Head of Marketing - Challenger CPG Brand

We’re launching a bold new challenger Oral Care brand with deep innovation and creative science at its core, we’re now looking for a Head of Marketing to help build and scale it.

This is a rare opportunity to shape a brand from the ground up, leading a small, exceptional team and collaborating with world-class partners to create one of the fastest-growing brands in the category.

This is a true founding-team role. You’ll turn breakthrough science into bold, culture-shaping storytelling. From bathroom shelves to Tik Tok feeds. You will define how the brand shows up, stands out, and scales fast.

With major Retail, eCommerce, and Amazon launches locked in for 202
6, this is a once-in-a-career opportunity for a fearless, high-growth Head of Marketing ready to put their stamp on a brand that will change the category.

• Launch a bold, emotionally-led brand world that cuts through the category.
• Deliver a best-in‑class launch across retail, digital and professional channels.
• Build a marketing engine that drives awareness, consideration and trial – creating real traction and brand love.
• Grow an engaged community of advocates to fuel social proof and authentic storytelling.
• Establish a credible professional network and clinical board to support long‑term growth.

• Cement the brand as the most trusted and talked‑about new entrant in UK oral care.
• Position it beyond functional oral care – into wellness and lifestyle.
• Drive strong retail growth and market share, with a scalable marketing system built for global expansion.

• Lead and inspire a lean, high‑performing marketing team across brand, creative, social and community.
• Partner closely with Ecommerce and Sales to ensure seamless execution across channels.
• Work with the CEO and agency partners to build a brand that’s modern, credible and culturally relevant.

• Evolve and protect the brand identity with agency partners – keeping it distinctive and desirable.
• Translate strategy into breakthrough creative across campaigns, storytelling and partnerships.
• Lead the full agency ecosystem to deliver brave, commercially smart work at pace.

• Build education and advocacy programmes with dentists, hygienists and key opinion leaders.
• Deliver sampling, education and CPD initiatives that drive trust and recommendation.
• Turn professional endorsement into consumer love and purchase intent.

• Lead retail and trade strategy across major UK retailers.
• Deliver activations that drive sell‑through while building brand equity.
• Balance creative storytelling with commercial sharpness.

• Build buzz through social, influencer, PR and content that fuels discovery.
• Grow a community of advocates through reviews, sharing and word of mouth.
• Partner with creators who translate science into culture.
• Build and lead a lean, high‑performing team with a challenger mindset.
• Create systems that enable fast, focused, high‑quality work.
• Be a key voice within the leadership team.

• Founding‑team autonomy with real strategic influence.
• Creative freedom to build a category‑breaking brand with top partners.
• Direct collaboration with the CEO and Co-Founder to drive growth.
• The chance to redefine what “clinical” and “cool” can look like.
• A people‑first, B Corp business with an excellent benefits package.

• 8–12 years’ experience in brand marketing within a fast‑growing challenger brand scaling in physical retail as well as digital channels – Grocers, Health and Beauty chains, Shopify, Amazon and TTS
• Significant experience in CPG/ FMCG in categories such as Food, Drink, Beauty, Health, Wellness, Home Care etc.
• Digital first mindset – proficient at delivering multi‑platform campaigns with a strong focus on performance metrics and ROI tracking.
• You know how to scale – from retail shelves to digital feeds – balancing creativity and commerciality.
• You’ve built bold ideas with limited resources and know how to make every penny perform.
• You blend cultural instinct with analytical thinking – equal parts creative and data‑led.
• You understand…