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.

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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.

Market Intelligence Report

VP of Marketing, Global Consumer Brands is part of the Marketing Strategy category.Explore our market intelligence report to see how AI and hiring demand are shifting for these roles.

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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

Lead an end-to-end integrated campaign (TV + digital + retail media) with clear ROI targets and post-mortem

Complete an advanced marketing analytics/MMM course and build a dashboard linking spend to revenue and margin

Join ANA/ARF forums to network with CPG leaders; secure a stretch assignment owning retailer joint business planning