Director of Brand Marketing

FLOS  |  

USA

On behalf of our client, FLOS, we are conducting a search for a Director of Brand Marketing to lead the iconic brand’s overall marketing strategy in the US and Canada.

Reporting to the US CEO and the Chief Digital Officer and Head of International Marketing out of Milan, Italy, this Director role will be responsible for bringing full visibility to the FLOS brand throughout North America. Leading an internal marketing team in the US, the Director will be focused on ensuring consistent branding with both B2B and B2C audiences (on and offline audiences).

Essential Duties + Responsibilities

Content Strategy + 360 Marketing

  • Drive high-end clientele awareness, acquisition and retention in the Luxury Lifestyle market sector.  
  • Drive the evolution and refinement of FLOS branding and visual identity, messaging, and positioning in the US & Canada market, in line with Corporate Brand Identities and communication strategy. 
  • Refine our existing messages and develop new, breakthrough messages for all aspects in sales both live and digitally, supported by local partners and in tight connection with corporate teams.
  • Foster strong Collaboration with E-Commerce team in the area of website management.
  • Manage the connections in the A&D community to develop B2B business and by leveraging the DStudio Madison contract area.
  • Lead the development of brand strategies for FLOS US & Canada, spearheading marketing efforts across e-commerce, retail and digital channels to deliver a cohesive brand experience that resonates with our core customer across all consumer touchpoints.
  • Develop and manage the overall 360 brand marketing calendar for North America.
  • Leverage analytics to support strategic decision-making.
  • Create marketing plans to achieve campaign-specific business objectives and drive the seasonal planning process forward across all departments, in tight collaboration with the Corporate Teams. 
  • Ensure campaign messaging is aligned across all brand channels, both online (website, social media, email, online marketing, digital advertising) and offline, (in-store, visual merch, clientele initiatives and brand events), applying Brand Strategic guidelines.
  • Adapt and select content and brand marketing initiatives for owned, earned and paid channels.
  • Report weekly results and create campaign summary for Leadership team and stakeholders.
  • Work in synergy with the DH team where shared spaces are implemented between the Brands of the Holding and follows their correct execution in line with the strategy and positioning of the Flos Brand. 
  • Monitor the CX guidelines in the Flos spaces as well as in the main resellers.
  • Cover all trade marketing activities directly supporting B2B, B2C and DTC customers. 
  • Facilitates training for the sales force as well as for reseller and professional customers also creating localized programs on the US market. 

 

Content Creation

  • Apply FLOS branding and visual identity, messaging, and positioning to the NA market.
  • Collaborate with central team to implement seamless creative processes to ensure our content/communication always remains fresh and differentiated and ensure efficiencies in creative production
  • Adapt original content incl. copy + design, ensuring continuity in brand voice, aesthetic and messaging across all channels.
  • Work with the Central Creative team to develop shoot concepts that address product goals and localization needs. 

 

Social Media

  • Build a best-in-class social strategy and content creation engine through a network of content creators and influencers.
  • Manage and oversee a brand marketing coordinator and/or intern who will run the social media platforms day-to-day as well as community management. Stay aware of the latest platforms on social to keep Flos relevant.

 

Press

  • Oversee press strategy and PR agency. 
  • Set press priorities with agency and work on national and local strategies to drive sales and further brand awareness.
  • Review and approve all PR messaging for pitches and company interviews.

 

Marketing Budget

  • Forecast monthly and manage annual brand marketing and content budget.

 

Brand Partnerships + Influencers

  • Identify and oversee brand-appropriate partners to drive strategic growth and solidify brand positioning.
  • Work with our partners’ in-house marketing teams to create compelling partnership campaigns, brand appropriate assets and roll out cross-promotion strategies to leverage partner audiences.
  • Create a robust, tiered influencer program to keep Flos top-of-mind in the commerce, architectural and outdoor lighting communities. Maintain and grow influencer relationships, leveraging these for content creation and strategic growth.

 

Team Management

  • This role will manage and develop a 2-4 person team in the US.

Qualifications + Requirements

  • Strong knowledge of the North American A&D community, ability to activate key influencers in the NA design community to support brand awareness growth. 
  • Proven ability both in B2C and B2B channels.
  • 7+ years’ experience in brand marketing. Some brick + mortar retail experience and Contract Sales preferred.  Work with 3rd-party sales agents a plus.
  • A refined sense of aesthetic ability and creative mind. Experience working with and managing creative teams and consultants. You have a strong network of creative freelancers across mediums and you are constantly looking to build your talent network.
  • Deep experience and desire manage brand campaigns and further develop a world-class brand. Demonstrate a portfolio of successful marketing activities.
  • All-around hustler, with a deep work-ethic: keen ability to balance both strategy and execution. Highly efficient executer comfortable with a global brand environment, able to work in a matrix organization. 
  • Master storyteller: Exceptional ability to communicate and build relationships and strategic partnerships (internally and externally).
  • Demonstrated experience managing a 2-4 person team to achieve results while creating a positive, inclusive culture. 
  • Experience managing PR to drive business results (both conversion + brand awareness), and deliver tailored, strategic press pieces
  • Experience crafting and executing a tiered influencer program, leveraging both paid and non-paid partners to amplify messaging and create content
  • Experience managing a budget and performing against revenue targets.
  • Action oriented with a design mindset and able to demonstrate the ability to thrive in a fast-paced environment, delivering results on time.
  • Growth oriented, self-starter that thrives when empowered and seeks ownership and is looking to grow his/her role and team.
  • Exceptional communications + interpersonal skills with a desire to work collaboratively and cross-functionally.
  • Proven ability to execute upon multiple projects simultaneously and against tight deadlines 
  • Ability to be a true brand Ambassador required. 

 

If this sounds like an excellent for for you, please send a cover letter and resume to Meredith Maczka at mmaczka@palladianwest.com.

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