Head of Digital Marketing

Head of Marketing & Digital

By Rosie Jane | Los Angeles, CA | Full-Time, In-House | Reports to Founder/CEO

Meet By Rosie Jane

By Rosie Jane is the original clean fragrance brand — made in California, made to live in. Founded in 2010 by celebrity makeup artist Rosie Jane Johnston, BRJ creates clean fine fragrance, body mists, and everyday body care sold direct-to-consumer, at Sephora, and at Target. We're a founder-led, fast-moving team built on great product, a distinct voice, and a community we love and that loves us back.

The Role

The Head of Marketing & Digital role owns byrosiejane.com business end to end — P&L, forecasting, site, and the full performance marketing stack — and serves as the connective tissue across all marketing channels: building the calendar, running the briefs, and driving every initiative from idea to launch.

This role will translate the brands creative direction and product pipeline into structured plans, briefs, calendars, and launches — and drive them to completion with exceptional project management. The right candidate is energized by that partnership, collaboration and has keen eye for creative. They have a keen sense for all things beauty, pop culture, design and brand growth.

You'll work directly with the Founder, CMO and GM and lead a lean internal team - influencer/community, social, ecommerce assistant and manage external agency partners (paid media, email/SMS and PR). You’ll work cross-functionally with our inhouse sales and supply chain teams.

What you'll do

Ecommerce P&L & Digital Strategy

• Own the digital strategy for By Rosie Jane end to end — channel mix, growth roadmap, new digital revenue opportunities, and the long-term vision for the DTC business.
• Full accountability for hitting monthly, quarterly, and annual ecommerce sales plans on byrosiejane.com.
• Own DTC pricing and promotional strategy — discount cadence, bundles and sets, GWP thresholds, and site pricing architecture — in partnership with the Founder and finance, ensuring alignment with retail pricing.
• Boost earned media value via creator community growth and segmentation, partnerships, collaborations and retailer exposure
• Lead top-down and bottom-up financial forecasting; identify proactive opportunities and reactive pivots based on business trends. Partner with Operations to align inventory with demand.
• Develop, track, and report on core KPIs: revenue, traffic, conversion, AOV, CAC, MER, LTV, retention, and repeat rate.
• Own consumer and customer insights — surveys, reviews, post-purchase data, and channel learnings.
• Lead data analytics and reporting across the digital business; turn insights into action.
• Identify evolving technology and platform needs; own the tech roadmap, developer relationships, and 3rd-party vendor/app stack.
• Maintain consistent awareness of the competitive landscape with clear, actionable takeaways.

Marketing Leadership & Cross-Channel Execution

• Own the 360-marketing calendar and bring every channel — paid, lifecycle, social, influencer, site, retail — together into one coordinated plan, ensuring nothing ships in a silo and every initiative moves from idea to launch.
• Build and lead all 360 GTM product launch plans across DTC and retail channels, partnering with cross-functional stakeholders to ensure launches meet and exceed sales targets.
• Project-manage all GTM launches— aligning product, inventory, creative, influencer, paid, lifecycle, and retail timing so every launch ships complete and on time.
• Own the monthly marketing brief — the single source of truth for the business. Translate the Founder's creative direction, product priorities, and promotional plans into one brief covering campaign focus, channel plans, content needs, launch timelines, budgets, and KPIs. Distributed to the internal team and agency partners at least 2.5 months out.
• Build the marketing operating system where one doesn't exist launch timelines, brief templates, status cadences, accountability structures, and post-mortems.
• Run the weekly marketing status and monthly business reviews with the Founder and team; keep every work stream visible, on track, and moving.

Product marketing and category development

• With the Founder, architect the global 3-year innovation strategy and execution in partnership with Founder, senior leadership and cross-functional teams.
• Develop packaging logic and sustainability strategy; partner with creative, sales, supply chain and product development to execute on strategy.
• Lead cross-functional teams to ensure innovation sufficiency determining white space opportunities by category and better innovation solutions based on findings from consumer insights, data and analytics, social listening and external best practices.
• Lead creation of concept briefs for new product launches, reformulations and repackaging.
• Step change the brand’s approach to product innovation from ideation to market, taking risks and challenging the status quo to drive disruptive product breakthroughs.
• Partner with Founder and cross functional partners on new product ideation ensuring differentiation across benefits, franchises, ingredients, naming, packaging and sustainability.
• Work closely with product development, project management and supply chain to ensure that all launches are shipped on time and at/below COGS targets. If launches are delayed due to unforeseen issues within our supply chain, work closely with product development, project management and supply chain to mitigate risk.

Performance Marketing & Customer Growth

• Own customer acquisition and retention strategy across Paid Social (Meta, TikTok, Pinterest), Paid Search/PPC, SEO, Affiliate, Influencer, and Lifecycle (email/SMS) to hit CAC, MER, LTV, and revenue targets.
• Partner with marketing and creative to develop continuous stream of persuasive ad creative.
• Develop and optimize (digital) marketing programs which increase the LTV of the customer base by increasing retention, engagement and loyalty by maximizing the customer experience and perceived value of the brand.
• Direct social media strategy across platforms with a mobile-first, video-first mindset — guiding content direction and performance in partnership with the Social Media Manager.
• Manage the paid media agency relationship; hold partners accountable to KPIs and feed creative performance insights back into development.
• Manage the email/SMS agency from campaign planning and briefing through A/B testing and performance analysis.
• Own TikTok Shop strategy end to end, including UGC development, creator briefing, affiliate strategy, and Spark Ads amplification.
• Drive profitable growth on Tik Tok Shop via KPI management, media planning and creator/content management
• Direct influencer/UGC creative development to fuel a continuous stream of high-performing ad creative, working with the Influencer & Community Manager.
• Build and optimize retention, loyalty, and engagement programs that grow LTV and repeat purchase rate.

Site Operations & Merchandising

• Oversee day-to-day site operations: product launches, collection updates, promotions, and content refreshes — directing the part-time ecommerce assistant on product uploads and site maintenance.
• Merchandise the site in line with business analytics and the marketing calendar.
• Drive ongoing CRO, site optimization, and best-in-class customer experience from first click through post-purchase.

Team & Budget

• Manage and develop the internal digital/marketing team (Influencer & Community Manager, Social Media Manager) and all agency relationships.
• Own the marketing budget, including spend allocation across channels, SKU productivity analytics, and ROI accountability.
• Partner with Sales on retail marketing support — ensuring retail partners (Sephora, Amazon, Anthropologie) have the assets, timelines, and launch plans to succeed; participate in key retailer meetings to present marketing and launch plans.

Required Skills & Experience

• Experience: 8+ years in digital brand strategy, e-commerce and digital marketing, with 2+ years of experience leading and managing a team, ideally in the beauty or fragrance industries.
• Technical Proficiency: Expert knowledge of Shopify Plus, Google Analytics, and retention platforms like Attentive or Klaviyo.
• Analytical Mindset: Proven ability to define and deliver performance metrics and glean actionable creative insights from data.
• Los Angeles area local: ability to be in office 3 days per week.