Brand Director (Carrera, Polaroid, Under Armour) & Head of PR & Communications – NA
About Safilo
Have you ever wondered who’s behind a pair of glasses? It’s us, from Safilo.
Established in 1934 in Italy’s Veneto region, Safilo Group is one of the eyewear industry’s principal players in the design, manufacturing and distribution of optical frames, sunglasses, sports eyewear, goggles and helmets. The Group designs and manufactures its collections by blending stylistic, technical and industrial innovation with quality and skillful craftsmanship.
With an extensive global presence, Safilo’s business model enables it to monitor its entire production and distribution chain. With more than 30 brands, Safilo covers all the consumer segments: from Fashion Luxury – with Boss, Carolina Herrera, Etro, Isabel Marant, Missoni, Moschino, PORTS – to Lifestyle – with Carrera, Dsquared2, Eyewear by David Beckham, Marc Jacobs, Levi’s, Tommy
Hilfiger, Tommy Jeans, Kate Spade New York, Kurt Geiger, Fossil, HUGO, Juicy Couture, Liz Claiborne, Love Moschino, Pierre Cardin, and Stuart Weitzman – and Sports & Outdoor – with Smith and Under Armour – up to Mass Cool – with Blenders, Polaroid, Privé Revaux and Seventh Street.
ROLE PURPOSE
To lead the brand strategy, marketing, and business development of Carrera, Polaroid, and Under Armour in North America, while directing the Communication and Public Relations strategy across the full NA brand portfolio — driving brand equity, consumer demand, and sustainable, profitable growth in coherence with Global HQ teams and the Fashion Houses/Licensors.
KEY PROCESS ACCOUNTABILITIES
A. Brand Management & Strategy (Carrera, Polaroid, Under Armour – NA)
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Defines and executes the NA brand strategy, positioning, and annual marketing plans for the assigned brands, in alignment with global brand guidelines and licensor expectations.
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Owns the brand business performance in NA — sell-in/sell-out, market share, and P&L contribution — partnering with Sales, Trade Marketing, and Product to hit revenue and profitability targets.
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Drives the go-to-market calendar: product launches, collections, seasonal campaigns, and 360° activations.
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Translates consumer, market, and competitive insights into actionable brand and product recommendations for the NA market.
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Manages the assigned A&P/marketing budget, ensuring efficient allocation and strong ROI.
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Acts as the primary NA point of contact with the Fashion Houses/Licensors for the assigned brands, ensuring brand integrity and compliance with license agreements.
B. PR & Communications Leadership (all NA portfolio brands)
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Provides, develops, and monitors the NA Communication & PR plans across the entire brand portfolio
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Manages and executes communication and PR programs and projects, coordinating with Fashion Houses, external media agencies, and Safilo brand teams to deliver assigned targets and maximize ROI.
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Coordinates the external media/PR agencies at the NA level, providing input and solutions to resolve critical situations in line with global guidelines.
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Ensures the editing of institutional communications, press interviews, video, and press materials — providing agencies and Safilo PR offices with direction on content, imagery, and style.
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Monitors all PR & Communication projects through weekly/monthly reporting, evaluating risks and proposing mitigation actions.
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Collaborates with the Legal Department to structure external collaborations/partnerships in compliance with legal and company rules.
D. Budget Management
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Provides inputs to define the Communication & PR budget across the NA portfolio and ensures sound day-to-day and special-project budget management in line with business objectives.
SKILLS & REQUIREMENTS
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Proven brand management and marketing leadership, ideally in eyewear, fashion, consumer, or licensed-brand environments.
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Strong command of PR & Communication channels, marketing KPIs, and marketing/communication tools.
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Commercial and P&L acumen; ability to translate strategy into measurable business results.
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Experience managing external agencies and licensor/Fashion House relationships.
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People leadership and cross-functional collaboration skills.
Why You’ll Love Working With Us:
We offer more than just a job, we provide a supportive environment where you can grow, feel valued, and enjoy your work. Our benefits include:
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Comprehensive Health Coverage: Medical, Dental, Vision & Prescription Drug plans.
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401(k) with Company Match: Invest in your future with confidence.
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Generous Time Off: 10 paid holidays + 1 floating, paid sick time, plus generous PTO package.
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Hybrid Work & Flexibility: Enjoy a hybrid schedule. (3 days in office, 2 days remote)
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Employee Perks: Discounts, seasonal events, and a fun, engaged culture.
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Supportive Team Culture: We prioritize employee engagement, recognition, and collaboration at every level.
