About the Wellness Pet Company

The Wellness Pet Company is on a mission to help the next generation of pet parents fulfill a shared life of wellbeing with their pets through a foundation of proven nutrition. We are committed to crafting high-quality pet food, dental chews, treats, and topper recipes that are made with the perfect balance of high-quality natural ingredients paired with the latest scientific research and technologies. As a community of people working together, Wellies are positively obsessed with how to deliver proven health outcomes that pet parents can see and pets can taste. Wellies bring their best to work every day, come ready to collaborate, embrace the hard things, and own their outcomes.

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.

Our Team is based out of our office in Burlington, Massachusetts, where we work in-office Monday through Thursday each week, and remotely on Fridays. Team members must reside within or be willing to relocate to a commutable distance from our Burlington office.

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

Why Wellness Pet?

We care about the wellbeing of our people, their families, and their pets. We treat every Wellie to a best-in-class benefits package, a warm and welcoming environment, and a place where you can learn and grow professionally. More information about what makes us special can be found on our website. The Wellness Pet Company is proud to be an equal opportunity workplace. We foster an inclusive work environment and are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, or veteran status.

The annual salary range for this position is $223,300 to $348,300, based on a full-time work schedule, anticipated responsibilities, market benchmarks, and organizational equity. Compensation may vary within that pay range depending on the selected candidate’s professional background, experience, operational needs, and other considerations permitted by law. The full compensation details will be communicated upon finalization of the employment offer and may include eligibility for participation in a bonus program.

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