Brand Manager, Personal Care

21CV is a celebrity-brand–focused Consumer Packaged Goods company led by a team of experienced operators who build and scale high-performing brands. We partner with celebrities who bring authentic passion and personal investment to their ventures.

Our mission is to create high-quality, authentic CPG brands that reflect the personalities and values of our celebrity partners, delivering innovative products that inspire and connect with fans worldwide. We leverage celebrity influence and creative brand-building to convert fan bases into loyal consumer bases.

Now a proud portfolio company of 21CV, InStyle 21 is an established personal care and fragrance brand built on accessibility, quality, and everyday luxury. As we prepare to expand into the celebrity and lifestyle product space, we are seeking talented individuals to accelerate growth in this category.

The Brand Manager is responsible for guiding brand strategy, positioning, and execution to drive sustainable growth and profitability. This role champions a consumer-first mindset, translating insights into actionable brand plans, while partnering cross-functionally to deliver fully integrated marketing programs. The Brand Manager owns the business performance of the brand and plays a key role in innovation, long-range planning, and competitive strategy.

• Champion brand positioning, product architecture, and brand guardrails across the organization to ensure consistency and alignment with brand vision
• Partner with cross-functional teams to develop and execute integrated marketing communications
• Drive both short-term performance and long-term brand equity through strategic thinking and innovation
• Identify and share consumer and market trends, translating them into growth strategies across the marketing mix

• Develop and execute annual brand plans to achieve sales, profit, and market share goals
• Monitor business fundamentals, including financials, KPIs, and marketplace dynamics
• Conduct competitive analysis and proactively deploy mitigation strategies
• Demonstrate strong business acumen, anticipating future risks and opportunities impacting the brand
• Identify whitespace opportunities within current and adjacent categories
• Provide strategic input into innovation pipelines aligned with brand positioning
• Lead development of line extensions and brand renovation initiatives

• Demonstrate strong understanding of end-to-end supply chain dynamics, including item set-up, production planning, and distribution
• Partner with supply chain and operations team on forecasting, demand planning, and supplier collaboration
• Leverage data and analytics to inform forecasting accuracy, inventory management, and in-market availability
• Ensure alignment between brand plans and operational capabilities to deliver against demand and minimize disruptions

• Collaborate with extended team to execute brand strategies
• Ensure seamless coordination and strong handoffs across teams
• Build strong partnerships to enhance executional excellence and speed to market

• Strong strategic thinking with the ability to balance short- and long-term priorities
• Proven business acumen and financial literacy
• Strong analytical and problem-solving skills
• Excellent communication and storytelling abilities
• Agile, collaborative, and highly adaptable
• Demonstrated ability to influence without authority
• Strong collaboration skills with experience working across multiple stakeholders
• Ability to manage complexity and drive alignment

• Experience in personal care (beauty, fragrances, etc) within CPG is required
• Strong understanding of integrated marketing communications and go-to-market strategies
• Knowledge of competitive analysis, category dynamics, and growth strategy development
• Experience leading product innovation, line extensions, or brand renovation
• Ability to identify and capitalize on whitespace opportunities

• Bachelor’s degree in Marketing, Business, or related field
• 3+ years of experience in brand management or marketing within CPG, with experience in the personal care category
• Proven track record of driving business results and brand growth