Sr. Brand Franchise Manager

• Develops forward-thinking brand positioning, brand strategy and multi-channel communication plans and initiatives for the Elf Pets and Corporate brand; develops and executes timely and relevant programs that are data-driven and create top of mind awareness and conversion for the brands. 
• Assesses programing options and ROI to determine marketing mix and channel division; ensures content and messaging is cohesive across channels/platforms, is in brand voice, target audience relevant, within budget, and aligns with company values, goals, and objectives. 
• Develops plans and programs that are culturally sensitive and inclusive; ensures brand programs and strategies are developed with flexibility and global adaptation in mind. 
• Partners with Marketing Content team to define brand positioning and messaging to ensure consistency and authenticity across all touchpoints. 
• Oversees budget management for the Elf Pets and Corporate brand marketing campaigns.
• Works closely with Sr. Manager of Marketing Insights to utilize market research and consumer insights analysis to identify emerging trends, opportunities, and challenges as it pertains to the Elf Pets and Corporate brand campaigns.

2. Marketing and Promotions (Related to Elf Pets and Corporate):

• Plans and deploys integrated B2B and B2C marketing campaigns and promotional initiatives for the Elf Pets and Corporate brand that support company objectives, build awareness and affinity and ultimately, drive revenue. Partner with channel leads on deployment.  
• Plan, deploy and directly manage traditional advertising, activations and events outside of Digital Paid Media efforts. 
• Partners with VP Brand Franchise Management to strategize, develop and implement comprehensive corporate marketing plans designed to elevate awareness of The Lumistella Company brand among domestic and international target audiences, including trade (retail, entertainment, etc.) and business press;  
• Partners with Global Marketing channel leads, agency partners and other internal stakeholders to develop compelling marketing strategies, assets and tools to maximize brand engagement across relevant channels and lines of business, including but not limited to:  
• Partnering with the Digital Media team to promote blog, email, etc. as it pertains to Elf Pets as well as Lumistella.com for the Corporate brand.  
• Working with Digital Media and Marketing Content teams on creation of sites and webpages related to the Elf Pets and Corporate brands. 
• Mobilizing the Digital Engagement team to amplify the Elf Pets and Corporate brands on the company’s owned social media channels and through paid media and brand ambassador programs. 
• Supporting Retail Marketing and Sales to ensure messaging and positioning are brand right.  
• Partnering with the Marketing Content team to provide direction to develop assets and copy that maximize fan engagement, brand awareness and ROE. 
• Collaborating with Licensing/Partnership and Digital Engagement teams to elevate Elf Pets and Corporate brand partner content via brand channels. 
• Partnering with International team to share assets/campaign best practices where relevant. 
• Collaborating with Philanthropy to develop corporate marketing plans that highlight and promote the company’s philanthropic partnerships and corporate giving initiatives. 
• Partner with Art to establish and maintain The Lumistella Company corporate brand identity and ensure adherence across the organization. 
• Collaborate with other Brand Franchise Management team members on an as needed basis for cross-functional projects. This includes initiatives that may overlap in areas of effort, promotional strategies, and budgetary considerations to maximize overall Brand Franchise Management resource allocation.  
• Determine marketing strategies to amplify content, such as animated specials, music videos. 
• Develop and execute corporate/trade advertising campaigns designed to raise awareness of The Lumistella Company, as needed, and in conjunction with internal teams, ensuring alignment of corporate brand positioning. 
• Collaborate with the Art department and Digital Engagement team for the review, approval and/or creation of marketing materials for the Elf Pets and Corporate brands. 

3. Public Relations and Influencers (Related to Elf Pets and Corporate): 

• Partner with PR agency to develop and deliver impactful PR plans for Elf Pets that drive awareness, engagement, and brand affinity via strategic PR and influencer activities, including influencer ambassador programs, celebrity buzz mailers, celebrity/influencer unboxing campaigns, paid influencer campaigns, product-only campaigns, educator outreach, etc. 
• Manage corporate PR strategy and executional tactics for the company, including corporate press announcements, global corporate trade strategy and year-round media opportunities; Draft materials with support of Copywriter or Agency; 
• Develop and execute thought leadership strategy in conjunction with Agency, including identifying internal spokespersons, facilitating media interviews for executives and subject matter experts, development of talking points, coordination of speaking opportunities, and oversight of Awards program;  
• Assesses media coverage and competitors throughout the year, capitalizing on pop culture and industry trends when appropriate. 

