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VP, Marketing
3 months ago
WHO ARE WE?
Iconic British brand ghd, is a global leader in high end professional hair styling tools and the UK’s #1 recommended styling brand. Loved by stylists and consumers, loved by press and influencers, and loved by the people that work for the brand Merging science and innovation, with luxury beauty and style; ghd pioneers new technologies and beautiful designs to create the most technically advanced hair tools in the world. A trusted and loved brand, ghd sells over 3 million tools every year and 5 iconic ghd products are sold every minute. The award-winning ghd tools are used by 200,000 stylists around the world and sold in 30+ countries and more than 45,000 premium salons. Renowned for their professionally endorsed game changing innovation and superior performance, at ghd we are on a mission to transform the lives of women via the power of a good hair day
ROLE OVERVIEW
This role will be based in our Calabasas, LA office, and we offer a hybrid working pattern of 3 days in the office and 2 days WFH. The VP Marketing at ghd plays a crucial role in leading the North American marketing and brand initiatives aligned with strategic corporate goals, aimed at achieving sustainable growth and increasing market share. This position requires strong strategic leadership, effective team management, expertise in upper funnel brand awareness and down the funnel performance marketing with adept agency management, and the ability to conduct insightful market analysis and adaptation strategies essential for success in North America. This role requires a leader who can balance brand awareness with measurable results and ROI, a candidate with deep experience in both brand and performance marketing at a market level within a very competitive landscape.
JOB ROLE AND RESPONSIBILITIES
● Drive Brand Awareness, Reach, and Product Penetration.
● Build and develop a high-performing marketing team, fostering a culture of collaboration,
courage, creativity, connection, and commitment to achieve business objectives.
● Create and implement strategic marketing plans to drive profitability, increase brand awareness,
styler penetration and market share, while maintaining brand image consistency globally.
● Be the brand leader and category management champion with an always on strategy and
implementation on flat irons and wet-to-dry.
● Be the brand connection for the interactions with Global Senior Management.
● Develop and execute ghd’s North America brand strategy across premium retail, professional,
social media/influencers, and digital channels, ensuring consistency and alignment with global
brand standards. Drive brand-building initiatives and performance marketing strategies, focusing
on media planning, optimization across all the funnel: from awareness to conversion with a focus
on optimizing KPI metrics and ROI.
● Develop and manage performance marketing campaigns across various digital platforms (e.g.,
Google Ads, Facebook Ads, Instagram Ads, TikTok Ads)
● Implement and oversee robust analytics frameworks to track marketing performance and
consumer purchase funnel behavior using these insights to continuously refine and improve
marketing efforts.
● Collaborate with key functional partners to develop strategic initiatives aimed at driving sales
growth – particularly with performance marketing and ecommerce to drive reach and efficiencies.
Ensure the management of the media planning agency is a joint responsibility.
● Represent the brand cross-functionally and in North America.
● Plan, execute and measure success - within the global framework - the brand and product
campaigns, leading a 360 degree go to market including: retailers onboarding, channel roll-out,
demonstration, performance marketing, VM, etc… Always ensuring excellence in execution.
● Provide detailed directions for each channel and its associated assets, including timing, key
messages, and consistency in messaging
● Lead research initiatives to gather key industry, consumer, and cultural insights, applying findings
to inform strategic planning and campaign creation processes.
● Establish key performance metrics for marketing programs, providing regular reports, sentiment
analysis, and in-depth post-campaign performance analysis to derive actionable insights for
future investments.
● Ensure ghd brand identity, messaging, and tone of voice are consistently represented across all
marketing touchpoints, aligning with global brand guidelines and regional market dynamics.
● Drive brand-building initiatives and performance marketing strategies, focusing on media
planning, optimization across all the funnel: from awareness to conversion with clear metrics on
CR and ROI.
● Direct and oversee agency relationships, particularly in media planning and execution, ensuring
effective performance evaluation and alignment with strategic goals.
● Evaluate existing agency partnerships for effectiveness and alignment with business goals;
identify gaps in capabilities and performance. Source and onboard new agencies as needed to
meet evolving business requirements. Manage smooth transitions between agencies to ensure
continuity of marketing efforts and minimal disruption to ongoing campaigns.
SKILLS & QUALIFICATIONS
● 12+ years of marketing leadership experience at an agency or high-growth consumer brand with
strong knowledge in creating brand awareness, delivering operational excellence
● Mastery in social media, influencer marketing and performance marketing (e.g. media planning,
asset optimization and KPIs measurement) with ability to prioritize media spend based on
priorities.
● Deep understanding of current digital marketing trends, tools, and best practices across various
platforms including social media, search engines, and emerging digital channels
● Strong understanding of ecommerce and CRM at local level.
● Ability to clearly articulate strategy to senior management and adjust with agility feedback that
motivates teams to achieve business goals
● Exceptional financial acumen required including proven successful experience with budgeting
and P&L management
● Track record of successfully managing multiple complex priorities within demanding timeframes
● Agency management experience in media planning and its measurements.
● Exceptional understanding of the retailer process and an ability to effectively lead briefings,
collaborate and manage teams to deliver on project goals
● Entrepreneurial spirit ready to adapt tactics to change, and ready work in small teams and tight
budgets.
● Extremely high standards, detail-oriented, natural problem solver that thrives in an exciting, fast-
paced environment.
● Collaborative spirit
● Ideally a candidate that has worked in a global-local structure and understands professional
channels.
WHY JOIN US?
We value a diverse and inclusive workplace, and we welcome people of different backgrounds, experiences, skills, and perspectives. We believe that everyone does their best work when they are supported by each other and the company, and we offer a generous set of benefits to make sure the team is happy and healthy. Here are the benefits we offer our team:
● Medical, Dental and Vision Insurance Premium is covered 100% by ghd North America for
employees and 100% for dependents
● Life, LTD (Long term disability) and AD&D (Accidental Death & Dismemberment) is covered
100% by GHD North America
● Personal days on your birthday and work anniversary
● Office closed Christmas-New Year
● Hybrid Work Model
● Summer Fridays
● Wellness/Fitness Reimbursement
● Cell phone Reimbursement
● Gratis and 50% off ghd product discount and 30% off all Wella and OPI products
● Quarterly employee activities to foster a company values
● Team participation in charity initiatives to benefit Breast Cancer Awareness, Research and
Recovery
ghd North America is powered by a hybrid (remote/ in-person) workforce that spans the US. We are committed to creating a work environment that best accommodates the unique needs of our team and enables you to bring your best, most productive self to work. Many of our day-to-day activities are conducted virtually while on-boarding, team meetings, 1:1 coaching and quarterly events will be conducted on-site at our campus in Calabasas, CA.
