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.