Head Of Brand Marketing

Head of Brand Marketing (Director or VP, based on experience)

Reports to: Chief Executive Officer

Status: Full-Time, Regular

Exempt/Non-exempt: Exempt, salaried

Location: Corporate Office (Dogpatch, San Francisco)

About Coyuchi

Since 1991, Coyuchi has been a leader in crafting organic linens-producing products using the most

environmentally responsible methods possible. Since then, we continue to inspire the industry by focusing

on the soil from which it all starts. Striving to have our fibers grown on land that is farmed in its most

natural state, so we can make the smallest impact on the Earth, as we create comfort.

Coyuchi is a multi-channel retailer with a growing digital presence online at Coyuchi.com, a store in Point

Reyes Station and a robust wholesale business.

About the Role

Coyuchi is looking for an experienced head of Brand Marketing (VP / Director level) with a proven track

record as an effective and strategic story teller and brand builder in the DTC consumer/retail space.

Reporting to the CEO, you will be responsible for developing and executing Coyuchi's Brand Marketing and

creative strategy. You will oversee Brand Marketing (PR, Social, Influencers, Partrnerships and

Collaborations), set creative guidelines and oversee art direction, and drive Coyuchi's marketing execution

and integrated marketing calendar.

What You're Responsible For

Brand Marketing Strategy

Develop Coyuchi's Brand Marketing strategy and story telling in terms of Brand, Product, and

Impact driven campaigns to generate awareness, buzz, and build the brand equity

Lead and operationalize the integrated marketing calendar: defining monthly/quarterly key Brand,

Product, Impact campaigns and coordinating their execution across all media channels and the

website- in collaboration with Merchandising

Create and execute seasonal brand campaigns and product launch campaigns to engage customers

and achieve sales goals, including Promotional Calendar

Create and execute PR and Social Media strategy to drive brand awareness and buzz

Create and execute strong cross channel marketing plans that leverage current market trends, a

deep understanding of customer data and shopping behavior, and competitors analysis

Collaborate with Head of Digital and E-Commerce on demand generation campaigns and

integrated marketing calendar

Creative guidelines and Content Marketing

Oversee and implement Brand Creative guidelines (Brand Book, Brand Voice, Customer

Archetypes, Visual guidelines) to ensure strategic alignment to the Brand strategy, positioning, and

Brand DNA

Generate high quality and on-brand creative content to drive business objectives (brand buzz, sales

demand, engagement, coversion) across all marketing channels (website, paid media, email, DM,

PR, etc) contributing to achieve lead generation and sales objectives

Oversee content creation for multi-channel use including uses on websites, social media,

influencers, PR, Digital media, email, blogs, and other strategic messaging tactics.

Coordinate and plan content creation in terms of: briefs, campaign shoots, asset creation, leveraging

internal and external partners to ensure timely and coordinated production of assets to all channels

(website, social, paid media, catalog etc)

Establish KPI's and measurement for gauging the effectiveness of content and creative

Develop PR strategy and messaging plan alongside PR firm

Tailoring content for target audiences and ensuring overall consistently of voice and identity.

Community and Brand Partnerships

Develop and execute a framework for quarterly brand partnerships and collaborations with other

like minded sustainable brands to drive buzz, awareness and customer acquisition

Develop and manage customer advocacy

Experiment with new ways to reach and connect with our customer such as live stream shopping,

virtual and in person events and panels.

Working cross-functionally to ensure the needs of the business are being met and adjusting plans

based on data.

What We're Looking For

10+ years' experience in marketing or a brand role in consumer goods and/or omnichannel retail

5+ years' experience in content, PR and social media management with strong growth results

Proven track record of driving results (sales, traffic, engagement, customer acquisition, etc.) through

creative yet pragmatic brand initiatives (events, PR, partnerships, collaborations, brand campaigns)

Strong project management skills and ability to work cross functionally to ensure campaigns come

together on time, on budget and cohesively across channels

Understanding of the cadence of Brand and product marketing for an omnichannel retailer

Strong experience in content creation including writing, photo and video content

Creative eye towards elevated design, trends, style and color

Working knowledge of design technology including Photoshop, Illustrator, InDesign, Sketch,

InVision and video editing tools preferred.

Proven ability to collaborate cross-functionally, organized and can clearly articulate marketing

campaigns and has strong writing skills.

Understanding of ESG's or science-based targets a plus with the ability to take complex topics and

message them in a way that is digestible for the consumer.

Highly developed Interpersonal skills and passion for growing, managing and mentoring a team.

Bachelor's Degree in Marketing or related field