Charlotte's Web
Associate Director of Brand
Charlotte's Web, Louisville, Kentucky, us, 40201
Charlotte’s Web is looking for a new Associate Director of Brand to launch our business into the next era of botanical wellness. As the historical leader in hemp-derived wellness products, we’re now evolving into a full portfolio of plant-forward wellness products to solve everyday consumer challenges. This role offers the opportunity to shape the future of a beloved, mission-driven brand in the rapidly growing wellness space, leading innovative campaigns that connect with consumers seeking natural solutions for well-being.
The Associate Director of Brand will be responsible for directing the brand marketing strategy for Charlotte’s Web across DTC (including ecommerce and marketplaces/omnichannel), B2B (including medical, natural, retail). The role serves to drive the Brand and Creative Strategy cross-functionally supporting the sales channels of the business. This role will work collaboratively with all team members to drive insights and be responsible for developing distinctive, effective, and integrated consumer marketing that builds our brand and accelerates the growth of our business.
Our ideal candidate has a proven ability to support and inspire a multi-disciplinary marketing team to do the best work of their careers. They possess sharp strategic and creative instincts, experience demonstrating the short- and long-term return of marketing investment, and a deep understanding of the value of different paid, owned, and earned channels.
The role will collaborate closely with the Director of Product Marketing on new product launches, developing creative and campaigns, contributing to company culture, and ensuring all channels remain on brand.
Essential Duties and Responsibilities:
Brand Strategy Development:
Lead the development and refinement of the brand strategy, ensuring alignment with business objectives, consumer insights, and market trends. Lead and develop the creative brand strategy in partnership with creative partners.
Integrated Marketing:
Lead vision and strategy for the Charlotte's Web business by directing an integrated marketing strategy, plans, and execution across our brand and products. Responsible for the management of the Brand to deliver top and bottom-line business targets (in collaboration with D2C & B2B P&L leaders).
Product:
Support the overall brand portfolio in partnership with Product Marketing Director.
Campaign Leadership:
Oversee the creation and execution of integrated brand campaigns across digital, print, and retail channels, from ideation through to measurement and optimization. Partner with Digital Marketing Team on execution. Provide overall ownership of the Annual Brand Planning process.
Consumer Insights & Market Research:
Leverage consumer insights, competitive analysis, and market trends to inform brand positioning and drive innovation in product development and marketing. Work closely with Director of Product marketing.
Creative Direction:
Collaborate with internal and external creative team members to ensure the brand's visual identity, tone, and messaging are consistent and compelling across all touchpoints.
Cross-Functional Collaboration:
Partner closely with product marketing, product development (Ops), retail and omnichannel sales, digital marketing, and communications teams to ensure cohesive brand representation and product storytelling.
Partnerships & Sponsorships:
Lead the strategy for high-impact partnerships and sponsorships, including the ongoing relationship with Major League Baseball, CSR partners and B-Corp and other potential partnerships that align with the brand’s values.
Budget Management:
Manage and direct budgets for assigned consumer segment engagement; lead teams to ensure appropriate development of materials is held in accordance with legal, regulatory, and medical policies.
Education and Experience:
Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
8+ years of experience in brand management, with at least 3-5 years in a leadership role within the wellness, CPG, or natural products industries.
Proven track record of developing and executing successful brand strategies that drive awareness, engagement, and revenue.
Strong understanding of the wellness and CBD industry, with knowledge of market trends, regulatory landscapes, and consumer behavior.
Exceptional leadership and team management skills, with the ability to inspire and motivate cross-functional teams.
Experience with digital marketing, including social media, eCommerce, and content marketing.
Excellent communication, storytelling, and presentation skills.
Passion for plant-based wellness and a commitment to Charlotte's Web’s mission and values.
This position allows hybrid work, must be able to work in the office 1-2 days a week.
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The Associate Director of Brand will be responsible for directing the brand marketing strategy for Charlotte’s Web across DTC (including ecommerce and marketplaces/omnichannel), B2B (including medical, natural, retail). The role serves to drive the Brand and Creative Strategy cross-functionally supporting the sales channels of the business. This role will work collaboratively with all team members to drive insights and be responsible for developing distinctive, effective, and integrated consumer marketing that builds our brand and accelerates the growth of our business.
Our ideal candidate has a proven ability to support and inspire a multi-disciplinary marketing team to do the best work of their careers. They possess sharp strategic and creative instincts, experience demonstrating the short- and long-term return of marketing investment, and a deep understanding of the value of different paid, owned, and earned channels.
The role will collaborate closely with the Director of Product Marketing on new product launches, developing creative and campaigns, contributing to company culture, and ensuring all channels remain on brand.
Essential Duties and Responsibilities:
Brand Strategy Development:
Lead the development and refinement of the brand strategy, ensuring alignment with business objectives, consumer insights, and market trends. Lead and develop the creative brand strategy in partnership with creative partners.
Integrated Marketing:
Lead vision and strategy for the Charlotte's Web business by directing an integrated marketing strategy, plans, and execution across our brand and products. Responsible for the management of the Brand to deliver top and bottom-line business targets (in collaboration with D2C & B2B P&L leaders).
Product:
Support the overall brand portfolio in partnership with Product Marketing Director.
Campaign Leadership:
Oversee the creation and execution of integrated brand campaigns across digital, print, and retail channels, from ideation through to measurement and optimization. Partner with Digital Marketing Team on execution. Provide overall ownership of the Annual Brand Planning process.
Consumer Insights & Market Research:
Leverage consumer insights, competitive analysis, and market trends to inform brand positioning and drive innovation in product development and marketing. Work closely with Director of Product marketing.
Creative Direction:
Collaborate with internal and external creative team members to ensure the brand's visual identity, tone, and messaging are consistent and compelling across all touchpoints.
Cross-Functional Collaboration:
Partner closely with product marketing, product development (Ops), retail and omnichannel sales, digital marketing, and communications teams to ensure cohesive brand representation and product storytelling.
Partnerships & Sponsorships:
Lead the strategy for high-impact partnerships and sponsorships, including the ongoing relationship with Major League Baseball, CSR partners and B-Corp and other potential partnerships that align with the brand’s values.
Budget Management:
Manage and direct budgets for assigned consumer segment engagement; lead teams to ensure appropriate development of materials is held in accordance with legal, regulatory, and medical policies.
Education and Experience:
Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
8+ years of experience in brand management, with at least 3-5 years in a leadership role within the wellness, CPG, or natural products industries.
Proven track record of developing and executing successful brand strategies that drive awareness, engagement, and revenue.
Strong understanding of the wellness and CBD industry, with knowledge of market trends, regulatory landscapes, and consumer behavior.
Exceptional leadership and team management skills, with the ability to inspire and motivate cross-functional teams.
Experience with digital marketing, including social media, eCommerce, and content marketing.
Excellent communication, storytelling, and presentation skills.
Passion for plant-based wellness and a commitment to Charlotte's Web’s mission and values.
This position allows hybrid work, must be able to work in the office 1-2 days a week.
#J-18808-Ljbffr