Director 360 Degree Brand Marketing OPI

Location: Calabasas, CA Hybrid 3-days in office 

ABOUT THE WELLA COMPANY

Together, WE enable individuals to look, feel, and be their true selves.

Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands such as Wella Professionals, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally, presence in over 100 countries, Wella Company and its brands enable consumers to look, feel, and be their true selves. As innovators in the hair and nail industry, Wella Company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth to its stakeholders.

For additional information about the Wella Company please visit www.wellacompany.com.

THE ROLE

Leads global brand activation strategy and content to win with OPI’s Dual-Target audience (Professionals and Consumers) across: Master Brand Platform including Annual Brand Campaign and Always-on Brand, Base Business and Product Innovation. To consistently outperform key competitors by delivering across key performance indicators to retain OPI’s Most Loved Brand, #1 Salon Brand Worldwide, #1 EMV and #1 Search Brand Status.

Team will be structured by three pillars:

1. Global Brand Communications including PR, Ambassador & Events,
2. Owned, Earned & Paid Content & Activation Strategy including Influencers, Creators & Community across all
3. E-commerce Content and Activation Strategy (Including Brand.com; PurePlay, E-Retail, MWS.com, CRM)

KEY OBJECTIVES:

• Responsible for designing Global 360 digital-first brand activation strategy and content toolkits that modernize the brand, drive awareness, activate communities to win with End Consumers and Professionals and fuel omni-channel growth
• Showcase OPI’s Pro credentialing and expertise
• Leverage Pro and Consumer Community Advocacy to build awareness to be the most loved nail brand in the world
• Build premium brand communications and experiences that drive conversion online and offline to fuel omni-channel growth
• Build lasting Pro and Consumer relationships to drive repeat purchase

KEY RESPONSIBILITIES

• Leads Masterbrand Campaign, Annual Activation Idea and Strategy
• Owns Annual Activation Brief to Markets including annual Brand Theme and Budget Allocation
• Builds Annual Global Paid Media Strategy & Brief including A&CP Spending Guidance
• Leads Brand, Innovation & Base Business Always-On Content and Activation Strategy across Earned, Paid & Owned channels for Professional and Consumer audiences
• Leads team to deliver:
  • Owned Channel Strategy and activation for Social Media, eCommerce (Brand.com, E-Retail, PurePlay), CARS, CRM and Email Strategy
  • e-comm base business and innovation content creation and toolkits
  • Earned Content & Activation Strategy for Brand Communications
  • Ambassadors
  • Events
  • Paid Content (brand and influencer/creator) & Activation Strategy
  • Reporting of Global Owned Brand Marketing Channel Performance Metrics
• Collaborates closely with the partners (cross-functions, regions, markets, agencies) to ensure brand activation strategies and global content adhere to overall company digital strategies, guidelines, reapplication of (other brands) best practices and targets   

CORE CAPABILITIES:

• • Excellent brand builder & visionary thinker
  • Digital / 360 activation savviness
  • Very strong communication & presentation skills both w external & internal stakeholders
  • Financial Acumen to drive A&CP analytics / prioritization & recommendation
  • Excellent digital / online media experience
  • Strong strategic & operational marketing / activation background
  • Strong external focus & in touch with media, digital industry/ retailers
  • Excellent people leader

KPIs:

• • OPI P&L Metrics
  • OPI A&CP ROI
  • Brand market share
  • Brand Marketing Performance Metrics incl Awareness, Consideration , Trial, EMV; Share of Search, Search Rank, NPS
  • Brand CARS score
  • Innovation iNR

We disclose the compensation range for positions in compliance with local law. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location, experience, and performance. The range listed is just one component of Wella Company's total rewards package for employees. Pay Range: $161,250-$215,000 salary per year. Other rewards may include annual bonus plan or variable pay, depending on the role. In addition, Wella Company provides a rich variety of benefits to employees, including health insurance, life, and disability insurance, 401(k) retirement plan, paid holidays and paid time off (PTO). 

EEO OPPORTUNITIES

Wella Company wants to meet the aims and commitments set out in its equality policy. This includes not discriminating under the Equality Act 2010 and building an accurate picture of the make-up of the workforce in encouraging equality and diversity.

We offer equal employment opportunity to qualified individuals without regard to race, religion or belief, color, national origin, age, gender, disability, sexual orientation, gender identity, gender expression, marital or civil partnership, pregnancy and maternity, veteran status, or any other characteristic protected by law. Wella Company with federal and state disability laws and makes reasonable accommodations for applicants and employees with disabilities. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact us at: https://www.wellacompany.com/consumer-affairs

We strongly believe that cultivating a diverse workplace gives a company strength. The combination of unique skills, abilities, experiences and backgrounds creates an environment that produces extraordinary results. EOE Minorities/Females/Protected Veterans/Disabled.

English - Please click on this link to review the Notification of Equal Opportunity Rights poster