Vice President, Brand Marketing

📌 Core Information

🔹 Job Title: Vice President, Brand Marketing

🔹 Company: goop

🔹 Location: Santa Monica, CA (Corp HQ)

🔹 Job Type: Full-time, Hybrid

🔹 Category: Brand Marketing, Beauty, Fashion, Wellness

🔹 Date Posted: May 5, 2025

🔹 Experience Level: 12+ years

🔹 Remote Status: On-site (Hybrid)

🚀 Job Overview

Key aspects of this role include:

• Strategic development and execution of goop’s brand marketing efforts
• Ensuring brand consistency across all external touchpoints
• Driving brand awareness, affinity, and equity
• Leading and developing a high-performing brand team

ASSUMPTION: This role requires a seasoned brand leader with a multidimensional skillset across brand marketing, storytelling, communications, PR, influencer, and social. The ideal candidate will have a proven track record of building and executing breakthrough brand strategies in the beauty, fashion, wellness, lifestyle, or luxury space.

📋 Key Responsibilities

✅ Design and execute on a thoughtful, proactive brand narrative strategy to advance goop’s brand positioning and messaging, ensuring consistency and resonance across all channels

✅ Design and execute on goop’s annual brand marketing calendar in partnership with Creative, Growth Marketing, and Editorial teams, aligning with key product, brand, and culture moments

✅ Oversee brand campaigns, PR, influencer, and social media strategy—ensuring aligned storytelling and cultural relevance

✅ Partner with internal stakeholders and external agencies to amplify the CEO & Founder’s leadership platform and thought leadership efforts

✅ Shape proactive and reactive communications strategies to manage brand reputation and mitigate risk

✅ Build and nurture media, influencer, and industry relationships to increase brand visibility and relevance

✅ Define and track KPIs across all brand marketing functions; use insights to inform future strategy and campaign optimization

✅ Lead and develop a best-in-class brand team across brand marketing, PR, influencer, and social

✅ Select and manage agency partners to support campaign development, media outreach, and influencer activations

ASSUMPTION: The ideal candidate will have experience managing high-visibility campaigns, executive communications, and reputational initiatives. They should also be highly collaborative, proactive, and adaptable in a fast-paced, entrepreneurial environment.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Communications, or a related field (MBA preferred)

Experience: 12+ years of brand marketing experience, with oversight across communications, PR, influencer, and social

Required Skills:

• Proven track record of building and executing breakthrough brand strategies in the beauty, fashion, wellness, lifestyle, or luxury space
• Deep understanding of consumer dynamics, cultural trends, brand storytelling, and media/influencer dynamics
• Demonstrated success managing high-visibility campaigns, executive communications, and reputational initiatives
• Strong leadership and team management skills, with experience mentoring and scaling high-performing teams
• Excellent communicator, capable of articulating vision and strategy to senior stakeholders and cross-functional teams
• Highly collaborative, proactive, and adaptable in a fast-paced, entrepreneurial environment
• Experience working with in-house creative teams, editorial partners, and agency relationships

Preferred Skills:

• Experience working with a luxury or high-end brand
• Fluency in Spanish or another relevant language

ASSUMPTION: While not explicitly stated, having experience in the luxury or high-end brand space and fluency in an additional language could be beneficial for this role.

💰 Compensation & Benefits

Salary Range: $200,000 - $225,000 + Equity. This range represents the low and high end of the anticipated base salary range for the Los Angeles, CA based position. goop, in good faith, reasonably expects to pay the position within this salary range.

Benefits:

• Generous health benefits package
• Fertility benefits and paid parental leave

Working Hours: Full-time, with a Hybrid Work Policy. Employees are in office Tuesdays and Thursdays, as well as Mondays for those within a 15-mile radius of the Santa Monica office.

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Vice President, Brand Marketing role in the Los Angeles area. The benefits package is competitive and includes health benefits, fertility benefits, and paid parental leave.

📌 Applicant Insights

🔍 Company Context

Industry: goop operates in the beauty, fashion, wellness, and lifestyle sectors, with a focus on luxury and high-end products. The company is known for its curated selection of products, editorial content, and in-house brands.

Company Size: goop has 201-500 employees, making it a mid-sized company. This size allows for a more intimate work environment and the opportunity to make a significant impact on the brand's success.

Founded: goop was founded in 2008 by Gwyneth Paltrow, initially as a weekly newsletter. The company has since expanded into a beauty, fashion, and food business, with its own retail stores and a strong online presence.

