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