What are the responsibilities and job description for the Marketing Director, Vicks position at Helen of Troy?
Join our Marketing team at Helen of Troy and make an immediate impact on our trusted brands: OXO, Hydro Flask, Osprey, Honeywell, PUR, Braun, Vicks, Hot Tools, Drybar, Curlsmith, Revlon and Olive & June. Together, we build innovative and useful products that elevate people's lives everywhere every day.
Look around your home, and you'll find us everywhere, in your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!
Position: Marketing Director, Vicks
Department: Marketing for Vicks
Work Location: Marlborough, MA, Hybrid (work 3 days onsite)
Hybrid Schedule: Helen of Troy associates enjoy the advantages and flexibility of a hybrid working model, allowing for in office 3 days minimum, and remote 2 days. Any changes to this working model would be communicated accordingly.
What you will be doing:
Reporting to the Vice President of Marketing for Wellness, the Director of Marketing will lead the US Vicks Brand within Helen of Troy’s Health & Wellness consumer portfolio. This individual will be responsible for the Vicks brand strategy and the go-to-market strategy to maximize sales and profits with full P&L responsibility. This role requires proven managerial experience as well as strong leadership skills to effectively work across the organization. The Marketing Director will set the strategic direction and lead branding and commercial activation activities while collaborating closely with our agencies, key retail customers, design teams as well as sales, operations, and finance to ensure executional excellence, a high return on investment, efficiency, and customer service. The Marketing Director is responsible for owning the business, driving profitable consumption by motivating consumers to buy our products to deliver P&L according to plan.
The Marketing Director partners with:
Marketing COE (center of excellence) including Consumer Experience Planning team regarding media strategy and plans to optimize investment
Insights Team for consumer insight and market research to support brand building framework, Brand Health Tracker, and commercial innovation needs
Creative Excellence on creative agency and production requirements
NA RMO (Sales) to identify key channel distribution opportunities
COE Analytics Team for category growth forecasts, marketing efficiency lift, return on investment/ROAS, and media mix modeling
Innovation team serving as a key contributor to the innovation and new product strategy
The Marketing Director is accountable for:
Brand strategy including key “where to play” and “how to win” strategies
Stewarding brand equity throughout commercial plans (e.g. branding, advertising, collateral)
The brand’s commercial innovation (e.g. claims, platforms, collaborations, etc.)
Forecasting and triangulating and owning consensus forecast
Briefing creative AOR for creative strategy needs
Marketing communications, including branding, public relations, advertising, digital, e-commerce, website, and brand content across all owned and paid channels (e.g. website, owned social, influencer, digital, e-commerce)
Leadership and Strategic Fluency: The Marketing Director must understand the ever-changing market to maintain market leadership and drive continuous growth. This individual must anticipate the needs of omnichannel customers, as well as consumers, and drive execution of the strategy to deliver results. Effective communication at all levels is critical, from executive level communication to collaborative cross functional team coordination, to delivering results.
Marketing, Strategy, and Business Planning: Develop and execute category strategy and plans, including go-to-market commercialization plans, business plans, sales strategies, and action plans for identified growth targets, that clearly define objectives, goals, strategies, and measures. Responsible for consumer insights, development of consumer segmentation, branding strategy, product positioning, retail channel strategy and portfolio management.
Existing Products: The Marketing Director is responsible for portfolio management to ensure the existing product line is supported and recommends product improvements based on consumer insights. Marketing Director will be held accountable for consumer experience including ratings and reviews. The Marketing Director may need to rationalize existing product lines from time to time, ensuring each SKU is profitable, has a “reason for being” and is properly positioned relative to other portfolio products and competition in the marketplace. Ongoing profitability, quality improvements, and cost reduction initiatives are part of this responsibility.
Trade/Customer Marketing: The Marketing Director will work closely with Sales Strategy & Planning to drive best-in-class customer support and account planning, facilitating the sell-in process for new product launches, including oversight of PowerPoint presentations, relevant market data, samples, and artwork. Leads strategy for the development of sales meeting content and presentation. Oversees channel management and pricing strategy.
Market Analysis: Using POS from key accounts as well as Nielsen, NPD, and Profitero data, the Marketing Director will monitor sales and market share and make strategic/tactical recommendations on an ongoing basis to ensure sales goals are met. He/she will also be responsible for competitive analysis to gain/maintain a knowledge of marketplace activities and communicate findings and insights to the cross functional teams (finance, sales, marketing communications, digital, category management, etc.) to determine how to address competitive situation.
