Vice President of Innovation & Brand Strategy

Vice President of Innovation & Brand Strategy

Elmhurst® 1925 – Elma, New York, United States (On-site)

About Elmhurst 1925

Elmhurst 1925 is a pioneer in plant-based dairy alternatives, transforming clean-label ingredients into delicious, nutritious, and sustainable beverages. Powered by our patented HydroRelease™ technology, we craft innovative products without gums, emulsifiers, or additives—setting new standards in taste, function, and transparency. As a family-owned company with deep dairy roots and a progressive vision, we're rewriting the future of food—one breakthrough at a time.

Position Overview

We’re looking for a dynamic, consumer-centric marketing and innovation leader to join our executive team as Vice President of Innovation & Brand Strategy. This is not an R&D scientist role. Instead, this position is built for a strategic thinker and doer—someone who lives at the intersection of consumer trends, brand building, and breakthrough innovation.

You’ll lead the full innovation lifecycle, from white space identification and concept development to brand positioning and commercial launch. Reporting directly to the executive leadership team, you’ll collaborate with marketing, sales, operations, and R&D to create compelling products that win on shelf, drive growth, and elevate Elmhurst’s leadership in the plant-based space.

Key Responsibilities

• Consumer-Led Innovation Strategy: Own and evolve the innovation roadmap based on market trends, category dynamics, and consumer insights. Identify high-potential white spaces and develop breakthrough product concepts and brand platforms.
• Brand Positioning & Storytelling: Translate product innovation into compelling brand narratives that resonate with target consumers. Partner with marketing to bring innovation to life through packaging, messaging, and digital presence.
• Go-to-Market Leadership: Oversee cross-functional project execution from ideation to launch—including consumer validation, packaging, channel strategy, and in-market performance tracking.
• Cross-Functional Integration: Collaborate with R&D, operations, and supply chain to ensure feasibility, scalability, and margin targets for new products. Act as the bridge between creative vision and commercial execution.
• Trend & Category Expertise: Stay ahead of macro trends, competitive activity, and cultural shifts in food and wellness. Build a pipeline that is both bold and grounded in data.
• Team Leadership: Inspire and manage a high-performance innovation and marketing project team, cultivating a culture of creativity, agility, and accountability.

What We're Looking For

• Experience: 10 years in CPG marketing, innovation, or brand management, preferably in food & beverage or wellness. Experience launching products into retail and/or DTC is a must.
• Strategic & Creative Mindset: A rare mix of analytical horsepower and imaginative thinking. You know how to turn a trend into a brand—and a brand into a movement.
• Track Record of Launching Hits: You've led the development and launch of successful consumer products from concept to shelf, and you know what success looks like in-market.
• Strong Cross-Functional Skills: Adept at working with R&D, operations, sales, and executive stakeholders to turn ideas into execution.
• Consumer-Obsessed: You live and breathe the consumer journey and believe empathy is the foundation of great innovation.
• Leadership: Experience managing teams, agencies, and external partners. You know how to bring out the best in others while keeping projects moving forward.

Why Join Elmhurst 1925?

• Help shape the future of one of the most exciting brands in plant-based food and beverage.
• Lead high-impact, category-defining innovation that matters—to consumers, the planet, and future generations.
• Work in a values-driven, entrepreneurial culture with the freedom to move fast and think big.
• Be part of a mission-focused team reinventing a legacy brand for the next 100 years.