The VP of Marketing will build and lead a cross-functional, omni-channel marketing team that includes Brand, Growth, Content, Creative, Ecommerce, and Partnerships. The unique asset and opportunity Company has is the ability to acquire customers through multiple touch points and then to move them along a customer journey via additional touch points with ample opportunities for compelling branded content.
Channel / Touch Points:
- Retail/B2C businesses: stores, SmartFridges & meal delivery.
- B2B businesses: institutional food service for corporate, university, government, hospitals, and medically-tailored meals.
This key executive will architect and execute an innovative omni-channel marketing strategy that leverages the company’s growing network of channels to acquire and retain customers. Crafting this marketing strategy and structure will mean partnering with technology, strategic operations, and culinary innovation to create a membership model / loyalty program that will drive down the cost of customer acquisition, and drives up customer retention and LTV. Content marketing will be a critical part of this role and the Marketing team will leverage multiform and multichannel content creation, including; long form PR/Blog/editorial content, paid media assets, social, video, in-store assets and collateral, out of home, and other various forms of creative brand expression.This executive will work relentlessly to create new opportunities for content creation through all of these relationships while thoughtfully planning content distribution through all Company marketing channels including email, social, text, website, stores, SmartFridges, meal delivery boxes, packaging, labels, delivery trucks, Institutional Service partners, and more.
Voice and Creative
- Become the brand for food justice as linked to racial and social justice.
- Rooted in our brand purpose, develop a differentiated editorial strategy and calendar that connects our consumers via Company’s values
- Continually elevate and develop editorial and video content that is signature to the brand and point of view.
- Artfully tell stories that communicate our unique position and the products we offer to create a strong emotional connection with consumers.
Content Marketing and Distribution
- Develop the roadmap for content that aligns against evergreen, brand campaigns, and integrated marketing initiatives.
- Integrate and bring in other people’s voices to be a part of our consumers’ experience.
- Develop content marketing that effectively gets our content in front of the right people.
- Leverage SEO best practices to ensure content is discoverable and relevant to audience needs.
- Regularly provide insights and updates to senior leadership establishing Content as a leading vehicle to build the brand and drive repeat and loyal engagement.
Customer Acquisition & Retention
- Build a truly effective fly-wheel between physical retail and online channels to continuously improve upon lower than industry $CAC and higher than industry LTV/$CAC.
- Build and manage the full Marketing P&L ($10M), driving toward aggressive new customer acquisition and sales growth targets while maintaining efficiency and managing the path to marketing profitability.
- Diversify marketing acquisition channels.
- Grow existing online channels (paid search, paid social, display, etc.) while maintaining or improving efficiency, expand efforts into new online channels (e.g., SEO, native advertising, affiliate),
- Launch and build offline and brand marketing channels (e.g., TV, radio, outdoor, PR, etc.). Break new ground in creating and executing innovative omni-channel customer acquisition strategies.
- Build world class CRM marketing capabilities to build, test and iterate on an email series for each stage of the member life cycle and develop strong onsite offers and promotions to increase order frequency, AOV, and customer renewal rates.
Brand Management and Partnerships
- Understand our customers. Build a customer insights team that will use quantitative and qualitative approaches to better understand who our customers are, what they care about, why they shop with us, and how we can serve them better.
- In partnership with the CEO, steward the Company brand, building a progressive, diverse, aspirational brand that is consistent across all channels and stages of the customer and member lifecycle.
- Hands on management of brand partnerships and community including: culinary collaborations, CPG partnerships, influencers, events, social mission, and social equity programs.
- Champion customer obsession, pushing logistics and operations to meet the needs of the customer, and not just the needs of the operation.
Ecommerce & Merchandising
- Lead E-Commerce Merchandising, and partner with Store Merchandising, to drive revenue and leverage Company’s curated catalog through compelling visual merchandising and merchandise marketing in order to increase new customer sales and existing customer engagement.
- Partner with Director of Brand Marketing, Head of Growth, and Head of Technology to improve site user experience, member engagement, and ecommerce conversion through improvement and expansion of our core product features.
QUALIFICATIONS
- Based in Los Angeles, CA.
- 10+ years of progressive experience within a high-growth marketing team at a rapidly scaling consumer brand or retailer, ideally in a lifestyle category.
- 3+ years in a management capacity leading the department.
- Ecommerce experience is a must, multi-channel experience with brick-and-mortar preferred.
- Expertise in working with and marketing to diverse communities and teams.
- Must be able to speak to tangible and quantifiable impacts across a range of marketing channels from past experiences (e.g. paid media, social, CRM, retail, affiliates, etc.)
- Managed a marketing budget of $5 – $10M.
- Proficiency in marketing automation, BI platforms, and other tools
- Demonstrated ability engaging at the executive level of the organization by interfacing with key leaders across and up the chain.
- Experience building a management playbook with the ability to coach, empower and develop a team.
- The ability to travel to Company locations and commissary.
PERSONAL ATTRIBUTES
- Mission-driven mindset with a deep passion about social, racial, and food justice.
- Keep the greater purpose of the company to help end food deserts and make healthy food affordable and accessible for all top of mind in all decisions.
- Must have a personal growth mindset.
- Proven hands-on leadership, not just managerial experience. You must be willing/able to get things done without the help of a large staff.
- A proven coach who enjoys building and developing world-class team members and building a world class team.
- Able to lead through influence as much as direct accountability.
- Brings a customer/member first mentality to everything they do, always looking to improve the member experience and understand them better in order to predict and serve their needs.
- “Branded response” mentality. Strong instincts on conversion and salesmanship, but also lives and breathes the Company brand and understands the importance of consistency and quality of brand messaging, voice, and visual style.
- True team player. Excited about being a member of a smart and dynamic executive team solving exceptionally difficult problems at high speed.
- Able to give and receive ideas and feedback directly.
- Data and metrics-driven mindset with experience analyzing markets and trends, anticipating and identifying opportunities, and developing insight at a strategic level.
- An exceptional ability to identify and break down problems to find unique solutions, remove single points of failure, and set a plan into action.
- You take ownership of decisions, but do not try to own every decision in the company.
- Focused on getting it right, not being right.
- Stellar personal reputation and professional credibility to go along with great industry contacts
- Ability to meet deadlines and manage a heavy workload, providing visibility into the workflow
- A high degree of personal initiative, interpersonal skills, creativity and the ability to listen, communicate, write, learn, and facilitate processes within a complex, fast-moving organization
- EDUCATION: Undergraduate degree is required.