Director of Consumer Marketing

About the role

A global professional skincare brand is seeking a Director of Consumer Marketing to lead its consumer-facing communications strategy across social media, content, public relations, influencer partnerships, earned media, and community engagement. Reporting directly to the Chief Marketing Officer, this highly visible role will shape how the brand builds consumer awareness and demand while supporting its established professional skincare provider network. The successful candidate will combine strategic leadership with hands-on execution, taking ownership of activity already underway while developing the consumer marketing strategy for the company's next stage of growth.

Responsibilities

• Develop and execute the consumer marketing strategy across owned, earned, social, influencer, and community channels.
• Lead social media strategy across Instagram, TikTok, YouTube, Facebook, and emerging platforms.
• Oversee content calendars, publishing cadence, platform-specific content, and community engagement.
• Build and manage influencer, creator, ambassador, PR, and earned-media programmes.
• Write clear campaign and agency briefs covering objectives, audiences, messaging, deliverables, budgets, and KPIs.
• Manage PR, creator, and social agencies, establishing performance expectations and holding partners accountable.
• Partner with Product Marketing, Creative, E-commerce, Professional Relations, and Regulatory Affairs to support product launches and brand campaigns.
• Ensure consumer-facing communications use approved claims language and comply with regulatory and disclosure requirements.
• Establish a measurement framework covering awareness, engagement, branded search, traffic, intent, conversion indicators, and commercial impact.
• Manage the consumer marketing budget and deliver a monthly performance scorecard.
• Lead, mentor, and develop a small consumer marketing team.
• Monitor cultural trends, competitor activity, platform developments, and emerging opportunities within beauty and skincare.

Requirements

• At least 10 years of experience in consumer marketing, brand communications, social media, or a related discipline.
• Meaningful brand-side marketing ownership; candidates with exclusively agency-side experience will not be considered.
• Experience within skincare, prestige beauty, professional beauty, aesthetics, or another premium consumer category is strongly preferred.
• Demonstrated success building brand awareness through social media, creators, influencers, PR, earned media, and community marketing.
• Experience managing agencies, budgets, and measurable marketing programmes.
• Strong writing skills with the ability to produce focused, commercially grounded campaign briefs.
• Deep understanding of social platforms, creator marketing, content trends, and digital culture.
• Experience in a regulated or claims-sensitive category is strongly preferred.
• Experience building consumer demand while supporting a professional, practitioner, medical, salon, or B2B channel would be highly advantageous.
• Strong leadership, communication, analytical, and cross-functional collaboration skills.
• A strategic but hands-on approach, with the adaptability to operate effectively in a changing environment.
• Bachelor's degree in Marketing, Communications, or a related discipline preferred.
• Ability to work from the Irvine office three days per week.