Director Of Brand Marketing

Onsite positions with preferred location in Charlotte, NC, however open to other remote locations across US

OVERVIEW

The Director of Brand Marketing will drive brand growth and reputation for Caesarstone as design leader within the premium home décor category for North America.

This role defines and sets the marketing strategy with a multi-year view aligned to business goals.

Collaborates with Global on development and localization of brand vision and positioning to strengthen brand perception and selling power. With inputs from key functional partners (i.e. Sales, Operations, Finance), develops and informs Global of NA-based product strategy recommendations including longer-term innovation roadmap, range architecture and design opportunities based on competition, consumer trends and design/builder community inputs.

The position has a broad range of brand marketing responsibilities that require proficiency in: 1) strategy development, innovation and program implementation; 2) brand and business budgeting & financial analysis; and 3) team leadership and development.

PRIMARY RESPONSIBILITIES

Business Management & Strategy Development

· Set marketing OGSM to achieve brand health and business targets.

· Develop brand storytelling, rooted in culture and driving distinction that adds brand value to grow customer consideration and advocacy.

· Development and execution of annual integrated marketing plans.

· Provides insight to market problems and opportunities and works with management and sales team to resolve issues (i.e. pricing, distribution, supply, production, promotion).

· On-going monitoring of brand health & reputation. Monitor competitive landscape, identify implications.

· Translation of data and consumer insights into implications and actionable strategy.

· Localize integrated comms strategy for NPI – proposition, positioning creative articulation/ campaign ideas, visual representation.

· Development and nurturing of strategic partnerships of key influencers within the path-to-purchase.

· Annual investment setting and on-going budget management.

· Develop measurement framework/KPIs for all activities; confirm brand activities are on track, identify course correction. Develop ROI structure for major investments.

· Select and manage agency resources.

· Oversee internal communications - ensuring clear and robust lines of communications with internal stakeholders.

Product Development & Product/Color Expertise

· Develop and maintain a 3-to-5-year strategic vision for product and solutions roadmap that deliver growth

· Develop overarching product architecture and value propositions by channel and customer segment

· Collaborate with sales and channel marketing to develop integrated offerings that meet the needs of priority customer segments, tailored by channel and market

· Responsible for the successful execution of all product launches and the management of all related support materials i.e. color tools, samples and POS elements in conjunction with Channel Marketing & Merchandising teams.

· Develop business requirements for new product and enhancements to existing products; work with R&D on functional specifications and feature/function/price prioritization

· Set value-based pricing strategies for products/solutions by channel and customer group.

· Develop business cases for new products and services for consideration in the portfolio management process

· Develops and facilitates tools that clearly articulate color/product trends, competitive value propositions and overall end-user/consumer trends

· Familiarity with current and emerging architectural surface trends and adjacencies

· Boldness to create/shape markets whenever possible, exploiting Caesarstone’s strong brand and product position

Consumer Insights, Category Knowledge, and Product/Color Expertise

· Extract insights from a wide range of internal and external data to inform business decisions and create opportunities for growth. Provide ongoing channel analysis and lead recommendations to understand and/or change brand category trends.

· Expert understanding of category including key drivers, overall competitive framework, brand/product landscape.

· Anticipate future design and product trends to stay ahead of competition.

· Work closely with Analytics & Insights team to develop annual learning plan that provides actionable learning & insights to inform business decisions.

Integrated Marketing

· Working collaboratively with cross functions (Channel Marketing, PR, Digital, A&I) to develop annual activation plans including platforms aligned with brand positioning, with a marketing mix that creates memorable multi-channel customer experiences.

· Brief agencies and be accountable for creative output for all brand messaging.

· Launch new Caesarstone products, developing a strategy and rollout plan.

Leadership

· Lead, mentor and develop the Marketing team members, providing appropriate autonomy and ownership while ensuring accountability.

· Consensus builder: Charter and establish cross-functional teams as required to drive the business forward.

QUALIFICATIONS

· Bachelor’s degree in marketing or Business-related field required, MBA preferred.

· 10+ years marketing management experience, preferably within the Luxury or Prestige industry.

· Ability to quickly assess and execute the logistical components of bringing a marketing idea to fruition.

· Expertise in social media, online, and video content marketing.

· Expertise in online activities from concept to execution as it relates to website, mobile and tablet from functionality to user experience to customer conversion.

· Full proficiency in understanding of point-of-sale, grassroots, and event marketing.

· Expert knowledge of how to connect and communicate with a variety of market segments.

· Ability to extract and present useful information from post-campaign analysis.

· Excellent written and verbal communication skills.

· Strong analytical skills in forecasting and analyzing trends and ROIs.

· Retail or ecommerce experience preferred.

· Up to 25% travel required.

Competency Requirements

· Strong cross-functional management skills with demonstrated ability to effectively utilize internal resources to meet project deadlines and objectives.

· Excellent interpersonal and communication skills, including the ability to listen and assess customer needs, prioritize needs/requirements, and communicate them cross-functionally.

· Excellent leadership, presentation, and negotiation skills to work effectively in driving a business unit and participating as a member of cross functional teams.

· Excellent communicator and interpersonal skills to work cross-functionally

· Strong relationship building skills to constructively foster relationships internally and externally, including key opinion leaders.

· High level of motivation with the ability to operate as an individual and team contributor.

Caesarstone US provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, marital status, amnesty, or status as a covered veteran in accordance with applicable federal, state and local laws. Caesarstone US complies with applicable state and local laws governing non-discrimination in employment. This policy applies to all terms and conditions of employment.

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.

OUR COMPANY VALUES

People First: We treat each other with fairness and respect, consistently provide opportunities for growth, and health and safety are our first priority.

Accountability: Together, we take ownership of our actions, business and future.

Innovation: We are committed to fresh thinking and breakthrough ideas that create value.

Winning Spirit: We are enthusiastic and foster a ‘can-do’ attitude in striving to be No 1. We are committed to excellence and share and celebrate our achievements.