VP, Head of Brand Marketing (bareMinerals)

Orveon Global • New York, NY

7d • Hybrid

About The Position

Reporting to Orveon's CMO, the Head of Brand, Vice President of bareMinerals owns the brand end-to-end — connecting product innovation, brand storytelling, and commercial performance into one coherent, consumer-obsessed engine. This role is equal parts strategist, operator, and cultural translator, fluent in current beauty and wellness trends and disciplined enough to turn insights into P&L outcomes. The position carries accountability for bareMinerals' brand strategy, product pipeline alignment, and go-to-market execution globally, with a strong focus on North America while servicing international markets for growth. The Head of Brand will ensure breakthrough product development stays true to the brand's identity and resonates with the consumer through a modernized brand voice, delivered with warmth and consistency across all touchpoints. This includes building brand awareness through a full-funnel, culturally plugged-in approach, prioritizing community engagement as a core element. The role owns the brand budget and collaborates with the CEO and CMO on financial targets, connecting brand investment to revenue growth, retail velocity, and community trust. It also ensures accurate and warm brand representation across all consumer discovery channels, including AI assistants and answer engines. The Head of Brand will support commercial strategy in collaboration with leadership and cross-functional teams (Finance, Supply Chain/Operations, R&D, Retail, Field Education) to optimize profitability and market share. Building strong retailer relationships and staying close to trade and visual merchandising are key. The role also involves being a talent magnet, building a healthy, human, results-oriented culture by coaching the team with clarity, generosity, good humor, and high standards. This is an opportunity to share a voice, accelerate a career, drive innovation, and foster growth at a human-sized company where work has an outsized impact. The role embraces and leads by example with consumer-focused AI tools, ideally with a point of view on wellness and a keen sense of current internet trends.

Requirements

• 12+ years of marketing experience leading consumer-focused, community-driven brands at scale, ideally in color cosmetics, skincare, or a related beauty category, with a global reach.
• A track record connecting brand investment to business outcomes — revenue, retail velocity, share of voice, brand health — not just activity.
• Experience building or scaling community, creator, or influencer advocacy programs with both an organic and performance lens.
• Experience owning a brand budget and managing a roster of creative, production, and experiential agencies.
• Strong retail commercial acumen, including experience with Sephora and/or Ulta Beauty trade and field dynamics.
• An innovator who has brought new products to market from concept through launch, keeping focus on consumer desire and brand ethos.
• Naturally curious about the color cosmetics and clean beauty space — fluent in consumer trends, competitor activity, and market dynamics.
• Strong financial acumen and the ability to interpret financial data to make informed business decisions.
• Proven people leadership — has built, led, and developed multidisciplinary teams across brand, marketing, and creative functions.
• Digital/social-first fluency alongside traditional marketing channel expertise.
• Familiarity with how brands build discoverability in AI assistants and answer engines (GEO/AEO) is a strong plus.
• Active, daily use of AI tools in your current workflow — for analysis, reporting, research, or creative thinking.
• Genuine curiosity about wellness and how it intersects with beauty — not a buzzword you reach for, but a lens you actually think in.
• Culturally savvy and unapologetically online: you know a real moment when you see one, and just as importantly, you know which ones bareMinerals should sit out.
• A warm, human leadership style — people like working for you, and it shows up in how your team talks about the work.
• Bachelor's degree required.

Responsibilities

• Lead with clarity and kindness to motivate and galvanize the bareMinerals organization across a multidisciplinary team spanning brand marketing, activation, community, and creative.
• Serve as a player/coach — able to set strategy and also roll up your sleeves alongside the team as a problem solver.
• Foster a positive culture and cohesion alongside Orveon's other two brands, sharing best practices in a collaborative spirit.
• Mentor and develop your team, and build the agency/vendor bench that lets a lean internal team punch above its size.
• Inspire and lead innovation with a focus on first-to-market clean beauty, partnering with Product Development on the pipeline.
• Collaborate with the CMO to define and oversee go-to-market strategy for new products, staying authentic to the brand's identity.
• Lead cross-functional teams — Consumer Engagement, Commercial Sales, Supply Chain, R&D, and Finance — to ensure seamless execution of product launch plans.
• Direct market analysis to understand customer needs and the competitive landscape, and use it to sharpen positioning.
• Own bareMinerals' brand strategy and narrative globally, translating positioning into a clear, consistent, genuinely warm voice at every touchpoint — from packaging to paid media to retail shelf.
• Build full-funnel brand awareness across earned, owned, social, partnerships, and community — measured by how many of the right people know, understand, and choose bareMinerals, not just how much coverage gets generated.
• Own community and creator/influencer advocacy as a dedicated function — building real relationships with creators and community voices that expand reach with credibility, not just impressions.
• Stay genuinely plugged into culture — the beauty and wellness conversations happening in group chats and comment sections before they show up in a trend report — and turn that fluency into timely, credible brand moments instead of late, forced ones.
• Champion bareMinerals' identity as a wellness-minded beauty brand, weaving skin health and a real sense of self-care into activations well beyond the ones with “wellness” literally in the brief.
• Partner with Creative and Social/PR on integrated 360° campaigns and cultural moments, from concept through cross-functional kickoff to asset development across platforms.
• Ensure bareMinerals is accurately and favorably represented where consumers increasingly discover beauty — AI assistants and answer engines (ChatGPT, Perplexity, Gemini, Google AI Overviews).
• Partner with Growth/SEO and content teams on generative engine optimization, treating AI surfaces as a brand channel to monitor and shape, not a technical afterthought.
• Build and manage a roster of best-in-class creative, production, and experiential agencies and vendors.
• Ensure consistent brand messaging across all markets, partnering with International on relevant campaigns and launches.
• Develop and maintain strong retailer relationships, staying close to trade priorities, visual merchandising execution, and key retail moments — launches, in-store activations, counter experiences — to ensure flawless, on-brand execution at the shelf.
• Partner with Field Education and Retail teams to make sure product knowledge and brand storytelling reach beauty advisors and retail partners with the same fidelity as consumer-facing content.
• Use retail performance data, competitor benchmarking, and consumer insight to sharpen forecasting and inform newness planning.
• Partner closely, CEO, CMO and CRO on bareMinerals' revenue and growth targets, bringing a brand lens to how those goals get hit.
• Support top-line revenue growth by developing brand strategies and activation plans that enhance distribution channels, in close partnership with Sales.
• Manage the brand budget responsibly, balancing investment against quality, brand equity, and customer satisfaction.
• Own the brand budget across campaigns, activations, content, and agencies, and help build the measurement frameworks — brand health, share of voice, sentiment, marketing mix modeling — that show where brand investment is working and where to reallocate.

Benefits

• Hybrid First Model — 3 days per week in office, balancing virtual and face-to-face interactions.
• Work From Anywhere — Freedom to work six (6) weeks annually from the location of your choice.
• Complimentary Products — Free and discounted products on new releases and fan-favorites.
• Professional Development — Exposure to senior leadership in a flat organization, learning and development programs, and career advancement opportunities.
• Community Engagement — Volunteer opportunities in the communities in which we live and work.
• Pay Transparency
• The pay range for this position is $175,000-275,000 supplemented with all the amazing benefits above for full-time employees!

What This Job Offers

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