Job Title: Brand Marketing Director

Company: K-Beauty Fragrance & Bodycare Brand
Location: U.S. Flagship – New York City
Schedule: Hybrid (3–4 days in office) + Travel to South Korea
Salary Range: $150,000 +  (commensurate with experience)

About the Role

We are seeking a highly strategic and culturally attuned Brand Marketing Director to lead the U.S. brand build for an established K-beauty fragrance and bodycare house. This leader will be instrumental in shaping the identity, storytelling, and commercial strategy for the brand’s first-ever U.S. flagship store, opening in New York.

This is a rare opportunity for someone with experience developing and scaling indie fragrance brands in new markets, particularly those who understand how to blend global brand DNA with the needs of local consumers. You will partner closely with HQ teams in South Korea while building the U.S. function, marketing ecosystem, and retail expression from the ground up.

Key Responsibilities

Brand Leadership & Strategy

• Lead the U.S. brand and marketing strategy while maintaining alignment to global brand foundations.
• Localize brand positioning, messaging, and storytelling for the U.S. consumer and competitive landscape.
• Own the U.S. marketing calendar including launches, seasonal pushes, retail activations, and cultural moments.
• Guide the creation and evolution of brand tools—story frameworks, creation books, campaign briefs, etc.
• Provide HQ with insights on U.S. consumer behavior, category shifts, retail dynamics, and cultural opportunities.
• Collaborate with HQ Creative & Content to shape campaign concepts and regional creative needs.

Campaign & Go-to-Market Execution

• Oversee all U.S. launch plans and seasonal campaigns across retail, digital, experiential, and content channels.
• Define how Korea-led global campaigns integrate with U.S.-led regional campaigns for consistent brand expression.
• Ensure each campaign delivers measurable impact tied to awareness, revenue, and brand-building KPIs.
• Partner cross-functionally with Sales, Retail, eCommerce, Ops, and Creative to execute flawlessly.

Digital, Social & CRM Ownership

• Own the full U.S. digital ecosystem: website, email, SMS, social channels, paid media, and CRM.
• Build a distinct U.S. voice for Instagram, TikTok, and emerging platforms while honoring global guidelines.
• Use platform-specific best practices to drive cultural relevance, conversion, and community growth.
• Oversee lifecycle communications, segmentation, retention programs, and performance-driven media.
• Work with HQ Content teams to streamline asset workflows and regional adaptations.

Flagship Launch & Retail Expansion

• Lead the end-to-end marketing vision for the brand’s first U.S. flagship opening in Q1 2026.
• Oversee GTM strategies for all store openings, including localized messaging, creators/partners, and launch events.
• Develop partnerships, community activations, and experiential moments that reflect the brand’s sensory DNA.
• Transform the flagship into a brand-sensory hub that deepens storytelling and customer connection.

Community, Influencers & Partnerships

• Build and nurture a strong U.S. community of creators, tastemakers, cultural influencers, and brand advocates.
• Manage influencer/KOL programs including casting, negotiation, activation, and long-term relationship building.
• Lead PR strategy through agency partners to secure earned media and elevate brand positioning.
• Identify cultural and brand partnerships that enhance relevance and expand the brand’s reach.

Leadership & Team Development

• Manage and grow the U.S. Brand Marketing team (including the Brand Marketing Senior Manager).
• Establish marketing processes, KPIs, reporting frameworks, and operational excellence standards.
• Serve as the main conduit between HQ and U.S. teams, ensuring tight communication and alignment.
• Champion cross-functional collaboration with U.S. retail, sales, eCommerce, and HQ partners.

Qualifications

• 8+ years of brand marketing experience within beauty, luxury, fragrance, lifestyle, or high-culture consumer brands.
• Proven experience building and growing indie fragrance brands, especially in bringing them into new or emerging markets.
• Track record leading marketing for a global brand or driving U.S. market development for an international brand.
• Expertise in integrated marketing: brand campaigns, social, CRM, paid media, experiential, and content strategy.
• Strong creative intuition with a pulse on culture, storytelling, and consumer trends.
• Skilled at managing agencies, budgets, and large cross-functional initiatives.
• Demonstrated leadership and team development capabilities.
• Must be NYC-based or willing to relocate.

Ideal Candidate Profile

This role is perfect for someone who has scaled an indie or high-growth fragrance brand, understands how to translate global narratives for U.S. consumers, and thrives in an entrepreneurial, fast-moving environment. Someone who can merge artistry, culture, and commercial rigor—and build a brand presence that inspires emotional connection and retail success.