Brand Director, Home Fragrance

Job ID: 12334 

Alternate Locations:  

Newell Brands is a leading consumer products company with a portfolio of iconic brands like Graco®, Coleman®, Oster®, Rubbermaid®, Sharpie® and Yankee Candle® - and 24,000 talented teammates around the world. Our culture is built on values in action: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. We work together to win, grow, and make a real impact—supported by a high-performing, inclusive, and collaborative environment where you can be your best, every day.

We are seeking a strategic, consumer-obsessed brand leader to drive U.S. brand performance for our Home Fragrance portfolio. The Director, U.S. Brand Marketing – Home Fragrance is responsible for localizing global brand strategy, translating it into integrated U.S. activation plans, and delivering profitable growth across wholesale and direct-to-consumer channels.

This role serves as the primary U.S. brand steward and the connective tissue between Global Brand, Sales, DTC, Retail Marketing, Merchandising, Innovation, and Market Development. The ideal candidate brings strong brand vision, commercial acumen, and executional excellence—balancing long-term brand building with near-term business delivery in a highly matrixed organization.

Key Responsibilities:

BRAND STRATEGY & POSITIONING:

• Localize global brand strategy for the Home Fragrance portfolio to the U.S. market while maintaining clarity on brand purpose, positioning, and value proposition
• Ensure consistent brand expression across all consumer touchpoints, channels, and retailers
• Champion long-term brand equity while supporting commercial and category growth objectives

ANNUAL BRAND PLANNING & ACTIVATION:

• Translate global brand plans into integrated, U.S.-specific annual brand and activation plans
• Set U.S. brand objectives, KPIs, and growth priorities for the Home Fragrance portfolio
• Partner closely with Global Brand teams to align demand creation, innovation pipelines, and long-range initiatives

CONSUMER INSIGHTS & MARKET UNDERSTANDING:

• Leverage consumer, shopper, and category insights to inform brand and go-to-market decisions
• Analyze U.S. Home Fragrance market trends, competitive activity, and retailer dynamics
• Identify whitespace opportunities, growth platforms, and local market barriers

CAMPAIGN LOCALIZATION & EXECUTION:

• Adapt global campaigns for the U.S. market, including creative, messaging, and fragrance / format focus
• Build integrated, full-funnel campaign plans across paid, owned, and earned channels
• Ensure executional excellence across wholesale, DTC, and owned brand channels

PRODUCT & INNOVATION SUPPORT:

• Partner with Global Brand, Innovation, and cross-functional teams to shape the U.S. Home Fragrance assortment
• Lead U.S. market readiness for fragrance, format, and seasonal innovation launches
• Develop demand-driving launch strategies, go-to-market toolkits, and selling stories

GO-TO-MARKET & COMMERCIAL COLLABORATION:

• Work closely with Sales, Market Development (MDP), Retail Marketing, Merchandising, and DTC teams
• Ensure consistent brand storytelling across retail partners and owned channels
• Drive alignment on assortment, pricing, promotion, and placement strategies

PERFORMANCE MANAGEMENT & P&L OWNERSHIP:

• Own U.S. brand P&L performance for the Home Fragrance portfolio
• Track brand health, campaign effectiveness, and commercial KPIs
• Use data and insights to recommend optimization and course correction
• Report performance, insights, and recommendations to senior leadership

BUDGET & RESOURCE MANAGEMENT:

• Own and manage U.S. brand marketing budgets
• Prioritize investments that drive brand awareness, conversion, and revenue growth
• Maintain strong ROI discipline, financial rigor, and spend transparency

CROSS-FUNCTIONAL LEADERSHIP & CUSTOMER ENGAGEMENT:

• Serve as the U.S. brand leader for Home Fragrance across a highly matrixed organization
• Lead brand planning forums, working teams, and key milestones
• Provide compelling brand storytelling, content, and assets to support wholesale partners
• Tailor messaging and activations by channel and retailer

Key Qualifications:

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred
• 10+ years of progressive brand marketing experience, ideally within consumer goods or fragrance-related categories
• Proven experience leading U.S. brand strategy within a global brand framework
• Strong track record of campaign development, go-to-market execution, and P&L ownership
• Deep understanding of U.S. retail, DTC, and omnichannel marketing
• Strong analytical and commercial mindset with the ability to translate insights into action
• Exceptional cross-functional leadership and communication skills

Why You Should Apply:

• Portfolio Ownership: Lead U.S. brand strategy and P&L for an iconic Home Fragrance portfolio
• Strategic Influence: Shape how global fragrance brands come to life in the U.S. market
• Cross-Functional Leadership: Partner closely with Global Brand, Sales, DTC, and Retail teams
• High Visibility: Operate with significant exposure to senior leadership
• Category Impact: Build emotional, sensorial brands that drive both consumer love and profitable growth

Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer’s, Oster, NUK, Spontex and Campingaz. We are focused on delighting consumers by lighting up everyday moments. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.