Chief Marketing Officer (H/F)

1. Brand vision & strategy

• Define and own the La Vie brand strategy: where we play, how we win, and what makes us impossible to ignore.

• Act as the ultimate guardian of the brand while constantly pushing it forward — protecting what makes La Vie loved, and adding what will make it iconic.

• Set the creative bar for everything the brand touches: campaigns, packaging, social, retail, foodservice.

2. Marketing France & Marketing UK

• Lead our two country marketing teams and their growth plans: activation, media, trade marketing, category storytelling.

• Drive penetration and rotations hand in hand with the Sales teams, in retail and foodservice.

• Adapt the brand playbook to each market while keeping one strong, coherent La Vie voice.

3. Innovation

• Own the innovation pipeline from consumer insight to launch, across current and future categories.

• Build data-centric business cases (mix, price points, profitability) and ensure innovations are delivered on time, in full, in all geos.

• Keep La Vie ahead of the market: consumer trends, retail and foodservice dynamics, plant-based and meat categories.

4. Studio

• Lead the La Vie Studio through the Head of Brand & Creative: our internal creative engine for campaigns, content, social, influence and partnerships.

• Champion a “Gold In, Gold Out” culture: sharp briefs, clear priorities, on-time delivery at the highest creative standard.

• Keep creating breakthrough collaborations and earned-media moments in the spirit of Burger King or Picard.

5. Team & leadership

• Manage and develop four leaders (Head of Marketing France, UK Brand Lead, Head of Innovation, Head of Brand & Creative) and their teams — 17 people in total.

• Build a culture of ambition, creativity, care and ownership where talents grow and stay.

• As a member of the comex team, contribute to La Vie’s overall strategy, from business planning to the way we tell our story to the world.BC

• 10+ years in marketing, including significant leadership experience in FMCG, food or consumer brands.
• A track record of building brands people love — ideally with proof of iconic campaigns, collaborations or launches.
• A proven people leader: you have built, developed and retained high-performing teams, and your former teams would follow you anywhere.
• The rare combination of creative instinct and commercial rigor: you can judge a campaign and read a P&L with equal sharpness.
• Innovation experience from insight to launch, ideally in both retail and foodservice.
• International mindset; fluent in French and English.
• Passion for food, trends and culture, and a genuine interest in sustainability and positive impact.
• High ambition, low ego, startup pace.