Chief Marketing Officer (H/F)

• 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.
• 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.
• 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.
• 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.
• 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.

Descriptif du poste

• 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.
• 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.
• 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.
• 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.
• 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

Profil recherché

• 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.

Déroulement des entretiens

You will first have a video call with someone from the HR team followed by interviews with Nicolas, our CEO. We will also ask you to work on a practical case study. We usually take references.

What makes La Vie unique?

• Impact: We exist to put a happy end to animal-intensive farming. Waking up every day to save pigs and tons of CO2 is pretty cool.
• Unique adventure: Our vision is to become by 2040 the largest pork brand on Earth ... Without hurting a fly. Leading the brand powering that ambition is quite a challenge.
• People-first: Everyone at La Vie is passionate, smart and good-vibe. It’s pretty unique to feel you are only surrounded by people who truly care.
• International environment: English-speaking and various nationalities.
• Opportunities to learn and grow: training, learning lunches, regular Q&A sessions with leadership, transparent discussions about company KPIs and regular feedback sessions.
• Values that bring us together: #Exemplary #Ambition #Teamwork #Sunny
• Trust: respect and transparency from everyone.
• Weekly after-work drinks with the team.
• A healthy mind in a healthy body: team participation in sports events.

Our values

• Sunny. We see opportunities before obstacles.
• Ambition. We aim high and move fast.
• Exemplarity. We say what we do and do what we say.
• Together. We win as a team.

If you want to take one of Europe’s most loved food brands to the stars — and enjoy the ride — we would love to hear from you.

Qui sont-ils ?

La Vie is on a mission to make plant-based proteins tastier and cooler than animal ones. We are driving this change because transitioning out of intensive animal farming is one of the most vital shifts we, humans, need to take.

In five years, we have built one of the most loved plant-based brands in Europe. We operate in retail and foodservice across France and the UK as priority markets, and are present in 10 countries. Our portfolio spans meat analog products, plant based sandwiches and now new categories beyond meat analog, like tofu.

At La Vie, marketing is not a support function. It is the engine. From day one, this brand has grown by refusing to behave like a food brand: campaigns people actually talk about, collaborations nobody saw coming (Burger King, Picard…), a tone of voice that made bacon funny and plants desirable.

This is what got us into millions of fridges — and what will get us into millions more.

Today, our CMO Romain is passing the torch after helping build La Vie into what it is: a brand people love, follow and defend. The bar is high.

Purpose of the role

As Chief Marketing Officer, you own the La Vie brand and its growth across all our markets.

You lead a team of 17 talented marketers organised around four pillars — Marketing France, Marketing UK, Innovation and the Studio — and you are accountable for turning brand love into business results: awareness, penetration, rotations, and a pipeline of innovations that win in retail and foodservice.

You report directly to the CEO and are a member of the La Vie comex team, shaping the company’s strategy well beyond marketing.