4. Licensing and Partnerships (Related to Elf Pets and Corporate): 

• Promote strategic licensing partnerships and collaborations to expand the reach and visibility of the Elf Pets brand across various consumer products and categories. Partner with Digital Engagement team to execute any social and/or paid media campaigns around strategic partnerships. 
• Work with Retail Marketing and Digital Engagement teams as it relates to licensees, retailers, and other external partners to ensure alignment with the Elf Pets brand standards and objectives.  

5. Co-CEO Personal Brand Strategy and Public Presence: 

• Build and promote The Lumistella Company co-CEOs’ personal brands through digital presence, speaking engagements, public appearances, PR/media and awards. 
• Develop ongoing strategies and oversee execution of plans. 
• Ensure co-CEOs’ brands and positioning are upheld across all content and channels. 
• Manage speaking engagements and public appearances. 
• Act as the gatekeeper for co-CEOs’ opportunities. 

6. Brand Performance Analysis and Reporting (Related to Elf Pets and Corporate): 

• Monitor key performance indicators (KPIs) for the Elf Pets and Corporate brand campaign performance and effectiveness, sales trends, and market share data to assess brand performance and competitive positioning. 
• Measure and report on the effectiveness of the overall the Elf Pets and Corporate brand plans and channel performance. 
• Prepare regular reports and presentations for senior management, highlighting brand performance, marketing effectiveness, and growth opportunities. 
• Collaborate with channel leads to prioritize and execute on the insights gathered from previous campaigns and learnings to positively impact future campaigns, business goals and customer sentiment. 
• Provide strategic recommendations and actionable insights based on data analysis and market intelligence to drive continuous improvement and innovation. 
• Develop internal presentations, ongoing team reporting and assessment of the Elf Pets and Corporate brand program activities. 
  • Deliver post campaign analyses with clear understanding of ROI measurement and growth opportunities to be integrated into future planning.  
  • Provides comprehensive recap report of in-season campaign performance in Q1 of following year and provides campaign performance updates throughout the season. 

7. Additional Responsibilities (Related to Elf Pets and Corporate): 

• Serves as brand champion for the Elf Pets and Corporate brands and considers the voice of the target audience in all related activity to ensure maximized engagement, long-term growth, and commercial success. 
• Manages events inclusive of book signings, brand activations, etc. 
• Manage and execute The Lumistella Company corporate events and trade show corporate brand presence; Work with internal teams, vendors, and partners to plan, coordinate and execute all aspects of these events. 
• Collaborates closely with other Global Marketing team members, the Executive Board, as well as cross-departmental teams, to ensure alignment on executional plans, gather and maintain up-to-date insights and business stats, create enterprise-wide, corporate-focused presentations, and support corporate or executive driven initiatives. 
• Contributes to development of annual product forecast for giveaways, surprise and delights, agency product needs and pitching.  
• Works with Legal and Compliance teams to ensure all initiatives adhere to proper guidelines (i.e., Federal Trade Commission, Children’s Advertising Review Unit, etc.); protects company assets through the proper management of asset files and adherence to company policy regarding information security and management. 
• Protects company assets through the proper management of asset files and adherence to company policy regarding information security and management. 

• 5-7 years’ experience in a marketing department or related field; Previous brand management experience preferred.
• Experience with and solid understanding of B2B and B2C marketing, social media, digital marketing, public relations, advertising, content development, and event planning;
• Knowledge of marketing as it relates to parents and children; Ability to take on and express the brand “voice” in a manner that is consistent and creates connections with the target audiences;
• Knowledge of best practices and a strong desire to learn and stay on top of key trends and ability to implement these learnings where applicable;
• Strong professional and creative writing skills; High degree of personal initiative and creativity;
• Strong computer / technical skills; Moderate to Advanced skills in Microsoft Office Suite including Word, Excel and PowerPoint;
• Ability to think on one’s feet and respond to PR or other media requests at a moment’s notice;
• Detail oriented and deadline driven;
• Strong ability to multi-task and stay organized; Works well under pressure and utilizes excellent time management;
• Excellent interpersonal skills; Must be able to interact productively with a wide variety of personalities; Ability to effectively engage with team members of all levels and departments;
• Active listening skills and ability to follow directions (hear, process and understand);
• Good data analysis, problem-solving and critical thinking skills;
• In-depth knowledge of best writing and messaging practices for business correspondence, public relations, advertising, marketing, and sales/social media.

• Bachelor’s Degree in Marketing, Communications, Journalism, Advertising and/or Public Relations required.