POSITION SUMMARY
This is an exciting opportunity to join a thriving brand building disrupter in the Health, Wellness and Beauty sector that has seen +100% growth YoY.
This role is ideal for an accomplished consumer brand and digital marketing leader who can drive acquisition, brand elevation, commercial performance and AI-enabled marketing optimisation. Harpar Grace International is a high-growth luxury skincare and beauty tech business representing globally renowned brands including iS Clinical Cosmeceuticals, RevitaLash Cosmetics, Totally Derma, and Déesse PRO.
The Director of Brands & Digital will define and execute the brand, digital, and AI transformation strategy, strengthening market position, and accelerating customer acquisition. Responsibilities span brand management, digital marketing, performance marketing, CRM, content strategy, digital platforms, and customer experience.
The ideal candidate is commercially minded with deep experience in consumer marketing, digital growth, brand building and the application of AI tools to drive efficiency, creativity, and decision‑making. Experience in beauty, aesthetics, or wellness is beneficial but not essential.
MAIN ROLE & RESPONSIBILITIES
Brand Strategy & Leadership
* Lead the end-to-end brand strategy, ensuring consistent positioning across all channels.
* Oversee brand architecture, visual identity, tone of voice, and governance.
* Deliver brand campaigns that drive awareness, affinity, and loyalty.
* Use audience insights, market analysis, and competitor benchmarking to inform strategy.
* Utilise AI‑powered insight tools to strengthen brand tracking, sentiment analysis, and competitive intelligence.
Digital Strategy & Innovation
* Own the digital acquisition strategy with accountability for lead generation, prospecting, and CRM growth.
* Build and optimise lead‑generation funnels across paid social, search, affiliates, and partnerships.
* Lead CRM segmentation, automation, nurture journeys, and re‑engagement.
* Drive social commercialisation, using social platforms as core acquisition and conversion channels.
* Oversee digital performance metrics (traffic, leads, conversion, CAC, ROAS) and ongoing optimisation across SEO, SEM, social, CRM, and email.
* Ensure websites and digital tools support conversion, retention, and scalable growth.
* Champion innovation through testing new platforms, tools, and data‑driven methodologies.
* Integrate AI tools across the digital ecosystem.
Marketing & Content
* Oversee integrated marketing campaigns across offline and online channels.
* Drive content strategy—ensuring compelling storytelling across brand, product, and corporate channels.
* Ensure all marketing activity is insight‑led and delivers measurable impact.
Leadership & Collaboration
* Develop and lead a high‑performing brand, digital, and content team.
* Partner with cross‑functional teams to ensure commercial and strategic alignment.
* Manage external agencies and partners to deliver high‑quality output.
* Embed an AI‑enabled culture across the organisation, supporting responsible use and capability uplift.
Commercial & Performance Management
* Develop and execute sales strategies across D2C, retail, etailers, and marketplaces.
* Own dashboards, KPIs, and analytics related to brand and digital performance.
* Manage marketing budgets efficiently with a focus on ROI.
* Provide regular performance reporting and strategic recommendations.
KEY SKILLS & EXPERIENCE
Essential
* 8–12+ years’ experience in consumer goods and/or consumer services, with strong experience in brand building, digital growth, and commercial marketing.
* Proven experience driving digital acquisition, lead generation, CRM, and performance marketing.
* Strong experience in ecommerce and D2C channels; Shopify expertise essential.
* Strong understanding of CRO, UX, SEO, segmentation, and lifecycle marketing.
* Experience using GA4 or equivalent analytics tools.
* Proficiency with ESPs such as Klaviyo.
* Strong data‑driven decision‑making skills.
* Excellent leadership, communication, and stakeholder management.
* Strong commercial acumen with experience managing budgets.
* Experience using AI tools for marketing, analytics, content generation, automation, or customer journey optimisation.
* Understanding of AI governance, accuracy validation, and responsible implementation within marketing and commercial functions.
* Experience in Beauty, aesthetics, or wellness is beneficial but not essential.
Personal Attributes
* Strategic thinker with strong creative judgement.
* Innovative mindset with a passion for continuous improvement.
* Highly collaborative with strong influencing skills.
* Results‑driven and commercially focused.
* Thrives in a fast‑paced, entrepreneurial environment.
Success Measures
* Lead generation volume and quality.
* Digital marketing performance (traffic, conversion, engagement, CAC, ROAS).
* Brand awareness, equity, and advocacy.
* CRM growth and lifecycle performance.
* Campaign ROI and commercial contribution.
ABOUT THE COMPANY AND BRAND
Harpar Grace International is a privately owned, entrepreneurial, dynamic and passionate company founded in 2013, specialising in the development, distribution and management of luxury, cosmeceutical, spa and retail brands.
The company continues to achieve exceptional year‑on‑year performance and the team is rapidly expanding to support the ambitious growth of the company and brand portfolio.
Harpar Grace are the exclusive distributors for iS Clinical Cosmeceuticals, RevitaLash Cosmetics, and Totally Derma Nutraceutical drink supplement throughout UK & Ireland and appointed distributors for the iS Clinical brand within 22 Caribbean countries, as well as global brand owners for Déesse PRO LED Light therapy brand.
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