We are the VMS Co-Op, a group of fast growing companies in theVitamins, Minerals and Supplements (VMS) space. The VMS Co-Op includes OLLY, SmartyPants and future acquisitions to come! This position's home company is OLLY. THE ROLE: VP BRAND STRATEGY As VP of Brand Strategy & Innovation, you will be a key member of the Brand Impact Group Leadership Team (BIG LT), responsible for shaping the long-term brand vision, driving innovation strategy, and leading a high- performing team of strategists and builders. You’ll be the architect of OLLY’s growth roadmap—balancing bold creativity with disciplined execution to expand our impact in the supplement category and beyond. KEY RESPONSIBILITIES Define and drive a multi-year brand strategy that aligns with OLLY’s purpose and growth ambitions. Lead a team of strategists and innovators, fostering a culture of creativity, accountability, and inclusion. Partner with the BIG LT to set and deliver against OKRs, including revenue, profit, and brand equity goals. Own the end-to-end innovation strategy—from whitespace identification to commercialization—ensuring alignment with consumer needs, market trends, and sustainability goals. Champion a test-and-learn culture, leveraging insights, rapid prototyping, and agile development to accelerate time-to-market. Translate deep consumer understanding into actionable strategies that drive household penetration, repeat, and loyalty. Lead the development of a robust learning agenda, including MMM, brand health tracking, and cultural foresight. Collaborate with Sales Strategy, Product Development, Supply Chain, and Marketing to ensure seamless execution of brand and innovation plans. Partner with Sales to craft compelling category and brand stories that unlock distribution and drive retailer engagement. Inspire breakthrough creative and experiential activations that deepen emotional connection and brand THE CANDIDATE You are a visionary brand leader with 15–20 years of experience in brand management, strategy, and innovation within the CPG industry, ideally with exposure to the supplements, wellness, or functional nutrition space. You’ve successfully led cross-functional teams, built and scaled innovation pipelines, and delivered against ambitious financial and brand-building goals. You thrive in fast-paced, entrepreneurial environments, and bring a blend of strategic rigor, creative thinking, and operational excellence. You’re a self-starter who is energized by ambiguity, inspired by consumer insights, and driven to challenge the status quo. You know how to balance bold vision with disciplined execution—and you lead with empathy, clarity, and purpose. CAPABILITIES + SKILLS REQUIRED A proven track record of building and growing brands through consumer-centric strategy and innovation. Experience leading high-performing teams and developing talent in dynamic, matrixed organizations. Deep understanding of the CPG landscape, with a pulse on emerging trends in wellness, health, and lifestyle. Strong analytical and financial acumen, with the ability to translate insights into action. A collaborative mindset and the ability to influence across functions and levels. Passion for purpose-driven brands and a belief in the power of design, storytelling, and science to drive impact. Initial video screen with a member of our Talent team Round 1: Conversation with the Hiring Manager + 1-2 conversations with other Ollies on the team Round 2: 2-3 conversations with team or cross functional Ollies Final Round: Homework* *At OLLY, our final round is called Homework. Candidates who participate in this round are given 3 questions in advance to answer and present to the interview panel they previously spoke with in the process. We understand every candidate is different. If you need a reasonable accommodation to adjust this procedure, please let us know as soon as possible so that we can evaluate and provide other options that work for your needs THE DETAILS HOURS: Full time, exempt (salary) MANAGER: CRO PLEASE NOTE: Candidates must be authorized to work in the United States without sponsorship. The pay range for this position is $240 ,000 - 260,000 dependent on experience and location. WHAT WE OFFER: An opportunity to work with an intelligent, inspiring, and extraordinarily fun team 100% employer-paid medical coverage for employee only, dental + ortho, and vision insurance 4 weeks PTO + paid holidays + 12 Mental Health Days per year 100% Paid parental leave, Fertility + Adoption Benefits Annual Bonus 401(k) plan with Employer Match Hybrid Work + Wellness + Cell Phone Stipends Free product And much more! 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