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About the role
- Brand Director responsible for U.S. brand performance for Home Fragrance portfolio at Newell Brands. Leading brand strategy, market planning, and campaign execution for consumer goods.
Responsibilities
- Localize global brand strategy for the Home Fragrance portfolio to the U.S. market while maintaining clarity on brand purpose, positioning, and value proposition
- Ensure consistent brand expression across all consumer touchpoints, channels, and retailers
- Champion long-term brand equity while supporting commercial and category growth objectives
- Translate global brand plans into integrated, U.S.-specific annual brand and activation plans
- Set U.S. brand objectives, KPIs, and growth priorities for the Home Fragrance portfolio
- Partner closely with Global Brand teams to align demand creation, innovation pipelines, and long-range initiatives
- Leverage consumer, shopper, and category insights to inform brand and go-to-market decisions
- Analyze U.S. Home Fragrance market trends, competitive activity, and retailer dynamics
- Identify whitespace opportunities, growth platforms, and local market barriers
- Adapt global campaigns for the U.S. market, including creative, messaging, and fragrance / format focus
- Build integrated, full-funnel campaign plans across paid, owned, and earned channels
- Ensure executional excellence across wholesale, DTC, and owned brand channels
- Partner with Global Brand, Innovation, and cross-functional teams to shape the U.S. Home Fragrance assortment
- Lead U.S. market readiness for fragrance, format, and seasonal innovation launches
- Develop demand-driving launch strategies, go-to-market toolkits, and selling stories
- Work closely with Sales, Market Development (MDP), Retail Marketing, Merchandising, and DTC teams
- Ensure consistent brand storytelling across retail partners and owned channels
- Own U.S. brand P&L performance for the Home Fragrance portfolio
- Track brand health, campaign effectiveness, and commercial KPIs
- Use data and insights to recommend optimization and course correction
- Own and manage U.S. brand marketing budgets
- Prioritize investments that drive brand awareness, conversion, and revenue growth
- Maintain strong ROI discipline, financial rigor, and spend transparency
- Serve as the U.S. brand leader for Home Fragrance across a highly matrixed organization
- Lead brand planning forums, working teams, and key milestones
- Provide compelling brand storytelling, content, and assets to support wholesale partners
- Tailor messaging and activations by channel and retailer
Requirements
- Bachelor’s degree in Marketing, Business, or related field; MBA preferred
- 10+ years of progressive brand marketing experience, ideally within consumer goods or fragrance-related categories
- Proven experience leading U.S. brand strategy within a global brand framework
- Strong track record of campaign development, go-to-market execution, and P&L ownership
- Deep understanding of U.S. retail, DTC, and omnichannel marketing
- Strong analytical and commercial mindset with the ability to translate insights into action
- Exceptional cross-functional leadership and communication skills.
Benefits
- Health insurance
- Retirement plans
- Paid time off
- Flexible work arrangements
- Professional development
Job title
Job type
Experience level
Salary
Not specified
Degree requirement
Location requirements
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