Building a brand in the beauty wellness, or CPG space takes more than a great product and a killer aesthetic. You need marketing talent that understands the nuances of consumer behavior, retail vs. DTC strategies, and how to turn casual browsers into lifelong customers.
Whether you’re a founder hiring your first full-time marketer or scaling a growing team, this guide is packed with strategic advice to help you hire smart—and build a team that can grow with you.
What Makes Marketing in Wellness & CPG So Unique?
Marketing in this space requires a unique blend of art and science. Unlike SaaS or B2B marketing, you’re often dealing with:
- Highly saturated markets
- Emotionally-driven purchases
- In-store vs. digital conversion strategies
- Fast-paced trend cycles
- Deep focus on brand identity, storytelling, and trust
Your marketing hire needs to understand not just how to get eyes on your product, but how to drive repeat purchase and build long-term brand loyalty.
Skills Your Marketing Hire Should Absolutely Have
Whether you’re hiring for a performance role or brand-side, here are the non-negotiables:
- Channel fluency: Do they understand where your audience lives? (Instagram, TikTok, retail shelves, or Amazon?)
- Retention strategy: Can they speak to LTV, churn, and customer lifecycle?
- Data comfort: Are they comfortable with Google Analytics, Shopify data, Klaviyo metrics, or ROAS reports?
- Creative collaboration: Can they brief a designer or video editor clearly and effectively?
- Trend awareness: Are they paying attention to what’s working in your space—and can they adapt?
How to Identify Top Marketing Talent
The best marketers for beauty, wellness, or CPG brands usually…
- Have direct-to-consumer and retail channel experience
- Know how to create scrappy, test-and-learn campaigns
- Are fluent in storytelling that goes beyond “pretty posts”
- Can show tangible results from past roles—growth, engagement, revenue, brand affinity
Ask to see past work: emails, social campaigns, paid ad strategy, UGC examples, product launch decks.
Questions to Ask in the Interview
Go beyond the surface and dig into how they think:
- “How would you plan a product launch on a limited budget?”
- “What brands do you think are crushing it in our space and why?”
- “How do you balance brand integrity with performance goals?”
- “Walk me through a marketing win—and what you’d do differently in hindsight.”
- “How do you stay ahead of consumer trends in beauty/wellness?”
You want people who are obsessed with the industry, proactive in learning, and collaborative in how they work.
How Good People Can Help
At Good People, we specialize in finding marketers who get your space. We work with wellness, beauty, and lifestyle brands that are building more than a product—they’re building a movement. We know how to:
- Vet candidates with industry-specific experience
- Assess creative vs. performance mindsets
- Match talent based on stage, team structure, and long-term vision
Whether you’re looking for a Head of Marketing, a brand strategist, or a content-obsessed generalist, we can help you find the right fit—fast.
Ready to hire marketing talent that’s as mission-driven as you are? Let’s talk.