Company Description:

• goop is a lifestyle brand with its roots in content across key pillars: wellness, beauty, food, style, and travel.
• The company curates and sells a tightly edited array of products and makes its own goods in beauty, fashion, and wellness.
• goop continues to be a place for Gwyneth Paltrow, now the company’s CEO, to introduce readers to incredible experts and new ideas about where to shop, eat, and stay, plus clean recipes.

Company Specialties:

• Lifestyle
• Online media
• Fashion
• Wellness
• Travel
• Recipes
• Digital
• Culture
• Food
• E-commerce
• Shopping
• Beauty
• Editorial
• Apparel
• Luxury goods
• Clean beauty
• Retail
• Skincare

Company Website: goop.com

ASSUMPTION: goop is a well-established brand in the luxury and high-end market, with a strong focus on quality and exclusivity. The company's success is built on its curated selection of products, editorial content, and in-house brands.

📊 Role Analysis

Career Level: This role is at the executive level, reporting directly to the CEO. The Vice President, Brand Marketing will be responsible for shaping goop’s holistic brand narrative and driving brand consistency across all external touchpoints.

Reporting Structure: The Vice President, Brand Marketing will report directly to the CEO and work closely with executive leadership, creative, editorial, product development, and digital marketing partners.

Work Arrangement: This is a hybrid role, with employees required to be in the office on Tuesdays and Thursdays, as well as Mondays for those within a 15-mile radius of the Santa Monica office.

Growth Opportunities:

• As goop continues to grow and expand, there will be opportunities for the Vice President, Brand Marketing to grow within the company and take on additional responsibilities.
• The role offers the chance to work closely with the CEO and other executive leaders, providing ample opportunities for professional development and mentorship.
• The Vice President, Brand Marketing will have the opportunity to shape the brand’s narrative and drive its success, making a significant impact on the company’s growth and future.

ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the chance to make a real impact on the brand’s success and work closely with senior leadership.

🌍 Location & Work Environment

Office Type: goop’s headquarters is a modern, collaborative workspace located in Santa Monica, California.

Office Location(s): Santa Monica, CA (Corp HQ)

Geographic Context:

• Santa Monica is a coastal city in Los Angeles County, known for its beaches, mountains, and vibrant arts and culture scene.
• The city offers a high quality of life, with excellent dining, shopping, and recreational opportunities.
• Santa Monica is also home to a diverse range of industries, including technology, entertainment, and healthcare.

Work Schedule: Full-time, with a Hybrid Work Policy. Employees are in office Tuesdays and Thursdays, as well as Mondays for those within a 15-mile radius of the Santa Monica office.

ASSUMPTION: The work environment at goop is collaborative, creative, and fast-paced. The company values innovation, creativity, and camaraderie, and employees are encouraged to maximize the benefits of both in-person and remote work.

💼 Interview & Application Insights

Typical Process:

• Online application and resume screening
• Phone or video call with the HR team
• In-depth interview with the hiring manager and/or other team members
• Final interview with the CEO
• Background check and offer extension

Key Assessment Areas:

• Brand marketing and communications strategy
• Cultural relevance and storytelling
• Leadership and team management skills
• Adaptability and collaboration in a fast-paced environment

Application Tips:

• Tailor your resume and cover letter to highlight your brand marketing, communications, and leadership experience, as well as your understanding of goop’s brand and values.
• Be prepared to discuss your approach to brand strategy, campaign development, and media relations.
• Demonstrate your ability to think creatively and strategically about goop’s brand and how to drive its success.

ATS Keywords: Brand Marketing, Brand Strategy, Brand Narrative, Campaign Development, Media Relations, Executive Communications, Reputation Management, Team Leadership, Collaboration, Consumer Dynamics, Cultural Trends, Beauty, Fashion, Wellness, Lifestyle, Luxury

ASSUMPTION: The application process for this role is likely to be competitive, with a strong focus on brand marketing, communications, and leadership experience. Applicants should be prepared to demonstrate their strategic thinking and creative approach to brand management.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Project management tools (e.g., Asana, Trello, JIRA)
• Social media management platforms (e.g., Hootsuite, Sprout Social, Buffer)
• PR and media outreach tools (e.g., Muck Rack, Agility PR Solutions, Cision)
• Brand tracking and analytics tools (e.g., Brand24, YouGov, Kantar)

ASSUMPTION: The tools and technologies required for this role will depend on the specific brand marketing platforms and analytics tools used by goop. Applicants should be comfortable using a range of project management, social media management, PR, and brand tracking tools.

