21cv
Company Overview
21CV is a celebrity-brand–focused Consumer Packaged Goods (CPG) company led by a team of experienced operators who build and scale high-performing brands. We partner with celebrities who bring authentic passion and personal investment to their ventures.
Our mission is to create high-quality, authentic CPG brands that reflect the personalities and values of our celebrity partners, delivering innovative products that inspire and connect with fans worldwide. We leverage celebrity influence and creative brand-building to convert fan bases into loyal consumer bases.
About InStyle 21 Now a proud portfolio company of 21CV, InStyle 21 is an established personal care and fragrance brand built on accessibility, quality, and everyday luxury. As we prepare to expand into the celebrity and lifestyle product space, we are seeking a Vice President, Marketing & Brand Management to drive growth and position InStyle 21 for the next chapter—one that includes a portfolio of brands ranging across the consumer need spectrum.
Position Overview The Vice President, Marketing & Brand Management will serve as a key member of the leaderhip team, responsible for driving brand growth, leverage consumer and marketing insights, expanding retail distribution, and elevating the InStyle 21 beauty and personal care brands through strategic marketing and creative partnerships.
This role is both strategic and hands‑on—ideal for a seasoned personal care or beauty industry professional who thrives in entrepreneurial environments and can scale an established product line into a refreshed, high-performing brand with national retail reach.
The VP will lead all brand and marketing functions, develop brand and retail strategies, build relationships with key retail partners (including CVS and other major national accounts), and collaborate cross-functionally with operations, finance, and product development to deliver profitable growth.
Key Responsibilities Brand Strategy & Positioning
Define and evolve the brand strategy to strengthen the company’s identity across beauty care collections, retail partnerships, and DTC channels.
Ensure consistency of brand voice, visuals, and storytelling across packaging, digital, social, and retail environments.
Translate brand purpose and values into meaningful consumer experiences that build loyalty and advocacy.
Growth Marketing & Customer Acquisition
Develop and lead the growth marketing strategy to drive DTC revenue through paid, owned, and earned channels (e-commerce, social, email, influencer, and partnerships).
Build a full-funnel marketing approach—awareness, conversion, retention—that’s data‑driven and ROI‑focused.
Manage performance marketing agencies or in‑house teams; monitor CAC, ROAS, LTV, and conversion metrics.
Omni‑Channel & Retail Expansion
Partner with sales and product teams to craft go‑to‑market strategies for retail launches.
Align DTC and retail campaigns so messaging, timing, and promotions reinforce each other rather than compete.
Collaborate with merchandising and operations to optimize pricing, packaging, and placement strategies across channels.
Product & Innovation Collaboration
Influence product development by bringing consumer and market insights into fragrance & beauty care creation and packaging design.
Partner with suppliers and operations and creative to ensure product launches are backed by compelling brand stories and strong demand forecasts.
Consumer Insights & Analytics
Use data, trends (social and consumer), and feedback loops to understand customer behavior, market shifts, and emerging opportunities.
Own dashboards and reporting on key performance metrics—brand health, traffic, conversion, and retention.
Leadership & Cross‑Functional Alignment
Lead and mentor a small but growing marketing team (brand, digital, creative, communications).
Collaborate closely with senior leadership to align marketing investments with business growth goals.
Public Relations, Partnerships & Community
Oversee PR strategy, influencer collaborations, and brand partnerships that expand awareness and reach.
Build relationships with media, retail partners, and creative collaborators that elevate the brand’s reputation.
Champion community engagement—online and offline—to deepen emotional connection with the brand.
Candidate Qualifications Education & Experience:
Bachelor’s degree in Marketing, Business, or related field required.
10 years of progressive marketing leadership in consumer products, ideally within beauty, fragrance, personal care, or lifestyle brands. Premium beverage experience will also be considered.
Experience with consumer insights, analytics, and performance measurement tools (Google Analytics, Shopify, Meta Ads, etc.).
Demonstrated ability to launch and grow new products or brands, ideally from early‑stage or growth‑phase environments.
