Sculpted by Aimee
Senior Brand Manager - 12 Month FTC
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About the Job
Our Background and Your Main Purpose
Founded in 2016 by makeup artist and entrepreneur Aimee Connolly, Sculpted by Aimee is an Irish-born beauty brand with a global outlook. After earning a degree in business and building a loyal client base as a makeup artist, Aimee identified a gap in the market for products that were both high-performance and easy to use. Sculpted was launched to bridge that gap without ever compromising on results.
At our core is a commitment to empowering our community with multitasking, user-friendly products designed to deliver effortless, radiant results in five minutes or less. We believe beauty is better when everyone’s in on it, creating products that enhance natural features, blend seamlessly, and fit into the real lives of busy modern women. Our philosophy is simple: beauty for every age, at every stage.
In under ten years, Sculpted by Aimee has grown into Ireland’s number one mass cosmetics brand in Boots Ireland*, achieving cult status and competing alongside global beauty leaders. The brand is now stocked in leading retailers including Boots and Selfridges UK, with a strong e-commerce presence serving customers in over 68 countries. Our omni-channel footprint spans more than 500 retail doors across eight markets, alongside four flagship stores in the UK and Ireland.
Our portfolio includes over 140 makeup, skincare and body products, all Leaping Bunny certified and recognised with more than 40 industry awards. Skincare is now our fastest-growing category, driven by a commitment to innovation, advanced formulation, and best-in-class performance. Developed and made in South Korea (the global leader in skincare innovation) our skincare range reflects our dedication to efficacy, quality and continuous improvement.
With over 100 foundation shades and finishes across our complexion range, we are committed to celebrating real skin and championing minimal retouching across our campaigns and social platforms.
*In June 2024 Sculpted by Aimee was ranked the number one mass cosmetics beauty brand in Boots Ireland’s self-selection category.
Due to this exciting growth Sculpted by Aimee is seeking a Senior Brand Manager to join our growing Brand and Marketing team for a 12 month Fixed Term Contract.
Role Overview
As our Senior Brand Manager, you will play a pivotal role in shaping and driving the Sculpted by Aimee brand launch and marketing strategy across global markets. Reporting to the Brand & Marketing Director, you will be a part of a dynamic team responsible for orchestrating innovative marketing campaigns, managing brand activations, and spearheading product launches to enhance brand presence and achieve commercial success.
The Senior Brand Manager is the strategic guardian of the Sculpted by Aimee brand, responsible for ensuring brand consistency, creative excellence, and flawless execution across every customer touchpoint. This role leads the development and implementation of brand guidelines, owns brand governance across channels, and acts as the key decision-maker on brand execution across campaigns, launches, retail environments and partnerships.
Operating at senior manager level, the role drives go-to-market planning and cross-functional alignment, ensuring all campaigns, product launches and activations are delivered on time, on brand and with strong commercial impact. Working closely with Marketing, Creative, Product, Retail, VM, PR and Social teams, this role ensures the customer experiences one cohesive Sculpted brand regardless of channel.
Accountabilities Include
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Brand Strategy & Development
- Lead Sculpted’s brand evolution, ensuring strategic clarity and long-term brand strength as the brand’s guardian.
- Shape and elevate Sculpted’s brand strategy, ensuring alignment with Aimee’s vision and global business objectives.
- Lead the refinement, development, and rollout of Sculpted’s updated brand guidelines and brand heart documents, ensuring adoption across all teams and external partners.
- Conduct and interpret market, category, and consumer research to strengthen brand positioning and inform product and campaign direction.
- Act as a key stakeholder in all major brand sign-offs, ensuring strategic consistency across channels and initiatives.
- Translate brand strategy into actionable direction for digital, retail, social, PR, and creative teams.
- Adapt the brand heart and brand story for retailer pitches, new audience introductions, and strategic presentations; lead the creation and delivery of pitch decks.
- Lead and orchestrate the team’s delivery across all GTM and BAU activities.
Brand Governance & Cross-Channel Consistency
- This role ensures Sculpted shows up consistently, beautifully, and strategically everywhere the brand lives.
- Maintain and enforce brand consistency across all products, packaging, campaigns, communications, and retail environments.
- Oversee cross-channel brand sign-offs (BAU and strategic), ensuring all creative, naming, and messaging reflect Sculpted’s identity.
- Lead external agency brand approvals and ensure partners deliver work that meets Sculpted’s standards.
- Represent the brand in external brand sessions, providing full brand overviews and onboarding for partners, retailers, and collaborators.
