Director, Brand Marketing

Nutrafol

21h•$160,000 - $180,000•Remote

About The Position

Nutrafol is seeking a Director, Brand Marketing to build and launch the brand story for new product innovations. This role is responsible for making new product ranges unmistakably Nutrafol, defining their purpose, target audience, integration into existing routines, and efficacy. The Director will set strategy within the Nutrafol masterbrand platform, reporting to the SVP, Brand, and will collaborate closely with Product Development. This is a hands-on, builder role, starting six to twelve months ahead of launch to influence product development based on consumer insights.

Requirements

8–12 years of experience in brand management, brand marketing, or innovation marketing at a high-growth brand.
Experience in hair care, beauty, or science-led consumer health is preferred.
Direct-to-consumer (DTC) experience is required.
Proven track record of taking a product from concept to market in collaboration with R&D, regulatory, and supply chain.
Ability to build integrated brand strategies and launch campaigns across digital, social, CRM, retail media, and direct response.
Strong commercial and go-to-market understanding across DTC, e-commerce, and omnichannel, including pricing.
Comfort navigating the intersection of an entrepreneurial brand and a large matrixed organization, with the ability to align partners without formal authority.
Fluency in segmentation and in both quantitative and qualitative consumer insight.
Sharp judgment regarding claims, positioning, and premium customer experience.
Entrepreneurial and self-directed approach, with a hands-on work ethic.
Exceptional written and verbal communication skills.
Low ego, high ownership mentality, and a collaborative energy.

Responsibilities

Own the brand strategy, positioning, and narrative for new product innovations, ensuring alignment with the Nutrafol masterbrand.
Develop a deep understanding of the target consumer, including overlaps and differences with the existing supplement customer base, and their current purchasing habits.
Conduct primary and secondary research to gather consumer insights, and analyze competitive and category landscapes to form strategic viewpoints.
Identify key consumer insights and tensions to inform both the initial launch and future innovation waves.
Lead the naming process for the new product range and individual SKUs, collaborating with Creative, Legal, and Product Development for trademark and claims approval.
Integrate consumer insights and brand perspective into the product pipeline, influencing proposition, format, and range decisions.
Provide prioritized consumer claims input for study protocol design to guide Product Development and R&D testing.
Determine how approved claims will be presented in the market, ensuring they align with the brand story.
Shape the launch range and wave sequencing based on consumer input for Product Development's recommendations.
Maintain brand integrity across all consumer touchpoints, upholding the credibility of being dermatologist-recommended and the subscription model.
Develop the launch plan across DTC, Amazon, and Pro channels in collaboration with Growth, Marketplaces, CX, and Pro Marketing teams.
Ensure launch readiness and manage in-market performance against agreed product availability dates.
Set pricing for new product innovations above an agreed margin floor.
Lead the annual and quarterly brand plan for new product innovation, establishing clear priorities and a roadmap for the cross-functional team.
Brief and collaborate with the Creative team, leading ideation for campaigns, content, and social narratives.
Define the brand direction for partnerships, collaborations, and external endorsements.
Manage the budget for new product innovation brand marketing.
Facilitate cross-company alignment towards a unified plan, clarifying decision-making authority.
Contribute consumer, positioning, and go-to-market insights to Unilever leadership updates.
Provide clear, executive-ready updates to Nutrafol leadership.
Proactively identify and communicate risks and dependencies.
Track post-launch performance and utilize learnings to refine the product range and inform future strategies.
Build trust and foster collaboration within cross-functional teams involved in new product launches.