Head of Brand Marketing

Head of Brand Marketing (Director or VP, based on experience) Reports to: Chief Executive Officer Status: Full-Time, Regular Exempt/Non-exempt: Exempt, salaried Location: Corporate Office (Dogpatch, San Francisco) About Coyuchi Since 1991, Coyuchi has been a leader in crafting organic linens–producing products using the most environmentally responsible methods possible.
Since then, we continue to inspire the industry by focusing on the soil from which it all starts.
Striving to have our fibers grown on land that is farmed in its most natural state, so we can make the smallest impact on the Earth, as we create comfort.
Coyuchi is a multi-channel retailer with a growing digital presence online at Coyuchi.
com, a store in Point Reyes Station and a robust wholesale business.
About the Role Coyuchi is looking for an experienced head of Brand Marketing (VP / Director level) with a proven track record as an effective and strategic story teller and brand builder in the DTC consumer/retail space.
Reporting to the CEO, you will be responsible for developing and executing Coyuchi's brand marketing and creative strategy.
You will oversee Brand Marketing (PR, Social, Influencers, Partrnerships and Collaborations), set creative guidelines and oversee art direction, and drive Coyuchi's marketing execution and integrated marketing calendar.
What You're Responsible For Brand Marketing Strategy • Develop Coyuchi's Brand Marketing strategy and story telling in terms of Brand, Product, and Impact driven campaigns to generate awareness, buzz, and build the brand equity • Lead and operationalize the integrated marketing calendar: defining monthly/quarterly key Brand, Product, Impact campaigns and coordinating their execution across all media channels and the website– in collaboration with Merchandising • Create and execute seasonal brand campaigns and product launch campaigns to engage customers and achieve sales goals, including Promotional Calendar • Create and execute PR and Social Media strategy to drive brand awareness and buzz • Create and execute strong cross channel marketing plans that leverage current market trends, a deep understanding of customer data and shopping behavior, and competitors analysis • Collaborate with Head of Digital and E-Commerce on demand generation campaigns and integrated marketing calendar Creative guidelines and Content Marketing • Oversee and implement Brand Creative guidelines (Brand Book, Brand Voice, Customer Archetypes, Visual guidelines) to ensure strategic alignment to the Brand strategy, positioning, and Brand DNA • Generate high quality and on-brand creative content to drive business objectives (brand buzz, sales demand, engagement, coversion) across all marketing channels (website, paid media, email, DM, PR, etc) contributing to achieve lead generation and sales objectives • Oversee content creation for multi-channel use including uses on websites, social media, influencers, PR, Digital media, email, blogs, and other strategic messaging tactics.
• Coordinate and plan content creation in terms of: briefs, campaign shoots, asset creation, leveraging internal and external partners to ensure timely and coordinated production of assets to all channels (website, social, paid media, catalog etc) • Establish KPI's and measurement for gauging the effectiveness of content and creative • Develop PR strategy and messaging plan alongside PR firm • Tailoring content for target audiences and ensuring overall consistently of voice and identity.
Community and Brand Partnerships • Develop and execute a framework for quarterly brand partnerships and collaborations with other like minded sustainable brands to drive buzz, awareness and customer acquisition • Develop and manage customer advocacy • Experiment with new ways to reach and connect with our customer such as live stream shopping, virtual and in person events and panels.
• Working cross-functionally to ensure the needs of the business are being met and adjusting plans based on data.
What We're Looking For • 10+ years' experience in marketing or a brand role in consumer goods and/or omnichannel retail • 5+ years' experience in content, PR and social media management with strong growth results • Proven track record of driving results (sales, traffic, engagement, customer acquisition, etc.
) through creative yet pragmatic brand initiatives (events, PR, partnerships, collaborations, brand campaigns) • Strong project management skills and ability to work cross functionally to ensure campaigns come together on time, on budget and cohesively across channels • Understanding of the cadence of brand and product marketing for an omnichannel retailer • Strong experience in content creation including writing, photo and video content • Creative eye towards elevated design, trends, style and color • Working knowledge of design technology including Photoshop, Illustrator, InDesign, Sketch, InVision and video editing tools preferred.
• Proven ability to collaborate cross-functionally, organized and can clearly articulate marketing campaigns and has strong writing skills.
• Understanding of ESG's or science-based targets a plus with the ability to take complex topics and message them in a way that is digestible for the consumer.
• Highly developed Interpersonal skills and passion for growing, managing and mentoring a team.
• Bachelor's Degree in Marketing or related field