Excellent negotiation, communication, and presentation skills.
Proven success leading both brand marketing and digital/growth marketing functions—able to move comfortably between creative storytelling and performance metrics.
Experience/fluency in digital marketing (e-commerce, social, CRM, influencer, retention strategies).
Strong background in omni‑channel marketing, including retail partnerships and in‑store activations.
Track record of leading cross‑functional teams and managing agencies or creative partners.
Skills & Competencies:
Strategic storyteller
: Can distill brand essence into campaigns that drive emotion and action.
Data‑driven operator
: Skilled in interpreting data and translating it into growth decisions.
Creative collaborator
: Partners effectively with founders, designers, perfumers, and creative agencies.
Hands‑on digital marketer
: Understands the mechanics of acquisition, retention, and e‑commerce performance.
Strong leadership presence
: Inspires teams, manages multiple priorities, and communicates clearly with executive peers.
Financial acumen
: Capable of setting and managing marketing budgets tied to ROI.
Trend‑savvy and consumer‑obsessed
: Constantly tuned into shifts in culture, fragrance, and beauty retail landscapes.
Candidate Attributes:
Excellent communication and presentation skills, with the confidence and presence to present to leadership, customers, and our Board of Directors, as well as the confidence to provide candid, honest feedback where needed.
Flexibility and comfort with ambiguity and unpredictability, as our organization is in the early stages, and evolving regularly.
Strong results and goal driven orientation driven by a passion for the work.
Strong collaboration and teaming skills, with a “team 1st, self—2nd” approach, and a passion for being a part of a winning team.
Intellectually curious with an openness to learning.
Proven ability to work across multiple entities or business units.
Self‑starter with the ability to thrive in a fast‑paced, high‑growth environment.
Ability to think strategically coupled with a willingness to do anything (nothing too big or too small) in support of company goals.
Why Join Us?
Opportunity to shape a brand from the ground up—packaging, positioning, partnerships, and beyond.
Collaborative, entrepreneurial culture with strong executive support.
Opportunity to make an immediate, visible impact.
Competitive compensation, benefits, and professional development opportunities.
#J-18808-Ljbffr
Our mission is to create high-quality, authentic CPG brands that reflect the personalities and values of our celebrity partners, delivering innovative products that inspire and connect with fans worldwide. We leverage celebrity influence and creative brand-building to convert fan bases into loyal consumer bases.
About InStyle 21 Now a proud portfolio company of 21CV, InStyle 21 is an established personal care and fragrance brand built on accessibility, quality, and everyday luxury. As we prepare to expand into the celebrity and lifestyle product space, we are seeking a Vice President, Marketing & Brand Management to drive growth and position InStyle 21 for the next chapter—one that includes a portfolio of brands ranging across the consumer need spectrum.
Position Overview The Vice President, Marketing & Brand Management will serve as a key member of the leaderhip team, responsible for driving brand growth, leverage consumer and marketing insights, expanding retail distribution, and elevating the InStyle 21 beauty and personal care brands through strategic marketing and creative partnerships.
This role is both strategic and hands‑on—ideal for a seasoned personal care or beauty industry professional who thrives in entrepreneurial environments and can scale an established product line into a refreshed, high-performing brand with national retail reach.
The VP will lead all brand and marketing functions, develop brand and retail strategies, build relationships with key retail partners (including CVS and other major national accounts), and collaborate cross-functionally with operations, finance, and product development to deliver profitable growth.
Key Responsibilities Brand Strategy & Positioning
Define and evolve the brand strategy to strengthen the company’s identity across beauty care collections, retail partnerships, and DTC channels.
Ensure consistency of brand voice, visuals, and storytelling across packaging, digital, social, and retail environments.
Translate brand purpose and values into meaningful consumer experiences that build loyalty and advocacy.
Growth Marketing & Customer Acquisition
Develop and lead the growth marketing strategy to drive DTC revenue through paid, owned, and earned channels (e-commerce, social, email, influencer, and partnerships).
