Brobston Group is managing the hiring process. Our team screens all applicants and coaches you through the interview process.
Overview
Our client is seeking a Vice President, Marketing & Communications to lead the U.S. launch of a new modern luxury fine jewelry brand headquartered in New York. This is a foundational leadership role with direct access to the founders, responsible for defining the brand identity, shaping market positioning, and building awareness in a highly selective, appointment-led retail model. The opportunity is suited to a senior marketing executive who has created a brand from the ground up and can translate strategy into visibility, qualified showroom appointments, and long-term market presence.
Responsibilities
Own the brand vision in the U.S., including identity, story, positioning, and market narrative in partnership with the founders and external brand partners.
Develop and lead the communications and PR strategy for launch and ongoing brand building.
Shape press strategy, editorial relationships, and publication outreach.
Establish a clear and credible narrative that supports the brand's positioning in the luxury market.
Create and execute a high-impact events and partnerships strategy across North America.
Build relationships across philanthropy, hospitality, cultural organizations, residential partners, and other relevant luxury networks.
Develop programming that reaches a highly qualified audience and supports repeat engagement.
Lead celebrity, influencer, and talent strategy with strong judgment around brand fit, relevance, and long-term equity.
Direct performance marketing strategy across paid search, paid social, and digital acquisition.
Select and oversee external media and marketing agency partners.
Set objectives, review performance, and hold internal and external teams accountable for results.
Drive retail and appointment marketing for the New York showroom, with a focus on generating qualified appointments and supporting conversion in partnership with showroom leadership.
Lead agency selection and management across brand, media, and related marketing functions.
Build the U.S. marketing function from the ground up, including team structure, hiring priorities, and allocation of work between New York and shared support teams.
Establish clear success metrics for awareness, qualified appointments, customer acquisition, and launch effectiveness.
Manage marketing budget to support growth within the region.
Requirements
15-20 years of relevant marketing and communications experience, with senior leadership experience in luxury, fine jewelry, or a closely related category.
Proven track record of building a brand identity and story from an early stage, rather than managing an already established brand platform.
Experience in modern luxury, ideally within fine jewelry or an adjacent category where brand equity had to be created in the market.
Strong command of brand marketing, communications, PR, and performance marketing under one leadership scope.
Fluency in paid digital channels and acquisition metrics, with the ability to direct strategy and evaluate results without personally executing campaigns in platform.
Deep understanding of how awareness is built in New York luxury through events, partnerships, philanthropy, hospitality, publications, celebrity, and influencer relationships.
Demonstrated success selecting, briefing, and managing external agencies and consultancies.
Experience hiring, leading, and developing small, high-impact teams in a scaling environment.
Strong executive presence and the ability to work closely with founders and cross-functional partners across geographies and time zones.
Preferred qualifications include:
Experience supporting a physical-first launch, especially in an appointment-led showroom or store environment.
Bridal and fine jewelry knowledge, including the dynamics of high-ticket, considered purchases.
Experience working alongside a brand consultancy on positioning and identity development.
Comfort collaborating with international teams, including shared services based in India.
Experience in a business with a custom technology or commerce platform.
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