Brand Marketing Senior Manager

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.