Director, Brand Marketing

About You:

The Director, Brand Marketing, Nutrafol will build and launch the brand story for new product innovations!

Nutrafol is the #1 dermatologist-recommended hair growth supplement brand and the pioneer of the hair wellness category. We’re in the process of developing new product innovation that extends our focus from the inside-out to the outside-in. Your job is to make the range unmistakably Nutrafol  - why it exists, who it's for, how it fits the routine she's already in, and why she should believe it works.

You'll set strategy within the Nutrafol masterbrand platform, reporting to the SVP, Brand. You'll partner closely with Product Development, who owns formulation, claims substantiation, and the Unilever R&D and Supply relationship. You bring the consumer into that work: the insight that shapes what we make and the plan that gets it into her hands.

This is a builder's role. You'll start six to twelve months ahead of launch, while formulation is underway and the range is still taking shape - early enough that your read on the consumer changes what we make.

Responsibilities:

Brand and Consumer

• Own the brand strategy, positioning, and narrative, and make sure it strengthens the Nutrafol masterbrand rather than sitting beside it
• Hold the deepest understanding of the consumer - where she overlaps with the supplement customer, where she doesn't, and what she's already buying and believing
• Run the primary and secondary research that answers those questions; turn competitive and category analysis into a point of view, not a deck
• Identify the insights and tensions that shape both the launch and the next wave of innovation
• Own naming for the range and individual SKUs, working with Creative, with Legal and Product Development holding sign-off on trademark availability and claims risk

Product Partnership

• Bring consumer insight and brand POV into the product pipeline - feed the proposition, format, and range decisions that Product Development owns
• Deliver a ranked consumer-priority claims input ahead of study protocol design, so Product Development and R&D can prioritize what gets tested and substantiated
• Own how approved claims show up in market — which ones lead, how they're expressed, how they ladder to the story
• Shape the launch range and wave sequencing as a required consumer input into Product Development's range recommendation
• Protect the brand across every consumer-facing touchpoint, holding the line on the dermatologist-recommended credibility and the subscription model that built us

Launch and Go-To-Market

• Build the launch plan across DTC, Amazon, and Pro in partnership with Growth, Marketplaces, CX, and Pro Marketing
• Accountable for launch readiness and in-market performance against the agreed product availability date, which Product Development owns
• Own new product innovation pricing above an agreed margin floor set annually with Finance
• Lead the annual and quarterly brand plan for new product innovation, with clear priorities and a roadmap the cross-functional team can work from
• Brief and collaborate with Creative; lead ideation on campaign, content, and social narrative
• Set the brand direction for partnerships, collaborations, and any external voices attached to the range
• Manage the new product innovation brand marketing budget

Leadership without authority

• Keep a cross-company group moving to one plan - and know which decisions are yours, which are Product's, and which need both
• Own the consumer, positioning, and go-to-market sections of Unilever leadership updates, delivered from one shared plan alongside Product Development
• Give clear, executive-ready updates to Nutrafol leadership
• Surface risks and dependencies early rather than reporting them after the fact
• Track performance post-launch and use what you learn to sharpen the range and inform what comes next
• Build trust fast across teams who've never worked on a launch like this

Requirements:

• 8–12 years of brand management, brand marketing, or innovation marketing at a high-growth brand; hair care, beauty, or science-led consumer health preferred. DTC experience is required
• Track record taking a product from concept to market alongside R&D, regulatory, and supply chain - you don't need to have run formulation, but you need to know how to be a good partner to the people who do
• Proven ability to build integrated brand strategies and launch campaigns across digital, social, CRM, retail media, and direct response
• Strong commercial and go-to-market instincts across DTC, e-commerce, and omnichannel, including pricing
• Comfortable at the seam between an entrepreneurial brand and a large matrixed organization, and able to align partners across both without formal authority
• Fluent in segmentation and in both quantitative and qualitative consumer insight
• Sharp judgment on claims, positioning, and premium experience
• Entrepreneurial and self-directed - you'll be hands-on doing the work, not just directing it
• Exceptional written and verbal communication
• Low ego, high ownership, and the kind of energy that makes a dispersed team want to be in the room