Brand Marketing Senior Manager

Location: Minneapolis

** Description*
* The Senior Manager, Global & North America Marketing, will partner with the VP of Marketing to define and execute Aveda's Body Care category strategy, lead strategic expansion projects, and drive end-to-end go-to-market strategies. This role will lead innovation, consumer storytelling, and category management across Global and North America, delivering consumer-focused launches that drive brand growth and engagement.

This position partners with Product Development, Package Development, Finance, Education, Channel & Commercial Teams, Creative, Digital Consumer Engagement, and regional teams to ensure consistent brand expression and market success.

ACCOUNTABILITIES

Innovation Strategy & Product Development

Lead marketing strategy from ideation through launch, ensuring alignment with brand vision and body care trends.

Develop a three-year innovation pipeline and launch calendar balancing new product introductions and commercial initiatives.

Identify breakthrough claims, ingredients, and consumer campaigns that strengthen Aveda's lifestyle equity.

Partner with Product Development, R&D, and Packaging teams to drive formulation innovation and sustainability initiatives.

Lead post-launch analysis to optimize future launches.

Category & Business Management

Partner with the VP of Marketing to develop category and hero product Merchandise Financial Plans and long-range portfolio strategies.

Lead global portfolio management, including SKU productivity analysis and rationalization recommendations.

Lead forecasting for New Product Launches (NPLs) and define hero product and NPL priorities.

Oversee North America NPL management with Sales Ops, GBSC, Customer Service, and cross-functional teams to ensure execution and demand alignment.

Optimize NPL investments and cost of goods (COGs) to drive profitable growth.

Lead pricing analysis, competitive benchmarking, and seasonal pricing recommendations with Strategic Pricing.

Go-to-Market & Integrated Marketing

Own go-to-market strategies for assigned categories, including launches and commercial innovations, creating consumer-focused campaigns across channels.

Ensure digital, retail, salon, visual merchandising, and activation touchpoints reflect brand identity, category strategy, and messaging.

Lead cross-functional strategy sessions and creative briefing processes to deliver impactful assets on time.

Lead global asset grid development with channel leads and key regions.

Partner with channel teams to execute North America strategies while tracking awareness, engagement, consumer counts, retail sales, and market share.

Consumer & Market Insights

Use consumer research, social listening, CRM data, and industry trends to inform innovation and marketing strategies.

Conduct competitive analysis and identify whitespace opportunities and new business potential.

Integrate insights into product messaging and marketing activations.

Monitor industry and competitor activity, sharing monthly NPD updates and market intelligence.

Regional & Commercial Partnership

Serve as the liaison between global marketing and regional teams to ensure brand and commercial alignment.

Incorporate regional feedback into innovation and marketing strategies.

Support North America commercial and channel teams with tools and guidance for successful activation.

Provide regional markets with marketing toolkits and assets to support local execution.

Leadership & Team Development

Drive cross-functional alignment and best-practice sharing across global and regional teams.

Model Aveda's mission, values, and commitment to responsible, consumer-centric brand building.

** Qualifications*
* 7-10 years of global marketing experience, preferably within prestige beauty.

Proven success driving innovation and launching CPG products across global markets.

Strong creative, strategic, and analytical skills with the ability to translate insights into action and compelling brand stories.

Exceptional written, verbal, and presentation communication skills, with the ability to clearly communicate complex ideas.

Demonstrated experience managing, coaching, and developing talent.

Highly collaborative with strong leadership presence and…