Director, Product Marketing Job at ILIA Beauty in Los Angeles

ILIA is searching for a Director of Product Marketing who will lead the brand’s product strategy and partner closely with Product Development to bring new launches to life. This person will collaborate closely with the Brand Founder, Sales, Marketing and Product Development teams to help identify and drive market opportunities that are further supported by consumer insights and data.

This role is hybrid for candidates based in Los Angeles, CA.

KEY RESPONSIBILITIES:

Product Positioning

• Partner with Sales + Product Development to build strategy for new product pipeline, positioning and messaging.

• Lead internal kickoff process to gain Leadership alignment, including initial positioning, pricing recommendation, launch sizing and sampling recommendation

• Own all NPD presentations (with key information, from conception to shelf)

• Conduct research to identify key trends, consumer challenges and white space opportunities for new and existing products

• Leverage consumer insights and market trends to identify trends, customer preferences, and competitive landscape to inform product positioning, seasonal considerations, and marketing strategies

• Lead clinical trial survey strategy including the development of survey materials and testing guidelines that are compliant with global regulatory requirements

• Lead Vendor Brief Process, capturing both Founder and PD team’s visions

• Partner with Education and Field teams to gather and integrate store feedback/insights into product pipeline and marketing strategies

• Continuously improve product positioning differentiation within existing offering

• Build annual sampling and set strategy program with Retail Marketing and Sales

Product Marketing | Go-To-Market

• Own quarterly product reports encompassing sales performance, sentiment, and strategic analysis

• Own new product creative kickoff, including any individual briefs (copy, gondola updates across global retailers, merchandising requirements and shade order)

• Own marketing Creative + Copy KOs, Sales KOs, and Go To Market Marketing KOs

• Own new product FAQs with input from education, PD, copy, and social teams

• Partner with Sales, Field, Operations, CX and Digital team to gain insights about product performance and track both product and brand sentiment

• Partner with Director of Brand on messaging to ensure sustained product storytelling

• Oversee PDP assets audit matrix to standardize imagery with the goal of delivering a best-in-class eComm experience and maximizing conversion

• Own and consistently manage product assortment (Master SKU List) by retailer (domestic + international) for brand across all departments

• Own Discontinuation List in partnership with Sales and Operations

• Continuously drive effectiveness of existing product SKUs, helping to create key product penetration goals and identifying opportunities for hero product franchises based on sales & customer purchase data

• 10+ years Marketing experience including 7 + years proven experience within product marketing within the beauty or personal care products space - preferably makeup

• Demonstrated ability to develop and execute successful marketing strategies including product positioning, including ingredient storytelling and product claims

• Excellent written and verbal communication skills, with the ability to create compelling and persuasive content

• Process driven with strong analytical skills and data-driven thinking to track and measure marketing effectiveness

• Highly proficient in Powerpoint, Excel, Word

• Strong passion for beauty products with a creative eye

• Ability to handle multiple tasks within a fast-paced, entrepreneurial hybrid environment with key stakeholders living across multiple time zone

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