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About the Role

This role serves as a brand steward and marketing strategy owner across a multi-channel business, reporting to the CEO. The primary outcome is to build Marketing & Brand as a performance growth channel, establishing it as a measurable, ROI-driven engine for profitable revenue growth.

Responsibilities

• Develop and own the full-funnel growth strategy, spanning brand awareness, traffic generation, conversion, retention, and customer lifetime value.
• Build a data-driven KPI framework connecting marketing investment to sales growth, traffic, customer acquisition, and contribution margin.
• Lead budget allocation and channel mix optimization across paid, owned, earned, partnerships, CRM, and retail/omnichannel marketing.
• Drive a culture of test, learn, optimize, with clear attribution, incrementality measurement, and continuous improvement of marketing efficiency.
• Partner cross-functionally with sales, finance, operations, digital, and innovation teams to align marketing initiatives with company growth objectives.
• Elevate brand equity while ensuring brand investments translate into measurable commercial outcomes.
• Collaborate with founder to define, refine, and lead the master brand strategy—establishing brand vision, voice, positioning, personality, and aesthetic.
• Guide cross-functional marketing strategy development—ensuring positioning, messaging, and creative direction translate into high-impact campaigns, channel strategy, and measurable growth outcomes.
• Develop the brand story and thread it through all consumer-facing communications touchpoints, ensuring consistency across Retail, eComm, and Partnerships.
• Support creation of compelling seasonal campaigns for major brand launches, holidays, and other milestones.
• Lead social media storytelling, channel, and content strategy across established and emerging formats.
• Collaborate with the Creative team, providing strategic insights and positioning for creative campaign development, and high-level feedback on campaign and creative assets.
• Execute thoughtful and strategic founder positioning in conjunction with key objectives and growth priorities, amplifying positioning between brand and founder moments.
• Own total traffic strategy and accountability (retail + digital).
• Oversee organic social, influencer, and PR strategy.
• Lead paid media strategy and growth & acquisition marketing, focused but not limited to DTC.
• Build annual paid media plan, budget, KPIs and oversee execution and management across an ecosystem of channels, with the goal to efficiently acquire new customers.
• Source, RFP and manage agencies and vendors to maximize partnerships for business results.
• Develop KPIs to continually optimize channels toward optimal CAC / LTV targets.
• Identify and execute high-impact, low-cost growth initiatives.
• Drive social media growth across views, discoverability, and engagement by managing the Social Media Manager and leading strategy.
• Own overarching social strategy - identifying which channels to prioritize, where the brand should show up, and ensuring content decisions ladder up to awareness and business goals.
• Own influencer and affiliate marketing strategy: build a creator program, establish affiliate partnerships, and hold both channels accountable to traffic and sales performance.
• Partner with ecommerce to develop and execute social commerce strategy across emerging channels like TikTok Shop and Meta Shop, connecting social audiences directly to purchase.
• Set performance standards across social, influencer, and affiliate - establishing KPIs, reporting cadence, and a test-and-learn framework the team executes against.
• Develop strategies to drive same store sales growth, focusing on in-store activations, local and market-level marketing initiatives, and customer engagement strategies.
• Partner with Retail Ops and Ops teams on product strategy, seasonal offerings and promotional calendar to achieve channel revenue targets.
• Lead branding and experiential design including renovations and in-store communications.
• Partner with Bakery team to develop annual marketing calendar for bakery promotions, including seasonal innovations, LTOs, and special occasion based marketing.
• Partner with Retail ops to measure store performance through ratings analysis.
• Enhance brand awareness, intrigue, and conversion by partnering with eCommerce to produce and test creative content across acquisition channels, email, and SMS.
• Deliver consistent, on-brand experiences from top to bottom funnel.
• Provide content, copy and art direction for website and related programs in partnership with eCommerce team and UXD resources.
• Partner with eCommerce team on product strategy, seasonal offerings and promotional calendar to achieve channel revenue targets.
• Partner with Ops team on physicality (design, costs) of shipping experience including box, unboxing experience and individual product packaging and quality.
• Partner with eCommerce team on retention & loyalty initiatives, providing strategic, execution and creative support.
• Partner with eCommerce team to execute email and lifecycle marketing communications.
• Partner with CX team to ensure customer touchpoint strategies are aligned with the brand.
• Partner with VP of Brand Partnerships on strategies to maximize partnerships within marketing and owned channels.
• Ensure all collateral needs for partnerships are properly supported.
• Own all marketing spend. Work in tandem with Finance to ensure compliance with annual budgeting processes.
• Report out on key KPIs as they relate to the performance of marketing.
• Oversee and support the development of team members.
• Work closely with all cross functional leaders to ensure a cohesive marketing strategy that spans across all channels.
• Work closely with all departments to strategize and implement company growth initiatives, including product pricing strategy and product mix.
• Fully understand and exhibit the brand ethos, embodying core values, inspiring celebration, and creating real magic while serving as a brand ambassador internally and externally.

Requirements

• 10+ years of progressive marketing leadership experience, including senior leadership roles overseeing multiple marketing disciplines in omnichannel DTC brands, retail, or CPG environments.
• Experience in brand management, campaign development, and content strategy.
• Proven experience leading and integrating creative, digital, performance marketing, lifecycle/CRM, and field marketing.
• Strong operational and organizational leadership skills with a track record of building scalable processes.
• High financial acumen with the ability to connect marketing investment to business outcomes.
• Exceptional communication, influence, and stakeholder management skills.
• Ability to thrive in a fast-paced, entrepreneurial, and highly collaborative environment.

Experience Level

• 10+ years of progressive marketing leadership experience

Salary/Compensations

• $175,000 - $225,000 annually