Vice President, Brand Marketing

Job Title:

Vice President, Brand Marketing

Department/Team:

Marketing

Location:

Support Center (3+ days/week in LA)

Reports to:

Chief Marketing Officer

Direct Reports:

None/TBD

Job Purpose
The Vice President, Brand Marketing, is responsible for accelerating profitable growth by defining long-term brand strategy, portfolio roadmap, innovation pipeline, and integrated marketing across wholesale, owned retail, and e-commerce channels. This leader serves as the steward of the brand, consumer and partners cross-functionally to translate strategy into commercial results. This is a high-visibility leadership role for someone who can move fluidly between long-term vision and hands-on execution in a fast-growing organization.

Essential Job Functions

Brand Strategy & Portfolio Leadership

Work closely with the CMO to set brand architecture, positioning, and 3-year growth vision that spans wholesale, retail, and e-commerce channels.
Lead the annual brand planning process partnering with peers across Digital, PR and Commercial Activation to develop an integrated annual marketing plan that aligns with brand strategy, business priorities, and commercial objectives.
Own brand P&L: pricing strategy, innovation pipeline prioritization and business case ownership, portfolio mix decisions.
Champion deep consumer understanding through research, insights, and analytics to identify unmet needs and translate them into winning brand and innovation strategies.
Influence innovation concept selection and business case development, partnering closely with Innovation (R&D, formulation, NPD) on stage-gate execution and feasibility.
Define channel-informed assortment strategy (right pack sizes, price points, and claims) for wholesale vs. DTC, in partnership with Commercial Activation.
Own DTC/e-commerce product and brand strategy — assortment, positioning for pressed.com— partnering with Digital on creative execution, site experience, and platform capabilities.
Own owned-retail store brand strategy, including merchandising principles and in-store brand experience standards.
Direct integrated campaign strategy across paid, owned, earned, and retail media.
Establish KPIs and measure brand health, campaign effectiveness, innovation performance and commercial impact, using insights to optimize investment decisions.
Manage agency roster and marketing budget allocation.
Lead demand planning marketing input in partnership with Supply Chain.

Brand Input to Commercial Execution

Provide brand positioning, claims, and packaging guidance that Commercial Activation translates into channel-specific toolkits, sell stories, and buyer-facing materials.
Partner with Commercial Activation on assortment and innovation strategy input (strategic direction, not account-level execution).
Serve as brand voice/creative authority reviewing retail and trade assets Commercial Activation produces.
Supply brand health and innovation pipeline data as input to Commercial Activation's Insights function.

Team Leadership & Talent Development

Build Brand team through hiring, coaching, and developing Brand Managers and Senior Brand Managers.
Set clear expectations and build a culture of ownership, accountability, and proactive problem-solving.
Develop talent through regular coaching, performance management, and clear growth paths.
Present brand strategy and performance to executive leadership.

Qualifications

12+ years’ brand marketing/brand management experience, 6+ in CPG/beverage.
Proven experience owning brand P&L and driving measurable share/volume growth.
Experience leading concept selection and business case development for new product launches, partnering with R&D/Innovation functions.
Strong cross-functional partnership skills — track record collaborating with (not duplicating) commercial/trade, digital execution, and innovation/R&D functions.
Experience in omnichannel businesses with meaningful wholesale/club/mass exposure, plus DTC/e-commerce and owned retail.
Executive presence; comfortable presenting brand strategy to leadership and informing (not owning) buyer-facing narratives.
Bias toward ownership, clarity, and action — able to set strategic direction and stay engaged through execution without micromanaging partner functions.
Comfortable operating in a fast-paced, high-growth environment.
Committed to continuous improvement — treats every campaign, launch, and planning cycle as a chance to sharpen the brand playbook.
Must be legally authorized to work in the United States without restriction.