Marketing & Brand Strategy Lead

Job Overview Lead Vitamin World's brand transformation and growth initiatives. This role is centered on elevating the brand as a trusted, modern wellness authority while driving synergistic growth across DTC, Amazon, TikTok Shop, and B2B channels. You will own end-to-end branding, digital content, partnerships, and go-to-market strategies, aligning cross-functional teams to deliver on the growth plan and brand vision. Core Responsibilities 1. Go-to-Market (GTM) Strategy & Retail Activation Lead end-to-end GTM strategy for all new product launches , starting with the upcoming Women's Line—owning positioning, packaging creative direction, UGC briefs, and women's-wellness-focused media planning; partner with Merch/PD on design and promotional rollout. Drive retail sell-through via B2B co-marketing : develop turnkey marketing kits (geo-fenced ads, social templates, shelf talkers, QR virtual shopper) for retail partners to enable localized activation at store level. Design channel-specific launch plans (DTC, Amazon, TikTok Shop, B2B) with tailored messaging and performance targets; drive adoption through targeted content, influencer partnerships, and retail media leverage where available. 2. Brand Strategy & Identity Define and execute branding initiatives to position Vitamin World as "Your Trusted Wellness Partner", across all touchpoints (VitaminWorld.com, TikTok, Amazon PDPs, social media, email, Expo West booth, B2B pitch decks), and enhance cultural relevance. 3. Trade-Show Booth & B2B Growth Engine Collaborate with Business Development Team to create marketing strategies that win retail buyers and 2B customers across fitness franchises, longevity clinics, corporate wellness programs, wellness hotels, and health cafes. Lead trade-show booth design, on-site buyer engagement, and post-event nurture workflows that convert qualified retail/2B leads into pipeline revenue. Develop retail-ready, 2B-focused marketing assets—wellness kits, bulk-purchase funnels, category-selling decks—to shorten buyer decision cycles and increase average order value. 4. Pitch Deck Development Create high-impact pitch decks for influencers, affiliates, press, and B2B buyers, highlighting brand evolution, product science, and partnership benefits. Develop exclusive previews and tailored materials for media editors, retail buyers, and authority partners. 5. Digital Content Strategy (Website, TikTok, Amazon) Lead content strategy across all channels: website (CRO, education, bundles), TikTok (UGC pillars, short-form videos), and Amazon (PDP storytelling, comparison charts, A+ lifestyle imagery).

Categorize content into core pillars:

Real Results, Inside the Formula, and Wellness POV; identify top-performing UGC hooks for paid amplification. 6. Marketing Campaigns Plan and execute integrated marketing campaigns (e.g., starter bundles, Subscribe & Save education, new product launches) to boost ROAS and conversion rates. Lead Expos' full-funnel campaign: pre-event press pitching, on-site live micro-content studio (TikTok/IG coverage), expert talks, and post-event recap content. 7. Market Research & R D Support Conduct market research to identify wellness trends, competitor insights, and consumer needs. Collaborate with the R D team to integrate market trends into product development and ingredient-focused messaging. 8. Influencer & Affiliate Marketing Stand up the

Vitamin World Wellness Council:

dietitians, functional MDs, trainers, longevity experts who generate monthly expert-led quotes for paid, earned, and B2B decks. Identify, screen, and liaise with qualified spokespersons and brand ambassadors aligned with the brand's positioning; manage end-to-end collaboration processes including contract negotiation, content briefings, performance tracking, and relationship maintenance. Develop and manage influencer partnerships (micro-influencers, dietitians, functional MDs, trainers) and affiliate programs, including wellness boxes, podcast sponsorships, and community events (run clubs, yoga studios, student athletes). Oversee PR box seeding to press, media, and influencers to drive product advocacy. 9. Wellness Authority Building Launch and manage the Vitamin World Wellness Council (digital), curating monthly expert-led content (TikTok, email, blog, PR quotes) from dietitians, MDs, and longevity experts. Position the brand as a guide (not a seller) through thought leadership and credible wellness insights. 10. Science-Backed Content Series Lead the "Why This Works" short-form video series, debunking ingredient myths, explaining sourcing, and highlighting science-backed claims without clinical heaviness. Develop ingredient-focused content to enhance product credibility and consumer trust. Qualifications & Skills Proven experience in branding and cross-channel marketing (DTC + B2B) within the wellness, supplement, or CPG industry. Deep understanding of digital platforms (TikTok, Amazon, Google, Meta) and content strategy for Gen Z/Millennial audiences. Experience leading trade shows, influencer partnerships, and science-backed content initiatives. Strong project management skills, with the ability to execute short-term milestones and long-term brand visions. Track and report on key metrics: blended ROAS, new-to-brand customer percentage, PDP conversion rates, and B2B pipeline growth. Excellent collaboration skills to work with Merch/PD, BD, R D, and executive teams. Data-driven mindset, with a focus on ROAS, LTV, and incremental growth.

Meeting & Reporting Requirements Weekly:

Conduct weekly team meetings with direct reports from marketing team and weekly align meeting with COO.

Weekly Thursday:

Attend company-wide weekly meetings as the team lead every Thursday to sync with other teams on progress.

Biweekly:

Participate in biweekly cross-functional meetings to review online marketing and sales performance. How to

Apply:

Interested candidates are invited to submit a resume and cover letter detailing their experience and qualifications to Ochen@vitaminworld.com. Please include examples of past online marketing successes, particularly in the health supplements industry.

Job Type:

Full-time Pay:

From $100,000.00 per year

Benefits:

401(k) Dental insurance Employee discount Health insurance Life insurance Paid time off Vision insurance

Experience:

dietary supplement industry: 5 years (Required) Ability to

Commute:

Beverly Hills, CA 90211 (Required)

Work Location:

In person