- Manage the Sculpted Content Hub, ensuring Sculpted 2.0 imagery and assets are organised, accessible, and used correctly across the business.
Go-To-Market & Launch Leadership
- Own the end-to-end brand go-to-market process for all product launches, retail launches, seasonal campaigns and strategic initiatives.
- Build and manage launch timelines, ensuring clear milestones, decision points and accountability across all departments.
- Partner closely with Product, Creative, CRM, Social, PR, Retail and E-commerce teams to ensure launches are fully integrated and delivered on schedule.
- Lead launch readiness reviews and ensure all customer-facing touchpoints are aligned and approved before launch.
- Act as the central brand stakeholder throughout launch planning, identifying risks and driving solutions to keep projects on track.
- Ensure launch plans balance brand-building objectives with commercial priorities.
Creative Direction & Campaign Leadership
- The Senior Brand Manager sets the creative tone and ensures Sculpted’s campaigns are elevated, cohesive, and customer centric.
- Lead creative direction for marketing, brand, and evergreen campaigns, ensuring concepts resonate with Sculpted’s evolving customer base and global audience.
- Partner closely with the Creative team to define visual direction, tone, and storytelling across all brand outputs.
- Lead creative shoots end-to-end, including model selection, shot lists, channel specific needs, and final image sign-off.
- Present initial campaign concepts to the Founder and wider business, ensuring clarity, alignment, and strategic rationale.
- Drive internal go to market communication from a brand perspective, ensuring all teams understand campaign direction, positioning, and execution requirements.
Community & Customer Experience
- The Senior Brand Manager champions Sculpted’s community-first ethos.
- Ensure brand activations, campaigns, and experiences reflect customer needs and values.
- Partner with teams on community sessions, feedback forums, and community shoots to gather insights and deepen loyalty.
- Support the Sculpted Society loyalty programme, ensuring brand alignment and closing the loop on customer feedback and loyalty moments.
- Develop customer profiles and behavioral insights to inform brand strategy, product development, and campaign planning – ensuring everything ladders back up to this with a cross-market approach.
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Cross-Functional Leadership & Stakeholder Management
- This role acts as the internal brand authority.
- Serve as the primary brand authority across the business, providing strategic brand guidance and approvals across Product Development, Creative, VM, Retail, CRM, Social, PR and Marketing functions.
- Ensure brand objectives are aligned with commercial goals, product roadmaps, and marketing priorities.
- Provide brand guidance and decision-making support across Product, Creative, Retail, VM, and Marketing.
- Collaborate with Product on future product discussions, ensuring brand fit, naming, packaging, and storytelling are cohesive and strategic.
Performance, Insights & Innovation
- The Senior Brand Manager ensures Sculpted stays ahead of the curve.
- Define and track brand KPIs, reporting performance and insights to senior management.
- Gather and analyze data from multiple channels to inform brand decisions and strategic direction.
- Stay ahead of beauty trends, cultural shifts, and emerging technologies to keep Sculpted relevant and competitive.
- Use trend insights to influence campaign direction, marketing calendar themes, and brand innovation.
- Measure and report on campaign effectiveness, launch performance, brand health metrics and retail execution standards.
- Track delivery of GTM timelines and launch readiness milestones.
- Monitor brand consistency and compliance across channels and retail partners.
- Use customer, sales and engagement insights to optimize future campaigns and launch strategies.
Experience Needed
- Qualification in Business, Marketing, Brand Strategy, or related discipline.
- Minimum 8+ years’ experience in brand management or marketing within the beauty industry, with proven experience operating at a senior level.
- Demonstrated success in developing brand strategies, leading creative direction, and delivering high-impact campaigns.
- Strong analytical capability with experience using data to inform brand decisions.
- Confidently leads the team and brand direction in fast-paced environment.
- Exceptional communication and interpersonal skills, with the ability to influence and align cross-functional teams.
- Creative thinker with strong commercial awareness and a performance-driven mindset.
- Excellent attention to detail, organizational skills, and the ability to manage multiple priorities under pressure.
- Confident presenter with experience pitching to founders, retailers, and external partners.
- Flexible, proactive, and solution-oriented, with a strong sense of ownership and leadership.
About Us
Founded in late 2016 by Aimee Connolly, Sculpted by Aimee is an Irish-born beauty brand with a global vision. Aimee, who began her journey as a makeup artist after earning a bachelor’s degree in business, spotted a gap in the market for makeup that was both easy to apply and highly effective. Combining her passion for beauty and business acumen, she launched Sculpted by
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