Vice President, Brand Marketing

The Vice President of Brand Marketing is a strategic executive leader responsible for defining and executing ILIA Beauty's global brand vision, integrated marketing strategies, and storytelling excellence. This role will architect the brand's narrative, drive cultural relevance, and accelerate growth through breakthrough campaigns and omnichannel marketing initiatives that elevate ILIA's position as a leader in clean beauty, while reinforcing its positioning as “Makeup that makes your skin better.”

Reporting to the Chief Marketing Officer, this executive will lead all aspects of brand marketing including campaign development, brand communications, social media, influencer strategy, PR, celebrity/VIP, partnerships, community development and experiential marketing. The VP will ensure ILIA's brand story is consistently and powerfully expressed across all consumer touchpoints while driving measurable business results and market share growth.

Key Responsibilities

Brand Strategy & Vision

• Refine and champion ILIA's global brand strategy, positioning, and architecture to drive differentiation in the competitive prestige beauty landscape

• Develop and evolve brand codes, visual identity standards, and messaging frameworks that resonate with target consumers and reinforce ILIA's clean beauty leadership

• Lead annual brand planning processes, translating business objectives into compelling brand marketing strategies and initiatives

• Serve as primary brand guardian, ensuring consistency and excellence across all brand expressions globally

• Develop deep consumer understanding, gather insights/research and translate into actionable brand strategies

Integrated Marketing Campaigns 

• Lead development and execution of global 360° marketing campaigns across hero franchises, new product launches, and seasonal moments

• Oversee marketing strategy from concept through launch, including go-to-market planning and post-launch optimization

• Drive innovation in campaign development, leveraging cultural moments, trending topics, and breakthrough creative to capture consumer attention

• Support hero products through always-on and campaign moments, refreshing and repositioning as necessary, based on changing market landscapes

• Partner with Creative teams to develop best-in-class campaign assets that drive awareness, consideration, and conversion

• Collaborate with Commercial teams to ensure marketing strategies support retail partner needs and drive sell-through

Marketing Channel Leadership

• Provide strategic oversight of all brand marketing channels including:

  • Social Media: Platform strategies, content creation, community management

  • Influencer/VIP Marketing: Creator partnerships, ambassador programs, PR/influencer affiliate marketing, celebrity/VIP programs

  • PR & Communications: Media relations, executive visibility, thought leadership, crisis management

  • Experiential & Events: Brand activations, pop-ups, industry events

  • Partnerships: Strategic collaborations, co-marketing initiatives

• Ensure channel strategies ladder up to overarching brand goals while maintaining channel-specific excellence

• Drive integration across earned, owned, and paid media to maximize impact and efficiency

Digital & Performance Marketing Collaboration

• Partner closely with Digital Marketing and E-commerce teams to ensure brand marketing drives measurable business outcomes

• Collaborate on full funnel marketing strategies and building the right media mix that balances brand building with conversion goals

• Support development of content and assets optimized for key channels and commerce platforms

• Leverage data and analytics to continuously optimize marketing mix and investment allocation

Team Leadership & Organizational Excellence

• Build, mentor, and inspire a world-class brand marketing organization capable of delivering breakthrough work

• Foster a culture of creativity, innovation, accountability, and collaboration

• Establish clear roles, responsibilities, and career development paths for team members

• Drive operational excellence through efficient processes, clear briefs, and effective project management

• Champion cross-functional collaboration with Creative, Digital, Sales, Product Development, and Operations teams

Business Impact & Analytics

• Further refine KPIs and measurement frameworks to track brand health, campaign performance, and marketing ROI

• Lead quarterly recaps/reviews, presenting marketing performance and strategic recommendations to executive leadership

• Oversee competitive analysis and market intelligence to identify opportunities and threats

• Drive continuous improvement through test-and-learn approaches and post-campaign analysis

• Connect marketing initiatives directly to business outcomes including revenue growth, market share, and brand equity metrics

Budget & Resource Management

• Manage brand marketing allocation of multi-million dollar marketing budget—with focus on driving brand growth

• Make strategic investment decisions across channels, campaigns, and initiatives

• Oversee agency relationships, vendor management, and resource allocation

• Ensure fiscal responsibility while maintaining flexibility to capitalize on emerging opportunities

Required:

• 12+ years of progressive brand marketing leadership experience in prestige beauty, luxury goods, or premium consumer brands

• Proven track record of developing and executing successful integrated marketing campaigns that drive brand growth

• Deep expertise in brand marketing, campaign development, and omnichannel marketing strategies

• Demonstrated success building and leading high-performing marketing teams

• Strong strategic thinking and analytical skills with ability to translate insights into action

• Exceptional communication and presentation skills with executive presence

• Experience managing complex budgets and demonstrating marketing ROI

• Bachelor's degree 

Preferred:

• Experience in clean beauty, skincare, or color cosmetics categories

• Track record of successful brand building/evolution, hero product positioning and marketing innovation initiatives

• International marketing experience and global brand management

• Strong relationships within beauty industry including media, influencers, and partners

• Experience with DTC and retail marketing strategies

Personal Attributes:

• Visionary leader with passion for beauty and brand building

• Creative thinker who challenges conventions and drives innovation

• Data-driven decision maker who balances art and science of marketing

• Collaborative partner who builds bridges across organizations

• Results-oriented executive who delivers against ambitious goals

• Cultural fluency with ability to identify and capitalize on trends

• Resilient leader who thrives in fast-paced, dynamic environments

What we would like to offer...

• Health Benefits - 100% employer-paid medical, dental & vision coverage

• Flex Time Off - No cap on personal time off and paid company holidays

• Seasonal Flex Days - Flexible scheduling to enjoy extra time under the sun during the Spring & Summer season

• Parental Leave - Up to 18 weeks paid parental leave

• 401(k) - Save for your future with a 401(k) with a company match

• Flexibility & Wellness Stipends - Monthly stipends to support remote work & self-care

• Hybrid Work Model - Find your flow, working from home or from one of our offices

• ILIA Products - Quarterly stipend to replenish your favorite products and try new ones

About ILIA

ILIA makes clean skin-centric beauty. We see skincare and makeup as one and believe that skin should look like skin. With transparency as our guide and color as our vehicle, we challenge the conventions of clean beauty to create something radically new, through safe, groundbreaking formulas that protect + revive the skin. Headquartered in Laguna Beach, California, ILIA brings together a strong group of innovative thinkers, rule-breakers and creative problem solvers. We pave the way forward as the leading clean makeup brand in what is being called the Clean Beauty Revolution. Fast paced growth provides constant learning, collaborative teamwork, and the desire to be the best at what you do. We celebrate taking risks and doing what hasn’t been done before.

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