Head of Brand – Haircare, Beauty E-commerce
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Job Description
Head of Brand focusing on positioning and perception for U.S. haircare and beauty e-commerce. Leading branding efforts and cross-functional alignment to enhance brand equity and trust.
Responsibilities:
- Define and sharpen brand positioning and competitive narrative
- Clarify where the brand sits culturally and competitively
- Ensure consistency across packaging, website, paid media, retail, and partnerships
- Continuously evolve messaging to strengthen authority and differentiation
- Analyze reviews, surveys, social sentiment, retention data, and support feedback
- Identify perception gaps, skepticism, or trust friction
- Lead initiatives to rebuild credibility and strengthen consumer trust
- Protect long-term brand equity over short-term growth tactics
- Oversee influencer strategy and creator partnerships
- Manage affiliate positioning and brand alignment
- Lead PR narrative development and media relationships
- Ensure external voices reinforce core brand positioning
- Lead brand direction for major launches and integrated campaigns
- Ensure large marketing pushes strengthen long-term equity
- Align partnerships and collaborations with brand standards
- Partner with Growth and Ecommerce to ensure brand enhances performance
- Work closely with Creative to maintain visual and messaging integrity
- Collaborate with Product to align innovation with brand narrative
Requirements:
- 8+ years of brand leadership within CPG
- Experience operating inside growth-stage or scaled consumer brands
- Proven history of strengthening or repairing brand reputation
- Strong strategic thinking combined with execution depth
- Experience managing influencer, affiliate, and PR functions
- Comfortable working cross-functionally with performance teams
- Ideal Profile
- Strategic and data-driven
- Comfortable addressing hard brand truths
- Experienced in rebuilding consumer trust
- Clear, confident decision-maker
- Strong cross-functional leader
- Obsessed with long-term brand equity
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