VP Marketing, Niche

The Opportunity:

The Vice President of Marketing is the senior marketing leader responsible for driving the strategic brand vision and growth for a portfolio of luxury fragrance brands in the U.S. market. This role leads an integrated organization across four distinct teams: two Brand Marketing teams, PR & Communications, and eCommerce. The VP is responsible for setting clear priorities across these functions, developing their leaders and teams, and ensuring they operate as one transversal organization to build brand desirability, deepen consumer engagement, and deliver ambitious commercial results.

The VP will balance the unique positioning and needs of each brand with a portfolio-wide perspective, determining where to focus investment and resources, identifying opportunities for growth, and ensuring excellence across brand strategy, product launches, communications, media, eventing, and eCommerce. This leader will report to the GM of the Niche Group, North America and serve as a key partner to Global Brand teams and U.S. Sales, Retail, Finance, Demand Planning/Operations, and other cross-functional leaders.

What You’ll Get to Do:

Design & Execute Brand Strategy

• Develop and execute each brand’s marketing strategy, translating Global brand vision into locally relevant strategies that strengthen brand equity and accelerate growth in the U.S. and Canadian markets
• Establish clear business and consumer objectives and KPIs for each brand while identifying opportunities and synergies across the broader portfolio
• Champion a consumer-first approach, using market, competitive, and category insights to inform strategy and identify new growth opportunities
• Ensure each brand maintains a distinctive luxury positioning and consistent expression across consumer touchpoints

Drive Cross-Channel Brand Marketing

• Own the development and execution of 360° marketing strategies across the portfolio, including media, communications, consumer animation, eventing, retail programs, and eCommerce
• Maintain accountability for brand A&P investment, ensuring resources are allocated against the highest-impact opportunities
• Establish a disciplined approach to measuring ROI and marketing effectiveness and use those insights to improve future investment decisions
• Oversee analysis of retail and consumer data to identify changes in market share, competitive activity, product assortment, pricing, and distribution
• Partner with Commercial, Retail Excellence, Sales, and Finance to ensure marketing strategies translate into strong commercial plans by retailer and channel

Elevate Communications & Brand Desirability

• Set the overarching U.S. communications agenda for the portfolio in partnership with the PR & Communications leadership team
• Ensure PR, earned media, influencer, partnerships, events, and brand storytelling reinforce each brand’s positioning and cultural relevance
• Partner with Global PR and brand teams to adapt global strategies and assets for the U.S. market while advocating for local market needs
• Oversee external agency relationships, ensuring partners deliver against clearly defined brand objectives

Accelerate eCommerce & Digital Growth

• Set strategic priorities for eCommerce across the portfolio in partnership with the eCommerce leadership team
• Drive sustainable online growth while ensuring the digital experience reflects the elevated standards expected of luxury fragrance brands
• Use digital performance and consumer behavior data to identify opportunities to improve acquisition, engagement, conversion, and retention
• Ensure eCommerce is fully integrated into brand planning, launches, media, and communications
• Champion innovation in digital marketing and commerce, identifying emerging capabilities and consumer behaviors that can create competitive advantage

Lead Cross-Functional & Global Partnership

• Serve as a senior partner to Global teams, representing local consumer, market, and commercial priorities
• Partner closely with Global teams on product development, content, media strategy, and launch planning
• Partner with Sales on retailer strategies, commercial priorities, and joint business opportunities
• Partner with Retail teams on consumer experiences, activations, and events
• Work closely with Demand Planning and Operations to ensure successful launches, appropriate inventory levels, and accurate forecasting
• Partner with Finance on planning, budget management, investment decisions, and performance reporting
• Lead the communication of marketing strategies and priorities at key commercial and seasonal meetings

Lead an Integrated Marketing Organization

• Build and lead an integrated, high-performing organization across Marketing, PR & Communications, and eCommerce, combining functional expertise with a portfolio mindset, clear accountability, and shared priorities
• Develop senior leaders and teams while fostering a culture of strategic thinking, creativity, collaboration, accountability, and high performance
• Establish clear objectives, decision rights, and accountability across all functions
• Strengthen organizational capabilities through succession planning, talent development, and career growth initiatives
• Continuously evaluate team structure, capabilities, and ways of working to support portfolio growth and deliver exceptional consumer experiences

We’d Love to Meet You If You Have:

• 12+ years of marketing leadership experience, ideally within luxury beauty or a related consumer category
• Bachelor’s degree required; MBA encouraged
• Strategic and creative thinking, with the ability to move comfortably between long-term vision and execution
• Deep understanding of luxury brand building, with experience developing and executing integrated, consumer-led marketing strategies across brand, media, communications, retail, and digital channels
• Significant experience leading multiple teams and functional disciplines, with demonstrated success developing talent and building high-performing organizations
• Strong business acumen, including experience managing A&P budgets and investment allocation
• Ability to use consumer insights, market intelligence, and performance data to make decisions
• Strong understanding of eCommerce and the role of digital channels in building luxury brands
• Experience within a matrixed organization, influencing stakeholders across functions and geographies
• Effective leadership and communication skills, with the ability to create clarity, inspire teams, and drive accountability
• Strong judgment and the ability to prioritize effectively across brands, teams, channels, and opportunities

Compensation:

As required by New York State’s salary transparency law, effective November 2022, the expected base salary for this position ranges from $200,000.00 - $225,000.00 . Various factors are considered when extending offers, such as relevant skillset, training, years of experience related to the current job description, education, and our organizational structure. In addition to the base salary, PUIG offers a competitive benefits package that includes health and dental insurance, life insurance, disability insurance, 401K, paid holidays, a generous paid time-off policy, hybrid work environment, and career opportunities within a dynamic team.

EEOC:

Puig is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, ethnicity, age, disability, marital status, veteran status, or any other characteristic protected by law.

Diversity, Equity, and Inclusion Commitment:

At Puig, we are continually looking for enthusiastic and committed individuals from a broad range of backgrounds and experiences to join our team. We believe that creating an inclusive environment in which you feel welcomed, valued, engaged, and empowered strengthens our business and fosters a culture where we are inspired to work hard, challenge ourselves, and be innovative in our thinking. Additionally, we believe that the diversity of our employees makes us a stronger company and better able to serve our customers around the world.

About Puig:

Puig creates unique and highly desirable beauty and fashion brands that empower people to reinforce their self-esteem and find their own expression in a family-owned company that aims to leave a better world for the next generation.

Our brand portfolio is structured in three divisions: Beauty and Fashion, with the owned brands Carolina Herrera, Nina Ricci, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, Penhaligon’s, Byredo, Dr. Barbara Sturm, and L’Artisan Parfumeur; the licenses of Christian Louboutin and Comme des Garçons perfumes; and Lifestyle fragrances, among them Adolfo Dominguez, Antonio Banderas, Shakira, and Benetton. The Charlotte Tilbury division, which includes the luxury makeup brand and the Derma division, with the Apivita, Uriage and Isdin brands. We sell products in 150 countries and operate 26 subsidiaries.

At Puig we honor the values and principles put in place by three generations of family leadership. Today we continue to build on that legacy, through conscious commitments in our ESG agenda (environmental, social, and governance) aligned with the UN Sustainable Development Goals.