Marketing Director - Baby

About the role

We are scaling Millie Moon, our premium diaper and baby care brand, and need a Marketing Director to lead the brand globally, focusing on growth in the US and Canada. You will set the global brand platform, own the North American growth strategy, and lead the team that brings the vision to life.

Key responsibilities

• Own Millie Moon's global brand platform, including positioning, campaigns, new product development and packaging for local market adaptation.
• Define and execute the US and Canada growth strategy, balancing short‑term retailer growth with long‑term brand equity.
• Lead retail growth with Walmart, Target and ~30 other US retailers, as well as Canadian partners, in collaboration with Sales and Commercial teams.
• Drive training pants awareness, trial, repeat purchase and distribution.
• Activate licensing partnership and parent programmes, delivering brand‑fame moments that generate talkability.
• Sign off media, retail media and test‑and‑learn plans to build both brand equity and sales.
• Set annual budgets, balance brand and trade investment, and own commercial outcomes.
• Lead, coach and grow the North America marketing team.

Required profile

• 10+ years in brand marketing with at least 3 years leading brands and teams at Director or Senior Manager level in FMCG, baby, personal care or consumer goods.
• Proven track record of growing an established brand at scale with measurable commercial results.
• Strong consumer insight, segmentation and positioning skills; ability to commission and apply research.
• Commercial fluency – ownership of budgets and investment cases, confident partnership with Sales, Finance and retailers.
• Experience building and coaching high‑performing teams, including managing managers.

Required skills

• Brand strategy development
• Retail growth planning
• Budget management
• Team leadership and coaching