Associate Director of Brand

1 month ago

Louisville, United States Charlotte's Web Full time

Charlotte’s Web is looking for a new Associate Director of Brand to launch our business into the next era of botanical wellness. As the historical leader in hemp-derived wellness products, we’re now evolving into a full portfolio of plant-forward wellness products to solve everyday consumer challenges. This role offers the opportunity to shape the future of a beloved, mission-driven brand in the rapidly growing wellness space, leading innovative campaigns that connect with consumers seeking natural solutions for well-being.


The Associate Director of Brand will be responsible for directing the brand marketing strategy for Charlotte’s Web across DTC (including ecommerce and marketplaces/omnichannel), B2B (including medical, natural, retail). The role serves to drive the Brand and Creative Strategy cross-functionally supporting the sales channels of the business. This role will work collaboratively with all team members to drive insights and be responsible for developing distinctive, effective, and integrated consumer marketing that builds our brand and accelerates the growth of our business.


Our ideal candidate has a proven ability to support and inspire a multi-disciplinary marketing team to do the best work of their careers. They possess sharp strategic and creative instincts, experience demonstrating the short- and long-term return of marketing investment, and a deep understanding of the value of different paid, owned, and earned channels.


The role will collaborate closely with Director of Product Marketing on new product launches, developing creative and campaigns, contributing to company culture, and ensuring all channels remain on brand.


Essential Duties and Responsibilities:


Brand Strategy Development: Lead the development and refinement of the brand strategy, ensuring alignment with business objectives, consumer insights, and market trends. Lead and develop the creative brand strategy in partnership with creative partners.


Integrated Marketing: Lead vision and strategy for the Charlotte's Web business by directing an integrated marketing strategy, plans, and execution across our brand and products. Responsible for the management of the Brand to deliver top and bottom-line business targets (in collaboration with D2C & B2B P&L leaders)


Product: Support the overall brand portfolio in partnership with Product Marketing Director


Campaign Leadership: Oversee the creation and execution of integrated brand campaigns across digital, print, and retail channels, from ideation through to measurement and optimization. Partner with Digital Marketing Team on execution. Provide overall ownership of the Annual Brand Planning process.


Work closely with sports marketing team, and external partners to develop partnership activation plans that align with brand strategy


Write creative briefs, RFPs, SOW, for internal and external agencies


Consumer Insights & Market Research: Leverage consumer insights, competitive analysis, and market trends to inform brand positioning and drive innovation in product development and marketing. Work closely with Director of Product marketing


Analyze primary and secondary market research. Measure and track the performance of key tactics through commercial analytics.


Creative Direction: Collaborate with internal and external creative team members to ensure the brand's visual identity, tone, and messaging are consistent and compelling across all touchpoints.


Manage Creative Processes: Work with contractors, agencies, and internal creative staff to deploy a consistent and cohesive brand look and feel across all creative (retail, digital, events, etc).


Cross-Functional Collaboration: Partner closely with product marketing, product development (Ops), retail and omnichannel sales, digital marketing, and communications teams to ensure cohesive brand representation and product storytelling.


Partnerships & Sponsorships: Lead the strategy for high-impact partnerships and sponsorships, including the ongoing relationship with Major League Baseball, CSR partners and B-Corp and other potential partnerships that align with the brand’s values.


Influencer & Community Marketing: Drive the growth of influencer marketing programs, focusing on key opinion leaders (KOLs), wellness influencers, and health practitioners to amplify the brand's voice.


Sustainability & Purpose: Collaborate with the corporate social responsibility (CSR) and sustainability teams to ensure the brand reflects and communicates Charlotte's Web’s commitment to environmental and social impact.


Brand Metrics & KPIs: Define and track brand health metrics, ensuring continuous improvement in brand equity, awareness, and customer engagement.


Lead internal and external partners on creation of integrated marketing plans to support brand including advertising, consumer promotion, public relations, digital, social, and shopper marketing


Support of Ops and R&D teams with forecasting process (analytics and decision making).


Supports earnings calls, board meetings, and other internal meetings with data and insights


Budget Management: Manage and direct budgets for assigned consumer segment engagement; lead teams to ensure appropriate development of materials is held in accordance with legal, regulatory, and medical policies.


Education and Experience:


Bachelor's degree in Marketing, Business, or a related field; MBA preferred.


8+ years of experience in brand management, with at least 3-5 years in a leadership role within the wellness, CPG, or natural products industries.


Proven track record of developing and executing successful brand strategies that drive awareness, engagement, and revenue.


Strong understanding of the wellness and CBD industry, with knowledge of market trends, regulatory landscapes, and consumer behavior.


Effective track record working with internal cross-functional teams, external partners, and project teams


Exceptional leadership and team management skills, with the ability to inspire and motivate cross-functional teams.


Experience with digital marketing, including social media, eCommerce, and content marketing.


Experience managing and prioritize strategies, initiatives, and workload independently and proactively in a fast-paced, entrepreneurial environment.


Excellent communication, storytelling, and presentation skills.


Passion for plant-based wellness and a commitment to Charlotte's Web’s mission and values.

*This position allows hybrid work, must be able to work in the office 1-2 days a week.


Benefits:

Charlotte's Web offers a diverse, quality work environment, a great compensation package, and a comprehensive benefits package. Our benefits include medical/dental/vision insurance, pet insurance, 401K match, short and long-term disability, flexible PTO, and sick time. We are an Equal Opportunity Employer.

Employees may be eligible for a discretionary bonus in addition to base pay. Annual bonuses are designed to reward individual contributions as well as allow employees to share in company results.

Recruiting for this role ends on ­­­­­­­11/15/2024.

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