Brand Marketing Director, (Owned & Earned Channels)

at  LOral

ABOUT NOLI:

Noli is a Beauty Tech start-up backed by L’Oréal Group, founded in 2024 to solve one of the biggest pain points in the beauty industry: helping users find the right beauty products for their needs. Based in London (Holborn), we’re on an exciting growth journey in the online beauty space. At Noli, our vibrant culture drives everything we do - we’re ambitious, curious, and deeply committed to empowering our team and our users. We put people first, embrace innovation, and foster a creative, inclusive environment where everyone thrives.

REQUIREMENTS:

• Highly creative and action-orientated leader with deep experience in creating an ownable brand positioning and value proposition who thrives on defining and activating powerful brand experiences that resonate with discerning beauty users.
• Extensive experience in brand marketing, with a demonstrated ability to drive rapid and measurable impact in organic and earned channels, preferably in the beauty or e-commerce industry. A proven track record of achieving ambitious growth targets through innovative marketing strategies is essential.
• Strong understanding of the interplay between marketing and product experience, with a focus on how marketing can enhance the user journey and drive product adoption.
• Deep understanding of social media marketing, content marketing, PR, SEO, and influencer marketing best practices.
• Excellent analytical skills, data-driven decision-making abilities, and a focus on measuring and demonstrating the ROI of marketing initiatives.
• Proven ability to build, manage, and mentor high-performing marketing teams, fostering a culture of collaboration, innovation, and results-orientation.
• Excellent communication, interpersonal, and presentation skills.
• Passion for the beauty industry and a deep understanding of consumer trends in the UK and in key beauty markets such as the US and Korea.
• Entrepreneurial mindset, bias for action, and a results-oriented approach, including the ability to set and achieve ambitious quarterly OKRs and KPIs.

THE ROLE:

As Brand Marketing Director, Owned & Earned Channels, you will be the driving force behind Noli’s brand, positioning, and organic and earned growth. You will build on Noli’s brand fundamentals to define and validate an exciting, ownable and uniquely powerful brand position and value prop articulation and define and execute impactful marketing and content strategies across all relevant channels, driving measurable increases in traffic and sales. Crucially, you will ensure that our marketing efforts seamlessly integrate with the product experience, providing users with the right content at the right time to help them discover and select the perfect beauty products. You will build and manage a lean and high-performing brand marketing team, leveraging internal and external resources as needed, encompassing social media, PR, SEO, content creation (including editorial, omni-channel activation and e-merchandising), and influencer marketing. You will own the development and execution of a cohesive brand narrative and impactful campaigns that drive appeal and engagement in Noli offering, significantly contributing to Noli’s overall business growth. You’ll be a key member of the leadership team, reporting to the Dep. CEO and collaborating closely with the CEO, Growth Director and Product Director to build together the most attractive beauty destination, enabling users to solve their key pain point: Finding the right product for them.

KEY RESPONSIBILITIES:

• Brand Marketing Strategy & Leadership:  Develop and implement a comprehensive organic and earned marketing strategy that aligns with Noli’s business objectives and enhances the user experience. Define clear KPIs and track performance to demonstrate the impact of marketing efforts on user engagement, traffic, and sales.
• Brand Building & Management:  Define and champion Noli’s brand identity, centered around its unique value proposition: personalised, science-backed beauty recommendations that users will love. Develop and execute impactful brand campaigns that showcase the excitement and transformative power of Noli’s recommendations, helping users discover the perfect products for them. Ensure consistent messaging and visuals across all channels, clearly communicating the value of this unique service and building a passionate community around the brand.
• Content Strategy & Execution:  Develop a content strategy that fuels engagement, drives SEO performance, and supports product marketing initiatives, with a focus on providing valuable editorial and offsite/ onsite content that assists users in their product discovery journey. Oversee the creation and distribution of high-quality, compelling content across multiple formats and channels (blog posts, articles, videos, social media, CRM, emerch, etc.). Overall accountability for end to end content production.
• Social Media & Community Building:  Develop and execute social media strategies that build a strong online community, drive user engagement, and foster positive brand perception. Oversee the day-to-day management of social media channels and implement social listening practices to understand user needs and preferences.
• Public Relations & Influencer Marketing:  Secure positive media coverage and build relationships with key partners and influencers to generate buzz, amplify Noli’s message, and enhance brand credibility.
• Product Marketing Integration:  Collaborate closely with the Product team to integrate marketing efforts into the product experience, ensuring users have access to the right content at the right time to facilitate product discovery and selection, and with the Growth team to ensure full funnel activation.
• Performance Measurement & Analysis:  Rigorously track and analyse key marketing metrics to measure the effectiveness of campaigns, demonstrate ROI, and identify areas for optimisation. Define clear OKRs and KPIs and report proactively on marketing performance to the CEO and leadership team.
• Budget Management:  Manage the budget allocated to owned and earned marketing effectively and efficiently to maximize impact and achieve growth targets.
• Team Leadership & Development:  Build, manage, and mentor a high-performing x-functional brand marketing team, providing guidance, support, and opportunities for exponential professional growth on the team, championing individuals to build on their strengths and collaborate so the sum is much greater than the parts. Leverage external agencies as needed to supplement internal resources.