Vice President Brand Marketing

As the Vice President of Marketing, you will helm the strategic direction of our Creative Marketing and Brand Marketing endeavors.

In the realm of Creative Marketing, you'll orchestrate the strategy and creativity across diverse channels like eCommerce, TV, Paid Social, Email, Display, YouTube, and Amazon. On the Brand Marketing front, you'll spearhead brand initiatives and shape the overall brand strategy, encompassing brand guidelines, promotional offers, PR, and celebrity partnerships.

This role will entail crafting and executing a comprehensive content distribution plan aimed at capturing new consumer segments through compelling visuals and videos. Regularly, you'll advocate for the company's creative strategy in leadership forums, fostering collaboration and feedback. Analyzing the effectiveness of content distribution, you'll refine strategies to allure fresh audiences. Leading a team of creative marketers, email marketing experts, graphic designers, and brand marketers, you'll foster a culture of innovation and excellence. You'll take charge of digital acquisition performance and strategic initiatives across all existing and potential TV and digital platforms, collaborating closely with various channel leads to ensure a unified approach to marketing objectives. Your interactions will span all organizational levels, as you articulate a vision and develop creative plans to drive our brand forward. With a focus on generating creative growth strategies, you'll expand our acquisition efforts and cultivate customer engagement. Forward-thinking ideation will be your forte, driving strong growth across new and existing business areas. Leveraging insights and trends, you'll optimize marketing spend and performance, driving impactful outcomes. This role is ideally suited for a data-driven leader adept at navigating multiple channels and driving strategic innovation. Join us in shaping the future of marketing excellence!

Responsibilities:

• Lead the strategic development and meticulous execution of all creative endeavors spanning TV, paid digital channels, email, display, Amazon, and beyond.
• Craft and implement comprehensive content distribution plans targeting novel consumer segments, leveraging captivating visuals to enhance engagement.
• Analyze and spearhead website creatives and performance, orchestrating key updates and tracking changes in essential KPIs.
• Drive A/B testing initiatives on the website to continuously optimize user experience and performance.
• Champion the company's creative strategy in leadership forums, fostering collaboration and gathering invaluable feedback.
• Fine-tune content distribution strategies to align with the overarching vision set forth by the General Manager.
• Ensure all creatives adhere to brand guidelines, legal standards, and contribute harmoniously to the brand's strategic direction.
• Collaborate seamlessly with internal departments, vendors, and personalities to craft compelling content campaigns that elevate brand perception and performance.
• Offer expert guidance to the leadership team on emerging creative trends, best practices, and industry standards.
• Lead Brand Marketing efforts, aligning on brand initiatives, guidelines, PR, and forging strategic celebrity relationships.
• Partner with internal and external stakeholders to develop brand guidelines and articulate the company's future vision.
• Create visually captivating presentations for various forums, including board meetings, celebrity engagements, and internal communications.
• Oversee all aspects of Public Relations and manage celebrity engagements, contracts, and production shoots in partnership with the General Manager.
• Collaborate closely with Product R&D to drive new product innovation, develop marketing materials, and ensure product positioning aligns with brand values.
• Drive execution with a focus on performance and re-engagement marketing efforts, aiming to expand channel mix and drive lifetime value.
• Launch, monitor, and optimize multi-channel acquisition campaigns to meet company objectives.
• Collaborate with creative partners to inform campaign performance and strategize on mobile-first, customer-centric creative development.
• Forge partnerships with Media Partner reps to identify new creative tests, resolve issues, and leverage platform capabilities to the fullest.
• Explore and expand into new digital channels and platforms through rapid testing and innovation.
• Analyze and communicate marketing performance to executive management and stakeholders, ensuring transparency and accountability.
• Uphold best practices, consistency, and innovation in all direct response acquisition activities.
• Identify and recommend tools to streamline workflows and extend capabilities, fostering efficiency and effectiveness.
• Oversee agency/vendor relationships and nurture a culture of growth and excellence within the Creative Marketing and Brand Marketing teams.
• Play a pivotal role in building a team of growth marketers, imparting expertise on acquisition best practices, technologies, and industry trends.

Qualifications:

• Possess over 10 years of pertinent creative marketing experience, with a profound understanding of direct response marketing.
• Demonstrate over 5 years of experience in digital advertising, with a proven track record in crafting, planning, and executing customer acquisition campaigns.
• Showcase expertise in managing a multi-million/monthly ad budgets on a CPO/CPA basis, with a focus on optimizing for conversions.
• Exhibit deep knowledge of Facebook's advertising ecosystem, including audience segments, bidding strategies, and scaling techniques.
• Proficient in web analytics tools like Google Analytics and possess strong project management skills with meticulous attention to detail.
• Display self-direction, results orientation, and a passion for exceeding goals and taking on new challenges.
• Possess exceptional communication skills, with the ability to influence and collaborate cross-functionally at all levels.
• Leverage data-driven insights to drive strategic recommendations and fuel growth for direct-to-consumer subscription products/services.
• Demonstrate proficiency in analyzing complex issues and developing relevant plans and recommendations.
• Advanced Excel skills and experience with BI platforms such as Looker and Cognos are advantageous.
• Experience managing direct response/DTC campaigns and working with subscription-based models is a plus.
• Proficiency in setting up and analyzing A/B tests and landing pages is advantageous.