Director of Marketing & Innovation in The Good Patch

JOB SUMMARY:The Good Patch is seeking a Director of Marketing and Innovation to join our growing team. In this role, you will oversee all brand marketing, shopper marketing, and ecommerce marketing efforts as well as the product innovation pipeline.We’re looking for an experienced and creative, digitally-savvy, data-driven marketer with a proven track record growing high-growth brands within a fast-paced start-up environment.You are equally skilled at both strategy and execution. You are consumer-obsessed and serve as their voice, representing their best interests both internally and externally. You have experience working with omnichannel brands with strong retail (FDM) businesses. The ideal candidate for this role will be able to provide specific examples of the results from initiatives you conceptualized, led, and successfully executed. This is an extraordinary opportunity for an ambitious marketing leader to shape the direction of an emerging beauty and wellness brand.DUTIES & RESPONSIBILITIES:BRAND MARKETING:In this role, you will own The Good Patch’s brand marketing and brand building strategy, using your creativity and innovation to drive organic momentum to the brand, helping us to meet our high-growth, high-impact goals. You’ll own strategy and scaling for social media, influencer, partnerships, content, PR, community, and paid media. You’ll balance the art and creativity of brand building with the science of KPIs and growth goals. Specific areas of responsibility include: Brand Strategy :Strategize content, community and organic strategy that upholds the highest standards of creativity and innovation, drives growth, and positions us as thought leaders in the CPG space. Retail Marketing: Partner with Head of Sales to strategize and execute retail marketing programs to increase velocity at shelf and create momentum around new (and existing) retail launches· Go to Market :Hold creative ideation and strategy for brand-wide campaigns, product launches, new channel launches and seasonal pushes, leveraging deeply creative, tactical, brand-aligned perspective. Supported by the Head of Sales and Head of Creative. Content & Communications Strategy :Lead industry-leading cross-channel content strategy across CRM, social media, paid media and e-commerce. Develop and strengthen claims and points of differentiation. Own the integrated marketing calendar including content, brand moments, product launches. Develop an omnichannel communications strategy to disseminate content to prospect, nurture and acquire new customers. Partnerships: Ideate, pitch and execute regular external DTC brand partnerships to grow brand awareness and organic lift, with support from the Marketing Manager. Organic Social Media :Strategize and own performance on all social media channels, with support from the Marketing Manager, including but not limited to IG, TikTok, Pinterest, Facebook, YouTube, and Reddit.Paid Social: Ideate and facilitate execution of innovative paid social assets, in collaboration with Creative Team and agency partner. Customer Community :Exponentially grow The Good Patch community, owning strategy for creating a world class community of brand evangelists through social media, loyalty programs, and ratings & reviews. Influencer Marketing:Nurture and grow our creator community, setting strategy for monthly activations and key brand moments.Monitor and improve key KPIs such as CPM, cost per engagement, website visits, and ROAS. PR & Affiliate: Lead/guide the PR + Affiliate Marketing agency, tracking performance and helping guide strategy for earned, top tier publisher PR and affiliate PR.Own our creator affiliate community, ensuring high program growth, retention and engagement that meets KPIs.Budget: Build, manage, and track annual/quarterly/monthly brand marketing budget, ensuring spend stays within budget while delivering on business objectives.E-COMMERCE MARKETING:This role will also lead and manage the end-to-end strategy and execution for customer acquisition and performance paid media, lifecycle/retention/CRM communications (email/SMS) and loyalty marketing for the DTC (direct-to-consumer) business. The right candidate for this role is extremelyresults drivenand analytical and is always tapped into the latest ecommerce & digital marketing trends. Specific areas of responsibility include:Responsible for management of monthly spend, achieving & reporting on daily/monthly KPIs and targets, prioritizing resources, and assisting with revenue forecast based on performance metrics for the DTC business. Partners with finance to deliver both top-line and bottom-line targets.Manage the planning, budgeting, execution, and optimization of all direct-to-consumer revenue-driving marketing channels, including paid media (social, programmatic, etc.), paid search, retargeting, SEO, email/SMS, and affiliate marketing. Responsible for ROAS, KPIs, and daily vendor management for each channel.Develop and execute a continuous learning plan to improve performance, including testing of new marketing channels/tactics and frequent A/B testing. Proactively identify new opportunities and trends.Optimize ad performance and website conversion rates through frequent testing of ad creatives, messaging, and website landing pages.Partner with Sales Team on Amazon marketing tactics, ad strategy, and PDP copy/assets.INNOVATION:Lastly, this role will also lead and manage all product development initiatives, supported by the Associate Director of Product Development and the Director of Operations. Specific areas of responsibility include:Strategic Vision and Pipeline Planning: Set the strategic vision for the 3-year innovation and portfolio for the brand (DTC + retail), based on consumer insights, including new products and product improvements. Design a consumer insight-driven product pipeline, in line with the brand vision, by closely monitoring consumer trends and competitive activity and conducting primary research where necessary.Financial Analysis: Use data & analytics to drive business decisions by gathering market and consumer research to build a strategic business case for innovation briefs. Establish business cases for each launch working with cross-functional partners on accurate forecasting while improving gross margins vs baseline for each new product launch.Product Commercialization: Partner closely with Director of Operations and Associate Director of Product Development to ensure projects are executed in an efficient and effective manner, on time and on budget. Partner closely with Operations and Finance to deliver margin-accretive/margin-neutral products that fit within our supply chain and operations structure. Partner closely with Sales to deliver new products that meet shelf merchandising requirements.Go-To-Market: Work closely with Sales and Operations to ensure success of product development initiatives.Align on go-to-market strategies with leadership team. Create and implement new product launch plans, integrating with existing marketing calendars, retail, and ecommerce initiatives. Track and report on new product performance post-launch, including collaborating with other key stakeholders to identify and execute product improvements or adjustments post-launch.Qualifications:8+ years of CPG marketing experience (4+ years managing teams), ideally in the health, wellness, and/or beauty space.In depth experience with omnichannel brands, with both a strong retail and DTC presence·Experience working at a high growth startup, and enjoys both strategy and execution.A deep understanding of how to balance the goal of driving brand awareness with an emphasis on driving positive return on investment from a highly optimized mid-low funnel.Understanding of the entire performance marketing and CRM and lifecycle landscape, with a perspective on how to build world-class campaigns in today’s changing landscape – including which tools to use, how to run effective campaigns, the metrics to measure, and the proper attribution methodologies.Deep understanding of the influencer marketing landscape, including how to execute successful campaigns, how to use influencer marketing platforms and tools, and how to monitor and optimize performance.Experience managing the strategy & execution of paid digital acquisition channels including Meta, TikTok, Programmatic, Affiliate, and Google - maximizing ROAS and CAC.Experience managing retention marketing programs (email and SMS) and working within retention marketing software such as Klaviyo and Attentive.Excellent oral and written communication skills with proven ability to work well in a cross-functional, collaborative team environment.Comfortable working and collaborating in a 100% remote work environment across multiple time zones (some travel may be required)#J-18808-Ljbffr Show more Show less Должностной уровень Директор Тип занятости Полный рабочий день Должностные обязанности Маркетинг и Продажи Отрасли Физкультура и здоровый образ жизни