Brand Director, Home Fragrance

Newell Brands•Norwalk, CT

50d

About The Position

Newell Brands is a leading consumer products company with a portfolio of iconic brands like Graco®, Coleman®, Oster®, Rubbermaid®, Sharpie® and Yankee Candle® - and 24,000 talented teammates around the world. Our culture is built on values in action: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. We work together to win, grow, and make a real impact—supported by a high-performing, inclusive, and collaborative environment where you can be your best, every day. We are seeking a strategic, consumer-obsessed brand leader to drive U.S. brand performance for our Home Fragrance portfolio. The Director, U.S. Brand Marketing – Home Fragrance is responsible for localizing global brand strategy, translating it into integrated U.S. activation plans, and delivering profitable growth across wholesale and direct-to-consumer channels. This role serves as the primary U.S. brand steward and the connective tissue between Global Brand, Sales, DTC, Retail Marketing, Merchandising, Innovation, and Market Development. The ideal candidate brings strong brand vision, commercial acumen, and executional excellence—balancing long-term brand building with near-term business delivery in a highly matrixed organization.

Requirements

Bachelor’s degree in Marketing, Business, or related field; MBA preferred
10+ years of progressive brand marketing experience, ideally within consumer goods or fragrance-related categories
Proven experience leading U.S. brand strategy within a global brand framework
Strong track record of campaign development, go-to-market execution, and P&L ownership
Deep understanding of U.S. retail, DTC, and omnichannel marketing
Strong analytical and commercial mindset with the ability to translate insights into action
Exceptional cross-functional leadership and communication skills

Responsibilities

BRAND STRATEGY & POSITIONING:
Localize global brand strategy for the Home Fragrance portfolio to the U.S. market while maintaining clarity on brand purpose, positioning, and value proposition
Ensure consistent brand expression across all consumer touchpoints, channels, and retailers
Champion long-term brand equity while supporting commercial and category growth objectives
ANNUAL BRAND PLANNING & ACTIVATION:
Translate global brand plans into integrated, U.S.-specific annual brand and activation plans
Set U.S. brand objectives, KPIs, and growth priorities for the Home Fragrance portfolio
Partner closely with Global Brand teams to align demand creation, innovation pipelines, and long-range initiatives
CONSUMER INSIGHTS & MARKET UNDERSTANDING:
Leverage consumer, shopper, and category insights to inform brand and go-to-market decisions
Analyze U.S. Home Fragrance market trends, competitive activity, and retailer dynamics
Identify whitespace opportunities, growth platforms, and local market barriers
CAMPAIGN LOCALIZATION & EXECUTION:
Adapt global campaigns for the U.S. market, including creative, messaging, and fragrance / format focus
Build integrated, full-funnel campaign plans across paid, owned, and earned channels
Ensure executional excellence across wholesale, DTC, and owned brand channels
PRODUCT & INNOVATION SUPPORT:
Partner with Global Brand, Innovation, and cross-functional teams to shape the U.S. Home Fragrance assortment
Lead U.S. market readiness for fragrance, format, and seasonal innovation launches
Develop demand-driving launch strategies, go-to-market toolkits, and selling stories
GO-TO-MARKET & COMMERCIAL COLLABORATION:
Work closely with Sales, Market Development (MDP), Retail Marketing, Merchandising, and DTC teams
Ensure consistent brand storytelling across retail partners and owned channels
Drive alignment on assortment, pricing, promotion, and placement strategies
PERFORMANCE MANAGEMENT & P&L OWNERSHIP:
Own U.S. brand P&L performance for the Home Fragrance portfolio
Track brand health, campaign effectiveness, and commercial KPIs
Use data and insights to recommend optimization and course correction
Report performance, insights, and recommendations to senior leadership
BUDGET & RESOURCE MANAGEMENT:
Own and manage U.S. brand marketing budgets
Prioritize investments that drive brand awareness, conversion, and revenue growth
Maintain strong ROI discipline, financial rigor, and spend transparency
CROSS-FUNCTIONAL LEADERSHIP & CUSTOMER ENGAGEMENT:
Serve as the U.S. brand leader for Home Fragrance across a highly matrixed organization
Lead brand planning forums, working teams, and key milestones
Provide compelling brand storytelling, content, and assets to support wholesale partners
Tailor messaging and activations by channel and retailer