VP Marketing, Niche

Puig; New York (NY); On-site; USD 250,000 - 380,000; Full time

Job summary

Puig in the United States seeks a Vice President of Marketing to lead a portfolio of luxury fragrance brands. This executive will shape the brand vision, align four teams across Brand Marketing, PR/Communications, and eCommerce, and drive growth with a consumer-first approach in a highly competitive market.

The VP will balance brand positioning with portfolio-wide priorities, invest resources strategically, and partner with Global Brand teams and U.S.

Qualifications

• Senior marketing leader with luxury brand experience.
• Proven ability to lead multiple teams toward a common goal.

Responsibilities

• Design and drive brand strategy for a portfolio of luxury fragrances in the U.S.
• Lead cross-channel marketing including media, PR, events, and eCommerce.
• Elevate brand communications and storytelling to strengthen desirability.
• Partner with Global teams and U.S. commercial functions to ensure cohesive plans.

Skills

Strategic leadership

Cross-functional leadership

Luxury brand marketing

Digital & eCommerce strategy

Job description

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
• 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