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Senior Director of Brand, Violet Grey
Posted on 7/18/2022
Los Angeles, CA, USA
Experience Level
Desired Skills
Data Analysis
Google Analytics
Social Media
  • Senior content and marketing profile (10+ years) with a proven track record of setting a strategic vision for content and brand partnership marketing for an e-commerce retailer
  • Experience within Beauty, Cosmetics or Skincare
  • Experience working in a similar leadership level role with experience managing digital design, editorial, content, and social teams with proven success in influencer marketing across Tik Tok, Instagram, and Youtube
  • Strong leadership skills and the ability to motivate and inspire a team. Strong credibility and influencing skills, able to build relationships quickly to lead and influence internally across cross-functional teams
  • Proven experience in managing complex change and leading a team through this
  • You will have strong analytical skills and understand the commercial outputs of how a best in class content team should operate. Proven understanding of how the advertising and digital marketing ecosystem operates
  • A data-driven leader who has proven success with understanding and measuring the impact of content
  • You can articulate thoughts, vision, and direction, as well as communicate with technical and non-technical audiences10+ years of marketing experience for a high-growth consumer products business
  • DTC and E-commerce experience is critical. Knowing how to manage the marketing funnel through conversion is absolute. It's required to understand how to convert a user to a customer and an omnichannel business with high volumes of launches and promotions
  • Experience in growth and scale at ~$100M+ is preferable
  • Understanding of segmentation & targeting (CRM), acquisition & retention (LTV), pricing & revenue (RPU) and conversion reporting & analytics (KPI).Email Marketing expertise: Demonstrated success leading paid media (TV, OTT, Digital, Paid Social, SEM, Display, Affiliate, Podcasts, etc.) and retention (ESPs, SMS, direct mail, membership, and subscriptions experience a plus) efforts through the key channel and audience expansion within the full purchase funnel
  • Experience leading PR and communications, building relationships with the press and other industry influencers/stakeholders
  • Experience with CRO (Conversion Rate Optimization) and tools (VWO, Optimizely, or equivalent).Experience using analytical and BI tools such as NetSuite, Google Analytics, and/or Looker to create insightful reporting to track the business and inform strategy
  • Expertise in driving customer growth through organic marketing, including developing programs for SEO, ASO, and social marketing
  • An integrated marketer with experience in partnerships
  • Entrepreneurial mindset and approach and believes passionately about continuously developing an iconic consumer-facing brand
  • Able to work across multiple stakeholders and influence based on data and customer insights
  • Great at building and maintaining relationships, fostering an environment of mutual respect, understanding, and trust. Proven leadership experience in navigating multiple key stakeholders to gain strategic alignment
  • Ability to inspire and motivate a team - cultivate or attract the best talent in the marketplace across key functional areas; support a dedicated and collaborative culture; ability to motivate a team around a vision
  • You will participate as a contributing member of the Violet Grey senior leadership team by collaborating with the leaders of Violet Lab, Retail, and Finance to develop the business strategic roadmap at Violet Grey helping us to take advantage of current and new trends, challenges, and opportunities to grow our company and improve the experiences we give our customers and brand partners
  • Lead the Channel Marketing, Creative, and Brand Partnership functions within Violet Grey. Channel Marketing includes communication across all channels including social media, PR / communications, and brand messaging. Creative includes producing creative programmatic content, digital assets, visual merchandising, print design, brand design, and copywriting through all channels including our IRL Retail experience. Brand Partnerships include selling and delivery launch campaigns and activation solutions for brand partners
  • Working closely with Farfetch Platform Solutions as an agency, you will lead our Performance Marketing approach including ideating, strategizing, executing, and measuring across the full funnel for paid media
  • For Retention Marketing, you will build a small team in CRM & Loyalty who are focused on driving timely and relevant customer communications via social media, emails and SMS to improve sales and retention rates
  • Working closely with the Managing Director and Founder of the brand to guide and unify the creative direction of the brand team
  • Partner with the FPS team to build efficient customer funnels and channel optimizations
  • Spearheading best-in-class brand building and “storytelling” (marketing) efforts; build off a proven track record for a high-growth brand in order to dramatically increase consumer engagement and generate business growth
  • Establish strategic partnerships and collaborations, and develop word-of-mouth opportunities to increase awareness and build brand equity
  • Responsible for articulating, communicating, and leading an innovative and sophisticated marketing plan to the broader organization from the top down, leveraging deep data and insights
  • With a thorough vetting process, select vendors and contractors when needed, manage KPIs, achieve the best pricing, and mitigate costs
  • Managing our marketing budget; leveraging financial rigor to prioritize and allocate resources effectively
  • Researching and analyzing economic trends, buying habits, and the demographic characteristics of consumers, their tastes and preferences for company products, and those of competitors
  • Bringing the company brand to life across all our marketing channels, including influencer marketing
  • Oversee and connect the work across all the Brand teams to create content that connects and engages the Violet Grey brand across all marketing channels (on and offline).Ensure brand guidelines adhere to all content created
  • Discover new opportunities for content distribution and ways to monetize them
  • Collaborate with FPS teams to ensure customer-facing content is fit for the purpose
  • Partner with the brand marketing and performance marketing/paid media teams to ensure that content is fit for purpose to amplify across marketing channels, and is reaching targeted audiences at the right times, to drive sales and ROI e.g. display, paid social, retargeting, affiliate and influencers. Own the Content and Marketing P&L and ensure the budget is managed effectively, with Violet Grey financial health at the forefront at all times. Partner closely with the Marketing Production to create a seamless process to enable content to go live across online marketing channels, with quality assurance maintained

5,001-10,000 employees

Online luxury fashion retail platform
Company mission
Farfetch's mission is to be the global platform for luxury fashion, connecting creators, curators and consumers.