Associate Director of Brand Development
4 weeks ago
Brand Strategy Development:
Lead the development and refinement of the brand strategy, ensuring alignment with business objectives, consumer insights, and market trends.
Develop and execute a comprehensive brand strategy that drives awareness, engagement, and revenue growth for Charlotte's Web.
Collaborate with cross-functional teams to ensure cohesive brand representation and product storytelling across all touchpoints.
Integrated Marketing:
Lead the vision and strategy for the Charlotte's Web business by directing an integrated marketing strategy, plans, and execution across our brand and products.
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.
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.
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 to 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.
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).
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.
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.
Define and track brand health metrics, ensuring continuous improvement in brand equity, awareness, and customer engagement.
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.
Support the overall brand portfolio in partnership with Product Marketing Director.
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 prioritizing 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.
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