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Senior Director of Marketing

Reports to: CEO
Direct Reports: Marketing team
Located: Hollywood, CA

The Story of VI Aesthetics

 

VI Aesthetics is a rapidly growing private skincare company, located in Hollywood, CA. It is the creator of the first painless medium depth chemical peel. Started in 2005, our products were first developed by Dr. Khalil’s desire to cure his teenage daughter Marya’s acne and restore her confidence. Now our line has become a full portfolio of powerful professional treatments for patients to experience in office, including 5 VI Peels for all skin types and colors, as well as a comprehensive skincare line for patients to enhance and extend the results of their treatments or to simply optimize their skin health at home. Our products include the pharmaceutical grade VI Peels for dermatologists and aestheticians and VI Derm skincare products, a clinical corrective skin care line that is sold direct to the consumer and to skincare professionals.  VI Aesthetics provides products using the highest quality, results-oriented ingredients to over 3500 medical practices in over 30 countries worldwide.

Our Cause

To bring people’s skin and confidence back to life so that they can reach their true potential.

This mission is expressed in our tagline: VI Aesthetics. For Confident Skin.    

Role Summary

We are looking for a dynamic, innovative, proven marketing leader-- ideally who has rapidly scaled a small to mid-sized skincare or beauty company--to lead, build and grow all aspects of marketing with a focus on amplifying the brand, and building digital capability across all target customer segments. The role demands strategic growth planning, including new products, channels, customer segments, international expansion and building the team over time.  He or she will be at once both highly strategic, visionary and creative, and deeply curious and analytical. Most important, he or she must also be able to turn ideas into action and drive for results, assuming responsibility for creating and implementing omni-channel marketing, digital and customer strategies to fuel the next wave of growth for the company.

Our Senior Director of Marketing will be responsible for how VI Aesthetics presents itself to the world. They will work closely with the heads of sales, clinical and customer service to define and deliver an excellent customer experience. With many parts of the organization needing to come together to deliver on the ideal customer journey, the Director of Marketing has to operate as the “glue” across all customer-facing parts of this small organization.

They will be responsible for overseeing the planning, development and execution of an organization's marketing, new product development and launch and advertising initiatives. Reporting directly to the CEO, the Director’s primary responsibility is to generate revenue by increasing sales through successful marketing for the entire organization, using voice of customer, pricing, product marketing, marketing communications, advertising and public relations. Our Senior Director will also play a lead role in developing a roadmap of enhanced digital customer experiences, building out the right e-commerce strategy for the organization while ensuring the brand message is distributed across channels and to targeted audiences in order to meet short and long-term growth objectives.

 

The Core Responsibilities

This position is primarily responsible for managing the brand-building and demand generation functions of the company, by performing the following duties personally or through team members:

 

  • Oversee the Marketing function, including leading and orchestrating both internal and external teams and resources.
  • Define and helping to provide a consistent customer journey across all the touchpoints of the organization; in particular, drive the change from a dominant B2B company (selling to dermatologists, med spas and plastic surgeons) to one that is also B2C, direct to the end consumer.
  • Plan, develop and execute the short (6-12 months) and long term (1-3 years) Marketing Growth Plans for the company in collaboration with the leadership and management teams. The plans will detail objectives, strategies and tactics to drive profitable growth. 
  • Effectively communicate and align the organization to the growth plans, providing the necessary tools to track progress and right incentives to recognize and reinforce positive results.
  • Build a data analytics capability to both understand opportunities, customers and measure campaigns; leverage this data to create deep customer insights that build an outstanding brand and brand experience.
  • Create and propagate an enthusiastic brand message that will resonate with our target demographics through powerful storytelling that generates engagement and response
  • Develop a digital plan and roadmap that includes plans to launch an enhanced e-commerce capability that will include web, mobile/app, and 3rd party e-commerce marketplaces
  • Develop a digital marketing playbook and the capabilities including:
  • SEO, SEM, Social (particularly Instagram, Facebook) for both influencer and leads
  • Google Console/Analytics to monitor and improve SEM, leads, and conversion
  • B2B and DTC social influencer strategy
  • Key digital metrics and dashboards for traffic, leads, conversion, spend, and revenue
  • Become the organizational “glue” to deliver change.
  • Liaising with other departments to guide a unified approach to sales, customer service, and operations that meets market demands
  • Define marketing strategies to support the company’s overall strategies and objectives
  • Develop marketing plan for the department and oversee its day-to-day implementation
  • Plan and organize marketing functions and operations (product development, branding, communications etc.), and ensure they project the company’s unique “voice”
  • Design and coordinate and implement brand-building, demand generating and promotional campaigns, PR and other marketing efforts across channels (digital, traditional, etc.).
  • “Listening” to the trends of the market and build a voice of the customer effort for the company that includes measuring new product opportunities, brand strength and customer satisfaction (Net Promotor).

 

The Ideal Candidate

  • Superb analytical skills combined with outside the box creativity
  • Demonstrated success in scaling a small to mid-sized company through the specific efforts of marketing: branding and demand generation
  • Experience in the beauty/skin care category, or if not, a demonstrated passion for it.
  • Exudes the confidence, curiosity, and enthusiasm of a great marketer
  • Demonstrated ability to lead and inspire a team
  • Outstanding communication and interpersonal skills
  • Passionate customer advocate and brand-builder
  • Entrepreneurial spirit: drive, bias for action, multi tasker
  • Bachelor’s Degree in Marketing required (MBA preferred)
  • 7+ years’ experience in marketing
  • 3+ years’ experience in a supervisory or managerial role
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