Director, Vashe Brand Strategy

Urgo Medical North America (UMNA) is seeking a strategic and entrepreneurial leader to guide the long-term vision and growth of the Vashe portfolio. As one of the fastest-growing brands in wound care, Vashe has played a major role in shaping and expanding the wound cleanser category and continues to have significant growth potential across existing and emerging markets.

The Director, Vashe Brand Strategy will serve as the strategic leader, identifying future opportunities, shaping market direction, and building the long-term roadmap for growth. This role is focused on big-picture thinking, market insight, portfolio strategy, and brand evolution, while partnering closely with the Brand Manager who leads the current market execution.

This individual will work cross-functionally with commercial, clinical, and innovation teams to ensure strategic alignment across the portfolio. In partnership with the Director of Innovation, this role will help guide downstream commercialization strategy, positioning, and market adoption for new products as they move from development to launch.

The ideal candidate is curious, analytical, collaborative, out of the box thinker and energized by building brands in a fast-moving, growth-oriented environment.

• Lead the development and execution of comprehensive market research initiatives to identify market gaps, limitations, and emerging opportunities for Vashe products that lead to new category creation.
• Analyze market trends, consumer behavior, and competitive landscapes to inform brand strategy and identify actionable insights.
• Oversee strategic direction and project management for new market opportunities and product innovations.
• Collaborate with agencies and external partners to design and conduct research, such as focus groups, advisory boards, and surveys, to refine brand positioning and inform key strategic decisions.
• Identify and develop new and existing KOLs to advise strategy and validate decisions at a consumer level.

• Own and drive the development of a long-term market shaping strategy for Vashe, ensuring alignment with business goals, market needs, and consumer preferences.
• Continuously evaluate and refine the brand’s positioning, markets, messaging, and innovation pipeline to maintain relevance and competitive edge in the market.
• Identify new markets that have the potential to be shaped by changing the behavior and standard of care clinicians and industries provide to patients with hypochlorous acid.
• Partner closely with the Director of Innovation to support commercialization and downstream strategy for new products and pipeline opportunities.

• Advise on the prioritization and execution of new products and research aligned with long-term strategic goals.
• Lead cross-functional teams (including Urgo Research Innovation & Development, Medical Affairs, Commercial Leadership, Manufacturing, and Global Research) to drive the successful development and launch of new products.
• Develop detailed plans for product launches, including market dynamics, consumer benefits, and brand positioning, ensuring the successful introduction of new products and strategic pivots for existing brands.

• Provide monthly updates and presentations to leadership regarding brand activities, product development, and market trends.
• Represent the voice of the commercial organization at a global level.
• Produce clear and impactful market communications to keep internal stakeholders informed of product changes, updates, and strategic shifts.
• Maintain ongoing collaboration with key stakeholders across the business to ensure alignment and smooth execution of brand initiatives.
• Build relationships with key opinion leaders (KOLs), customers, and external partners to validate opportunities and strengthen market understanding.

• Strategic thinker with strong commercial and analytical skills.
• Experience building or growing brands in healthcare, medical device, or related industries.
• Comfortable operating in a fast-paced, entrepreneurial environment.
• Strong collaborator who can…