Claire’s is an iconic, beloved retail brand, best known as a go-to trend spot for kids, tween and teen girls and America’s top piercing destination, piercing over 130 Million ears over the past forty years. With its 900 retail locations across the US & Canada and a fresh new brand strategy, we are ready to enter a new era and are on a mission to build an inspiring playground for modern girlhood. With a clear remit to evolve the brand to meet the needs of Gen Alpha, we are transforming the brand to continue to be the beloved home of girlhood for generations to come. Join us in helping us realize this ambition and continue to make space and champion girlhood.
Our Mission:
Build an inspiring playground for modern girlhood.
Our Beliefs:
Girlhood is sacred. It deserves its own space.
Give her the freedom to figure it out.
Moments matter (and they’re better together)
Our Vision:
To build a world where girlhood is embraced, revered, and celebrated.
About the Role
Claire’s is building a next-generation brand at the intersection of culture, community, and commerce. We are seeking a VP, Brand Marketing & Operations to serve as the brand marketing operator behind this transformation. This is a critical role to the Chief Brand Officer- responsible for translating brand vision, creative direction, and partnerships into scalable, high-impact marketing programs.
You will lead building the systems, processes, and cross-functional alignment required to deliver best-in-class campaigns, launches, and partnerships. This role is designed for a leader who builds engines, not just campaigns- someone who thrives in fast-paced environments, a builder, and knows how to turn ambition into disciplined execution at scale.
This role ensures that strong insights- whether a campaign idea, collaboration, or cultural moment, are translated into a commercially impactful, flawlessly executed program.
What You Will Own
Go-To-Market Strategy & Launch Orchestration
Own end-to-end GTM strategy and execution for product launches, campaigns, and key brand moments
Lead annual brand planning, translating business objectives into compelling brand marketing strategies, seasonal storytelling, and major cultural moments.
Develop integrated launch plans across paid, owned, earned, retail, and experiential channels
Partner with Merchandising, Product, and Commercial teams to align product priorities with marketing execution
Ensure all initiatives have:
- Clear objectives
- Defined KPIs
- Full-funnel amplification plans
Build repeatable GTM frameworks that scale across categories, seasons, and channels
Marketing Operations & Brand Engine
- Own the end-to-end marketing operating system- planning, briefing, GTM, execution, and post-mortems
- Build scalable processes that enable speed, clarity, and accountability across teams
- Lead core operating rhythms (campaign calendars, GTM reviews, launch readiness, weekly execution reviews)
- Ensure seamless orchestration across brand, retail, PR, social, and partnerships
- Translate brand vision into clear roadmaps, timelines, and deliverables
Campaign Commercialization, Talent Activation & Team Operational Excellence
Own the end-to-end commercialization of campaigns once creative direction and talent/creator partnerships are defined
Translate campaign concepts into fully built, executable programs across channels, retail, and partners
Lead development of:
- Detailed campaign plans and execution roadmaps
- Budget allocation and management across all channels and activations
- Production timelines, deliverables, and rollout sequencing
Oversee key programs across:
- Influencer & creator programs
- PR & communications
- Events and retail activations
- Partner-driven campaigns and collaborations
Lead Creative, PR, and Partnership teams to:
- Sharpen messaging, narrative, and rationale for campaigns and collaborations
- Ensure ideas are both compelling and executable at scale
Act as the quality control layer across all campaigns and programs- ensuring work is delivered on time, on budget, and at a high taste-level and standard
Co-Op & Partnership Marketing (Revenue Multiplier)
Build and scale a best-in-class co-op marketing program with third-party brand partners
Establish frameworks to secure and deploy partner marketing programs
Lead joint business planning with partners to deliver:
- Integrated campaigns
- Influencer activations
- Retail and in-store experiences
- Content collaborations
Ensure Claire’s operates as a platform for partner-led growth, not a standalone marketer
Cross-Functional Orchestration
Act as the central orchestrator across:
- Creative
- Growth / Performance
- Retail / Store Experience
- Merchandising
- Partnerships
Ensure tight alignment between product, storytelling, and distribution
Drive clarity across teams on priorities, timelines, and success metrics
Influence without authority to ensure work is aligned, integrated, and executed at a high level
Marketing Performance & Accountability
Establish and operationalize marketing KPIs across the funnel:
- Awareness
- Engagement
- Traffic
- Conversion
- Retention
Build reporting frameworks that translate performance into clear insights and actions
Drive a test-and-learn culture, enabling continuous optimization and scaling of what works
Team Leadership & Organizational Design
Lead and evolve a high-performing marketing organization across:
- Integrated Marketing
- Retail Marketing
- Partnerships / Co-op
Build the right team structure, capabilities, and external partnerships to support growth
Establish a culture of:
- Ownership and accountability
- Speed with rigor
- Consistent taste and High standards in execution
Act as a force multiplier for the Chief Brand Officer
Who You Are
- Brand Operator-first leader who turns ideas into systems and scalable programs
- Strategic in nature- understands the power of making big, bigger, ruthless prioritizer
- Proven experience building and leading end-to-end marketing operations and GTM systems
- Strong track record of taking campaigns from concept → signed talent → full program execution at scale
- Deep experience across integrated, omnichannel marketing execution
- Experience managing multi-million dollar campaign budgets with strong financial discipline
- Background in co-op, partnership, or wholesale marketing strongly preferred
- Strong experience across PR, influencer, partnerships execution
- Exceptional cross-functional leader with the ability to influence without authority
- Highly organized with strong project management and operational rigor
- Data-driven, with the ability to connect performance to action
- Comfortable operating in fast-paced, high-growth, ambiguous environments
- Low ego, high ownership, and high standards
What Success Looks Like
Marketing operates on a clear, repeatable system—not ad hoc execution
Every campaign and launch is:
- Fully integrated
- On time and on budget
- Measurable and strategic in nature
- Has clear hypothesis, audience objectives and learnings gleaned to improve performance
Claire’s becomes a best in class co-op marketing partner to brands looking to reach 3-14 year old girls
Campaigns featuring talent and creators are fully built, commercialized, and scaled effectively
Cross-functional teams operate in tight alignment with clear accountability