Director of Commercialization (WMP)

ABOUT WM PARTNERS 

WM Partners is a private equity firm focused on acquiring, growing, and transforming high-potential health and wellness consumer brands. Rooted in operational intensity and a hands-on approach, we partner with portfolio companies to build authentic, mission-aligned businesses that win in an increasingly competitive and fast-changing marketplace. 

Our culture is evolving with intention. As we scale, we are recommitting to the values that defined our early success: nimbleness, entrepreneurial grit, creativity with limited resources, and a deep personal passion for wellness. We choose people who bring energy, conviction, and a belief in what our brands stand for. We hire brand revolutionaries—not traditional resume checkboxes. 

Location / Workplace 

Remote with periodic travel as needed 

ABOUT THE ROLE 

WM Partners is seeking a Commercial Director who embodies the spirit of a builder, an innovator, and a brand champion—someone who not only knows how to scale consumer brands, but who lives the values behind them. Reporting directly to Michael Marquis, Executive Managing Director, this leader will architect the commercial capabilities required to unlock value across the entire portfolio. 

This role is not for someone who wants to operate within rigid boundaries or traditional corporate structures. We need a scrappy, resourceful, “I’ll figure it out” commercial athlete who brings contagious energy, thinks beyond constraints, and thrives in ambiguity. 

You will define how WM Partners drives growth—through digital marketing excellence, brand development, consumer insight, performance analytics, agency optimization, and commercial readiness for both current brands and future acquisitions. 

This is a rare opportunity to shape the commercial blueprint of a multi-brand ecosystem and drive value creation at scale. 

WHAT YOU WILL DO 

Commercial Capability Building Across Portfolio 

• Build and institutionalize nimble, entrepreneurial commercial capabilities that elevate all portfolio companies. 

• Design playbooks, frameworks, and systems that teams can adopt quickly—even with limited resources or emerging infrastructure. 

• Diagnose commercial gaps and deploy practical, high-impact solutions that drive immediate and sustained value. 

Brand & Growth Strategy 

• Lead brand identity, position, and growth strategy development, ensuring alignment with consumer needs and authentic wellness values. 

• Ensure each brand has a clear, differentiated, emotionally resonant story—one that team members themselves believe and embody 
  (aligned with “living our brands authentically every day”). 

• Shape omnichannel growth strategies (DTC, Amazon, retail, international). 

Digital Marketing & Performance 

• Establish world-class digital performance systems across paid media, CRM, lifecycle marketing, content, and eCommerce optimization. 

• Champion data-driven decision-making, KPI development, and real-time performance dashboards. 

• Bring a test-learn-iterate mindset—turning setbacks into comebacks and pushing teams toward breakthrough resilience. 

Consumer Understanding & Insight 

• Build robust consumer insight capabilities—segmentation, journey mapping, research, and analytics. 

• Translate consumer data into breakthrough creative strategy, product positioning, and marketing activation. 

Agency & Vendor Management 

• Source and evaluate best-fit agencies for digital, creative, brand, research, and commercial operations. 

• Hold partners accountable to results—not activity—and ensure excellent ROI. 

• Build agency evaluation tools and partnership models across the portfolio. 

KPI Development, Tracking & Reporting 

• Create standardized KPI frameworks adopted by all portfolio brands. 

• Develop dashboards that enable predictive insight, early risk detection, and consistent value-creation focus. 

Acquisition Support & Operational Diligence 

• Lead the commercial diligence workstream during acquisitions, including assessment of: 

• brand strength 

• consumer traction 

• digital maturity 

• marketing efficiency 

• operational scalability 

• Identify value-creation levers and risks with a builder’s, not a banker’s, mindset. 

Leadership & Influence 

• Inspire portfolio leaders with contagious energy, optimism, creativity, and belief in what our brands can become. 

• Ask bold, unconventional questions that challenge assumptions. 

• Mod