Brand Lead

Found in: Appcast Linkedin GBL C2 - 2 weeks ago

New Haven, United States WearSPF Full time

Brand Leader for WearSPF:


About WearSPF:


WearSPF is high-performance, accessible suncare line complete with sprays, sticks and lotions for face, lips, and body, made in collaboration with pro-golfer Justin Thomas. After his melanoma scare in 2019, Justin became an advocate for sun safety. WearSPF is a message on a bottle creating a call to action to wear sunscreen. We are on a mission to educate and encourage people of all ages to apply, re-apply and go get checked.


Your Teammates:


You will work with a vertically integrated team on-site. We have a mix of veterans who have built and exited brands in the personal care space, along with people from outside the industry helping to build JT’s cause related brand. Most importantly, you will be allowed the freedom to develop rapidly and work alongside people with previous success who are voracious learners and eager for your point of view and input. Our mission is to educate people on the importance of wearing SPF. You will be exposed, lead meetings and work with senior decision makers at all our customers and suppliers.  


Job Description: 


As the Brand Leader for WearSPF, you will be responsible for leading the brand's overall commercial direction, marketing and strategic initiatives to drive awareness, engagement, and sales. You will develop and execute effective 360 marketing programs and launch plans, implement strategic marketing initiatives and create marketing assets and content. 


Leveraging your expertise in brand management and personal care you will develop and execute strategies to establish WearSPF as a trusted and preferred choice among young athletes and outdoor enthusiasts. 


Responsibilities:

  • Brand Strategy Development: Develop and implement comprehensive brand strategies to position WearSPF as a leading provider of high-performance sun protection solutions in the sports and outdoor industries.
  • Organic & Paid Social: Own and manage the WearSPF Instagram and Tiktok accounts and any other social channels. Create content, build out editorial calendars, and drive customer engagement. Own the paid social strategy and execution from content creation and audience testing through to reporting and analytics. 
  • Athlete and Brand Partnerships: Identify and establish partnerships with professional and college athletes and influencers to endorse and promote WearSPF. Manage relationships with brand ambassadors and leverage their credibility to enhance brand visibility. Manage pipeline of college NIL athletes. Develop partnerships with other brand partners to expand reach and awareness.
  • Product Marketing: Lead the development and execution of marketing campaigns and initiatives to promote WearSPF products. Work with agency partners and freelancers and our digital team to create compelling messaging, visuals, and content tailored to the target audience. 
  • Brand Communication: Develop and maintain consistent brand messaging and voice across all marketing channels, including digital, social media, email, and advertising. Create engaging content to educate consumers about the importance of sun protection and the benefits of WearSPF.
  • Event Marketing: Drive creative ways to engage audience at live in-person sports and cultural events.
  • Product Development: Stay atop trends, opportunities, and challenges in the sunscreen market and utilize insights to inform product development and marketing strategies. Own end-to-end development of WearSPF product innovation including packaging design, positioning, line-up, development and artwork, partnering with creative, purchasing, in-house R&D, and finance. 
  • Retail and Distribution Strategy: Collaborate with sales and distribution teams to develop retail strategies and expand distribution channels for WearSPF. Identify opportunities to increase visibility and availability in key retail outlets, online marketplaces, and specialty stores. Own retail partnerships and manage day-to-day communication with retailer contacts. Develop all sales communication materials and tools including powerpoints, sell sheets, and educational documents. 
  • Inventory Planning and Forecasting: Track and analyze inventory levels. Develop product level revenue forecasts for existing and new products. Work closely with Finance and Purchasing on inventory replenishment.


Qualifications:

  • Ability and willingness to build an entrepreneurial brand where your end creative product is far beyond the investment $ required.
  • Proven experience (5+ years) in brand management, marketing, or related roles, preferably either within the sports, outdoor industry, or the sunscreen space
  • Strong understanding of brand strategy, product marketing, leveraging PR agency, and consumer behavior.
  • Passion for outdoor sports and activities, with knowledge of the sun protection needs of athletes and enthusiasts.
  • Excellent communication, presentation, and interpersonal skills.
  • Experience in developing and executing marketing campaigns across various channels.
  • Ability to analyze market trends, data, and performance metrics to inform strategic decisions.
  • Creative thinker with the ability to develop innovative marketing strategies and initiatives.
  • Strong project management skills, with the ability to multitask and meet deadlines in a fast-paced environment.
  • Self-motivated, proactive, and results-oriented mindset.

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