Vice President, Beauty Marketing NA

About this role

Our Beauty & Wellness division empowers consumers with trusted products that support self-care, from salon-quality styling tools to wellness devices like humidifiers and air purifiers. Our innovative products and solutions promote healthy living, elevating the lives of consumers every day. This business unit includes Braun, PUR , Honeywell , Vicks , Hot Tools , Drybar , Curlsmith , and Revlon brands, and this role may support one or more of these brands.

Look around your home, and you'll find us everywhere, in your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!

Position: Vice President of Marketing - Beauty Department: Marketing, Beauty & Wellness Work Location: Boston, MA, Hybrid (work 3 days onsite)

Hybrid Schedule: At Helen of Troy, we embrace a flexible hybrid work model designed to support collaboration and productivity. For roles eligible for hybrid work, our standard schedule includes in-office collaboration from Tuesday through Thursday, with the option to work remotely on Mondays and Fridays. Any updates to this model will be communicated in advance. Please note that hybrid eligibility and schedules may vary based on business needs and manager expectations. What you will be doing:

The Vice President of Marketing for the Beauty portfolio owns the Global Brand building and the US + Canada P&L. The individual is meant to provide leadership, strategic direction, and business delivery of the company’s Beauty portfolio which includes iconic Brands such as Revlon, HOT Tools, Curlsmith and Drybar. This includes setting strategic direction, branding, innovation, commercial activation, collaborating closely with our key retail customers, product development, and direct-to-consumer marketing, always ensuring high returns on investment, and working closely with operations and shared services to ensure efficiency.

Duties and Responsibilities:

Leadership • Leads and responsible for the larger Brand Marketing, Ecomm, Media, and Creative team of ~45 • Acts as critical member of the Beauty Lead Team (BLT) VP of Sales, VP of Innovation and Beauty Finance lead • Manages subordinate supervisors and non-supervisory employees in accordance with Helen of Troy’s policies. Responsible for the overall direction, coordination, and evaluation of the department. Interviews, hires, and trains employees. Evaluates quality of work, conducts performance appraisals, and counsels employees. Addresses complaints and resolves problems.

Strategic & Annual Planning • Lead all aspects of the Beauty marketing and business strategy, annual and long-term planning, including strategic direction and brand positioning. Ensure growth on the top and bottom line of the portfolio and each business and prioritize efforts accordingly to improve growth. • Partners with Global Product Innovation to ensure the readiness of key product launches to support the strategic plan. • Accountable for commercial innovation (e.g. claims, platforms, collaborations, etc.).

Global Brand Equity • Owns global brand building and positioning; accountable for setting and maintaining Brand foundational elements – vision, mission, purpose, equity pyramids, brand hearts, style guides • Accountable for stewarding brand equity throughout commercial plans (e.g. branding, advertising, collateral) • Oversees the Creative Director to ensure all creative outputs are on strategy and brand.

Global, US & CA Creative Asset Toolkits • Oversees global communication planning and strategy • Accountable for creation of global asset toolkits for distribution to regional markets

US & Canada P&L • Responsible for delivering the US & CA P&L to Plan (Budget)

US & Canada Go to Market • Responsible for Marketing POS and Gross Revenue forecast, partnering with Sales to triangulate and drive consensus forecast; partners with demand planning and supply chain to drive IBP process. • Responsible for weekly POS tracking, NPD new product trackers. • Partners with Sales to identify key channel distribution opportunities • Collaborates with Sales on brand distribution and channel strategy; represents marketing strategy and products to key retailers • Responsible for 360 Planning and integrated agency coordination to deliver “Perfect Storms” of marketing, media & merchandising • Oversees US Media AOR and Experience Planning, including strategy, briefing, analytics, execution • Coordinate marketing communications, including branding, public relations, advertising, digital and events collateral materials, website design, and content and strategy, either directly or outsourced.

Consumer Insights • Partners with Consumer Insights for custom research to support brand building framework, brand health tracking, and commercial innovation needs.

Creative • Accountable for Creative Excellence (directly manages Creative Director)

US & Canada DTC • Accountable for Curlsmith & Drybar DTC P&Ls

Management Responsibilities • 8 direct reports • Team comprised of Global Integrated Marketing, Local Marketing, DTC, Social, Influencer, PR, Creative, Media

Skills needed to be successful in this role: • Ability to plan and manage concurrently at both a strategic and operational level. • Exceptional track record of developing and implementing marketing and sales strategies that have consistently met or exceeded planned objectives, providing personal leadership through example. • Demonstrated ability to lead effectively, working together with colleagues and staff to cultivate a collaborative environment. • Ability to manage cross-functionally and across an organization. • Demonstrated ability to manage outsourced marketing activities for research, etc. • Excellent communication and interpersonal skills • Experience wo

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