Aveda Marketing Manager
AVEDA
TALENTS NEEDS SUMMARY:
The Marketing Talents at ELC holds primary responsibilities to be the "center of brand marketing" and support BGM / marketing leaders on overall brand strategic planning and execution to achieve brand goals.
To achieve responsibilities, it is also required to collaborate and provide insights to Brand team and affiliate teams to ensure unity and execution quality across all brand marketing touchpoints, including consumer-facing and salon marketing activities .
KEY ROLES & RESPONSIBILITIES Decision Making Indicate type of decisions typically made and the overall impact of those decisions.
Make brand-level marketing decisions related to strategy, communication priorities, and channel-level marketing initiatives, with impact on brand equity and business performance.
Problem Solving Indicate the nature of problems regularly encountered and the complexity of the solutions.
Address complex brand and channel-related marketing challenges by balancing global direction with local market needs and identifying appropriate marketing solutions.
Independence of Action and Accountability Indicate the general degree of independence which may range from closely monitored to setting direction.
Operate with a high degree of independence under general direction, while remaining accountable for alignment with brand leadership and corporate standards.
Budget Responsibility Indicate degree of financial accountability.
Manage assigned marketing budgets and ensure effective allocation aligned with brand objectives.
Leadership Indicate management responsibility including planning for the department's future needs, operations, hiring, performance management, salary decisions, talent planning, etc.
Lead cross-functional projects and collaborate closely with Brand, Sales, Digital, and affiliate teams.
Key Accountabilities (not limited to): Strategic Planning
- Develop mid-term brand strategy to improve brand value and to drive enhanced mid-term sales and market share targets through working in brand transformation internal / external partners and update it annually
- Consider global brand objectives to set challenging yet attainable brand sales and profit goals (P&L) for the affiliate, and connect with APAC
- Evaluate competitive challenges for brand and identify opportunities and risks for growth and profit enhancement
- Ensure that brand philosophy is aligned, and brand image and positioning are properly represented in brand strategy in accordance with corporate standards
- Incorporate channel-level marketing considerations, including salon , as part of overall brand strategic planning
- Validate framework and strategy for mass and online media planning on marketing moments, targets, channels, and platforms
- Validate Art of Repeat lifecycle campaign content planning, framework of omni CRM customer journey, new acquisition strategy, and categorization of customer segments
- Validate consumer segmentations by consumer attributes to adjust marketing approach to each consumer segment
- Validate channel activation for Brand.com, 3PP, Retailer.com, DS, FSS, and Salon commercial touchpoints to maximize traffic, conversions, and retention
- Validate framework design and strategy for SNS, such as targets, platforms, KPIs, budget, Dos & Don'ts, social listening strategy, re-post rules, etc.
- Review the creative creation, adaptation, resizing, and retouching for Brand.com, 3PP, Retailer.com, offline channels, eDMs, DMs, Line, and salon-related marketing assets
- Validate influencer management including contract negotiation / management and appearance to create contents aligned with Consumer Marketing strategy
- Develop category / hero products / new products strategy to identify key goals, claim development, and communication plans
- Validate standardized and visualized workflows and processes to execute product marketing operations such as product continuity / stop management, product pricing management, product visual asset management, and VMD / store / salon marketing material guidance
- 5+ years experience in marketing, community management, and social media or related digital roles, Ad/PR Agency background welcome/preferred.
- Proven experience planning or supporting brand activations including events.
- Strong understanding of social platforms, online community dynamics, and creator ecosystems.
- Fluency in both English and Japanese, excellent communication skills with the ability to translate scientific or complex information into clear, friendly language.
- Passion for hair care, consumer education, salon business, and evidence-based beauty.
- Highly organized, with experience managing multiple projects simultaneously.
- Ability to work in a fast-paced, collaborative environment
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