Job Description:

Vice President, Brand Marketing

Position Summary

The Vice President, Brand Marketing is responsible for leading the development and execution of the company's brand, digital marketing, customer engagement, and marketing operations strategies. This executive will create an integrated approach to how the organization builds brand equity, engages audiences, drives customer acquisition and retention, and delivers measurable business growth across digital and retail channels.

Reporting to senior executive leadership, the VP will oversee the intersection of brand strategy, media investment, customer lifecycle marketing, digital experience, social and influencer engagement, and marketing performance measurement. The ideal candidate is an accomplished marketing leader who combines strategic vision, data-driven decision making, and operational excellence to accelerate growth and strengthen brand relevance.

Key Responsibilities

Brand Strategy & Growth

• Develop and lead enterprise-wide brand strategy, positioning, and audience prioritization efforts.
• Define category growth opportunities and long-term brand expansion strategies.
• Guide product launch planning and go-to-market strategies.
• Establish integrated campaign briefs that align business objectives with customer needs.
• Ensure consistency of brand messaging, voice, and market presence across all channels.

Integrated Media & Commerce

• Lead paid media strategy across brand, performance, retail, and digital channels.
• Oversee media investment planning and budget allocation to maximize return on marketing investment.
• Partner closely with retail and eCommerce teams to drive sales and customer acquisition.
• Optimize channel mix, audience targeting, and campaign effectiveness through ongoing analysis and testing.
• Create a unified approach to media performance and commercial outcomes.

Social, Creator & Earned Media Strategy

• Develop and execute organic social media and community engagement strategies.
• Lead influencer, creator, partnership, and public relations initiatives.
• Build brand advocacy through authentic relationships with creators, partners, and key stakeholders.
• Establish clear frameworks for balancing brand-building activities with commercial activation programs.
• Monitor market trends and emerging platforms to identify growth opportunities.

Customer Lifecycle & CRM

• Lead customer segmentation and audience strategy initiatives.
• Develop lifecycle marketing programs across onboarding, engagement, retention, and advocacy.
• Oversee email, SMS, and CRM strategies designed to increase customer lifetime value.
• Identify opportunities for cross-sell and upsell initiatives.
• Build customer engagement journeys that strengthen long-term loyalty.

Digital Experience & Customer Discovery

• Own the digital customer experience across websites, applications, and key digital touchpoints.
• Drive website optimization and customer journey improvements to increase conversion rates.
• Lead SEO and digital discovery strategies that improve customer acquisition.
• Enhance product discoverability and streamline the path to purchase.
• Partner with technology and product teams to advance digital capabilities and customer experience innovation.

Marketing Operations & Performance

• Lead annual marketing planning, prioritization, and budget management processes.
• Oversee agency partnerships and external vendor relationships.
• Drive excellence in marketing technology, data governance, and performance tracking.
• Establish measurement frameworks, reporting standards, and performance review processes.
• Foster a culture of experimentation, testing, continuous learning, and accountability.
• Ensure marketing investments are aligned with organizational growth objectives.

Qualifications

Required

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 12+ years of progressive marketing leadership experience with responsibility across brand, digital, media, and customer engagement functions.
• Experience managing multi-channel marketing organizations and significant marketing budgets.
• Demonstrated success building and executing integrated marketing strategies that drive measurable business growth.
• Strong understanding of brand development, consumer insights, digital marketing, CRM, eCommerce, and marketing analytics.
• Experience leading and developing high-performing teams.
• Exceptional communication, presentation, and stakeholder management skills.

Preferred

• Master's degree or MBA.
• Experience within consumer products, retail, healthcare, wellness, food and beverage, or related consumer-facing industries.
• Deep expertise in modern marketing technology platforms and customer data ecosystems.
• Experience leading organizational transformation and marketing capability development.

Leadership Competencies

• Strategic Thinking
• Customer-Centric Mindset
• Brand Stewardship
• Data-Driven Decision Making
• Enterprise Leadership
• Innovation & Change Leadership
• Cross-Functional Collaboration
• Talent Development
• Operational Excellence
• Financial Acumen

Success Measures

During the first 12-18 months, success will be measured by:

• Strengthening brand awareness and market positioning.
• Improving customer acquisition and retention performance.
• Increasing marketing effectiveness and return on investment.
• Enhancing digital experience and conversion performance.
• Building a unified, integrated marketing operating model.
• Creating actionable measurement frameworks and reporting standards.
• Driving alignment between brand-building initiatives and commercial outcomes.