Director of Brand Marketing

The Director of Brand Marketing will be responsible for building, protecting, and growing the Juliska and Capucine De Wulf brands by translating brand positioning, consumer insights, and creative vision into compelling marketing strategies and integrated campaigns. This role will serve as the strategic steward of both brands, ensuring each has a clear, differentiated, and relevant position in the marketplace while creating awareness, consumer engagement, demand, and long-term brand equity.

Reporting into the VP of Marketing and Ecommerce, this position will collaborate across Creative, Ecommerce, Product Development, Merchandising, Sales, Retail, and external partners to bring the brands to life across the full consumer journey. The successful candidate will be a strategic thinker and strong cross-functional leader who combines exceptional brand instincts with a strong bias toward execution.

This position is based in our North Charleston headquarters alongside the founders and an inspired design, creative, merchandising, and marketing team. The ideal candidate is a high-low leader who can establish the strategic vision while also engaging in the details necessary to bring that vision to life.

Essential Functions

Develop and continuously evolve differentiated brand strategies, positioning, audience definitions, messaging, and annual priorities for Juliska and Capucine De Wulf. Develop annual and seasonal brand marketing plans that align with company objectives, product launches, commercial priorities, and the overall marketing strategy.

Lead integrated brand campaigns and seasonal storytelling across ecommerce, retail, wholesale, social, digital, events, PR, partnerships, and other consumer touchpoints. Partner with Creative to translate brand strategy into compelling visual, editorial, video, and experiential storytelling while maintaining a consistent and distinctive brand expression.

Develop a deep understanding of current and prospective consumers through customer insights, competitive intelligence, cultural trends, and market research, translating insights into actionable brand and marketing opportunities. Identify opportunities to increase brand awareness, attract new audiences, and strengthen relevance with the next generation of luxury consumers while maintaining the loyalty and affinity of existing customers.

Develop and manage strategic partnerships, collaborations, tastemaker relationships, influencer opportunities, and cultural activations that strengthen brand relevance and introduce the brands to desirable new audiences. Build compelling storytelling platforms around the people, craftsmanship, design philosophy, inspiration, and lifestyles that differentiate each brand.

Partner with Ecommerce, CRM, and other channel leaders to connect brand-building activity with consumer demand, customer acquisition, engagement, and long-term customer value. Provide strategic brand leadership for key company growth initiatives, including Juliska Wedding Registry, seasonal newness, flagship retail, wholesale opportunities, events, and other major consumer initiatives.

Partner with Sales and Retail to ensure Juliska and Capucine De Wulf are represented consistently and compellingly across wholesale partners, national accounts, international opportunities, and flagship locations. Establish clear campaign objectives, priorities, deliverables, and timelines and lead cross-functional teams to ensure strong execution and alignment.

Develop and manage the annual brand marketing budget in partnership with leadership and ensure investments are aligned with strategic priorities and measurable outcomes. Establish and monitor key performance indicators related to brand awareness, consumer engagement, audience development, campaign performance, new customer growth, and other strategic brand objectives.

Conduct post-campaign analysis to identify learnings, improve future programs, and continually strengthen the effectiveness of brand marketing investments.

Requirements

Positive, optimistic, entrepreneurial leader with the ability to inspire and influence cross-functional teams through periods of growth and change. Strong strategic and creative thinker with exceptional brand instincts and a sophisticated understanding of luxury and premium consumer brands. Consumer-first mindset with the ability to translate insights, culture, and trends into compelling brand strategies and opportunities.

Strong commercial orientation with an understanding of how brand building, consumer demand, customer acquisition, and long-term brand equity work together. Highly collaborative leader who can build alignment and drive results across teams without relying solely on direct authority. Strong organizational skills, attention to detail, accountability, and a demonstrated ability to move seamlessly between strategy and execution.

What you bring: 8+ years of progressive experience in brand marketing, integrated marketing, consumer marketing, or related discipline, with meaningful leadership responsibility. Proven experience developing brand positioning, annual brand strategies, integrated campaigns, product launches, partnerships, and consumer activations.

Experience with luxury, premium consumer goods, home, fashion, jewelry, beauty, hospitality, or lifestyle brands strongly preferred. Strong understanding of contemporary culture, consumer trends, social media, influencers, partnerships, PR, experiential marketing, and integrated communications. Demonstrated experience partnering with creative teams to develop compelling brand storytelling and translating strategy into actionable creative briefs.

Experience working within an omnichannel business spanning ecommerce, retail, and wholesale strongly preferred. Strong analytical skills with the ability to connect brand marketing activity to measurable consumer and business outcomes. Excellent written, verbal, presentation, and storytelling skills. Bachelor’s degree in Marketing, Communications, Business, or related field.

Our Brands: Juliska As newlyweds and unabashed romantics, Capucine & David Gooding founded Juliska in 2001 with a small collection of mouth-blown Bohemian glasses. Today, Juliska makes hundreds of products for the table and home inspired by the joy of gathering to create unforgettable moments. Sold through Juliska.com, Neiman Marcus, Bloomingdales, and a thousand discerning specialty retailers across the US and Internationally.

www.juliska.com Capucine De Wulf Launched in 2018, Capucine De Wulf celebrates Love, Authentic Beauty and Womanhood through gorgeous jewelry. Sold through capucinedewulf.com and a growing group of select US retailers. www.capucinedewulf.com Our Core Values: Mighty Hearted We are 'all in' through thick and thin! An attitude of gratitude, thoughtful, kind, trustworthy.

Focused on results but unafraid of taking risks and exploring new ideas. Team Players All for one and one for all. A collaborative and inclusive mindset to propose, challenge, listen, and drive solutions. Roll up our sleeves and support co-workers for the greater good. Positive Mindset No negativity, cynicism, drama. Confront problems with a glass-half-full mindset and always focus our energy on solutions.

Embrace the inevitable challenges as integral to the exciting journey towards progress. Creative Thinkers Who GSD (Get Stuff Done) Great results come from creative thinking. Self-motivated and pro-active, often working with minimal supervision. A healthy impatience for continuous improvement and accountability. Fun Loving Embrace good humor and occasional lighthearted silliness with a sense of fun and joy.

Love to laugh! We never take ourselves too seriously. Our employment process is in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status as protected by appliable law.

Juliska is an equal opportunity employer.