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Brand Director
Overview
We are seeking a dynamic, passionate and experienced Director of Brand to take on a once-in-a-decade opportunity to join our high-performing team at Safyre labs as the first-ever dedicated Brand lead across two DTC brands.
As a Director of Brand, you will play a crucial role in developing and implementing strategies to enhance our brand awareness and drive sales growth across the portfolio of DTC jewelry brands we own. You will have the opportunity to work with, and on, a diverse range of product categories (and launches) in the jewelry space, ensuring that they align with our brand values and resonate with our target customers.
You will be joining our agile brand and marketing team with an ambitious agenda that plays a key role in the company’s growth strategy. You will play an important role in supporting the ongoing development of our messaging, visual identity, and creative direction across various channels and touchpoints. You will have the unique opportunity to contribute and accelerate the growth opportunity behind our various business lines through the strategies you develop for the organization. Reporting directly to the CMO, you will work at the intersection of brand, product and marketing, helping lead our DTC business into new commercial opportunities. The ideal candidate will have a proven track record of building and strengthening brands, as well as a passion for creativity and innovation.
As the first hire for this department, you will work to lead and operationalize the way we plan for our three brands and lead the organization in your work.
Key Job Responsibilities:
Brand & Creative Development
- Leveraging your creative prowess, you’ll help inform our brand strategy and creative look and feel across our various brand touch points
- Partner with cross-functional teams, including marketing, product development, sales, and operations, to ensure brand alignment and integration across all business functions
- Build playbooks for channels to help extend brand guidelines naturally into each channel
- Continue to refine brand guidelines, keeping them modern and ensuring consistency and coherence across all brand touchpoints, including marketing materials, advertising campaigns, digital platforms, and product packaging.
Brand Positioning & Consumer Research
- Analyze brand positioning and consumer insights per brand to support the ongoing implementation of brand strategy across the three unique jewelry brands
Market & Competition
- Conduct market research and competitive analysis to identify emerging trends, consumer insights, and opportunities for brand differentiation and innovation.
- Continuously manage changing market and consumer trends to identify potential areas of opportunity to gain market share, and continue to drive growth across product categories
Consumer Insights
- Lead consumer insights process for the organization
- Come to fully know/understand key brand, category and product sales drivers and develop this into a competitive strategy
Product Strategy & Development
- Manage brand product launches from development through to market deployment, bringing marketing channel managers along
Brand Strategy development
- Develop and implement
- Lead the development of project briefs and project management, downloading cross-functional team members and agencies on brand, promo, and product initiatives
Campaign & GTM Planning
- Work closely with the CMO to develop GTM launch plans to support both collections and individual product launches throughout the year, aligning with key opportunities in seasonality and buying trends
- Oversee and support in the creation of marketing collateral, including website content, social media posts, and advertising materials to ensure they align with product and brand strategies
Advertising & Media Planning
- Highlight key audiences and consumer segmentations to activate and engage with
Data & Insights
- You will work closely with the Data Manager to outline the key and core KPIs to continuously monitor for brand sentiment and determine key market and consumer opportunities across each business
Performance
- Track brand performance and develop insights and recommendations to drive a feedback loop back to cross-functional teams (product, design, marketing)
Desired Skills and Experience
We are looking for a strong talent with a brand building track record, a solid analytical foundation and a genuine passion for consumers who thrives in a dynamic, changing, and fast-paced environment. More specifically, you come with:
- Brand building and Product strategy mastery – 6+ years of best-in-class marketing experience from similar roles, leading consumer insights work, product development and 360 communication toolkit creation & implementation
- Consumer-centricity – proven track record of driving consumer centric initiatives across product and communication
- Strong analytical foundation based on quantitative and qualitative skills, incl. confidence working with data analysis and corroborate commercial/consumer/competitive insights to drive the strategy
- International Experience – experience from global environments is a plus
- Postgraduate diploma in a relevant field (Business Administration, Marketing or Economics)
About Safyre Labs
Based in Toronto, Canada, Safyre Labs is a rapidly growing ecommerce business and proprietary tech platform, designed to manage the selling and manufacturing of custom made products. The scalable Safyre platform hosts two DTC ecommerce brands, Jewlr and Lee Fiori, to offer customers an innovative and personalized jewelry experience, with a mission to create meaningful gifts and keepsakes for our customers. With 13 years of success, we have shipped over one million orders to the US, Canada, UK and Australia – and we keep on innovating our platform and introducing new products.
Our Ecommerce Brands
Jewlr (www.jewlr.com) is the leading online destination for personalized jewelry. Founded in 2009, Jewlr has over one million customers and continues to grow and dominate the global marketplace.
Lee Fiori (www.leefiori.com), launched in 2019, specializes in everyday fine jewelry. Lee Fiori leverages Jewlr’s technology and allows customers to design the jewelry themselves, providing competitive differentiation in the marketplace.
Products from both brands are made on-demand in our state-of-the-art workshop located in Toronto, Canada, where we control quality and quickly produce the jewelry our customers love.
Are you looking for an exciting opportunity with an innovative, global high tech jewelry designer and manufacturer? Are you someone who goes above and beyond to wow your customers? Do you have a passion for helping others, jewelry or E-Commerce? If so, you are the person we are looking for!
Some of what you will get:
- A positive, professional, and engaging working environment
- An amazing culture that focuses on diversity, values and giving back to the community
- Comprehensive medical and dental benefits
- Flexibility (hybrid work – 2 days per week in our North York office)
- Performance bonuses
- Employee discount
Why Work For Safyre Labs
Our company is in growth mode and we’re building stronger teams – all dedicated to the growth and success of our company and its brands.
Professional growth and collaboration are encouraged at our company, as well as challenging each other to do better for ourselves and our customers. We value and reward employees who have a great attitude and work ethic, and are driven by their passion.
We work hard and like to have fun doing it.
Jewlr is an equal opportunity employer that is committed to diversity and inclusion and providing a workplace that is free from discrimination. Jewlr is committed to accommodating persons with disabilities. Such accommodation is available on request in respect of all aspects of the recruitment, assessment and selection process and may be requested by emailing help@jewlr.com
