Director, Integrated Marketing

About Bluemercury

With 178 locations across the country and growing, Bluemercury pioneered a client-first service model that emphasizes hyper-personalized, high-quality beauty interactions. The leading luxury beauty destination and Macy’s, Inc. nameplate offers a highly curated and premium product assortment across a range of categories, Bluemercury helps people discover their unique self by shining a light on what makes them wonderfully distinctive. As Bluemercury continues to evolve, it remains committed to its original intent to serve people and embrace its purpose to be the ultimate specialist in the beauty of every individual. For more information, please visit www.bluemercury.com.

Job Summary

As the Director of Integrated Marketing, you will play a pivotal role in shaping Bluemercury’s marketing strategy and ensuring that all marketing efforts work together cohesively to drive brand awareness, engagement, and revenue growth. You will lead a team of marketing professionals, drive our integrated marketing calendar, collaborate with various departments, and leverage your marketing expertise to create integrated campaigns that resonate with our target audience. This position reports to the Head of Marketing. 

Key Responsibilities

• Develop, communicate, and execute a comprehensive and integrated marketing strategy and annual marketing goals and objectives aligned with the company's objectives and market trends.
• Brand Strategy:
  • Developing long-term approach to build and manage the Bluemercury brand as well as create a roadmap for how the brand will be positioned, communicated, and perceived in the market. 
  • In partnership with ECD, act as a steward of the Bluemercury brand identity.
  • Develop consistent and compelling messaging that communicates the brand's values, benefits, and promises to the target audience.
  • Plan the brand experience including how customers will interact with the brand, their experiences with products or services, customer service, and every touchpoint with the brand.
  • Conduct competitive analysis and market research to understand how Bluemercury can differentiate itself in the market.
  • Define the brand lifecycle, recognizing how Bluemercury may evolve over time, adapt to changing market conditions, and maintain relevance.
  • Outline marketing strategy including how the brand will reach and engage its target audience through advertising, social media, public relations, and other marketing channels.
  • Define key performance indicators (KPIs) to assess the success and impact of the brand strategy.
• Marketing Planning:
  • Develop and manage integrated marketing platforms and campaigns that encompass various channels, including digital marketing, traditional advertising, content marketing, social media, email marketing, and branding in partnership 
  • Utilize data analytics to track and measure the performance of marketing activities, make data-driven decisions, and adjust strategies for optimal results.
  • Build the annual marketing plan and calendar, working with stakeholders to identify and balance priorities and a timeline for when marketing programs should be in market, what audience they reach, and for how long.
  • Oversee a team of marketing planners and channel experts as they develop and manage the monthly omnichannel marketing content calendar, evaluating the recommended channel plans and content strategy to deliver on enterprise goals.
  • Defining the metrics and measurements that will be used to evaluate the success of marketing efforts. KPIs can include sales growth, website traffic, conversion rates, return on investment (ROI), and more.
  • Preparing for unforeseen events and challenges that may affect the marketing plan and outlining strategies for adapting to changes in the market.
  • Regularly review and assess the performance of marketing activities against the established KPIs and make necessary adjustments.
• Team Leadership: 
  • Lead and mentor the integrated marketing team, providing guidance, setting priorities, and fostering collaboration.
  • Effectively communicate key information, expectations, and feedback clearly and ensure that team members feel heard and understood.
  • Inspire and motivate team members to give their best efforts. This may involve recognizing individual and group achievements, providing encouragement, and helping team members overcome challenges and obstacles.
  • Support team members by providing resources, training, and opportunities for skill development, helping team members reach their full potential and grow in their roles.
  • Foster a culture of inc