WELLNESS CASE STUDY
VITAL PROTEINS’ QUEST FOR A POWERHOUSE CMO:
A TRANSFORMATIVE LEADERSHIP SEARCH
Vital Proteins®, a Nestlé Health Science brand, provides premium collagen-based products to help people get more out of life. As a champion for better and realistic wellness, Vital Proteins collagen products enable everybody with a body to look, feel and move their best. Founded in 2013, the brand has grown to be the leader in collagen by putting transparency and quality ingredients at the forefront of its business.
PIVOTAL EXECUTIVE SEARCH AFTER A COMPLEX BRAND INTEGRATION
Vital Proteins had just integrated with Nestlé Health Sciences (NHS). The CEO initiated a transformative search to find a dynamic and visionary Chief Marketing Officer (CMO). Recognizing the critical importance of this role in unifying brand marketing efforts under a single leader, the CEO engaged ForceBrands to partner with the company's internal recruiting team to secure this pivotal C-suite leader. The search committee wanted the candidate to come from Los Angeles or Chicago and be someone with experience navigating complex integrations. The exceptional executive needed an impressive traditional marketing background and celebrity marketing experience. The CMO was to be an inspiring unifier who could break through existing silos and lead the charge.
FINDING THE RIGHT CMO REQUIRES A UNIQUE SEARCH
The new CMO would head a restructured and unified Marketing organization comprising brand strategy, marketing, communication, PR, creative, retail marketing, and customer engagement teams. Although Vital Proteins had integrated with NHS, the company was still operating independently with the benefit of leveraging NHS' resources. The integration opened up exciting global growth opportunities for Vital Proteins. ForceBrands identified the need for a seasoned executive with expertise in leading large teams through complex international initiatives.
ForceBrands worked closely with the Human Resources team to meet the high expectations for the CMO role. Vital Proteins' internal recruiting team recognized ForceBrands' niche value and leveraged its specialized focus and expansive network to connect with exceptional leadership talent.
ForceBrands evaluated the strengths and competencies of the current marketing team, identifying critical skill gaps that the strategic hire would need to fill. This approach ensured Vital Proteins could effectively achieve its growth objectives and optimize its marketing mix goals. The recruiters understood that the perfect candidate required a balance of substantial big-brand CPG experience and the scrappy, ‘roll up your sleeves’ mentality that defines Vital Proteins' culture.
TURNING A YEAR-LONG PAUSE INTO A HIRING TRIUMPH
Well into the executive search, the client was forced to pause the process for nearly a year due to strategic business considerations. Disruptions in the search process, particularly at the executive level, can lead to severe and far-reaching consequences. Top-tier candidates may lose trust in the recruiter and the hiring company, rejecting future opportunities or renewed outreach efforts. This is where partnering with a recruiter renowned for their expertise in the consumer brands sector becomes an invaluable advantage for the client.
Maintaining the client’s employer brand during the pause became a priority. ForceBrands' recruiters are trusted for their genuine connections within their talent network and commitment to transparency and a seamless search process. The executive search team kept in close touch with the top candidates, nurturing the relationship and maintaining their interest until the client was ready to move forward.
AN IDEAL CMO SECURED
When the search resumed, Vital Proteins leveraged the strong relationships that recruiters had carefully nurtured with a select group of top-tier Marketing leaders. In a short time, Vital Proteins brought on a dynamic leader with a remarkable track record, combining experience from global giants like Pepsi and Gatorade with the innovative energy of high-growth brands like Udi's. She has also excelled in leading teams through complex restructuring processes and successful acquisitions. Most notably, she is a highly respected thought leader and a well-loved manager, renowned for inspiring loyalty within her team—even during the most challenging transitions.