We are looking for a dynamic, strategic, and growth-oriented Vice President of Marketing & Innovation to lead the charge in driving consumer awareness for our brand and developing a streamlined product portfolio that fills out category white space. This role is responsible for building and executing an integrated strategy that spans brand development, consumer engagement, product innovation, and ecommerce. The ideal candidate is both a creative brand builder and an operational leader, with deep CPG experience and a passion for bringing a premium, mission-focused brand to life.
ACCOUNTABILITIES
- Build and lead a comprehensive growth strategy across brand development, product innovation, category expansion, and market penetration.
- Lead all facets of brand marketing, including positioning, messaging, digital strategy, and consumer engagement to drive awareness, loyalty, household penetration, and market share.
- Oversee the end-to-end innovation and R&D pipeline in partnership with R&D and Operations, ensuring alignment with consumer trends, emerging category opportunities, and overarching brand vision.
- Translate consumer, customer, and category insights into actionable strategies, innovation platforms, and go-to-market plans.
- Drive integration between marketing, innovation, and sales by partnering closely with the VP of Sales to ensure cohesive execution, brand consistency, and commercial success.
- Evaluate and refine organizational structure and capabilities to scale with the business and support long-term growth.
- Define and monitor KPIs that reflect brand health, innovation success, revenue performance and profitability, and use results to inform future strategy.
- Responsible for overall management of the product portfolio, including ongoing profitability and performance of the existing portfolio through effective life cycle management, and the development and management of the future product road.
- Cultivate a high-performing, collaborative, and consumer-obsessed team culture that champions creativity, accountability, and shared success.
QUALIFICATIONS
- Must have prior experience in the CPG industry, specifically within food and beverage. Category depth is flexible, but sector familiarity is essential.
- Has led a similar combined Marketing + Innovation/R&D organization, with a proven playbook and strategic POV on how to drive brand and business growth.
- Demonstrated success in building strong consumer-facing brands, particularly within mission-driven or values-oriented categories.
- Experience in successfully driving premium positioned or luxury brands in the the consumer products space
- Proven experience managing innovation pipelines and launching successful new products from concept through commercialization.
- Skilled in leading cross-functional teams and partnering across departments, including Sales, R&D, and Supply Chain.
- Experience working with sustainability-forward, better-for-you, or mission-driven brands.
- Background in both startup/challenger and legacy brand environments, with the ability to flex between scrappy execution and long-term strategy.
- Experience in omnichannel marketing, including DTC, e-commerce, and traditional retail.
COMPENSATION + LOCATION
- Anticipated Base pay will be $260-310k with an annual bonus and LTIP target.
- This role is based in Oakland, CA and, employees are in office a minimum of 3 days a week.
