Omnichannel Marketing – Natural Beauty Brand (Social, Email, Paid Ads, SEO, Product Seeding)
About Belfiore Herbal Belfiore Herbal is a small-batch, farm-to-bottle skincare and haircare brand founded by Dr. Zehra Ali Murthy — a PhD molecular biologist with 40 years of research experience at UCSF. We grow lavender on our 11-acre USDA Certified Organic California farm and distill our own hydrosols. Every product is science-backed and handcrafted in small batches. We're not just another "clean beauty" brand — we have a genuinely differentiated story that resonates with both holistic consumers and beauty professionals. We're entering a growth phase targeting three audiences simultaneously: natural product enthusiasts (DTC), and spa/esthetician/beauty professionals (B2B). We have strong existing assets and need a skilled omnichannel marketer to build and execute a cohesive strategy across all touchpoints. What We Need We're looking for a marketing generalist or small team with depth in the following areas: 1. Strategy & Channel Planning Develop a unified omnichannel strategy that speaks differently to our natural products consumer audience vs. spa/esthetician/beauty professional audience — while maintaining a cohesive brand identity. 2. Social Media Management Manage and grow our existing social channels (Instagram, TikTok, Facebook/Meta). Content should leverage our rich B-roll library (farm footage, tradeshow content, product-making process, Dr. Murthy explaining the science). We want educational, story-driven, and professional-grade content — not generic beauty posts. 3. Content Creation & Repurposing Script, edit, and repurpose existing B-roll into Reels, TikToks, carousel posts, and Stories. We have raw footage — we need someone who can turn it into compelling, on-brand content. Ideally you can also produce written content (captions, blog posts, product copy). 4. Product Seeding Program (UGC Generation) Design and execute a structured seeding program targeting licensed estheticians, spa owners, and beauty professionals. Goal: generate authentic UGC (video reviews, treatment room content, before/afters) that we can use in paid and organic channels. You'll manage the outreach, seeding logistics, follow-up, and UGC collection pipeline. 5. Email Marketing (Klaviyo) We're on Klaviyo. Build out and optimize our email flows (welcome series, post-purchase, abandoned cart, win-back) and manage ongoing campaigns for both our consumer list and our B2B/wholesale list. These audiences need different messaging. 6. Paid Ads Management Manage paid social (Meta/Instagram, TikTok) and potentially Google Ads. Build campaigns targeting natural beauty consumers and beauty professionals separately. You'll have UGC, B-roll, and brand assets to work with. 7. Web & SEO/GEO Optimization (bonus / as needed) Audit and recommend improvements to our website for conversion and search visibility. Familiarity with GEO (Generative Engine Optimization — optimizing for AI search tools like ChatGPT, Perplexity, and Google's AI Overview) is a significant plus as this is increasingly where beauty consumers discover brands. Assets You'll Have Access To Rich B-roll library: farm footage, tradeshow content, product formulation/making process, Dr. Murthy explaining the science Existing social media channels with existing audiences Klaviyo account (existing list) Product catalog: skincare, haircare, essential oils, hydrosols, gift sets Brand story, strategy documents, and wholesale pricing materials Sample/seeding budget for esthetician outreach Ideal Candidate Profile Proven experience in CPG beauty, wellness, or natural products marketing Strong portfolio of social content — especially educational or brand-storytelling content (not just lifestyle aesthetics) Experience running product seeding or influencer programs that generated real UGC Klaviyo-certified or highly proficient Paid social experience with beauty/wellness brands, especially Meta Understands both DTC consumer and B2B professional buyer psychology Bonus: experience with Faire, trade shows, or wholesale/professional channel marketing Bonus: SEO/GEO experience in the beauty or wellness space Engagement Type Open to proposals from: individual freelancers, boutique agencies, or small collaborative teams. Please specify your structure and who would handle what. This is intended as an ongoing engagement, not a one-time project. We want a real marketing partner who understands the brand deeply. To Apply, Please Include: 1. 2–3 examples of relevant work (beauty/wellness brands preferred) 2. Your proposed approach for the product seeding / UGC program 3. A brief note on how you'd message differently to a natural products consumer vs. a licensed esthetician 4. Your proposed monthly rate or project-based pricing structure Apply tot his job Apply To this Job