Wellness Pet Company NL
At Wellness Pet, we believe pets and pet parents thrive together through shared wellbeing. As the
Vice President of Brand – Dog & Whimzees , you’ll act as the general manager of these business units, owning strategy, performance, and brand health from every angle. You’ll lead with a challenger mindset — thinking fast, pushing boundaries, and shaping the future of pet nutrition. This is a highly strategic, cross-functional leadership role for someone who thrives on building brands people talk about and businesses that grow. Key Responsibilities
Business Unit Leadership
— Lead the overall vision, health, and performance of the Dog and Whimzees businesses — owning short-term execution and long-term growth; Set and manage revenue, margin, and share goals; Define pricing strategy across channels and formats to ensure competitiveness, premium positioning, and profitability; Build robust annual and multi-year brand plans that align with enterprise strategy and deliver category growth; Oversee product lifecycle management including renovation and rationalization strategies, ensuring portfolio clarity and effectiveness; Collaborate with Sales to identify white space, support retailer-specific strategies, and lead swap strategies in key accounts; Establish KPIs, track performance, and adjust course with agility to meet or exceed goals; Act as the internal and external face of your business units, sharing updates with executive leadership and partners. Brand Strategy & Execution
— Own and evolve brand positioning, architecture, and naming strategy to build brand equity and consumer love across all sublines and innovations; Set the strategic foundation for new product development, defining unmet needs, and consumer tensions; Lead pricing and pack architecture strategy to ensure clarity, value communication, and consistent tiering across the portfolio; Be the organization’s go-to expert on the competitive landscape – including white space threats and opportunities; Translate consumer insights, data, and trends into compelling brand strategies that connect emotionally and drive action; Develop clear brand guardrails and communication frameworks that drive consistency across touchpoints; Balance Masterbrand and sub-brand priorities in a way that fuels long-term brand equity and short-term performance. Cross-Functional Collaboration & Commercial Strategy
— Be a best-in-class business partner to Sales, Innovation, Consumer Insights, R&D, Integrated Marketing, Creative, and Supply Chain, aligning teams around a clear vision and priorities; Work closely with Finance and Sales to drive smart pricing, promo, and pack strategies; Ensure all brand activities support key customer strategies and meet the needs of eCommerce, National, and Independent retail partners; Bring the voice of the pet parent to every internal discussion — championing what they need, want, and value most. Collaboration within Marketing
— Partner with Integrated Marketing, (Media, PR, Social) and Creative to co-create breakthrough consumer campaigns and activation plans that move at the speed of culture; Shape the strategic direction for campaigns, launches, and brand storytelling — ensuring consistency with brand positioning and business goals; Collaborate on packaging strategy and visual identity development with CMO and Packaging teams, ensuring brand fit and shelf breakthrough; Actively contribute to the ideation and refinement of go-to-market strategies, ensuring they are bold, clear, and grounded in consumer insights. Who You Are
A brand-led business driver with 15+ years of progressive experience in CPG brand management or marketing leadership Proven track record of delivering strong commercial results and brand growth through strategic brand management and full P&L accountability Expert in brand strategy and architecture, pricing, positioning, and product lifecycle strategy Strong financial and analytical acumen with the ability to connect data to decisions Inspirational team leader and people developer, with experience managing high-performing marketing teams Highly collaborative with a track record of influencing cross-functional and executive stakeholders Culturally curious and creatively ambitious — always thinking about how to break through with today’s consumers A challenger at heart — driven to raise the bar for how we show up and how we grow Why You’ll Love The Role
You’ll shape the future of two high-potential categories in a fast-paced, purpose-driven company You’ll work with people who are passionate, driven, and deeply connected to pets You’ll have the freedom to think big, act boldly, and make a lasting impact on our brands and our business Details
Seniority level: Executive Employment type: Full-time Job function: Marketing and Sales Industries: Manufacturing
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Vice President of Brand – Dog & Whimzees , you’ll act as the general manager of these business units, owning strategy, performance, and brand health from every angle. You’ll lead with a challenger mindset — thinking fast, pushing boundaries, and shaping the future of pet nutrition. This is a highly strategic, cross-functional leadership role for someone who thrives on building brands people talk about and businesses that grow. Key Responsibilities
Business Unit Leadership
— Lead the overall vision, health, and performance of the Dog and Whimzees businesses — owning short-term execution and long-term growth; Set and manage revenue, margin, and share goals; Define pricing strategy across channels and formats to ensure competitiveness, premium positioning, and profitability; Build robust annual and multi-year brand plans that align with enterprise strategy and deliver category growth; Oversee product lifecycle management including renovation and rationalization strategies, ensuring portfolio clarity and effectiveness; Collaborate with Sales to identify white space, support retailer-specific strategies, and lead swap strategies in key accounts; Establish KPIs, track performance, and adjust course with agility to meet or exceed goals; Act as the internal and external face of your business units, sharing updates with executive leadership and partners. Brand Strategy & Execution
— Own and evolve brand positioning, architecture, and naming strategy to build brand equity and consumer love across all sublines and innovations; Set the strategic foundation for new product development, defining unmet needs, and consumer tensions; Lead pricing and pack architecture strategy to ensure clarity, value communication, and consistent tiering across the portfolio; Be the organization’s go-to expert on the competitive landscape – including white space threats and opportunities; Translate consumer insights, data, and trends into compelling brand strategies that connect emotionally and drive action; Develop clear brand guardrails and communication frameworks that drive consistency across touchpoints; Balance Masterbrand and sub-brand priorities in a way that fuels long-term brand equity and short-term performance. Cross-Functional Collaboration & Commercial Strategy
— Be a best-in-class business partner to Sales, Innovation, Consumer Insights, R&D, Integrated Marketing, Creative, and Supply Chain, aligning teams around a clear vision and priorities; Work closely with Finance and Sales to drive smart pricing, promo, and pack strategies; Ensure all brand activities support key customer strategies and meet the needs of eCommerce, National, and Independent retail partners; Bring the voice of the pet parent to every internal discussion — championing what they need, want, and value most. Collaboration within Marketing
— Partner with Integrated Marketing, (Media, PR, Social) and Creative to co-create breakthrough consumer campaigns and activation plans that move at the speed of culture; Shape the strategic direction for campaigns, launches, and brand storytelling — ensuring consistency with brand positioning and business goals; Collaborate on packaging strategy and visual identity development with CMO and Packaging teams, ensuring brand fit and shelf breakthrough; Actively contribute to the ideation and refinement of go-to-market strategies, ensuring they are bold, clear, and grounded in consumer insights. Who You Are
A brand-led business driver with 15+ years of progressive experience in CPG brand management or marketing leadership Proven track record of delivering strong commercial results and brand growth through strategic brand management and full P&L accountability Expert in brand strategy and architecture, pricing, positioning, and product lifecycle strategy Strong financial and analytical acumen with the ability to connect data to decisions Inspirational team leader and people developer, with experience managing high-performing marketing teams Highly collaborative with a track record of influencing cross-functional and executive stakeholders Culturally curious and creatively ambitious — always thinking about how to break through with today’s consumers A challenger at heart — driven to raise the bar for how we show up and how we grow Why You’ll Love The Role
You’ll shape the future of two high-potential categories in a fast-paced, purpose-driven company You’ll work with people who are passionate, driven, and deeply connected to pets You’ll have the freedom to think big, act boldly, and make a lasting impact on our brands and our business Details
Seniority level: Executive Employment type: Full-time Job function: Marketing and Sales Industries: Manufacturing
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