Vice President, Kay Jewelers Brand Marketing

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Signet Jewelers is the world's largest retailer of diamond jewelry, operating more than 2,800 stores worldwide under the iconic brands: Kay Jewelers, Zales, Jared, H.Samuel, Ernest Jones, Peoples, Banter by Piercing Pagoda, Rocksbox, JamesAllen.com and Diamonds Direct. We are a people-first company and this core value is at the heart of everything we do, from empowering our valued team members, to collaborating with our customers, to fostering the communities in which we live and serve. People – and the love their actions inspire – are what drive us. We’re not only proud of the love we inspire outside our walls, we’re especially proud of the diversity, inclusion and equity we’re inspiring inside. There are dynamic career paths awaiting you – rewarding opportunities to impact the lives of others and inspire love. Join us!

ABOUT SIGNET JEWELERS

Signet Jewelers is the world’s largest retailer of diamond jewelry, home to iconic brands including Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile, JamesAllen.com, Rocksbox, Peoples Jewelers, H. Samuel, and Ernest Jones. Operating at global scale with sourcing and supply‑chain partnerships across Africa and India, Signet is uniquely positioned to inspire love and connection around the world.

At Signet, our purpose is Inspiring Love—through our products, our people, and our commitment to inclusion, innovation, and responsible sourcing.

POSITION OVERVIEW

At a pivotal moment of brand and commercial transformation, the Vice President of Milestone Brand Marketing will define and lead brand strategy, communications, and customer experience for Kay Jewelers and Peoples Jewelers.

As a senior leader within both the Brand Marketing Leadership Team and the Milestone cross‑functional leadership team, this executive will translate enterprise priorities into distinctive, performance‑driven brand strategies that accelerate growth across core milestone occasions while modernizing brand perception and deepening customer engagement.

This is a high‑visibility, enterprise‑impact role for a brand leader who thrives at scale, balances creativity with rigor, and brings both strategic vision and operational excellence.

KEY RESPONSIBILITIES

Brand Strategy & Positioning

• Define and evolve long‑term brand positioning, messaging architecture, and value propositions rooted in milestone‑driven customer needs

• Lead brand reinvention initiatives that modernize perception while honoring the core customer

• Ensure a cohesive brand identity and consistent customer experience across all touchpoints

Annual & Seasonal Marketing Leadership

• Develop insight‑led annual marketing strategies aligned to commercial priorities and growth occasions

• Translate merchandising and seasonal product strategies into compelling, integrated campaigns

• Own end‑to‑end seasonal go‑to‑market execution across Media, CRM, Social, PR, Visual, and eCommerce

• Align cross‑functional partners to deliver coordinated, measurable impact

Creative & Omnichannel Execution

• Oversee development of brand and seasonal creative from concept through execution across digital, social, retail, and traditional channels

• Partner with agency and production partners to ensure quality, consistency, and innovation

• Optimize media and channel mix using performance data and customer insights to balance short‑term demand with long‑term brand equity

Performance Marketing & Investment Stewardship

• Lead a multi‑million‑dollar marketing investment portfolio with strong ROI discipline

• Establish clear measurement frameworks connecting marketing activity to traffic, conversion, and revenue outcomes

• Balance brand‑building investment with performance marketing to drive sustainable growth

Customer Engagement & Social

• Own organic social strategy across Instagram, Facebook, TikTok, Pinterest, and emerging platforms

• Ensure CRM strategy drives lifecycle marketing, retention, and milestone reactivation

• Identify opportunities for deeper engagement through partnerships, influencers, PR, and experiential activations

Enterprise & Cross‑Functional Leadership

• Serve as a strategic marketing advisor to the Brand President and executive leadership

• Partner closely with Merchandising, Planning, Finance, eCommerce, Creative, Media, and Store Operations

• Influence enterprise‑level decisions that shape brand, customer experience, and long‑term growth

People & Culture Leadership

• Build, lead, and inspire a high‑performing, multidisciplinary marketing organization

• Assess organizational capability and define development and succession plans

• Foster a culture of accountability, collaboration, innovation, and data‑driven decision‑making

• Strengthen agency and external partnerships to elevate brand execution

HOW SUCCESS IS MEASURED

• Comparable sales growth (vs. prior year and plan)

• Marketing ROI / ROAS

• Digital and store traffic growth

• Conversion rate improvement

• Brand health metrics (awareness, consideration, preference)

• Customer acquisition and retention

• CRM engagement performance

• Campaign effectiveness versus objectives

• Team engagement and retention

QUALIFICATIONS

• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA preferred

• 12+ years of progressive brand marketing leadership experience, ideally in jewelry, luxury, specialty retail, or omnichannel consumer brands

• Proven success leading integrated brand and performance marketing strategies at scale

• Strong financial acumen with experience managing large marketing investments

• Executive presence with the ability to influence at the C‑suite and enterprise level

• Deep understanding of omnichannel retail, digital commerce, and customer lifecycle management

• Strong analytical, storytelling, and presentation skills

• Ability to lead with agility in a fast‑paced, high‑visibility environment

WHY JOIN SIGNET

This role offers the opportunity to shape the future of milestone‑driven brand marketing at global scale. At a moment of meaningful transformation, the Vice President of Milestone Brand Marketing will have enterprise influence, lead high‑impact teams, and help define how iconic brands connect with customers during life’s most meaningful moments.