VP of Marketing

About the Role

The Vice President of Marketing is a strategic, hands-on leader responsible for driving brand growth, innovation, and market leadership in the beauty, hair care, and personal care products industry. This role balances long-term vision with operational execution, building and inspiring a high-performing marketing organization while shaping brand strategy, consumer engagement, product innovation, and go-to-market excellence. The Vice President of Marketing serves as a key business partner to Sales, Research & Development, Operations, and Executive Leadership, translating consumer insights, market trends, and competitive intelligence into sustainable growth opportunities and competitive advantage.

Responsibilities

• Strategic Leadership & Brand Growth
  • Define and lead the company's marketing strategy to drive sustainable, long-term brand and business growth.
  • Develop and execute brand positioning strategies that strengthen market presence, consumer relevance, and competitive differentiation.
  • Elevate brand storytelling and communications to build stronger consumer connections and increase brand equity.
  • Identify emerging market opportunities, consumer trends, and category shifts to inform strategic business decisions.
  • Ensure marketing strategies align with corporate objectives, customer needs, and evolving consumer behaviors.
  • Drive portfolio growth through effective brand management and category leadership.
• Marketing Execution & Go-to-Market Excellence
  • Lead the development and execution of integrated marketing programs across all relevant channels, including digital marketing, advertising, public relations, trade marketing, website management, events, sponsorships, and industry trade shows.
  • Develop annual brand plans with clear objectives, performance metrics, budgets, and growth targets.
  • Partner closely with Sales to develop customer-specific marketing programs that support distribution, retail growth, and revenue objectives.
  • Oversee product launches and commercialization strategies to ensure successful market introduction and adoption.
  • Present marketing strategies, brand initiatives, and product launch plans to internal stakeholders and key customer accounts.
  • Monitor and evaluate marketing effectiveness, leveraging data and analytics to optimize performance and maximize return on investment.
• Team Leadership & Organizational Development
  • Lead, develop, coach, and inspire a high-performing marketing team focused on collaboration, innovation, accountability, and results.
  • Build organizational capability by developing talent, succession planning, and leadership development initiatives.
  • Foster a culture of creativity, continuous improvement, and cross-functional partnership.
  • Establish clear goals, performance expectations, and accountability measures across the marketing organization.
  • Mentor and develop future leaders within the department and broader organization.
• Product Innovation & Portfolio Management
  • Champion consumer-driven innovation by leveraging market research, consumer insights, and industry trends to identify growth opportunities.
  • Partner closely with Research & Development to support product innovation, formulation advancements, packaging improvements, and innovation pipelines.
  • Lead marketing input throughout the product development lifecycle, from concept development through commercialization.
  • Evaluate category performance, competitive activity, and market dynamics to inform portfolio strategy and innovation priorities.
  • Recommend portfolio expansion, optimization, and rationalization opportunities to maximize growth and profitability.
• Financial & Business Performance
  • Develop and manage marketing budgets to ensure efficient allocation of resources and achievement of business objectives.
  • Monitor key performance indicators, market share, profitability, and revenue growth to assess business performance.
  • Drive marketing investments that maximize ROI while building long-term brand value.
  • Support annual business planning, forecasting, and strategic growth initiatives.
• Industry Leadership & External Partnerships
  • Serve as a brand ambassador and company representative at industry events, trade shows, customer meetings, and professional organizations.
  • Build and maintain strong relationships with key customers, agencies, vendors, and strategic partners.
  • Stay informed on industry developments, competitive activity, regulatory considerations, and consumer trends affecting the beauty and personal care market.
• Other duties as assigned by management.

Requirements

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field; MBA preferred.
• Minimum of 10 years of progressive marketing leadership experience with a proven track record of driving brand growth, innovation, and revenue performance.
• Experience within beauty, hair care, cosmetics, personal care, consumer packaged goods (CPG), or related manufacturing industries required.
• Strong expertise in brand management, product marketing, innovation, consumer insights, and go-to-market strategy.
• Demonstrated success leading cross-functional teams and partnering effectively with Sales, Research & Development, Operations, and Executive Leadership.
• Strong analytical, strategic thinking, and business planning capabilities.
• Excellent communication, presentation, and leadership skills.
• Proven ability to manage multiple priorities and deliver results in a fast-paced, evolving environment.
• Deep understanding of consumer behavior, market trends, and competitive dynamics within the beauty and personal care industry.
• Resilient, adaptable, and results-oriented leader with a hands-on management style and strong execution capabilities.