Director Wellness Marketing

Ulta Beauty, Inc.•Bolingbrook, IL

10d

About The Position

The Director, Wellness Marketing will be a key leader responsible for defining and bringing to life the end-to-end marketing strategy for Wellness at Ulta Beauty. This leader will establish how Wellness shows up for our guests across the full marketing ecosystem—building awareness, credibility and engagement while translating business priorities, guest insights and cultural trends into integrated marketing strategies that drive category growth. Reporting to the Vice President, Wellness Commercial Lead, this role will serve as the primary marketing leader for the Wellness business and a critical bridge between the Wellness and Marketing organizations. The Director will work closely with Marketing leadership and functional teams across brand and integrated marketing, media, social, customer growth marketing, creative, consumer insights and other channels to ensure Wellness is thoughtfully and cohesively integrated throughout Ulta Beauty's marketing plans. Importantly, this leader will help shape how Beauty and Wellness come together at Ulta Beauty, identifying opportunities to connect the categories through relevant guest experiences, storytelling, campaigns and activations. The Director will own the Wellness positioning and brand strategy, helping establish how Ulta Beauty earns credibility and builds a differentiated position in Wellness while remaining authentic to the broader Ulta Beauty brand. The Director will lead a Wellness Marketing Manager, and will operate through significant cross-functional influence across both the Wellness organization and the broader enterprise. The ideal candidate is a strong brand strategist and storyteller who combines the art and science of marketing, thrives in an entrepreneurial environment and can translate an ambitious business strategy into compelling guest-facing experiences. This builds upon the existing Wellness Marketing role's mandate around omnichannel campaigns, Wellness brand identity and partnership across Wellness and Marketing, while elevating accountability to Director-level strategy, leadership and enterprise integration.

Requirements

Bachelor’s degree in Business, Marketing or related field; MBA or MA preferred.
10+ years of progressive consumer marketing experience, with demonstrated success developing brand, category and/or integrated marketing strategies that drive measurable business results.
5+ years of people leadership experience, with a demonstrated ability to develop talent and build high-performing teams.
Proven expertise developing and leading 360° integrated marketing strategies and campaigns across the consumer funnel and multiple marketing channels, consistent with the expectations established for Ulta Beauty's Director-level category marketing leadership.
Strong brand strategist and storyteller with experience translating consumer insights, business objectives and cultural trends into differentiated positioning, messaging and marketing experiences.
Deep understanding of the modern marketing ecosystem, including brand and integrated marketing, paid media, social and content, CRM/customer growth marketing, digital and retail experiences.
Demonstrated ability to lead through influence in a complex, matrixed organization and build trusted relationships with senior leaders and cross-functional partners.
Strategic thinker with a strong data-driven mindset and ability to move fluidly between long-range strategy and detailed execution.
Comfortable with ambiguity and energized by building new capabilities, strategies and ways of working in a fast-paced, evolving business.
Strong financial acumen with experience managing marketing investments, agency resources and complex budgets.
Exceptional written, verbal and presentation skills, including experience developing and presenting high-impact recommendations to senior leadership.
High emotional intelligence with the ability to adapt communication and leadership style to diverse internal and external stakeholders.
Experience managing creative, media and/or other external agency partners.

Nice To Haves

Wellness industry/category experience preferred, with a strong understanding of the Wellness consumer, cultural landscape and evolving category dynamics considered a plus.
Passion for the business, curiosity and a commitment to being a lifelong learner.

Responsibilities

Own the end-to-end marketing strategy for Wellness by Ulta Beauty, translating the Wellness business strategy, growth priorities, guest insights and cultural trends into a differentiated, full-funnel marketing strategy across paid, owned and earned channels.
Define the annual and long-range Wellness marketing strategy, including audience priorities, positioning, messaging, campaign architecture, channel strategy and measurement approach, ensuring marketing plans support both category growth and Ulta Beauty brand objectives.
Own and evolve the Wellness brand strategy and positioning in alignment with the Ulta Beauty Brand, establishing how Ulta Beauty builds authority, relevance and credibility in Wellness and translating that strategy into clear and compelling guest-facing storytelling and experiences.
Serve as the primary connector between the Wellness and Marketing organizations, working closely with Marketing leadership and functional teams to integrate Wellness priorities across brand and integrated marketing, media, social, customer growth marketing, creative, consumer insights and other marketing capabilities.
Champion the integration of Beauty + Wellness across Ulta Beauty's marketing ecosystem, identifying opportunities to connect categories and guest needs through enterprise campaigns, seasonal moments, cultural moments, content and activations.
Lead the development of integrated, omnichannel Wellness campaigns and initiatives from strategy through execution, including strategic briefs, messaging, go-to-market plans, channel integration and measurement.
Partner with Marketing leaders and channel owners to determine the optimal marketing mix for Wellness, including paid and organic media, social, CRM/customer growth, digital, content, in-store and other guest touchpoints.
Serve as an indispensable partner to Wellness Merchandising and brand partners, developing marketing strategies and activations that support category priorities, accelerate established brands, successfully introduce emerging brands and create differentiated reasons for guests to shop Wellness at Ulta Beauty. This partnership model builds on the existing Wellness Marketing Manager mandate.
Partner with the Vice President, Wellness on development and stewardship of the overall Wellness marketing budget; own execution of marketing spend in partnership with Marketing functional leaders, ensuring investments are aligned to strategic priorities and deployed effectively.
Establish clear KPIs and measurement frameworks for Wellness marketing; analyze campaign and business performance, synthesize learnings and continuously optimize marketing strategies, investments and execution.
Maintain a strong pulse on Wellness, retail and consumer trends, cultural shifts, competitive dynamics and emerging marketing capabilities, translating insights into opportunities for Ulta Beauty. The source roles similarly emphasize industry trends, consumer behavior and competitive knowledge as inputs to strategy.
Lead, coach and develop the Wellness Marketing Manager, fostering strategic thinking, strong execution, collaboration and accountability while creating opportunities for professional growth.
Build strong relationships and influence across a highly matrixed organization, aligning diverse stakeholders around a clear Wellness marketing vision and translating ambiguity into actionable strategies and plans.
Develop and present compelling marketing strategies, recommendations and business updates to senior leadership, effectively communicating the role of marketing in driving Wellness growth.