In high-growth consumer brands, the spotlight often lands on visionary leadership and long-term strategy. But the execution layer, the Vice Presidents (VPs) who bridge vision and results, is frequently overlooked. According to our 2025 State of the Consumer Brands Industry Report, 56% of VPs say their teams are underbuilt, and only 19% have clarity on their next hire.
This resourcing issue is a structural fault line. And when the execution layer is strained, growth comes to a halt.
The data reveals a troubling picture:
Furthermore, while many VPs are included in strategic conversations, only 44% feel fully heard. This gap between consultation and activation hampers execution and slows momentum.
Harvard Business Review emphasizes that middle managers are not just operational cogs but pivotal players in organizational transformation. Neglecting their insights can lead to missed opportunities and avoidable missteps.
Often labeled ‘middle management’, VPs are, in reality, the operational core of the business. MIT Sloan Management Review emphasizes the importance of clear decision rights and operational accountability, arguing that empowering this layer is crucial for scalable growth.
When VPs lack clarity and authority, organizations risk operating blindly. However, when their roles are clearly defined and decision-making power is genuine, strategic alignment and execution speed up.
Leading organizations are taking proactive steps to strengthen their execution layers:
Empowering middle management to drive change and ensuring strategic initiatives are executed at all levels helps leadership build strong, collaborative partnerships with the execution layer, fostering shared accountability and sustainable growth. Tools like ForceBrands Scalability Forecast™ help organizations assess and reinforce their execution core. Leaders identify points of strain, define VP layer goals and roles, set strategic priorities, and elevate VP voices into key decision-making.
Empowered VPs bring more clarity, truth, speed, and results across the organization.
If your VPs are signaling concerns, pay attention. Writing them off as complaints risks missing opportunities to solve high-impact challenges. Acting on their insights early can prevent execution breakdowns and position your organization for sustained growth.
Download the full 2025 State of the Consumer Brands Industry Report to decode what your execution layer is signaling and how to build a structure that supports what’s next.