Director of Brand Marketing

Job Type

Full-time

Description

BUSINESS:

Lyss is a performance fashion collection of basic and fashion leggings, pants, tops, skirts, dresses and active wear. From the inside out we use the highest performing fabrics and most innovative designs. We believe this approach ensures a perfect fit that is comfortable, holds you close and accentuates the curves while minimizing distractions.

The company is headquartered in New York City and maintains a distribution facility in Indianapolis, Indiana. Wholesale customers include numerous department stores such as Nordstrom, Bloomingdale's, Lord & Taylor and Dillard's, specialty retailers such as EVEREVE, as well as over 1,800 independent boutiques. Additionally, the company also has a fast growing Direct to Consumer (DTC) business via a company owned website (www.lysse.com). With significant growth potential, Lysse has made it a priority to heavily invest in the DTC channel.

POSITION:

LYSS NEW YORK is seeking a Director of Brand Marketing. In this position, you will oversee the company's brand and marketing initiatives. Your focus will be elevating the brand direction and image through organic creative strategies, driving customer acquisition and growth, while collaborating and partnering with the eCommerce team on paid marketing and digital strategies. You will provide strong leadership and work closely with the executive team to carry out the brand vision and achieve business goals. An understanding of the fashion/apparel industry is a plus.

RESPONSIBILITIES:

• Brand Strategy and Management: Define and elevate the brand's identity and messaging. Ensure a consistent brand aesthetic across all platforms and social media. Explore opportunities to strengthen and expand our brand presence in the fashion industry.
• Category Analysis & Metrics Driving: Perform category analysis to gain insights into market trends, consumer behavior, and competitor performance. Develop and execute data-driven strategies to drive brand awareness, customer acquisition, and retention.
• Omni-channel Execution: Own the development and execution of North American omni-channel marketing initiatives, designing multi-channel campaigns that drive demand and meet retail sales targets while achieving long-term brand objectives.
• Campaign Development and Execution: Develop and launch engaging marketing campaigns across various channels that align with sales objectives and brand image. Manage the calendar for ongoing launches. Digital, social media, catalogue/print, and in-store/wholesale
• Content Creation & Management: Spearhead the creation of compelling, relevant content that resonates with our target audience and positions us as thought leaders on platforms such as Facebook, Instagram, TikTok, Pinterest, and other platforms.
• Partnerships and Collaborations: Initiate and develop strategic partnerships to enhance brand visibility and engagement. Evaluate and negotiate partnerships, vendor contracts, and marketing technology investments. Manage relationships with marketing agencies and other vendors.
• Regional & Wholesale Marketing: Champion the brand's digital marketing regional strategies for independent and major retailers, e-tailers, and international markets, utilizing innovative techniques and channels to connect with customers and enhance the consumer experience through wholesale and indirect channels.
• Performance Metrics and Analytics: Establish KPIs for marketing initiatives, leveraging data analytics to measure campaign success, guide future strategies, and optimize ROI. Understand the objectives of our marketing campaigns and their implications for our success, new customer acquisition, and growth.
• Digital Advertising & Lead Generation: Utilize modern digital advertising techniques to attract and convert potential customers, while managing campaigns hands-on to ensure maximum impact.
• Influencer Marketing: Collaborate with the digital marketing team to analyze local celebrity and influencer trends, overseeing outreach and managing placements to maximize brand exposure.
• Corporate CSR: Lead corporate social responsibility initiatives to meaningfully engage and ignite brand relationships with consumers.
• Loyalty Program: Assist in the development of a loyalty program for our brand and wholesale customers to enhance retention and support continued growth at LYSS NEW YORK.
• Cross-Functional Leadership: Collaborate with departments such as Sales & Customer Service, Product Development, and Operations to ensure cohesive messaging and unified brand representation across all initiatives.
• Budget Management: Oversee the marketing P&L and budget, ensuring strategic resource allocation for maximum impact and cost-effectiveness, while meeting financial targets and profitability.
• Brand Events: Assist in conceptualizing and manage PR, press, and wholesale events in-store or in pop-up settings to drive sales, brand awareness, and customer growth. Support creative briefs, campaign shoots, press releases, and asset production.
• Community Engagement: Turn the affinity of our customers into community as a growth channel through scaling online and offline activations and initiatives within retail, in collaboration with the Director of eCommerce/DTC, and on social media.
• Product Development and Merchandising: Contribute to the development of new product lines that align with brand objectives and oversee the merchandising strategy across the website and other sales channels.
• Brand Stewardship: Act as the guardian of our brand, ensuring every customer interaction reflects our values and mission, and owning the first impression we create with our audience.
• Collaborator on Company Culture: Work closely with the President and leadership team to cultivate a collaborative, innovative, and growth-oriented company culture.
• Team Development: As the company grows, you'll have the opportunity to build and lead a lean, high-performing marketing team.

• Identify opportunities for brand visibility, partnerships, and collaborations.
• Manage and update press lists for print, online, broadcast, and social media contacts and outlets.
• Maintain PR and collaboration outreach lists, including editors, talent, and influencers.
• Create new press lists for events and projects.
• Develop pitching strategies for brand stories and press releases to secure media coverage in fashion magazines, newspapers, and daily publications.
• Build and nurture relationships with editors, stylists, wardrobe stylists, producers, and influencers to enhance brand awareness and relevance.
• Host regional Press Days.

• Continuously generate innovative ideas and approaches to promote brand conversation and growth.
• Monitor competitor brands for insights that could inspire innovation.
• Monitor shifts in consumer behavior.
• Prepare reports.

• Bachelor's degree in Fashion Marketing or Merchandising, Communications, Public relations or a related field.
• Extensive experience in marketing, with a strong understanding of the fashion industry.
• 7+ years of proven success in a marketing and communications role.
• High sensitivity to client experience and loyalty.
• Exceptional interpersonal and communication skills.
• Strong planning and organizational abilities.
• Adaptable, open-minded, and curious with strong listening skills.
• High availability and responsiveness.
• Sensitivity to products and fashion, with a solid commercial awareness.
• Capable of providing constructive feedback and coaching to develop team success.
• Ability to drive results and effectively manage teams.
• Familiarity with Salesforce or other CRM/marketing cloud platforms is a plus.
• Knowledge of clienteling apps is advantageous.
• Hands-on approach.
• Extensive proficiency in the Microsoft Office Suite for reporting and presentations.
• Proficiency in foreign languages is preferred.