Summary: The Senior Brand Communications & Product Director is responsible for defining brand narrative, leading product innovation and portfolio strategy, and driving integrated communications across all channels. This role owns the end-to-end development of brand identity, innovation pipeline, and commercialization readiness, ensuring alignment across DTC, Amazon, and retail. The position also leads direct mail strategy and creative direction, ensuring consistent and effective storytelling across all consumer touchpoints.
Essential Duties and Responsibilities include the following. Other duties may be assigned.
Brand Narrative & Strategy
- Define and evolve brand identity, positioning, and messaging across all channels
- Lead development of brand narrative and communication strategies
- Ensure consistency of brand storytelling across DTC, Amazon, and retail
Product Innovation & Portfolio Management
- Own product innovation pipeline from concept to commercialization readiness
- Lead portfolio architecture, including innovation, renovation, and discontinuation
- Partner with R&D, regulatory, and operations on product development and launch readiness
Commercialization & Retail Readiness
- Ensure products are optimized for retail, DTC, and Amazon success
- Align product strategy with commercial priorities and distribution strategy
- Drive competitive positioning and product differentiation
Campaigns & Communications
- Lead development of campaigns and integrated marketing communications
- Oversee CRM narrative, messaging strategy, and lifecycle communication
- Ensure alignment of campaigns across all channels
Direct Mail Leadership
- Own direct mail strategy, including creative direction and production oversight
- Manage agency partners and execution across direct mail programs
- Integrate direct mail within broader marketing ecosystem
Creative Direction & Alignment
- Provide creative direction across campaigns, content, and brand assets
- Ensure alignment of creative output across internal teams and external partners
- Partner with Creative Production to deliver consistent and high-quality assets
Cross-Functional Leadership
- Partner with Sales to align brand strategy with retail and wholesale priorities
- Collaborate with Digital, Social, and Creative teams to drive execution
- Lead agency relationships across creative, PR, and production
Performance & Budget Management
- Own A&P budgets and track effectiveness of brand and campaign initiatives
- Analyze performance metrics and optimize strategies accordingly
Competencies and Qualifications
To perform the job successfully, an individual should demonstrate the following competencies:
- Strong brand strategy and product innovation expertise
- Experience managing product development and commercialization
- Proven ability to lead integrated marketing campaigns
- Strong cross-functional leadership and stakeholder management
- Experience managing agencies and external partners
Success Measures
- Brand Sentiment & Awareness
- Innovation Pipeline Delivery
- Product Launch Success
- Campaign Effectiveness
Education
- Bachelor’s degree required; MBA preferred
- 10+ years experience in brand, product, or marketing leadership roles
- Experience in omnichannel or retail-driven environments preferred
Customer Service
Works well with customers (internal/external); promotes a positive image of the company; responds to requests for service and assistance; meets commitments; strives to solve issues raised by customers.
Teamwork
Values the input and know-how of other employees; asks for help, when needed; offers help to other employees, when needed; builds trust and respect among fellow employees; takes actions that demonstrate consideration for the feelings and needs of others; works with other departments toward a common goal.
Adaptability or Flexibility
Open to change and new information; adapts behavior and work methods in response to new information, changing conditions or unexpected obstacles; able to deal with frequent change, delays, or unexpected events.
Ethics
Upholds DHC’s Code of Conduct; treats coworkers and customers with respect; behaves in a fair and ethical manner towards others; instills mutual trust and confidence; honesty; maintains confidentiality.
Professionalism
Approaches others in a positive manner; reacts well under pressure; treats others with respect and consideration regardless of their status or position; accepts responsibility for own actions; follows through on commitments.
Communication
Speaks clearly and persuasively in positive or negative situations; listens and obtains clarification; writes clearly and informatively; edits work for spelling and grammar; varies writing style to meet needs; able to read and interpret information.
Continual Learning
Grasps the essence of new information; applying newly gained knowledge and skill on the job; recognizes own strengths and weaknesses; pursues self-development; seeks feedback from others and opportunities to master new knowledge.
Interpersonal Skills
Listens to others without interrupting; keeps emotions under control; open to other ideas and willing to try new things; focuses on solving conflict, not blaming.
Diversity
Demonstrates knowledge of EEO policy; shows respect and sensitivity for cultural differences; promotes a harassment-free environment.
Safety
Follows safety and security procedures; reports unsafe conditions; uses equipment and materials properly.
Language Skills
Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, safety rules, operating and maintenance instructions, procedure manuals, and governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public. Ability to read, write and speak Japanese preferred but not required.
Mathematical Skills
Ability to work with mathematical concepts such as probability and statistical inference. Ability to apply concepts such as fractions, percentages, ratios, and proportions to practical situations.
Reasoning Ability
Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.
Computer Skills
To perform this job successfully, an individual must demonstrate proficiency with Office 365 tools, search engines, Company communication tools, and Company WMS systems. Advanced Excel skills are required. SQL skills are preferred.
Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this Job, the employee is regularly required to sit for up to four hours at a time; use hands to finger, handle, or feel and talk or hear. The employee is occasionally required to walk. The employee may occasionally lift and/or move up to 40 pounds.
Work Environment
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
The noise level in the work environment is usually quiet.