VP, Brand Management

Who we are:

Hi, we’re Supergoop! Since 2005, we’ve been changing the way the world thinks about sunscreen. Today, we’re as committed as ever to creating feel-good sunscreen that you’ll really want to wear. Because protecting your skin’s health is what we’re all about. Every. Single. Day.™

 

Reporting to the CMO, the VP is a hands-on leader who will manage a team of Product and Brand Manager/Directors and drive strong cross-functional collaboration to deliver best-in-class brand strategy, product portfolio management, new product launches, category expansion, and campaign development. This leader will help define how Supergoop! shows up across product, category, campaigns, and channels, ensuring cohesion across brand storytelling, product, and omnichannel execution, while driving brand equity, market share, and retail sales growth. 

They will partner closely with the CMO to define the mid and long-term brand strategy, and lead product portfolio strategy to maximize growth, relevance, and commercial impact, translating consumer insights, category dynamics, and competitive intelligence into meaningful strategy and action plans, ensuring the portfolio evolves ahead of consumer needs and competitive pressure.

Key Responsibilities

Brand & Product Marketing Leadership 

• Brand Stewardship: Partner with CMO on 3-5 year brand long-term plan.  Define and evolve the long-term brand and product portfolio strategy, ensuring alignment with brand purpose, business goals, and global growth ambitions 
• Marketing Plan Development:  Lead a unified approach that connects new product launches, hero campaigns, always-on, and brand equity storytelling while driving synergy between functional benefits, emotional storytelling, and category credibility. 
• Portfolio Strategy + Management: Partner with Innovation to develop three-year product category strategy, prioritize innovation pipelines, define category/franchise expansion, and product lifecycle management (ie Line Edit, Pricing) to achieve business sales and profitability goals. 
• Product Concepting: Oversee early-stage product positioning, naming, claims development, and business ambition, ensuring every concept has a clear competitive distinction and ladders to our long-term growth goals. 

Product Launch Management 

• Upstream Partnership: Collaborate with Innovation at the concept and feasibility stage to influence the innovation roadmap and ensure consumer, category, and competitive insights inform development priorities
• Commercial Planning: Partner with Finance and Sales to ensure product strategy, launch timing, and portfolio priorities align with business and channel strategies.
• Cross-Functional Management: Lead end to end development of new product, reformulations, and limited edition commercial programs (ie kits, sampling, etc) from concept to counter, collaborating closely with Innovation, Packaging, Operations/Supply Chain, Creative, Finance, Commercial, Education, and Brand Marketing

Go-to-Market & Campaign Leadership 

• Campaign Development & Toolkits: Partner closely with VP, Creative to lead the creation of campaign concepts, launch toolkits, and full-funnel content frameworks that guide regional/channel execution. Ensure balance between hero campaigns and always-on storytelling 
• Brand Messaging Architecture: Define overarching message hierarchies across product franchises, campaigns, and evergreen support.  Ensure category proof points and emotional storytelling are integrated consistently into all brand communications. 
• Cross-Functional 360 Leadership: Drive alignment across Creative, Consumer Engagement, Paid Media, Retail Marketing, DTC, Education, and Commercial teams to ensure category launches and brand campaigns are cohesive and strategically sequenced throughout the year 
• Global-to-Local Adaptation: Partner with regional and/or channel teams as needed to adapt global assets for market needs while maintaining brand consistency.
• Launch + Campaign Management: Oversee post-launch + campaign performance reviews, ensuring key learnings inform future product, campaign, and content development.  

Insights & Category Intelligence 

• Competitive Landscaping: Stay at the forefront of beauty, category and lifestyle trends to identify white space and future growth opportunities
• Consumer Understanding: Leverage available research and insights to inform category strategy, messaging evolution, and content frameworks that resonate across target consumer personas 

Business Accountability 

• Performance Metrics: Help define, track, and optimize KPIs tied to brand equity, category healt