Director, Brand Management (Flushable Wipes)

The Honest Company • Minneapolis, MN

8d • $192,000 - $220,000 • Hybrid

About The Position

We’ve kicked off the search for a Director, Flushable Wipes who will lead the development and execution of brand and category strategies that establish Honest as a leading, differentiated brand in the flushable wipes category. This role will be responsible for accelerating profitable growth, expanding household penetration, and building long-term brand equity through strong consumer insight, disciplined execution, and cross-functional leadership.
This leader will own the strategic direction of the Flushable Wipes business, partnering closely with Sales, Innovation, Supply Chain, Finance, and Marketing to drive market share growth across retail and eCommerce channels. The role requires a balance of strategic thinking and operational excellence to scale a high-growth business while building sustainable competitive advantage in a category undergoing rapid evolution and consumer education.

Requirements

• Bachelor’s degree
• 10+ years experience in brand management, marketing, or general management within a leading CPG organization with both Innovation and activation experience.
• Proven track record of owning and growing a business or category with measurable impact on revenue, market share, and profitability
• Strong strategic and analytical capabilities, with experience translating insights into actionable growth plans
• Experience leading cross-functional teams and influencing senior stakeholders in complex organizations
• Experience working with major retail partners (mass, club, drug, grocery) and eCommerce platforms, including Amazon
• Strong understanding of portfolio management, innovation development, and commercialization processes
• Experience managing packaging restages or product renovations
• Excellent communication skills with the ability to synthesize complexity and present clearly to executive leadership

Nice To Haves

• MBA or similar advanced degree
• Experience in personal care, hygiene, or adjacent consumer health categories
• Experience scaling emerging or high-growth categories
• Experience launching or managing national marketing campaigns
• Experience working in categories requiring consumer education or behavior change
• Tik Tok Shop Channel Experience

Responsibilities

• Lead development of the overall Flushable Wipes brand and category strategy, defining long-term growth opportunities aligned with Honest’s Adult Operating Unit priorities and broader company growth objectives.
• Own the development and execution of annual and long-range growth plans, including innovation strategy, portfolio architecture, pricing strategy, and media priorities.
• Translate deep consumer, shopper, and competitive insights into differentiated strategies tha expand category relevance and drive adoption among new users.
• Own business performance, including evaluating results, diagnosing opportunities and risks, and adjusting plans to deliver against revenue, margin, and market share goals.
• Partner with Supply Chain, Sales Planning, and Finance to inform demand forecasting and actively participate in monthly S&OP processes, ensuring forecasts reflect business strategy, innovation timing, promotional plans, and market dynamics to support strong in-stock performance and efficient inventory management.
• Lead cross-functional alignment across sales, finance, analytics, legal, regulatory, supply chain, and creative teams to deliver integrated business plans and ensure strong execution across channels.
• Partner closely with Sales and Category Management to shape customer strategies, lead brand inputs to key retailer meetings, and strengthen both in-store and online shopper experiences.
• Lead flushable wipes strategic product pipeline development identifying opportunities to expand the category, optimize assortment, and prioritize investments based on long-term value creation.
• Deliver strategic guidance and prioritization to cross functional partners on the creative and integrating marketing and communications teams on the execution of packaging and marketing campaigns/ assets ensuring strong shopability, clear product benefits, and strong reinforcement of Honest’s differentiated positioning.
• Partner with media and digital teams to develop effective awareness and conversion strategies across retail media, Amazon, and national campaigns, ensuring investments drive both brand equity and commercial results.
• Own P&L inputs and financial performance management, partnering with Finance to ensure disciplined decision-making and profitable growth.
• Deliver clear, concise business updates and strategic recommendations to senior leadership, proactively identifying opportunities and risks.
• Mentor and develop brand team members, fostering strong ownership, accountability, and collaborative leadership.
• Other duties as assigned by management.

Benefits

• Comprehensive Health & Wellness 🏥: We’ve got you covered with top-tier health, dental, and vision plans to keep you and your family feeling great.
• 401k with Company Match 💰: Your future matters to us. We match your 401k contributions to help you secure a strong financial future.
• Wellness & Fitness 💪: Stay healthy with a monthly fitness reimbursement and, for those in our Playa Vista office, an onsite gym to keep you active and energized.
• Work-Life Balance ⚖️: We value your time. We provide a generous and flexible vacation policy to relax, recharge, and spend time on what matters most.
• Family-Friendly Leave 👶: Growing your family? We offer generous maternity and paternity leave to support you during this exciting journey.
• Ownership & Equity 💼: Ownership isn’t just a mindset here—it’s real. Every full time employee is granted equity, giving you a direct stake in our future. When we win, you win.
• Education Reimbursement 🎓: We’re committed to your growth—whether it’s for professional development or a new passion, we offer education reimbursement to help you learn and level up.
• Pet Insurance 🐾: We love your furry family members too! Our pet insurance ensures your pets are taken care of, because they’re part of the family.

What This Job Offers

• Job Type: Full-time
• Career Level: Director