Director, Mass Channel

The Director, Mass Channel will lead commercial strategy and execution across Mass retailers in the U.S. Reporting to the VP of Sales, this role will drive channel-specific growth by translating brand strategy into winning retail programs that increase velocity, optimize shelf productivity, and deliver profitable expansion.

This leader will bring a strong trade marketing and Mass retail background, with deep expertise in promotional design, assortment strategy, and in-store activation within competitive, innovation driven categories.

• Develop and execute the channel growth strategy across priority retailers (Target, Walmart, Costco and others).
• Serve as the category expert within Mass retail, consistently benchmarking competitive performance, identifying whitespace opportunities, and translating market insights into actionable growth plans.
• Lead assortment strategy and price positioning to maximize shelf productivity and incremental revenue.
• Partner with the VP of Sales on annual account planning, distribution expansion, and long-range growth initiatives.
• Own preparation and leadership of key market meetings with merchants and broker partners, positioning the brand as a strategic growth driver within the category

• Own the promotional calendar, balancing brand priorities with retailer traffic-driving events.
• Ensure best-in-class visual merchandising, planogram execution, and in-store presentation across accounts.
• Partner closely with Marketing and Creative to deliver compelling retail-ready assets, PDP content, and activation toolkits that drive conversion both in-store and online.
• Design disciplined trade investment strategies that drive incremental sell-through while protecting margin.
• Analyze promotional effectiveness and competitive activity to continuously refine programming and improve ROI.
• Monitor POS, market share, WOS, and inventory health to proactively identify risks and opportunities.
• Drive velocity improvement plans through pricing, promotion, feature/display, and assortment optimization.
• Partner cross-functionally with Supply Chain to support catalog and minimize out-of-stocks.
• Deliver clear, data-driven channel insights and performance reporting to the VP of Sales and leadership team.

• Serve as the internal channel expert, aligning Sales, Marketing, Finance, and Operations around top priorities.
• Influence brokers and field teams to ensure consistent execution and retail readiness.
• Champion a performance-driven mindset focused on speed, accountability, and disciplined execution.

• Bachelor's degree required
• 7-10+ years of progressive experience in beauty (skincare required)
• Strong Mass experience preferred (Target, Walmart, Ulta strongly preferred)
• Background in trade/channel marketing within high-innovation categories
• Demonstrated ability to manage trade investment and drive profitable promotional programs
• Advanced analytical skills leveraging POS and syndicated data
• Entrepreneurial, solutions-oriented mindset with the ability to operate in a fast-growth environment