Senior Director of Marketing

Job Summary

Sulwhasoo, one of the fastest growing luxury skincare brands in the US is looking for a Senior Director of Marketing and Communication. With over 8 -10 years of experience, this proven leader will report to the Brand General Manager and oversee the entirety of brand marketing from the product portfolio and omni-channel coordination to 360 campaign development, integrated communication across Social, PR and Influencers and Paid media performance. Overseeing a total team of 10, this proven people manager and talent developer will also have great interpersonal skills to collaborate with internal cross-functional teams, Korean-based HQ as well as external retailers and agency partners.

Principal Accountabilities

Oversee Sulwhasoo Marketing and Communication team with five direct reports: (1) Product & Trade Marketing, (2) 360 Campaign Content (3) Performance Marketing, (4) PR & Influencer Relations, and (5) Social Media. Directly manage total brand A&P budget allocation, oversee monthly spend reconciliation and re-allocate as business needs and strategy evolves through the fiscal year in partnership with Strategy Team.

Product & Trade Marketing

• Manage US product portfolio across brand categories from Global offering.
• Establish close partnership with Korean based HQ for alignment of Global/Western innovation pipeline and retailer exclusives.
• Optimize product & franchise positioning and claims to fit US consumers and competitive landscape in collaboration with HQ, R&I, creative and education and regulatory to ensure compliance. Provide overall organization with accurate and optimized product information.
• Build star product and sub-category strategy based on luxury market consumer insights, key trends and competitive landscape.
• Manage SKU count, in and out strategy, format strategy and pricing alignment.
• Provide Market and Consumers insights to identify new opportunities, feed competitive updates to US and HQ teams.
• Establish Omni-channel strategy (newness, exclusivity, discount and promotion) to build sustainable growth across channels. Ensure on-going accurate communication across the organization and consolidated bird’s eye view of total business. Champion relationship to maximize partnership.
• Lead strategic alignment and operational implementation with key retail partners (Merchants, B&M, Dotcom, Marketing). Maximize partnership for exposure, oversee day to day operations (VMD, sampling, digital assets, eventing, etc…) and orchestrate best in class campaign deployment leveraging each retailer’s unique eco-system.
• Collaborate with internal teams on digital channels: Amazon and Sulwhasoo.com site across the funnel needs.
• Development of best in class P Page assets to drive conversion. Align on mid and upper funnel strategies, budget allocation and support operational execution.

360 Campaign Content

• Lead strategic development and coordinate best in class operational execution of 360 campaigns across the organization, including brand awareness campaigns, new product launches, core star products and seasonal animations.
• Lead creative development of campaign key copy and visual assets to feed all department needs and ensure consistency. Work closely with Creative and HQ to anticipate production needs and schedule and meet Channel deadlines.
• Manage In Real Life Activation in partnership with Creative, Education & Field teams, External Agencies.

Performance Marketing

• Influencer team establishes strategy across Paid and Earned. Identify Key Influencers across tiers and negotiate contracts, measure efficiency and KPIs. Develop mailers and manage deployment. Collaborate with Paid Performance and Channel teams for ad hoc content needs.
• Oversee PR agency for brand buzz and editorial share of voice.
• Develop key brand IRL events in partnership with Brand Marketing / Consumer activation team.
• Negotiate brand partnerships and drive philanthropic efforts.

Social Media

• Work with team to determine strategy for social media in collaboration with HQ. Oversee lo-fi content production for priority platforms (IG, TT, YT) and secondary platforms or new emerging ones. Oversee Community Management and monitor channel performance.

Direct Responsibilities

• Brand Executive committee: Collaborate with peers and other functions on strategic alignment, advanced planning, process optimization and best practice exchanges.
• Budget Management: Directly manage total brand A&P budget allocation, oversee monthly spend reconciliation and re-allocate as business needs and strategy evolves through the fiscal year in partnership with Strategy Team.
• Strategic Planning and Executive Reporting: Collaborate to brand strategic plans and monthly/ quarterly reporting with HQ.
• Stay connected to industry and trends, identify new opportunities for partners and pilot. Ensure connection with other Sulwhasoo markets – especially in western countries.

Qualification and Skills

• 10 years of Marketing and communication experience in beauty.
• Proven success in brand and team management.
• Strong understanding of US consumers, US beauty retailers, US digital & influencer landscape and omni channel path to purchase.
• Ability to operate and drive projects/consensus in a complex organization.
• Demonstrated creative & conceptual thinking.
• Ability to manage substantial A&P Budget.
• Strong leadership abilities to manage and develop a team and network of external partners.
• Outstanding written and verbal communication skills. Impactful presenter.
• High energy and motivational leader.

Personal Attributes

• Willingness to travel and work in a global team of professionals.
• Excellent communication & interpersonal skills.
• Adapt to changes & environment quickly and be a team player.
• Effective problem solver with innovative thinking.
• Energizes and Enables others within team and with cross-functional partners.
• Goal driven and results driven, striving for excellence in execution.

Company Benefits

• Medical, Dental, and Vision Insurance
• HSA Employer Contributions and FSA Options
• 401k Participation with company matching.
• Discount on all APUS Brands Products
• Gratis Program - Gift box with top selling products, twice a year
• Paid Maternity Leave
• Short Term and Long Term Disability Insurance
• Paid Time Off: Vacation / Personal days / Sick days
• Company offered Mental Counseling for all employees
• Office-closed holidays and floating holidays
• Company sponsored events
• Education assistant Program
• Employee Referral Program

AMOREPACIFIC, US, INC is an equal opportunity and Affirmative Action employer. We actively seek to maintain a diverse work force, and AMOREPACIFIC US, INC therefore recruits qualified applicants without regard to race, color, religion, gender, national origin, age, disability, or Vietnam veteran status.