VP Brand Marketing & Operations

Claire's is an iconic, beloved retail brand, best known as a go-to trend spot for kids, tween and teen girls and America's top piercing destination, piercing over 130 Million ears over the past forty years. With its 900 retail locations across the US & Canada and a fresh new brand strategy, we are ready to enter a new era and are on a mission to build an inspiring playground for modern girlhood. With a clear remit to evolve the brand to meet the needs of Gen Alpha, we are transforming the brand to continue to be the beloved home of girlhood for generations to come. Join us in helping us realize this ambition and continue to make space and champion girlhood. Our Mission: Build an inspiring playground for modern girlhood. Our Beliefs: Girlhood is sacred. It deserves its own space.Give her the freedom to figure it out.Moments matter (and they're better together)Our Vision: To build a world where girlhood is embraced, revered, and celebrated. About the RoleClaire's is building a next-generation brand at the intersection of culture, community, and commerce. We are seeking a VP, Brand Marketing & Operations to serve as the brand marketing operator behind this transformation. This is a critical role to the Chief Brand Officer- responsible for translating brand vision, creative direction, and partnerships into scalable, high-impact marketing programs.You will lead building the systems, processes, and cross-functional alignment required to deliver best-in-class campaigns, launches, and partnerships. This role is designed for a leader who builds engines, not just campaigns- someone who thrives in fast-paced environments, a builder, and knows how to turn ambition into disciplined execution at scale.This role ensures that strong insights- whether a campaign idea, collaboration, or cultural moment, are translated into a commercially impactful, flawlessly executed program.What You Will OwnGo-To-Market Strategy & Launch OrchestrationOwn end-to-end GTM strategy and execution for product launches, campaigns, and key brand momentsLead annual brand planning, translating business objectives into compelling brand marketing strategies, seasonal storytelling, and major cultural moments.Develop integrated launch plans across paid, owned, earned, retail, and experiential channelsPartner with Merchandising, Product, and Commercial teams to align product priorities with marketing executionEnsure all initiatives have:Clear objectivesDefined KPIsFull-funnel amplification plansBuild repeatable GTM frameworks that scale across categories, seasons, and channelsMarketing Operations & Brand EngineOwn the end-to-end marketing operating system- planning, briefing, GTM, execution, and post-mortemsBuild scalable processes that enable speed, clarity, and accountability across teamsLead core operating rhythms (campaign calendars, GTM reviews, launch readiness, weekly execution reviews)Ensure seamless orchestration across brand, retail, PR, social, and partnershipsTranslate brand vision into clear roadmaps, timelines, and deliverablesCampaign Commercialization, Talent Activation & Team Operational ExcellenceOwn the end-to-end commercialization of campaigns once creative direction and talent/creator partnerships are definedTranslate campaign concepts into fully built, executable programs across channels, retail, and partnersLead development of:Detailed campaign plans and execution roadmapsBudget allocation and management across all channels and activationsProduction timelines, deliverables, and rollout sequencingOversee key programs across:Influencer & creator programsPR & communicationsEvents and retail activationsPartner-driven campaigns and collaborationsLead Creative, PR, and Partnership teams to:Sharpen messaging, narrative, and rationale for campaigns and collaborationsEnsure ideas are both compelling and executable at scaleAct as the quality control layer across all campaigns and programs- ensuring work is delivered on time, on budget, and at a high taste-level and standardCo-Op & Partnership Marketing (Revenue Multiplier)Build and scale a best-in-class co-op marketing program with third-party brand partnersEstablish frameworks to secure and deploy partner marketing programsLead joint business planning with partners to deliver:Integrated campaignsInfluencer activationsRetail and in-store experiencesContent collaborationsEnsure Claire's operates as a platform for partner-led growth, not a standalone marketerCross-Functional OrchestrationAct as the central orchestrator across:CreativeGrowth / PerformanceRetail / Store ExperienceMerchandisingPartnershipsEnsure tight alignment between product, storytelling, and distributionDrive clarity across teams on priorities, timelines, and success metricsInfluence without authority to ensure work is aligned, integrated, and executed at a high levelMarketing Performance & AccountabilityEstablish and operationalize marketing KPIs across the funnel:AwarenessEngagementTrafficConversionRetentionBuild reporting frameworks that translate performance into clear insights and actionsDrive a test-and-learn culture, enabling continuous optimization and scaling of what worksTeam Leadership & Organizational DesignLead and evolve a high-performing marketing organization across:Integrated MarketingRetail MarketingPartnerships / Co-opBuild the right team structure, capabilities, and external partnerships to support growthEstablish a culture of:Ownership and accountabilitySpeed with rigorConsistent taste and High standards in executionAct as a force multiplier for the Chief Brand OfficerWho You AreBrand Operator-first leader who turns ideas into systems and scalable programsStrategic in nature- understands the power of making big, bigger, ruthless prioritizerProven experience building and leading end-to-end marketing operations and GTM systemsStrong track record of taking campaigns from concept ? signed talent ? full program execution at scaleDeep experience across integrated, omnichannel marketing executionExperience managing multi-million dollar campaign budgets with strong financial disciplineBackground in co-op, partnership, or wholesale marketing strongly preferredStrong experience across PR, influencer, partnerships executionExceptional cross-functional leader with the ability to influence without authorityHighly organized with strong project management and operational rigorData-driven, with the ability to connect performance to actionComfortable operating in fast-paced, high-growth, ambiguous environmentsLow ego, high ownership, and high standardsWhat Success Looks LikeMarketing operates on a clear, repeatable system—not ad hoc executionEvery campaign and launch is:Fully integratedOn time and on budgetMeasurable and strategic in natureHas clear hypothesis, audience objectives and learnings gleaned to improve performanceClaire's becomes a best in class co-op marketing partner to brands looking to reach 3-14 year old girlsCampaigns featuring talent and creators are fully built, commercialized, and scaled effectivelyCross-functional teams operate in tight alignment with clear accountability