VP of Marketing

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.