and building relationships with people at a range of types of companies, making sure to prioritize conversations with people that present an opportunity to further your knowledge in the above areas and/or work with in a strategic capacity
-Minimum of 5 years of marketing, partnerships, and/or sales experience, ideally in a strategic or creative agency or fast moving startup environment
-Fluency in digital marketing, including an understanding of building brands and communities in digital channels, social media, etc
-Strong relationship building skills
-Excels in presentation skills, interpersonal skills, and respect for process/principles
-Experience working across various teams and departments on projects you are either spearheading or contributing to
-Ability to work in a collaborative, cross-functional organization
-A strong sense of creativity and understanding of the creative process
-An obsession with creating impactful consumer-centric experiences
-Experience under managers and teams that are building or have built innovative brands and go-to-market campaigns is a plus
-Experience working on teams in which you have used and analyzed data as part of your day-to-day, and used a hypothesis-driven attitude towards your work
Learn more and apply here.