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Future Opening: Chief Marketing Officer



Marketing & Communications
New York, NY, USA · New York, NY, USA · Remote
Posted on Thursday, January 18, 2024
About Heyday
At Heyday, we’re cutting through the noise in the skincare industry to help you discover your healthiest skin, so you can put your best face forward. With over 30 locations across the country, we provide personalized facial treatments and everyday skincare guidance from our expert estheticians, along with powerful products that let you feel the difference.

We’ve been named “Best Facial” by New York Magazine, performed over 500,000 facials, tried countless products, and have been collecting valuable skincare data the entire way. Heyday is at an inflection point, transitioning from a Manhattan and LA-based skincare institution to a national omnichannel brand, driven via franchise partnerships.

Oh, and the word Heyday... it means the period of your life when you’re at your prime. We believe every day should be your Heyday – we happen to start with skin.
About the Role
Heyday is looking for an experienced Chief Marketing Officer; a person who can balance the pace of a high-growth company with the strategic rigor of an established national omni-channel business. We are looking for a person who has a keen eye for brand and ability to scale across both brick and mortar and digital channels. Additionally, this role requires a people-focused leadership style that will steward the Heyday culture.
The right candidate will also have a proven record for building the marketing capability to drive rapid growth and awareness with a small team and budget (but growing!). Reporting to the CEO, this person will lead the full scope of marketing: Brand, Creative, Communications, Digital, Ecommerce, Research/Insights, Strategic Planning, Customer Experience, Execution, and Data/Analytics. The CMO will be a key member of the leadership team and a critical partner to Operations, Finance, and People to drive Heyday’s omnichannel growth as a leading national consumer brand. This role must be located within close proximity of New York City.

What You’ll Do
1. Strategic Leadership:
  • Lead an effort to better understand Heyday customers, and use that insight to tighten and codify the brand positioning and strategy.
  • Develop and execute comprehensive marketing and commercial strategies that align with overall business objectives, driving profitable revenue growth and market share expansion across multiple channels - retail bricks and mortar, Ecommerce and merchandising.
  • Collaborate closely with the executive team to shape the company's overall vision, goals, and strategic direction.
2. Marketing Excellence:
  • Oversee the evolution of Heyday creative (tone of voice, visual identity, brand standards) to clearly position us as the leader in the market across all channels.
  • Identify, create and execute marketing plans and initiatives that place Heyday at the forefront of skincare.
  • Ensure that in every area that Heyday presents (including, but not limited to inside the 4-walls of Heyday locations, social, CRM, web, and email) that Heyday’s creative and messaging is best in class and drives results and engagement consistently.
  • Lead the marketing team in creating and implementing innovative and impactful campaigns that elevate brand awareness, resonate with target audiences, and drive customer engagement.
  • Create and develop marketing plans and tools that can be utilized to grow and support locations in different markets (i.e urban vs suburban)
  • Manage marketing infrastructure to support franchisee local marketing; develop local budget strategy, oversee reporting, communication and results on behalf of the franchisee locations
  • Responsible for overseeing Heyday’s Brand Fund allowance in conjunction with franchise partner advisory board to promote Heyday as the leading national brand for skincare
3. Commercial Growth & Go-to-Market Strategy:
  • Develop, lead and execute on a go-to-market strategy for our brick and mortar locations that is unique to location and customer segments.
  • Drive revenue generation by identifying new business opportunities, optimizing pricing strategies, and exploring potential partnerships or collaborations.
  • Analyze market trends and customer insights to inform go-to-market approach for new client acquisition, product assortment, inventory management, and customer segmentation strategies.
4. Technology and Innovation:
  • Oversee the integration of technology-driven solutions and innovations that enhance the customer experience, streamline internal processes, and create a competitive advantage.
  • Collaborate with cross-functional teams to integrate technology solutions that drive business growth and operational efficiency.
5. Data-Driven Insights:
  • Leverage data analytics, market research, and technological insights to make informed decisions, track key performance metrics, and refine strategies for continuous improvement.
  • Collaborate with cross-functional teams to ensure data-driven insights are integrated into decision-making processes.
6. Team Leadership and Development:
  • Provide mentorship and guidance to technology, marketing and innovation teams, fostering a culture of innovation, collaboration, and professional growth.
  • Nurture a high-performing team that is agile, adaptable, and dedicated to achieving ambitious goals.
  • Liaise with Franchise Partners on growth and strategic insights for their shops, acting as the internal representative of our brand

The Ideal Candidate
  • Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
  • 15+ years of progressive leadership experience in both marketing and commercial roles ideally within a brick and mortar brand, in the consumer/retail industry.
  • Proven track record of driving revenue growth, brand development, and customer engagement in a competitive market.
  • Strong analytical skills, with the ability to derive insights from data and translate them into actionable strategies.
  • Exceptional leadership and team management abilities, with a focus on fostering collaboration and continuous improvement.
  • Excellent communication skills, both verbal and written, with the ability to influence and inspire across all levels of the organization.
  • Visionary thinker with the ability to anticipate market trends and capitalize on emerging opportunities.
  • Equal parts tactical and strategic, willing and able to roll up their sleeves but with a long term vision and an understanding of how to get there
  • Strong writing skills, strategic thinker, creative eye, and outstanding attention to detail
  • Inclusive, empathetic, discerning, curious, and devoted to the customer
  • Highly analytical and curious; you want to understand the whys behind a what, using those insights to adapt and evolve your strategy
  • Dedicated to a test-and-learn mindset; you love to experiment, understand how to design a testing roadmap to drive growth within owned KPIs, and are not afraid of failure
Benefits Highlights
At Heyday, we’re committed to the happiness and well-being of our employees and aim to create a workplace that fosters both personal and professional growth. Our benefits include, but are not limited to:
  • Generous Paid Time Off (every employee needs time to rest, recharge, and pivot the mind)
  • Comprehensive Health, Dental, Vision & FSA Benefits (for you & available for dependents)
  • Discounted Facials & Skincare Products (staff facials at $5, products at 35% off, and discounts for family & friends)
  • Paid Parental Leave (for any parents, with a flexible return-to-work program)

Heyday is committed to bringing together individuals from different backgrounds and perspectives. We strive to create an inclusive environment where everyone can thrive, feel a sense of belonging, and do great work together. As an equal opportunity employer, we prohibit any unlawful discrimination against a job applicant on the basis of their race, color, religion, veteran status, sex, parental status, gender identity or expression, transgender status, sexual orientation, national origin, age, disability or genetic information. We respect the laws enforced by the EEOC and are dedicated to going above and beyond in fostering diversity across our company.

Flexible work from home options available.

Compensation: $250,000.00 - $300,000.00 per year