Fiscal Responsibility: Marketing Director will create, manage, and ensure that approved budgeting for marketing expenses are executed with responsibility and ensure within fiscal requirements. This role includes Monthly Reporting / Annual Budget / OPEX responsibility.
Forecast and Inventory: Oversee development of annual sales forecasts and the work with Finance, sales, and Demand teams to align on monthly latest estimates to update the forecast. Work with Demand and Supply Planning to review inventory levels and ensure inventory needed is available.
Consumer Insights: Understand key consumer behaviors/needs/purchase triggers and direct all product development and on pack and digital messaging accordingly as well as utilize consumer insights to develop brand and communications strategies. Demonstrated experience in this area is required.
Consumer Experience Marketing Strategy: Develop consumer experience strategy for brand with Consumer Experience Planning to provide a seamless, ‘one voice’ experience for the consumer along the consumer journey.
Product and Brand Merchandising: Responsible for creative strategy brief to drive activation across marketing communications, creative, digital, and CS. Work with digital and creative team to execute all merchandising materials for new and existing products including product packaging, displays, product detail pages, and all enhanced content.
Skills needed to be successful in this role:
Strong leadership skills and results-oriented mindset
Experience in turning data into insights that drive creative marketing solutions and strategies
Proven new product development success includes roadmap planning, innovation, and launch planning
Excellent project management skills with ability to manage multiple projects at one time
Proven analytical skills with the ability to solve problems and develop creative solutions
Able to manage cross-functionally and across an organization
Excellent communication, presentation, and interpersonal skills including working with and presenting to upper management along with retailers in food/drug/DIY/mass channels
Proficiency with Word, Excel, PowerPoint, and Outlook
Minimum Qualifications:
Bachelor's degree in Marketing or Business Administration or related field
10 years of proven effective omnichannel marketing experience in consumer products
Have managed at least 1-2 direct reports
Managed a business that is $75M
Demonstrated business results achieving brand sales and share goals
Proven experience in successfully launching new products with a 360 integrated go-to-market plan
E-commerce and/or digital marketing experience
Authorized to work in the United States on a full-time basis
Preferred Qualifications:
MBA
Strong e-commerce and digital marketing experience
Consumer goods/durables and/or consumer health/wellness background
Exceptional track record of developing and implementing marketing and sales strategies that have consistently met or exceeded planned objectives
Benefits: Salary Bonus, Healthcare, Dental, Vision, Paid Holidays, Paid Parental Leave, 401(k) with company match, Basic Life Insurance, Short Term Disability (STD), Long Term Disability (LTD), Paid Time Off (PTO), Paid Charitable (volunteer) Leave, and Educational Assistance.
Wondering if you should apply? Helen of Troy welcomes people as diverse as our brands! Have the confidence to come as who you are because your point of view, skills, and experience will make us stronger. If you're eager to share new ideas and try new things, we want to hear from you.
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For more information about Helen of Troy, visit www.helenoftroy.com. You can also find us on LinkedIn, and Glassdoor.
Helen of Troy is an Equal Opportunity/Affirmative Action Employer. We are committed to developing a diverse workforce and cultivating an inclusive environment. We value diversity and believe that we are strengthened by the differences in our experiences, thinking, culture, and background. We do not discriminate on the basis of race, color, religion, sex, national origin, sexual orientation, gender identity, age, marital status, disability, protected veteran status, or any protected basis.
We will provide individuals with disabilities reasonable accommodation to participate in the job application process. If you would like to request an accommodation, please contact Human Resources at (915) 225-8000.
Founded in 1968, Helen of Troy is a prominent player in the global consumer products industry, offering diverse career opportunities across North America, South America, Europe, and Asia. We boast a collection of renowned brands such as OXO, Hydro Flask, Osprey, Honeywell, PUR, Braun, Vicks, Hot Tools, Drybar, Curlsmith, Revlon, and Olive & June – many of which rank #1, #2, or #3 in their respective categories, making the Helen of Troy name synonymous with excellence and ingenuity.
At Helen of Troy, our strategy involves acquiring brands that we can integrate and enhance, amplifying their unique attributes to drive growth and profitability. Embracing a culture of collaboration internally and externally, we are committed to providing innovative solutions tailored to consumers, operational excellence, global scalability, and exceptional shared services to support our brand portfolio. This dedication to fostering development and success sets Helen of Troy apart as a pioneer in the industry, propelling our brands to unparalleled heights of success and recognition worldwide.
The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities and duties required of personnel so classified. Management retains the right to add or to change duties of the position at any time.
