Role Overview for VP of Marketing – Personal Care CPG
Reporting directly to the Chief Executive Officer, the Vice President of Marketing will be a critical member of the senior leadership team. You will have full ownership of the marketing function, overseeing brand strategy, digital marketing, eCommerce growth, product marketing, public relations, and retail channel marketing. This role demands a leader who can seamlessly blend brand-building artistry with performance-driven science. You will be responsible for defining the brand’s voice, vision, and market position while simultaneously building a robust engine for profitable growth. You will lead, mentor, and expand a talented team of marketing professionals, fostering a culture of innovation, collaboration, and accountability. Your primary objective is to transform the brand from a rising star into an iconic industry leader, capturing significant market share and building a deeply engaged community of brand advocates.
Key Responsibilities of VP of Marketing – Personal Care CPG
Brand Strategy & Vision
Develop, articulate, and execute a cohesive long-term brand strategy and vision. Act as the ultimate brand guardian, ensuring consistent messaging, tone, and visual identity across all consumer touchpoints, from packaging and in-store displays to digital content and social media.
Integrated Go-to-Market Strategy
Lead the planning and execution of innovative, 360-degree marketing campaigns for new product launches and core business drivers. Masterfully integrate efforts across all channels, including digital, social, influencer, PR, retail, and events to create maximum impact and consumer excitement.
Digital Marketing & eCommerce Leadership
Architect and oversee a sophisticated digital marketing ecosystem. Drive strategy and execution across performance marketing (SEM, Paid Social, Display, Affiliate), SEO, content marketing, CRM/email/SMS, and social media. Partner closely with the eCommerce team to optimize the D2C website for conversion and maximize customer lifetime value (LTV).
Data-Driven Insights & Analytics
Champion a data-first approach to marketing. Utilize consumer insights, market research, and performance analytics to inform all strategic decisions. Establish key performance indicators (KPIs) for all marketing functions and deliver regular, insightful reports on performance to the executive team and board.
Product Marketing & Innovation Pipeline
Collaborate with the Product Development and R&D teams to inform the innovation pipeline based on consumer trends and market opportunities. Develop compelling product positioning, messaging, and launch strategies that effectively communicate value propositions and drive trial.
Budget Management & ROI Optimization
Develop and manage the annual marketing budget, ensuring resources are allocated effectively to achieve strategic goals. Maintain rigorous P&L discipline, continuously optimizing marketing spend to maximize return on investment (ROI) and achieve profitability targets.
Team Leadership & Development
Recruit, mentor, and inspire a world-class marketing team. Cultivate a high-performance, collaborative culture that encourages creativity, risk-taking, and continuous learning. Set clear goals and provide pathways for professional growth and development for all team members.
Retail & Channel Marketing Excellence
In close partnership with the sales team, develop and execute powerful trade marketing and retail activation programs. Support key national retail accounts with co-op marketing initiatives, shopper marketing strategies, and in-store merchandising plans that drive velocity and brand presence.
Public Relations & Corporate Communications
Oversee the brand’s public image by managing all PR efforts, including media relations, corporate communications, and influencer partnerships. Build and protect the brand’s reputation as a leader in the personal care industry.
Requirements for the VP of Marketing – Personal Care CPG
Experience
A minimum of 15+ years of progressive marketing experience, with at least 5-7 years in a senior leadership role (Director or VP level) managing significant budgets and teams.
Industry Expertise
Deep and demonstrable experience within the consumer packaged goods (CPG) industry is mandatory. A strong preference will be given to candidates with a background in personal care, beauty, skincare, or wellness sectors.
Proven Track Record of Growth
Demonstrated success in scaling a brand, driving significant revenue growth (both top and bottom line), and capturing market share in a competitive environment. Must be able to provide specific examples of successful campaigns and growth initiatives you have led.
Omnichannel Mastery
Extensive experience and fluency across the full marketing funnel and a diverse range of channels, including D2C eCommerce, Amazon, and traditional brick-and-mortar retail (e.g., Target, Sephora, Ulta). Must understand how to build effective omnichannel marketing strategies.
Leadership Acumen
Exceptional leadership qualities with a proven ability to build, manage, and motivate high-performing teams. A ‘player-coach’ mentality with the ability to be both a high-level strategist and a hands-on executor when needed.
Strategic & Analytical Mindset
A highly strategic thinker with a strong quantitative and analytical skill set. Must be comfortable with data, proficient in using analytics tools to derive insights, and adept at using those insights to make informed business decisions.
Education
Bachelor’s degree in Marketing, Business Administration, or a related field is required. An MBA is strongly preferred.
Communication Skills
Superior written, verbal, and presentation skills. The ability to articulate a clear and compelling vision to internal teams, external partners, and the board of directors is essential.
Cultural Fit
An entrepreneurial spirit, a passion for building, and the ability to thrive in a fast-paced, dynamic, and collaborative environment. A genuine passion for the personal care industry and mission-driven brands.
Benefits & Perks Offered
Our client offers a holistic and competitive compensation package designed to attract and retain top-tier talent. This includes:
- Competitive Base Salary & Executive Annual Bonus Program
- Meaningful Equity/Stock Options Package
- Comprehensive Health, Dental, and Vision Insurance Plans
- 401(k) Retirement Plan with a Generous Company Match
- Generous Paid Time Off (PTO), Sick Days, and Paid Holidays
- Substantial Employee Discount on all Company Products
- Corporate Wellness Programs and Stipends
- A budget for Professional Development, Conferences, and Continued Education
- A vibrant, collaborative, and inclusive office culture in the heart of New York City
- Relocation assistance may be available for exceptional candidates.
How to Apply
JRG Partners is the exclusive recruitment partner for this confidential search. We are committed to a thorough and transparent recruitment process. If you are a visionary marketing leader with a passion for building iconic CPG brands and meet the qualifications outlined above, we encourage you to apply.
Please submit your resume and a cover letter detailing your relevant experience and why you are the ideal candidate for this transformative role. All applications will be treated with the strictest confidence.
JRG Partners is a leader in executive search for the consumer goods sector. To learn more about our specialized expertise and other opportunities, we invite you to visit our Beauty & Personal Care Executive Recruiters.
Our client is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, or protected veteran status and will not be discriminated against on the basis of disability.
