The Director, Marketing will be responsible for developing and executing the brand marketing strategy and annual marketing calendar for the U.S. market, with responsibility for key collections within the Bulova brand portfolio, including Accutron within the Bulova business. Reporting to the SVP Marketing, Bulova, this role will own all elements of the marketing process—from consumer insight gathering and strategic planning to campaign development, execution, and performance measurement—with the goal of building brand awareness, strengthening brand equity, and driving consumer consideration for new product launches and core collections across the Bulova ecosystem.
ESSENTIAL DUTIES AND RESPONSIBILITIES
- Develop and execute integrated marketing strategies that increase brand awareness, drive consumer engagement, and support business growth across assigned Bulova collections, including the Accutron portfolio.
- Lead the annual marketing planning process, establishing strategic priorities and marketing calendars aligned with business objectives and direction from the SVP Marketing, Bulova.
- Partner with PR, Social Media, Creative, Digital Marketing, Media, Sales, Product Development, and Consumer Insights teams to develop and execute best-in-class, omnichannel marketing campaigns.
- Develop comprehensive campaign briefs and ensure consistent brand messaging across all consumer touchpoints.
- Manage marketing initiatives from concept through execution, measurement, and optimization, ensuring projects are delivered on time and within budget.
- Identify and cultivate strategic partnerships, collaborations, and experiential marketing opportunities that enhance brand relevance and consumer engagement.
- Leverage consumer insights, competitive analysis, and performance analytics to identify growth opportunities and inform marketing strategy.
- Serve as the primary marketing lead for assigned collections, partnering closely with Citizen Watch America leadership, global markets, agency partners, and cross-functional teams to ensure successful execution of marketing initiatives.
- Champion innovation by identifying emerging trends in luxury, fashion, digital marketing, and consumer behavior to keep the brand culturally relevant and competitive.
QUALIFICATIONS
- Proven leadership skills with the ability to influence and collaborate across cross-functional teams.
- Strategic thinker with strong business acumen and the ability to translate consumer insights into impactful marketing strategies.
- Exceptional communication, presentation, and relationship management skills.
- Strong analytical, organizational, and project management capabilities.
- Digital-first mindset with experience leading integrated marketing campaigns across paid, owned, earned, and retail channels.
- Required: Experience marketing luxury consumer brands, with a strong preference for jewelry, watches, fashion, or other premium lifestyle categories.
- Demonstrated ability to steward premium brands while balancing commercial objectives with long-term brand equity.
EDUCATION AND EXPERIENCE
Bachelor's degree in Marketing, Communications, Business, or a related field required. MBA is a plus.
15+ years of progressive marketing experience, including experience developing integrated brand strategies for luxury consumer brands. Experience in jewelry, watches, fashion, or other premium lifestyle categories is strongly preferred. Proven success leading cross-functional teams, managing agency partners, and delivering measurable business results.
EEOE
Annual Salary Range: $140,000.00 - $160,000.00
Skills Required
- Bachelor's degree in Marketing, Communications, Business, or a related field
- 15+ years of progressive marketing experience
- Experience developing integrated brand strategies for luxury consumer brands
- Experience marketing luxury consumer brands
- Experience in jewelry, watches, fashion, or other premium lifestyle categories
- Proven leadership skills and ability to influence and collaborate across cross-functional teams
- Strong business acumen and ability to translate consumer insights into marketing strategies
- Exceptional communication, presentation, and relationship management skills
- Strong analytical, organizational, and project management capabilities
- Experience leading integrated marketing campaigns across paid, owned, earned, and retail channels
- Proven success leading cross-functional teams, managing agency partners, and delivering measurable business results
- MBA
What We Do
Citizen Watch America represents Citizen Group’s sales and marketing across the United States, the Caribbean and Latin America. Its portfolio includes Citizen, Bulova, Frederique Constant, Alpina and Ateliers deMonaco, with the brands maintaining distinct identities and campaigns. The combined business aims to lead the affordable-luxury watch market, drawing on design, craftsmanship, innovation, technology, value and service to serve customers in those regions.
