Director, Brand + Product Marketing- Too Faced Cosmetics
Estée Lauder Companies · New York City
Position Summary
The Director, Brand + Product Marketing is responsible for shaping and leading Too Faced’s Global brand and product marketing strategy while also directly driving the North America strategy and execution. This role translates consumer, cultural, category, and business insights into a compelling innovation pipeline, product positioning, launch strategy, and integrated go-to-market plans that strengthen brand equity and accelerate growth globally and across North America. The Director partners closely with Executive Leadership, Product Development, Creative, Consumer Insights, Integrated Marketing, Ecommerce, Commercial, Regional, and Affiliate teams to bring distinctive, consumer-first products and stories to market. This position oversees Global portfolio strategy and launch frameworks, alongside North America market plans, retailer and channel priorities, budget management, performance measurement, and the development of high-performing teams.
Key Responsibilities
Brand Strategy & Positioning
- Define the Global brand strategy, positioning, and annual marketing priorities aligned with business objectives and Too Faced's distinctive brand purpose.
- Translate Global and North America consumer, cultural, category, retailer, and competitive insights into clear growth platforms and differentiated brand strategies.
- Lead the development of Global brand architecture, messaging frameworks, and storytelling principles, ensuring they translate into locally relevant North America plans.
- Serve as a senior advisor to executive leadership on brand health, portfolio opportunities, North America market dynamics, and long-term growth.
- Identify Global and North America white-space opportunities that strengthen brand equity, recruit new consumers, and deepen loyalty.
Product Marketing & Innovation
- Own the Global product marketing strategy and multi-year innovation pipeline across priority categories, informed by North America consumer and commercial needs.
- Partner with Product Development and cross-functional teams to shape concepts, claims, naming, packaging direction, assortment, and pricing architecture.
- Develop compelling product positioning and consumer propositions grounded in Global category trends and North America market insights.
- Lead stage-gate marketing deliverables from concept development through launch, ensuring strategic clarity, differentiation, Global scalability, and North America executional readiness.
- Manage portfolio lifecycle decisions, including hero-product acceleration, renovation, assortment optimization, and discontinuation recommendations across Global and North America portfolios.
Global & North America Go-to-Market Strategy
- Lead Global go-to-market strategy for product launches, franchises, collaborations, and key brand moments, with direct ownership of North America activation.
- Develop integrated Global launch briefs and North America market plans that align product positioning, creative strategy, channel roles, retailer needs, merchandising, education, and commercial objectives.
- Partner with Integrated Marketing, Creative, Ecommerce, Earned Media, Sales, and Commercial teams to deliver cohesive North America consumer journeys across paid, earned, owned, retail, and experiential touchpoints.
- Set Global launch standards, toolkits, and timelines while tailoring strategies for North America retailers, channels, and consumers.
- Anticipate risks, resolve cross-functional dependencies, and ensure Global and North America launches are delivered on strategy, on time, and within budget.
Consumer Insights, Analytics & Business Performance
- Establish Global and North America KPI frameworks for brand health, innovation productivity, launch performance, consumer recruitment, and portfolio growth.
- Lead Global and North America post-launch reviews and business performance discussions, translating results into clear optimization plans and future innovation decisions.
- Champion consumer research, social listening, retailer intelligence, competitive analysis, and market data to inform Global strategy and North America execution.
- Partner with Finance, Sales, and Commercial teams to evaluate North America forecasts, pricing, mix, profitability, channel performance, and return on marketing investment.
- Provide executive-level recommendations that improve Global brand value and North America growth, efficiency, and market share.
Key Responsibilities Continued
Global Leadership & North America Market Ownership
- Lead and develop direct reports while fostering a high-performance, inclusive, and consumer-obsessed team culture.
- Partner with regional and affiliate markets to adapt global strategies while maintaining brand consistency and executional excellence.
- Influence senior cross-functional stakeholders across Product Development, Creative, Integrated Marketing, Ecommerce, Finance, and Commercial functions.
- Drive annual planning, resource prioritization, budget stewardship, and agency management for brand and product marketing initiatives.
- Represent Too Faced with strategic partners, retailers, agencies, and industry stakeholders as appropriate.
Qualifications
- Bachelor's degree required; MBA or advanced degree preferred.
- 8–10+ years of progressive experience in brand marketing, product marketing, innovation, or related functions, preferably within beauty or consumer products.
- Demonstrated success developing global brand strategies, innovation pipelines, product positioning, and large-scale launch plans.
- Strong understanding of consumer insights, category strategy, portfolio management, pricing, forecasting, and commercial performance.
- Experience leading teams and influencing executive, regional, and cross-functional stakeholders in a matrixed organization.
- Exceptional strategic thinking, storytelling, communication, presentation, and project leadership skills.
- Passion for beauty, product innovation, culture, and consumer behavior.
Key Competencies
- Brand Strategy & Positioning
- Product Marketing & Innovation
- Portfolio & Category Management
- Global Go-to-Market Leadership
- Consumer Insights & Analytics
- Commercial & Financial Acumen
- Cross-Functional Influence
- Organizational Leadership
- Strategic Storytelling
- Innovation & Change Leadership
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