Job: VP of Marketing (Beauty Brand Incubator)

Company Description

Our client is a privately owned beauty and personal care brand incubator operating within a larger consumer products group. The business manages a portfolio of owned brands and a meaningful private label offering across categories such as bath and body, skincare, hair care, colour and accessories. Products are sold primarily through large national retailers in food, drug, mass, value and specialty channels, as well as selected e-commerce partners. The culture is entrepreneurial and commercial, with decisions driven by retailer needs, consumer insight and speed to market rather than large above-the-line budgets.

Objective of the Role

The Vice President of Marketing will be the senior marketing leader for the beauty and personal care division. This person will define brand and portfolio strategy, sharpen consumer propositions and ensure that launches are built for sell-through in store and online. Partnering closely with Sales, Product Development, Creative, Digital and Operations, the VP will connect market opportunities with clear brand plans, support major customer pitches and help prioritise resources across brands, categories and channels. The role combines strategic leadership with hands-on execution in a lean, fast-moving environment.

Ideal Profile

The ideal candidate has 10–15+ years of progressive marketing experience in beauty, personal care or closely related CPG, with exposure to both established companies and more entrepreneurial settings (incubators, founder-led or private-equity-backed businesses). They bring a strong classical brand foundation and a proven ability to drive retail velocity and sell-through in food, drug, mass, value, club and/or specialty channels. Experience working with major accounts such as Target, Walmart, Walgreens, Ulta, Amazon or comparable retailers is highly valued. The successful candidate is a collaborative, low-ego leader who is comfortable building structure, process and teams while remaining close to the day-to-day work.

Responsibilities

• Define brand architecture and positioning across the portfolio, clarifying the role, target consumer and price/value for each brand.
• Develop 360° marketing and launch plans, including shopper marketing, in-store activation, PR, social, influencer, experiential and digital in partnership with specialist teams.
• Build retailer-specific marketing and promotional plans that support sell-in and drive sustained sell-through for key accounts.
• Partner with Product Development and Sales to translate consumer and retailer insights into compelling concepts, briefs and launch programs.
• Oversee marketing budgets, forecasts and performance dashboards; track brand health, velocity and ROI, and adjust plans accordingly.
• Represent Marketing in key customer and internal leadership meetings, providing a clear, data-driven point of view.
• Build, lead and develop a small, high-performing marketing team; define roles, ways of working and clear KPIs.

Requirements

• Minimum 10 years of marketing experience in beauty, personal care or closely related CPG categories.
• Demonstrated success building or scaling brands in national retail, with a strong focus on retail sell-through and account-specific programs.
• Experience operating in a multi-brand portfolio and/or incubator environment, ideally with both owned brands and private label.
• Strong command of brand strategy, consumer insight, portfolio management and 360° campaign development.
• Solid understanding of digital and e-commerce levers (e.g. Amazon, retailer.com, DTC, paid social, CRM), with the ability to guide specialist partners.
• Proven leadership skills, including the ability to influence cross-functional stakeholders and to attract, coach and retain talent.
• Bachelor’s degree required; an advanced degree in Marketing, Business or a related field is an advantage.