Director of Brand Marketing Manager, Beauty & Wellness

WHY JOIN ALO?

Mindful movement. It’s at the core of why we do what we do at Alo—it’s our calling. Because mindful movement in the studio leads to better living. It changes who yogis are off the mat, making their lives and their communities better. That’s the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.

OVERVIEW

Alo is seeking a dynamic and experienced Director of Brand Marketing to join our team and lead the strategic development and execution of key brand initiatives for Alo. This role requires a deep understanding of the beauty and wellness categories, industry trends and innovation. The Director of Brand Marketing will be responsible for strategic brand positioning, driving innovation, and building strong brand and media partnerships while demonstrating excellent cross-functional collaboration skills and the ability to translate insights into consumer-centric marketing campaigns.

RESPONSIBILITIES

• Industry & Category Trend Research
• Conduct in-depth research and analysis of industry and category trends to inform brand strategies and identify growth opportunities.
• Monitor competitor activities, emerging trends, and consumer insights to provide recommendations on how to stay ahead in a fast-evolving market.
• Utilize market research data to guide strategic decision-making and refine brand positioning.
• Cross-Functional Collaboration
• Collaborate closely with production, sales, digital, retail, creative, and insights teams to ensure marketing initiatives are aligned with business goals.
• Act as the central point of contact for all brand-related matters, ensuring clear and consistent communication across teams and departments.
• Strategy Brief Development
• Lead the creation of comprehensive brand strategy briefs that outline key objectives, target audience insights, brand messaging, and campaign goals.
• Translate business objectives into actionable marketing strategies that drive brand growth and engagement.
• Strategic Brand Positioning
• Develop and refine the brand’s strategic positioning, ensuring it resonates with target audiences and differentiates the brand in a competitive marketplace.
• Craft compelling brand narratives and messaging frameworks that guide all marketing initiatives.
• Marketing Campaign Development & Execution
• Lead the development, execution, and optimization of integrated marketing campaigns across multiple channels (digital, retail, social, influencer, experiential, etc.).
• Ensure all campaigns are on-brand, on-budget, and meet performance KPIs.
• Coordinate with creative and media teams to develop impactful content and experiences that drive brand awareness and consumer engagement.
• Reporting & Recapping
• Develop and maintain comprehensive reporting systems to track campaign performance, key metrics, and ROI.
• Provide post-campaign recaps, highlighting key learnings, successes, and areas for improvement.
• Present findings to senior leadership and key stakeholders with actionable insights and recommendations for future initiatives.
• Brand & Media Partnerships
• Identify, negotiate, and manage strategic brand and media partnerships that support brand growth and visibility.
• Cultivate relationships with external partners, including global media outlets.
• Innovation & Product Development
• Work closely with Production and QA teams to identify new opportunities for brand expansion and innovation.
• Lead the development of new product campaigns and ensure they are integrated into the overall brand strategy.
• Stay on top of emerging marketing technologies and tactics to keep the brand at the forefront of innovation.
  

QUALIFICATIONS

• Bachelor’s degree in Marketing, Business, Communications, or related field (MBA a plus).
• 10 years of experience in brand marketing, ideally within beauty and wellness industry.
• Proven experience in developing and executing integrated marketing campaigns across multiple channels (digital, retail, social, influencer, experiential, etc.).
• Strong understanding of consumer behavior, industry trends, and category insights.
• Experience in strategic brand positioning, development, and communication.
• Excellent cross-functional collaboration skills, with the ability to influence and work with diverse teams.
• Strong analytical skills and experience with performance reporting and ROI analysis.
• Exceptional written and verbal communication skills.
• Experience managing external partners and agencies.
• A passion for innovation and staying ahead of the curve in brand marketing trends.
  
  

Preferred Qualifications:

• Experience with retail or consumer products brands, esp. within beauty and wellness.
• Familiarity with brand media, high-impact campaign development and digital marketing strategy.
• Knowledge of CRM and customer data analytics.
• Experience in media partnership and external agency management.
  
  

The base salary range for this position is $140-160K per year which represents the current range for the base salary for this exempt position. Please note that actual salaries will vary based on factors including but not limited to location, experience, and performance. As such, on occasion and when applicable, there is the possibility that the final, agreed-upon base salary may be outside of the upper end of the range. Please also note the range listed is just one component of the company’s total rewards package for exempt employees. Other rewards may include performance bonuses, long term incentives, a PTO policy, and many other progressive benefits.

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