Director, Brand Management (Flushable Wipes)

Director, Brand Management (Flushable Wipes)

Los Angeles or Minneapolis (Hybrid | 2 days/week onsite)

The Honest Company is committed to a policy of equal employment opportunity, and will not discriminate against an applicant or employee on the basis of race, color, religion, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally-recognized protected basis under federal, state, or local law. Applicants with disabilities who need assistance with the application process may be entitled to a reasonable accommodation in accordance with applicable law. If you need assistance in completing this application or with the application process because of a disability, please contact the Human Resources Department.

About Us

The Honest Company (NASDAQ: HNST) is a personal care company dedicated to creating cleanly-formulated and sustainably-designed products spanning categories across diapers, wipes, baby personal care, beauty, apparel, household care and wellness. Launched in 2012, the Company is on a mission to challenge ingredients, ideals, and industries through the power of the Honest brand, the Honest team, and the Honest Standard. For more information about the Honest Standard and the Company, please visit

Our Mission

We're on a mission to empower people to live happy, healthy lives. We're a wellness brand with values rooted in consciousness, community, transparency, and design. Every day and in every way, we hold ourselves to an Honest standard. We believe that it is our responsibility to do our part to help create a healthy and sustainable future for all.

The Role

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.

What You'll Do:

• 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 that 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.

You'll Love This Job If You're:

• A strategic operator and general manager. You connect consumer insight, brand strategy, and financial outcomes into clear, scalable action plans.
• A category and brand builder. You are energized by growing businesses that require consumer education, behavior change, and long-term brand building.
• A strong cross-functional leader. You bring teams together, influence without authority, and create alignment across diverse stakeholders.
• Commercially minded. You balance brand ambition with operational realities and profitability.
• Highly organized and execution-focused. You move seamlessly between long-term strategy and day-to-day execution.
• Adaptable and ambitious. You thrive in evolving environments and are motivated by building something meaningful at scale.

What You'll Need:

• 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

Bonus Points For:

• 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

Compensation

The pay range for this role is $192,000 - $220,000. Actual compensation is based on many factors including but not limited to depth of experience, skill level, ability, knowledge, education, certifications, and specific work location. This may be different in other locations due to differences in the cost of labor.

The total rewards package for this position may also include base, annual incentive plan, benefits, retirement plan, equity, and Employee Stock Purchase Plan.

Benefits & Perks

At Honest, we're all about investing in our people. We're dedicated to providing a benefits package that supports your well-being, growth, and balance. Check out our benefits and perks we offer to help you thrive both in and out of the office:

• 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