👔 Cultural Fit Considerations

Company Values:

• Creativity and innovation
• Collaboration and teamwork
• Integrity and authenticity
• Excellence and attention to detail
• Customer-centricity and empathy

Work Style:

• Fast-paced and entrepreneurial
• Creative and strategic thinking
• Collaborative and team-oriented
• Adaptable and flexible
• Results-driven and proactive

Self-Assessment Questions:

• Do you thrive in a fast-paced, creative environment, and are you comfortable working with a high degree of autonomy?
• Are you able to balance strategic thinking with a strong attention to detail and a customer-centric mindset?
• Do you have experience working with luxury or high-end brands, and are you comfortable navigating a dynamic and evolving brand landscape?

ASSUMPTION: goop values creativity, innovation, collaboration, and excellence. The ideal candidate will be highly collaborative, proactive, and adaptable in a fast-paced, entrepreneurial environment. They should also have a strong point of view and the ability to guide both internal teams and external partners toward ambitious, inspiring outcomes.

⚠️ Potential Challenges

• The role requires a high degree of strategic thinking and creativity, as well as the ability to manage multiple projects and stakeholders simultaneously.
• The beauty, fashion, wellness, and lifestyle sectors are highly competitive, and goop faces stiff competition from established and emerging brands.
• The role may require occasional travel to attend industry events, conferences, and meetings with external partners.
• The hybrid work arrangement may present challenges in terms of maintaining a consistent brand narrative and ensuring seamless collaboration between on-site and remote team members.

ASSUMPTION: The Vice President, Brand Marketing role at goop presents a unique opportunity to shape the brand’s narrative and drive its success in a highly competitive and dynamic market. However, the role also comes with its own set of challenges, including the need to balance strategic thinking with a strong attention to detail, and the requirement to manage multiple projects and stakeholders simultaneously.

📈 Similar Roles Comparison

• This role is similar to a Vice President, Brand Marketing role at a luxury or high-end fashion or beauty brand, with a focus on driving brand awareness, affinity, and equity.
• However, goop is a lifestyle brand with a broader focus on wellness, food, and travel, as well as its own in-house brands. This makes the role unique in terms of the breadth of responsibilities and the need to manage multiple brand touchpoints.
• Career progression in this role could lead to a Chief Marketing Officer or Chief Brand Officer position, with responsibility for all marketing and branding efforts across the company.

ASSUMPTION: While this role shares similarities with other Vice President, Brand Marketing roles, its unique focus on a lifestyle brand with a broad range of product offerings and touchpoints sets it apart. The ideal candidate will have experience in the luxury or high-end brand space and a deep understanding of consumer dynamics, cultural trends, and brand storytelling.

📝 Sample Projects

• Developing and executing a comprehensive brand marketing strategy for goop’s Beauty line, including product launches, campaigns, and events
• Managing goop’s annual brand marketing calendar, ensuring alignment with key product, brand, and culture moments
• Partnering with the CEO and Founder to amplify her leadership platform and thought leadership efforts, including speaking engagements, media appearances, and content creation

ASSUMPTION: The Vice President, Brand Marketing role at goop offers a unique opportunity to work on a wide range of brand marketing projects, from product launches and campaigns to executive communications and thought leadership initiatives. The ideal candidate will have experience managing high-visibility campaigns and driving brand success in a dynamic and competitive market.

❓ Key Questions to Ask During Interview

• Can you describe the brand marketing strategy for goop’s Beauty line, and how it aligns with the broader brand narrative?
• How do you approach managing multiple brand touchpoints and ensuring consistency across all external channels?
• Can you provide an example of a successful brand campaign you’ve developed and executed, and how you measured its impact?
• How do you balance strategic thinking with a strong attention to detail and a customer-centric mindset?
• How do you approach building and nurturing relationships with media, influencer, and industry partners to increase brand visibility and relevance?

ASSUMPTION: The interview process for this role will focus on the candidate’s brand marketing and communications experience, as well as their ability to think strategically and creatively about goop’s brand and how to drive its success. Applicants should be prepared to discuss their approach to brand strategy, campaign development, and media relations, as well as their experience managing high-visibility campaigns and driving brand success.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through goop’s careers page
• Tailor your resume and cover letter to highlight your brand marketing, communications, and leadership experience, as well as your understanding of goop’s brand and values.
• Prepare for your interview by researching goop’s brand, products, and competitors, as well as the beauty, fashion, wellness, and lifestyle sectors more broadly.
• Be ready to discuss your approach to brand strategy, campaign development, and media relations, as well as your experience managing high-visibility campaigns and driving brand success.
• Follow up with the hiring manager within 24 hours of your interview to express your interest in the role and reiterate your qualifications.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.