Vice President, US Marketing (NARS)

Shiseido•New York, NY

2d•Hybrid

About The Position

The Vice President, U.S. Marketing leads the strategic development and execution of all U.S. marketing initiatives for NARS. The role oversees brand strategy, consumer engagement, integrated marketing, media, influencer strategy, retail marketing, launch planning, forecasting, education, and events to drive brand growth, market share, and profitability. As the primary marketing lead for NARS and a key member of the U.S. Marketing Leadership Team, the VP partners with the NARS Global Brandholder, Sales, E-Commerce, Education, Creative, Consumer Insights, Finance, Supply Chain, S&OP, and retailer partners to deliver strong consumer experiences and business results. The role also leads and develops the NARS U.S. Marketing team and represents the brand in business reviews, retailer meetings, portfolio discussions, and executive forums.

Requirements

Bachelor’s degree required.
At least 10 years of progressive U.S. marketing experience.
Strong understanding of prestige beauty and color cosmetics consumers, categories, and competitive dynamics.
Deep knowledge of the U.S. beauty retailer landscape, digital commerce, media, and in-store environments.
Proven success launching new products and executing innovative, digitally integrated, omnichannel marketing programs.
Demonstrated ability to work cross-functionally and collaborate with, consult with, and influence all organizational levels and global stakeholders.

Nice To Haves

Master’s degree or MBA.
Marketing experience in prestige beauty, luxury, or a consumer-led brand environment.

Responsibilities

Lead annual and long-range strategic marketing plans for NARS in the U.S.
Develop strategies to accelerate brand awareness, consumer acquisition and retention, sales, market share, and profitability.
Translate the global NARS brand vision into locally relevant U.S. strategies and activation plans.
Represent NARS marketing in business reviews, portfolio discussions, retailer meetings, and executive leadership forums.
Own the U.S. growth outlook, A&P priorities, marketing forecast, and launch pipeline in partnership with Finance, Sales, Demand Planning, and Global teams.
Identify opportunities to strengthen brand positioning, cultural relevance, category leadership, and competitive advantage.
Oversee integrated marketing across media, influencer, social, CRM, experiential, advocacy, PR integration, education, artistry, events, and retail activation.
Develop consumer-first initiatives grounded in insights, analytics, cultural trends, and market dynamics, ensuring consistent brand storytelling across consumer touchpoints.
Lead launch campaigns from U.S. strategy and planning through execution, sell-through review, and post-launch evaluation.
Build integrated plans balancing core franchise growth with innovation launches across key product categories.
Partner with Global Brandholders to align U.S. priorities with global strategies and influence the innovation pipeline based on U.S. consumer and retailer needs.
Collaborate with Consumer Insights, E-Commerce, Media, Education, Creative, Finance, S&OP, Supply Chain, Forecasting, and Operations teams.
Lead cross-functional launch governance, milestone management, forecast alignment, and executive launch reviews.
Improve integration across Brand Marketing, Retail Marketing, Communications, Education & Events, Analytics, and commercial teams.
Partner with Sales, Retail Marketing, and retail partners including Sephora, Ulta, Nordstrom, Macy’s, and specialty accounts.
Develop retailer-differentiated strategies to drive traffic, conversion, productivity, consumer recruitment, and brand equity.
Lead retailer planning, market meetings, innovation presentations, and joint business planning.
Align marketing investment with retailer opportunities, commercial priorities, and brand equity.
Oversee launch calendars, retailer exclusives, sampling, merchandising, events, education, retailer media, and omnichannel activation.
Own NARS U.S. marketing budget planning, forecasting, A&P allocation, and investment optimization.
Establish KPIs and performance measurement frameworks for launches, media, communications, retail programs, education, and events.
Analyze business and retailer performance, category trends, market share, consumer metrics, and sell-through to guide improvement and resource allocation.
Partner with Finance, Sales, Demand Planning, and S&OP to align forecasts, inventory, launch assumptions, risks, and opportunities.
Present performance updates, growth outlooks, and recommendations to senior leadership and Global Brandholders.
Lead, coach, and develop the NARS U.S. Marketing team across Brand & Retail Marketing, Analytics & Forecasting, Education & Events, and U.S. Communications.
Foster collaboration, innovation, accountability, inclusion, candor, and consumer focus; set clear direction and connect team work to business priorities and measurable outcomes.
Recruit, retain, and develop talent across marketing functions.
Perform other duties as needed to help drive the company's vision, fulfill its mission, and abide by its values.