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 fragrance, 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. The organization is focused on growth, both in door distribution and consumer engagement and awareness.

Objective of the Role

The Vice President of Marketing will be the senior growth and communications leader for the beauty and personal care division. This person will drive brand awareness, expand digital and social reach, elevate consumer engagement, and build the programs that fuel sell-through across retail, ecommerce, and DTC. They will oversee digital and website growth across all brands, optimizing consumer journeys, user-generated content, and performance marketing to accelerate online conversion and sales. Working closely with Sales, Product Development, Brand, Creative, Digital, and Operations, the VP will translate consumer and cultural insights into high-impact marketing programs, breakthrough storytelling, and retailer-ready activation. The role is both strategic and hands-on, ideal for a builder who thrives in a lean, fast-moving environment.

Ideal Profile

The ideal candidate has 10–15+ years of progressive marketing experience in beauty, personal care, or adjacent CPG categories, with a strong track record of driving awareness, social and digital growth, and omnichannel activation. They have experience building and scaling marketing programs in both established organizations and entrepreneurial, fast-growth settings (incubators, founder-led, private-equity-backed, etc.). A deep understanding of consumer behavior, creator/influencer ecosystems, earned media, retail marketing, and digital performance is essential. Experience partnering with major retailers such as Target, Walmart, Walgreens, Ulta, Amazon or similar is highly valued. The successful candidate is a collaborative, low-ego leader who can design strategy, build process, and remain involved in day-to-day execution.

Responsibilities

• 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, Brand 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.
• Lead the development of integrated awareness and engagement strategies across social, digital, content, PR, influencer, experiential and retail marketing.
• Grow the division’s social and digital footprint through best-in-class content, creator partnerships, community management and performance marketing.
• Build earned media strategies that generate ongoing press coverage, thought leadership, product storytelling and brand heat.
• Develop and execute experiential and event programs—including launches, pop-ups, sampling moments and retailer activations—that ignite buzz and drive conversion.
• Partner with Creative, Digital and Brand teams to deliver a consistent voice, look and feel across all consumer touchpoints.

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.