VP Brand Marketing

At Wellness Pet, we believe pets and pet parents thrive together through shared wellbeing. As the Vice President of Brand – Dog & Whimzees , you’ll act as the general manager of these business units, owning strategy, performance, and brand health from every angle. You’ll lead with a challenger mindset — thinking fast, pushing boundaries, and shaping the future of pet nutrition.This is a highly strategic, cross-functional leadership role for someone who thrives on building brands people talk about and businesses that grow.Key ResponsibilitiesBusiness Unit LeadershipLead the overall vision, health, and performance of the Dog and Whimzees businesses — owning short-term execution and long-term growthSet and manage revenue, margin, and share goalsDefine pricing strategy across channels and formats to ensure competitiveness, premium positioning, and profitabilityBuild robust annual and multi-year brand plans that align with enterprise strategy and deliver category growthOversee product lifecycle management including renovation and rationalization strategies, ensuring portfolio clarity and effectivenessCollaborate with Sales to identify white space, support retailer-specific strategies, and lead swap strategies in key accountsEstablish KPIs, track performance, and adjust course with agility to meet or exceed goalsAct as the internal and external face of your business units, sharing updates with executive leadership and partnersBrand Strategy & ExecutionOwn and evolve brand positioning, architecture, and naming strategy to build brand equity and consumer love across all sublines and innovationsSet the strategic foundation for new product development, defining unmet needs, and consumer tensionsLead pricing and pack architecture strategy to ensure clarity, value communication, and consistent tiering across the portfolioBe the organization’s go-to expert on the competitive landscape – including white space threats and opportunitiesTranslate consumer insights, data, and trends into compelling brand strategies that connect emotionally and drive actionDevelop clear brand guardrails and communication frameworks that drive consistency across touchpointsBalance Masterbrand and sub-brand priorities in a way that fuels long-term brand equity and short-term performanceCross-Functional Collaboration & Commercial StrategyBe a best-in-class business partner to Sales, Innovation, Consumer Insights, R&D, Integrated Marketing, Creative, and Supply Chain, aligning teams around a clear vision and prioritiesWork closely with Finance and Sales to drive smart pricing, promo, and pack strategiesEnsure all brand activities support key customer strategies and meet the needs of eCommerce, National, and Independent retail partnersBring the voice of the pet parent to every internal discussion — championing what they need, want, and value mostCollaboration within MarketingPartner with Integrated Marketing, (Media, PR, Social) and Creative to co-create breakthrough consumer campaigns and activation plans that move at the speed of cultureShape the strategic direction for campaigns, launches, and brand storytelling — ensuring consistency with brand positioning and business goalsCollaborate on packaging strategy and visual identity development with CMO and Packaging teams, ensuring brand fit and shelf breakthroughActively contribute to the ideation and refinement of go-to-market strategies, ensuring they are bold, clear, and grounded in consumer insightsWho You Are:A brand-led business driver with 15+ years of progressive experience in CPG brand management or marketing leadershipProven track record of delivering strong commercial results and brand growth through strategic brand management and full P&L accountabilityExpert in brand strategy and architecture, pricing, positioning, and product lifecycle strategyStrong financial and analytical acumen with the ability to connect data to decisionsInspirational team leader and people developer, with experience managing high-performing marketing teamsHighly collaborative with a track record of influencing cross-functional and executive stakeholdersCulturally curious and creatively ambitious — always thinking about how to break through with today’s consumersA challenger at heart — driven to raise the bar for how we show up and how we growWhy You’ll Love The Role:You’ll shape the future of two high-potential categories in a fast-paced, purpose-driven companyYou’ll work with people who are passionate, driven, and deeply connected to petsYou’ll have the freedom to think big, act boldly, and make a lasting impact on our brands and our business #J-18808-Ljbffr

Created: 2025-09-17