Build a full-funnel marketing approach—awareness, conversion, retention—that’s data‑driven and ROI‑focused.
Manage performance marketing agencies or in‑house teams; monitor CAC, ROAS, LTV, and conversion metrics.
Omni‑Channel & Retail Expansion
Partner with sales and product teams to craft go‑to‑market strategies for retail launches.
Align DTC and retail campaigns so messaging, timing, and promotions reinforce each other rather than compete.
Collaborate with merchandising and operations to optimize pricing, packaging, and placement strategies across channels.
Product & Innovation Collaboration
Influence product development by bringing consumer and market insights into fragrance & beauty care creation and packaging design.
Partner with suppliers and operations and creative to ensure product launches are backed by compelling brand stories and strong demand forecasts.
Consumer Insights & Analytics
Use data, trends (social and consumer), and feedback loops to understand customer behavior, market shifts, and emerging opportunities.
Own dashboards and reporting on key performance metrics—brand health, traffic, conversion, and retention.
Leadership & Cross‑Functional Alignment
Lead and mentor a small but growing marketing team (brand, digital, creative, communications).
Collaborate closely with senior leadership to align marketing investments with business growth goals.
Public Relations, Partnerships & Community
Oversee PR strategy, influencer collaborations, and brand partnerships that expand awareness and reach.
Build relationships with media, retail partners, and creative collaborators that elevate the brand’s reputation.
Champion community engagement—online and offline—to deepen emotional connection with the brand.
Candidate Qualifications Education & Experience:
Bachelor’s degree in Marketing, Business, or related field required.
10 years of progressive marketing leadership in consumer products, ideally within beauty, fragrance, personal care, or lifestyle brands. Premium beverage experience will also be considered.
Experience with consumer insights, analytics, and performance measurement tools (Google Analytics, Shopify, Meta Ads, etc.).
Demonstrated ability to launch and grow new products or brands, ideally from early‑stage or growth‑phase environments.
Excellent negotiation, communication, and presentation skills.
Proven success leading both brand marketing and digital/growth marketing functions—able to move comfortably between creative storytelling and performance metrics.
Experience/fluency in digital marketing (e-commerce, social, CRM, influencer, retention strategies).
Strong background in omni‑channel marketing, including retail partnerships and in‑store activations.
Track record of leading cross‑functional teams and managing agencies or creative partners.
Skills & Competencies:
Strategic storyteller
: Can distill brand essence into campaigns that drive emotion and action.
Data‑driven operator
: Skilled in interpreting data and translating it into growth decisions.
Creative collaborator
: Partners effectively with founders, designers, perfumers, and creative agencies.
Hands‑on digital marketer
: Understands the mechanics of acquisition, retention, and e‑commerce performance.
Strong leadership presence
: Inspires teams, manages multiple priorities, and communicates clearly with executive peers.
Financial acumen
: Capable of setting and managing marketing budgets tied to ROI.
Trend‑savvy and consumer‑obsessed
: Constantly tuned into shifts in culture, fragrance, and beauty retail landscapes.
Candidate Attributes:
Excellent communication and presentation skills, with the confidence and presence to present to leadership, customers, and our Board of Directors, as well as the confidence to provide candid, honest feedback where needed.
Flexibility and comfort with ambiguity and unpredictability, as our organization is in the early stages, and evolving regularly.
Strong results and goal driven orientation driven by a passion for the work.
Strong collaboration and teaming skills, with a “team 1st, self—2nd” approach, and a passion for being a part of a winning team.
Intellectually curious with an openness to learning.
Proven ability to work across multiple entities or business units.
Self‑starter with the ability to thrive in a fast‑paced, high‑growth environment.
Ability to think strategically coupled with a willingness to do anything (nothing too big or too small) in support of company goals.
Why Join Us?
Opportunity to shape a brand from the ground up—packaging, positioning, partnerships, and beyond.
Collaborative, entrepreneurial culture with strong executive support.
Opportunity to make an immediate, visible impact.
Competitive compensation, benefits, and professional development opportunities.
#J-18808-Ljbffr