VP of Marketing, Global Consumer Brands

Career Guide
Leads the company’s global marketing strategy for consumer brands, overseeing brand portfolio positioning, integrated campaigns, and channel execution. Owns budgets and performance, leverages consumer insights, and partners with product, sales, and retail to drive growth and market share.

Key Responsibilities

  • Set global brand and portfolio strategy aligned to business goals
  • Own marketing P&L, budget allocation, and forecast accuracy
  • Lead integrated campaigns across TV, digital, retail media, and social
  • Translate consumer insights into positioning, innovation, and go-to-market
  • Establish channel strategies with retailers and ecommerce marketplaces
  • Manage agency roster, contracts, and creative/media performance
  • Define KPIs, build measurement plans, and optimize ROI
  • Recruit, coach, and succession-plan for high-performing marketing teams

Career Progression

Can Lead To
Senior Vice President of Marketing
Chief Marketing Officer (CMO)
General Manager / Business Unit Leader
Transition Opportunities
Senior Director of Marketing
Global Brand Director
Growth Marketing Director
Consumer Insights Director

Common Skill Gaps

Often Missing Skills
Full P&L ownership and financial modelingRetail media and shopper marketing strategyAdvanced marketing measurement (MMM, incrementality testing)Global go-to-market planning and localizationAgency governance and procurement
Development SuggestionsOwn a smaller brand/category P&L and complete an executive finance course; lead a cross-market launch while upskilling in MMM/retail media (e.g., Nielsen, Amazon Advertising) and implementing an experimentation roadmap.

Salary & Demand

Median Salary Range
Entry Level$180,000–$220,000
Mid Level$230,000–$300,000
Senior Level$320,000–$450,000
Growth Trend
stable

Companies Hiring

Major Employers
Procter & GamblePepsiCoUnilever
Industry Sectors
Consumer Packaged Goods (CPG)Retail & EcommerceFood & Beverage

Recommended Next Steps

1
Lead an end-to-end integrated campaign (TV + digital + retail media) with clear ROI targets and post-mortem
2
Complete an advanced marketing analytics/MMM course and build a dashboard linking spend to revenue and margin
3
Join ANA/ARF forums to network with CPG leaders; secure a stretch assignment owning retailer joint business planning