About the RoleThe Director, Marketing & Communications - US serves as the strategic leader of the U.S. marketing and communications ecosystem, with accountability for translating global strategy into a market-relevant approach that builds brand relevance and preference, generates consumer demand, strengthens Independent Beauty Consultant engagement, and drives sustainable business growth.
This role owns the U.S. marketing and communications strategy, integrated planning process, investment priorities, and business outcomes across brand, product marketing, social media, public relations, digital, consumer engagement, CRM, sales force communications, and executive communications. The Director establishes a connected paid, owned, and earned approach that delivers a consistent brand experience across the consumer and Independent Beauty Consultant journeys.
As a senior advisor to U.S. leadership, the Director uses market intelligence, consumer and sales force insights, competitive trends, and performance analytics to shape business priorities, identify growth opportunities, and optimize marketing effectiveness. The role partners across U.S. and Global Marketing, Sales, Customer Experience, Digital, eCommerce, Information Technology, and other enterprise functions to align strategy and accelerate execution.
The Director leads and develops a high-performing team and provides strategic direction to external agency partners across social, media, public relations, creative, and digital. This role requires enterprise leadership, strong commercial and financial acumen, brand stewardship, and the ability to influence senior stakeholders and deliver measurable results in a complex matrixed organization.
Responsibilities:
- U.S. Marketing & Communications Strategy and Integrated Planning
- Own the U.S. marketing and communications strategy, integrated planning process, and investment priorities, ensuring alignment with enterprise objectives, global strategy, and U.S. market opportunities.
- Translate global brand and product strategies into differentiated, market-relevant plans that build consumer demand, strengthen brand relevance and preference, increase Independent Beauty Consultant engagement, and drive revenue and business growth.
- Set annual and long-range strategic priorities across brand, product marketing, social, public relations, digital, consumer engagement, and sales force communications.
- Establish clear business outcomes, KPIs, measurement frameworks, and executive reporting to assess effectiveness, optimize investment, and improve performance.
- Use consumer, market, competitive, cultural, and business insights to identify growth opportunities and influence U.S. business strategy.
- Brand, Consumer Demand and Integrated Marketing Leadership
- Lead the U.S. brand and integrated marketing agenda, ensuring the brand is relevant, distinctive, and consistently expressed across consumer and Independent Beauty Consultant touchpoints.
- Direct market activation for product launches, promotions, category priorities, and brand-building initiatives across paid, owned, and earned channels.
- Create integrated demand-generation strategies that connect consumer interest to engagement, conversion, loyalty, and Independent Beauty Consultant business opportunity.
- Partner with Sales, Customer Experience, eCommerce, and Global teams to align commercial priorities, customer experience, and go-to-market execution.
- Champion consumer and Independent Beauty Consultant insights in business decisions and recommend actions that improve acquisition, engagement, retention, and brand advocacy.
- Social Media, Public Relations and Strategic Communications
- Set the U.S. social media and public relations strategy, including community engagement, creator and influencer relationships, earned media, media relations, executive visibility, and thought leadership.
- Build an integrated communications platform that strengthens reputation, expands brand conversation, and supports consumer demand and business priorities.
- Provide strategic counsel to senior leaders on corporate messaging, executive communications, change communications, reputation management, and sensitive business issues.
- Oversee communications to the independent sales force, ensuring messages are audience-centered, strategically aligned, consistent across channels, and connected to broader marketing priorities.
- Lead crisis and issues communications planning and response in partnership with key stakeholders.
- Digital Consumer Journey, CRM and Performance Optimization
- Own the strategy for the end-to-end digital consumer journey, integrating paid, owned, and earned experiences across web, email, social, CRM, eCommerce, and emerging digital channels.
- Define consumer engagement, lifecycle, personalization, and CRM strategies that deepen relationships and improve conversion, loyalty, and lifetime value.
- Partner with Information Technology, eCommerce, analytics, and Global Digital teams to advance digital capabilities and deliver connected, intuitive experiences.
- Direct performance measurement, testing, and optimization across digital channels and campaigns, using data to improve audience targeting, content, channel effectiveness, and return on investment.
- Ensure digital priorities support brand objectives, commercial goals, and a seamless consumer and Independent Beauty Consultant experience.
- Enterprise Leadership, Agency Partnership and Organizational Effectiveness
- Lead, coach, and develop a high-performing Marketing and Communications organization with clear accountability, strong succession planning, and an enterprise mindset.
- Lead and leverage external agencies across social, media, public relations, creative, and digital, setting strategic direction, performance expectations, scopes of work, and accountability for results.
- Manage marketing budgets, resources, and investment tradeoffs to maximize business impact and financial stewardship.
- Influence senior leaders and align cross-functional and global partners around shared priorities, decisions, and integrated execution.
- Build a culture of innovation, inclusion, collaboration, agility, continuous improvement, and operational excellence.
- This job requires onsite work at our Global Corporate Headquarters in Addison, TX.
What You'll Need to Be Successful- Experience: 10+ years of progressive leadership experience in integrated marketing, brand strategy, communications, social media, public relations, digital marketing, consumer engagement, strategic planning, or related fields.
- Supervisory Experience: 7+ years
- Education: Bachelor/University Degree in Marketing, Communications, Business, Journalism, Public Relations, or a related field required. MBA preferred.
- Executive-level leadership experience owning integrated U.S. marketing and communications strategy and delivering measurable business growth.
- Demonstrated success translating global strategy into market-relevant brand, product, and demand-generation plans.
- Expertise across integrated marketing, brand management, social media, public relations, creator and influencer strategy, earned media, digital marketing, CRM, and strategic communications.
- Strong understanding of paid, owned, and earned channel integration and the end-to-end digital consumer journey.
- Proven ability to build brand relevance and preference, generate consumer demand, and connect marketing strategy to commercial outcomes.
- Experience leading external agencies across social, media, public relations, creative, and digital, including strategic direction, performance management, and budget stewardship.
- Strong commercial, financial, and analytical acumen, with the ability to translate data and insights into investment decisions and actionable business recommendations.
- Demonstrated success leading cross-functional initiatives and influencing senior leaders within complex, matrixed, and global organizations.
- Exceptional leadership, talent development, organizational effectiveness, and succession-planning capabilities.
- Outstanding executive communication, presentation, reputation management, and stakeholder engagement skills.
- Ability to lead through ambiguity, manage enterprise change, and make sound decisions on sensitive business and crisis communications matters.
- Consumer-centric and Independent Beauty Consultant-centric mindset with a strong commitment to innovation, brand stewardship, and continuous improvement.
- Proven ability to manage multiple strategic priorities while maintaining accountability for quality, pace, and business results.
