Vice President Marketing - Shark Self Care, Beauty

Vice President, Marketing

Shark Self Care (Beauty)

Reports to: CMO, Global Brands |   Location: Hybrid/ Needham/ NY   |   Level: VP   

THE OPPORTUNITY

Shark Beauty is rewriting the rules of a category that has long been defined by heritage brands and incremental innovation. We are building Shark Beauty and wellness into a destination brand: one that earns a place in consumers’ daily rituals, commands attention at retail, and travels into new categories and geographies.

We need a strategic leader who bridges commercial ambition with creative storytelling to drive demand. This is a builder’s role: you will set the brand vision, shape the story, and own the marketing engine that turns both into growth.

WHAT YOU WILL DO

• Build the category. Define and own the brand and architecture for Shark Beauty and wellness, aligned to corporate objectives and business goals.

• Define the vision. Lead the vision of what Shark Beauty and each wellness category stands for, including brand level, tone, and feel, and use it to fuel the ideas on the product and innovation roadmap.

• Lead the story. Develop a distinctive, ownable brand platform and narrative that resonates with consumers and holds across product, packaging, retail, and digital.

• Drive demand. Translate brand strategy into integrated, full-funnel campaigns that build awareness, consideration, and conversion across paid, owned, earned, social, influencer, and retail media.

• Run the business of marketing. Own marketing strategy and operations, including annual planning, budget allocation, and ROI measurement. Hold the team accountable to commercial results.

• Be the cross-functional glue. Connect Product Development, Creative, Social, E-commerce, Sales, and Finance around one story. Use that story to build the brand and drive virality that leads to growth in every category and every market, from concept through launch and beyond.

• Stay obsessed with the consumer. Stay focused on who the consumer is, what they need, and how we meet them where they are. Build deep insight into beauty and wellness behaviors, unmet needs, and cultural trends, and use it to guide the brand, the roadmap, the channels, and the whitespace for new categories and geographies.

• Optimize, pivot, grow. Bring a relentless, almost manic focus to how we continuously optimize, pivot, and grow the category. Craft optimization strategies across the funnel, using testing, data, and consumer feedback to improve conversion, efficiency, and lifetime value, and move fast when the market tells us to change course.

• Own channelization. Define channel strategy and role by channel (DTC, Amazon and marketplaces, specialty beauty, mass, and professional), and tailor content, offers, and experiences to each.

• Take the brand global. Lead the global expansion playbook: prioritize markets, adapt the brand story and go-to-market model for local relevance, and partner with regional teams to launch and scale Shark Beauty and wellness worldwide.

• Activate everywhere. Create a clear brand-experience system across retail, DTC, and partner channels, giving customers and retailers a reason to choose and advocate for Shark Beauty.

• Be the brand’s voice internally. Represent the brand with executive leadership and external partners, and report on brand health, market share, and growth drivers.

WHAT YOU BRING

• 10+ years of progressive brand marketing experience, with 5+ years in senior leadership. Beauty, personal care, wellness, or premium consumer products experience strongly preferred.

• A proven record of building or scaling brands, with measurable growth in revenue, share, or consumer engagement.

• Fluency in both sides of the brain: you can sit in a creative review and a P&L review and add value in each.

• Demonstrated success launching products, entering new categories, and expanding brands into international markets.

• Experience building channel-specific strategies across DTC, e-commerce, and omnichannel retail.

• Strong command of full-funnel and performance marketing, retail marketing, and modern digital and social ecosystems.

• Executive presence, with the ability to influence senior stakeholders, align cross-functional teams, and inspire a team.

• Strong analytical skills and comfort with data, consumer research, and marketing measurement.

• Bachelor’s degree required; MBA a plus.

HOW SUCCESS IS MEASURED

• A brand platform and architecture adopted across the business within the first 6 to 9 months.

• Measurable gains in brand awareness, consideration, and market share.

• Demand growth and marketing efficiency against plan.

• Successful launches, with a pipeline for new categories and geographies.

• Team engagement, talent retention, and creative quality.

FIRST 30 TO 45 DAYS: FIX THE CORE

• Reposition the base business: diagnose where the core stands with consumers and the market, and set a clear point of view on who it is for, what it stands for, and why it wins.

• Rethink messaging and content strategy: reset the messaging hierarchy, content approach, tone, and feel, grounded in who the consumer is, what they need, and where we meet them.

• Globalize the brand: define a global brand framework and toolkit with room for local relevance, and prioritize the markets to lead with.

• Build the vision for wellness: define what we stand for, how we launch, and how that vision fuels the ideas on the roadmap.

• Stand up the content and storytelling machine: a repeatable process across strategy, messaging, and creative that powers every new product launch and keeps content flowing between launches.

• Partner with markets and Sales: align on how we build the business to grow year on year, and set the operating rhythm with Product Development, Creative, and Social.

• Present the plan to leadership: the repositioning, messaging and content strategy, wellness vision, and global approach, with the 90-day roadmap and early priorities for team and agency partners.

WHO YOU ARE

Passionate, authoritative, and commercial. You are creative without being precious, and decisive without being rigid. You hold a high bar, build teams people want to join, and make the case for bold ideas with evidence and conviction.