About the Role:
At Wellness Pet, we believe pets and pet parents thrive together through shared wellbeing. As the
Vice President of Brand – Dog & Whimzees, you’ll act as the general manager of these business units, owning strategy, performance, and brand health from every angle. You’ll lead with a challenger mindset — thinking fast, pushing boundaries, and shaping the future of pet nutrition.
This is a highly strategic, cross-functional leadership role for someone who thrives on building brands people talk about and businesses that grow.
Key Responsibilities
Business Unit Leadership
- Lead the overall vision, health, and performance of the Dog and Whimzees businesses — owning short-term execution and long-term growth
- Set and manage revenue, margin, and share goals
- Define pricing strategy across channels and formats to ensure competitiveness, premium positioning, and profitability
- Build robust annual and multi-year brand plans that align with enterprise strategy and deliver category growth
- Oversee product lifecycle management including renovation and rationalization strategies, ensuring portfolio clarity and effectiveness
- Collaborate with Sales to identify white space, support retailer-specific strategies, and lead swap strategies in key accounts
- Establish KPIs, track performance, and adjust course with agility to meet or exceed goals
- Act as the internal and external face of your business units, sharing updates with executive leadership and partners
Brand Strategy & Execution
- Own and evolve brand positioning, architecture, and naming strategy to build brand equity and consumer love across all sublines and innovations
- Set the strategic foundation for new product development, defining unmet needs, and consumer tensions
- Lead pricing and pack architecture strategy to ensure clarity, value communication, and consistent tiering across the portfolio
- Be the organization’s go-to expert on the competitive landscape – including white space threats and opportunities
- Translate consumer insights, data, and trends into compelling brand strategies that connect emotionally and drive action
- Develop clear brand guardrails and communication frameworks that drive consistency across touchpoints
- Balance Masterbrand and sub-brand priorities in a way that fuels long-term brand equity and short-term performance
Cross-Functional Collaboration & Commercial Strategy
- Be a best-in-class business partner to Sales, Innovation, Consumer Insights, R&D, Integrated Marketing, Creative, and Supply Chain, aligning teams around a clear vision and priorities
- Work closely with Finance and Sales to drive smart pricing, promo, and pack strategies
- Ensure all brand activities support key customer strategies and meet the needs of eCommerce, National, and Independent retail partners
- Bring the voice of the pet parent to every internal discussion — championing what they need, want, and value most
Collaboration within Marketing
- Partner with Integrated Marketing, (Media, PR, Social) and Creative to co-create breakthrough consumer campaigns and activation plans that move at the speed of culture
- Shape the strategic direction for campaigns, launches, and brand storytelling — ensuring consistency with brand positioning and business goals
- Collaborate on packaging strategy and visual identity development with CMO and Packaging teams, ensuring brand fit and shelf breakthrough
- Actively contribute to the ideation and refinement of go-to-market strategies, ensuring they are bold, clear, and grounded in consumer insights
Who You Are:
- A brand-led business driver with 15+ years of progressive experience in CPG brand management or marketing leadership
- Proven track record of delivering strong commercial results and brand growth through strategic brand management and full P&L accountability
- Expert in brand strategy and architecture, pricing, positioning, and product lifecycle strategy
- Strong financial and analytical acumen with the ability to connect data to decisions
- Inspirational team leader and people developer, with experience managing high-performing marketing teams
- Highly collaborative with a track record of influencing cross-functional and executive stakeholders
- Culturally curious and creatively ambitious — always thinking about how to break through with today’s consumers
- A challenger at heart — driven to raise the bar for how we show up and how we grow
Why You’ll Love The Role:
- You’ll shape the future of two high-potential categories in a fast-paced, purpose-driven company
- You’ll work with people who are passionate, driven, and deeply connected to pets
- You’ll have the freedom to think big, act boldly, and make a lasting impact on our brands and our business
