Description
The Senior Manager, Global & North America Marketing, will partner with the VP of Marketing to define and execute Aveda''s Body Care and Gifting category strategies, lead strategic expansion projects, and drive end-to-end go-to-market strategies. This role will lead innovation, consumer storytelling, and category management across Global and North America, delivering consumer-focused launches that drive brand growth and engagement.
This position partners with Product Development, Package Development, Finance, Education, Channel & Commercial Teams, Creative, Digital Consumer Engagement, and regional teams to ensure consistent brand expression and market success.
Innovation Strategy & Product Development
- Lead marketing strategy from ideation through launch, ensuring alignment with brand vision and body care trends.
- Develop a three-year innovation pipeline and launch calendar balancing new product introductions and commercial initiatives.
- Identify breakthrough claims, ingredients, and consumer campaigns that strengthen Aveda''s lifestyle equity.
- Partner with Product Development, R&D, and Packaging teams to drive formulation innovation and sustainability initiatives.
- Lead post-launch analysis to optimize future launches.
Category & Business Management
- Partner with the VP of Marketing to develop category and hero product Merchandise Financial Plans and long-range portfolio strategies.
- Lead global portfolio management, including SKU productivity analysis and rationalization recommendations.
- Lead forecasting for New Product Launches (NPLs) and define hero product and NPL priorities.
- Oversee North America NPL management with Sales Ops, GBSC, Customer Service, and cross-functional teams to ensure execution and demand alignment.
- Optimize NPL investments and cost of goods (COGs) to drive profitable growth.
- Lead pricing analysis, competitive benchmarking, and seasonal pricing recommendations with Strategic Pricing.
Go-to-Market & Integrated Marketing
- Own go-to-market strategies for assigned categories, including launches and commercial innovations, creating consumer-focused campaigns across channels.
- Ensure digital, retail, salon, visual merchandising, and activation touchpoints reflect brand identity, category strategy, and messaging.
- Lead cross-functional strategy sessions and creative briefing processes to deliver impactful assets on time.
- Lead global asset grid development with channel leads and key regions.
- Partner with channel teams to execute North America strategies while tracking awareness, engagement, consumer counts, retail sales, and market share.
Consumer & Market Insights
- Use consumer research, social listening, CRM data, and industry trends to inform innovation and marketing strategies.
- Conduct competitive analysis and identify whitespace opportunities and new business potential.
- Integrate insights into product messaging and marketing activations.
- Monitor industry and competitor activity, sharing monthly NPD updates and market intelligence.
Regional & Commercial Partnership
- Serve as the liaison between global marketing and regional teams to ensure brand and commercial alignment.
- Incorporate regional feedback into innovation and marketing strategies.
- Support North America commercial and channel teams with tools and guidance for successful activation.
- Provide regional markets with marketing toolkits and assets to support local execution.
Qualifications
- 7-10 years of global marketing experience, preferably within prestige beauty.
- Proven success driving innovation and launching CPG products across global markets.
- Strong creative, strategic, and analytical skills with the ability to translate insights into action and compelling brand stories.
- Exceptional written, verbal, and presentation communication skills, with the ability to clearly communicate complex ideas.
- Demonstrated experience managing, coaching, and developing talent.
- Highly collaborative with strong leadership presence and cross-functional partnership skills.
- Passion for beauty, wellness, consumer trends, and consumer behavior.