Job Information
Kohler Co. Director-Marketing, Wellness Products in DALLAS, Texas
Director-Marketing, Wellness Products
Work Mode: Hybrid
Location: Hybrid - Kohler, WI and/or Dallas, TX.
Opportunity
At Kohler Company, we have a long-standing history of delighting our customers through the products and services that we offer. With an evolved focus on wellness and the products that evoke wellness, we are seeking a highly skilled marketing director to get at the heart of what consumers want in the space and provide a vision and direction aimed at fulfilling those needs and engaging with our customers in the most meaningful way possible. This leader will contribute to developing the vision and direction for the Wellness Products category across all key pillars of marketing and communications including but not limited to brand management, creative content development, competitive analysis, PR, events, traditional and digital advertising, catalogs and direct mail, email, social media, paid media, SEO/SEM, affiliate partnerships, community, influencer programs and strategic marketing partnerships. The Director will lead the journey of ecommerce as well as 3rd party e-commerce partnerships.
The successful candidate for this role will possess an entrepreneurial mindset and an inspiring leader capable of building strong teams and proficient at dual brand management. The candidate requires strong communication and negotiation skills required to successfully partner across enterprise functions as well as business unit functions to deliver the intended outcome. This leader must be data driven, fact based, and goal oriented with clear identification of success metrics required to deliver on the ambition of the Wellness Products business.
More about the Wellness Products business:
The newly created Wellness Products business has been charged with becoming the premier Mind & Body Wellness provider for at home and professional spa sanctuaries. The objective of this business is to not only grow an already wellness-centric product portfolio, but also create a clearly differentiated go to market strategy with a tailored angle to captivate the target audience with unforgettable showroom and digital destinations. Applicants must be passionate about wellness and having expertise in the ever-growing market is a plus! Given the start up nature of this business, applicants must possess a bias for action, an ability to continually assess with openness to pivoting as the market dynamic changes and must be team-oriented with a willingness to dive in and support with whatever is needed. Prior start up experience is preferred.
Specific Responsibilities
Marketing
Market and Customer Insights
Develop and maintain an expert understanding of the needs of existing and target customers within the wellness products category, including end-use consumers, architects, developers and spa/hospitality design firms.
Develop and maintain an understanding of the competitive landscape, including competitor strengths, weaknesses and how to win in the marketplace including how products are specified both commercially and residentially.
Clearly comprehend and contribute to how the Wellness Products brand architecture contributes and ladders up to the overall house of brands strategy.
Direct Brand Creative Content
Lay out 5-year dual brand strategy to ensure long-term authority in the wellness products category.
Manage outside marketing and creative agency relationships, and ensure engaging, brand-appropriate content and assets.
Marketing Communications
Create and implement Go-To-Market plans to elevate key product launches and drive sales ensuring they are focused on key strategies across all channels, including ecommerce, while managing dynamically to respond to business conditions.
Achieve objectives to drive brand awareness, brand preference, website traffic, and showroom and store traffic.
Campaign driven approach to capture share of mind through the following mediums and tactical facets
Advertising- digital and traditional
Development of content including photography and video
Development and distribution of literature, traditional catalogs, direct mail
Public Relations and events
Community Content and engagement
Influencer Programs and Strategic Partnerships
Digital marketing, including blogs, e-mail marketing, SEO/SEM, social media marketing, affiliate marketing
E-commerce journey from concept development to world class experience, including ownership of site merchandising.
3rd party e-commerce partnership strategy and execution
Manage outside marketing and creative agency relationships, aligning strategies to meet key business goals and objectives to build full funnel strategies to meet brand and business KPIs.
Establish analytical processes to create a data driven strategy to build and execute a digital testing roadmap across messaging, creative, audience, frequency and channel mix
Manage the annual budgeting process and optimize marketing mix with analytical rigor. Monitor expenditure to spend within plan parameters.
Work with Creative Director to brief in key brand and product campaigns to agencies
Leadership & Talent Development
Actively promote and cultivate an inclusive and collaborative work environment in line with company values.
Develop the talent of the Marketing team, by overseeing the selection, promotion and development of people who embody an entrepreneurial spirit and bias for action in line with the ambitions of the business.
Drive associate engagement within the Marketing function to improve individual leader and business performance, participating in annual employee engagement survey discussions and action planning.
Participate as a member of the Wellness Products leadership team, providing advice and counsel on major issues facing the business. Network effectively across the business and across the company, developing strong relationships across all of Kohler Co and related brands.
Skills/Requirements
Demonstrated experience as a leader of a merchandising and marketing organization, with 10+ years of progressive experience, including a minimum of three years leading teams.
Bachelor’s degree in business, marketing or a related field required; MBA preferred.
Proven ability to translate strategy into execution and measurable results.
Strong track record of driving brand creative and content creation
Passionate and / or deep expertise in wellness
Ability to understand and apply business strategy to deliver better overall business results.
Excellent relationship building skills, build and leverage cross-functional partnerships within and outside of the organization.
Exceptional communication skills.
Expert experience with and knowledge of digital marketing and CRM.
Demonstrated ability to lead or effectively work within multi-functional teams in a matrixed environment.
Expert organizational skills, with the ability to handle multiple, overlapping, and potentially conflicting priorities.
Strong performance management skills, including the ability to identify, recruit, assess, develop and align talent to achieve or exceed the team’s objectives.
Experience with marketing in a start-up business, direct to consumer business and/or luxury business is preferred.
Applicants must be authorized to work in the US without requiring sponsorship now or in the future.
The salary range for this position is $148,250 - $191,850. The specific salary offered to a candidate may be influenced by a variety of factors including the candidate’s experience, their education, and the work location. Available benefits include medical, dental, vision & 401k.
Why Choose Kohler?
We empower each associate to #BecomeMoreAtKohler with a competitive total rewards package to support your health and wellbeing, access to career growth and development opportunities, a diverse and inclusive workplace, and a strong culture of innovation. With more than 30,000 bold leaders across the globe, we’re driving meaningful change in our mission to help people live gracious, healthy, and sustainable lives.
About Us
It is Kohler’s policy to recruit, hire, and promote qualified applicants without regard to race, creed, religion, age, sex, sexual orientation, gender identity or expression, marital status, national origin, disability or status as a protected veteran. If, as an individual with a disability, you need reasonable accommodation during the recruitment process, please contact kohlerjobs@kohler.com . Kohler Co. is an equal opportunity/affirmative action employer.