About the Company
Our client is one of the fastest-growing sustainable baby brands in the US, on a mission to reduce plastic in disposable diapers while delivering products parents can truly trust. It's the first disposable diaper brand to use a 100 percent cotton liner against baby's skin instead of plastic. The company's patented liner technology has earned top innovation awards across the personal hygiene industry, and it's growing rapidly across DTC and retail.
Role Overview
This is a hybrid VP of Marketing role based in Los Angeles, CA (3 days/week in office). This is a brand and retail heavy role, roughly 70% retail and 30% digital, for someone who has genuinely lived in physical retail rather than just read about it. This person will own the marketing P&L, set brand strategy, and make the final call on visual identity, with the Creative Strategist reporting into them. They will build out the next phase of the marketing team, bringing a clear, structured rationale to any hire pushed for rather than just asking for more resources. The founder stays closely involved in brand partnerships, so this person will work alongside her while independently going out and finding the right connections themselves.
Responsibilities
- Own the Brand/Marketing P&L: Take full ownership of the marketing budget and forecast, and report results against it with real numbers behind every decision.
- Lead brand: Set strategy across a mix that skews heavily brand and retail, understanding exactly how performance marketing should inform brand rather than override it. Own brand strategy, positioning, and the annual marketing calendar across launches, campaigns, and seasonal moments.
- Set the visual identity: Make the final call on aesthetic and creative direction across paid campaigns, packaging, and all brand touchpoints, with the Creative Strategist reporting directly in.
- Build the team: Identify who to hire next and why, bringing a structured case for every resourcing ask rather than a blanket request for more headcount.
- Own Shopper Marketing: Drive velocities at retail (major national retailers) and own the marketing levers behind them: in-store programs, displays, demos, promotions, and couponing (digital coupons, rebates, retailer promo programs). Plan and manage retail media spend and own the digital presence on retailer sites: PDP content, enhanced content, and ratings and reviews.
- Social and Influencer: Oversee influencer, community, social, and organic content strategy and execution.
- Drive brand partnerships: Go find and build relationships with other brands directly, working closely with the founder who stays hands on here.
- Bring the data: Come to every decision, from packaging to partnerships, backed by numbers, not instinct alone.
Who They're Looking For
- 12-15+ years of experience leading brand and retail marketing in consumer goods, with direct P&L ownership.
- Comes from consumer goods, broadly defined. Software or tech marketing backgrounds are not a fit here.
- Has real, hands-on experience in physical retail, not just DTC with a retail line item.
- Extremely analytical and numbers driven, and it shows in how decisions are made, not just how they're reported on.
- Has managed people before and knows how to build a case for headcount, not just ask for it.
- Has a strong aesthetic and creative point of view and is comfortable making the final call on visual identity.
- Resourceful. Doesn't need a 15 year Rolodex, but also doesn't ask where to find a designer, figures it out.
- Has owned a P&L and is comfortable being accountable for it.
- Ready to be in the office and to help set the tone and culture as a member of leadership.
