HOURGLASS COSMETICS — Senior Director, Marketing APAC (Hybrid Role)
Connected by creativity and driven by purpose. Hourglass Cosmetics is a vegan and cruelty-free beauty brand, redefining luxury cosmetics with high-performance products, innovative formulas, and award-winning franchises. Recognized by Forbes, Fast Company and Time Magazine as one of the most inventive beauty companies, Hourglass leads the industry with its breakthrough products and its commitment to animal welfare. Founded in 2004, Hourglass is globally available in 32 markets and over 4,600 doors including Sephora, Ulta, Neiman Marcus, Selfridges, Space NK and more. Hourglass became part of the Unilever Prestige division in 2017. Discover more about the Hourglass brand story and mission on our website hourglasscosmetics.com.
Based in Sydney, Australia, this exciting leadership role will be responsible for Marketing in the APAC region, leading 360 initiatives across marketing channels. This role will spearhead the strategic development and execution of fully integrated marketing campaigns that elevate brand equity, drive consumer engagement, and accelerate growth across channels – overseeing brand based marketing, social, influencer, talent, PR and creative copy. A core part of the role will be managing marketing strategy across key retailers in APAC, cohesively aligning efficiencies, clear messaging and execution. In addition this role will be collaborating with key business units in the global team on the strategic and successful development of Go-To-Market strategies and world class execution of campaigns - ensuring maximum impact, efficiency, and alignment across marketing functions.
The ideal candidate is a luxury brand builder and strategic thinker with a deep understanding of the industry, customer behavior and trends. Experience working with teams in Asia and cultural understanding is highly regarded. Proven examples leading brand marketing, integrated campaigns, media planning and communications at a high-growth luxury brand or advertising/marketing agency is preferred. This position requires an excellent cross-functional leader with experience managing integrated teams with a hands-on approach. Must be highly organized, with superior communication skills and confidence in managing varying levels of stakeholders. The ideal candidate will bring strategic and creative solutions to the organization and excel at successfully bringing them to life.
WHAT YOU DO
- Lead the APAC integrated marketing strategy across owned, earned, and paid channels to ensure cohesive brand storytelling and world-class campaign execution
- Oversee the development and successful execution of 360° campaigns from creation through multi-channel roll-out plans – driving best-in-class activations
- Drive successful implementation of marketing plans, providing strategic direction for each market in APAC, working in conjunction with the local marketing teams, including content approach, messaging, timing and creative execution
- Partner with Creative, Product Development, VM, Digital and Sales teams to align on go-to-market plans and ensure consistency across all consumer touchpoints
- Collaborate closely with global marketing team on strategic plans, launches and events to ensure brand consistency in the APAC region.
- Work closely with and steer local marketing teams to ensure elevated execution of strategic plans, launches and events, and cohesiveness across the region.
- Spearhead high impact/celebrity talent approach for campaigns, leading negotiations, contracts and ongoing management with talent to execute on agreed deliverables
- Provide strategic brand marketing support to key APAC retail partners, including leading seasonal market meetings and key event activations in partnership with Retail Marketing team
- Support own channel such as Hourglass flagship stores and DTC growth in market with creative programming strategy and brand experiences
- Oversee the concepting, coordination and execution of best-in-class events for the region
- Work with brand marketing and project management leads to develop campaign frameworks, toolkits and processes, ensuring scalability and regional relevance to support all teams
- Monitor campaign performance and key metrics, using data to optimize marketing strategies and budget allocation
- Serve as a key representative of the brand in external partnerships and agency relationships
- Stay ahead of cultural trends, digital innovation, and luxury consumer expectations to maintain a leadership position in the market
- Execute all programs on-brand, to budget and with excellence
YOU’LL LOVE THIS JOB IF
- You are CREATIVE: You are innovative and forward-thinking in your approach and mindset.
- You are highly STRATEGIC: You are able to develop creative concepts and vision that support brand and business goals.
- You are a strong COMMUNICATOR: You are a people person, natural leader and collaborate well with others.
- You are AGILE: You adapt well to changing needs and priorities and are able to pivot easily to achieve goals and deadlines.
- You are extremely ORGANIZED: You are not overwhelmed by the thought of tackling multiple tasks at a time.
- You are a PROBLEM SOLVER: You are flexible and understand how to overcome and resolve roadblocks for a positive result.
- You are PASSIONATE about beauty: You are eager to learn and absorb all things related to beauty, brand and creative strategy.
QUALIFICATIONS
- Minimum 13 years of marketing leadership experience at an agency or high-growth luxury brand
- Proven track record working with teams and retailers in APAC region e.g. Sephora
- Deep experience of the luxury sector with a digital-first mindset
- Ability to clearly articulate strategy and feedback that motivates teams to achieve business goals
- Track record of successfully managing multiple complex priorities within demanding timeframes
- Experience targeting multiple demographics with sophisticated market segmentation approach
- Exceptional understanding of the creative process and an ability to effectively lead briefings, collaborate and manage teams to deliver on project goals
- Extremely high standards, detail-oriented, natural problem solver that thrives in an exciting, fast-paced environment
- Passionate about developing an iconic luxury brand
