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About the Role

This is the first dedicated marketing hire at VetPowered, responsible for developing and executing marketing strategies for both the direct-to-consumer product business and the defense manufacturing business. The role involves creating and implementing a marketing plan, managing product launches, overseeing e-commerce operations, and building an attribution model to track marketing's impact on revenue.

Responsibilities

Develop and manage the twelve-month marketing plan and budget for VetPowered, including a supporting awareness plan for Workshops for Warriors.
Define positioning and messaging for both VetPowered and Workshops for Warriors, creating messaging frameworks for various channels.
Establish content standards and approval processes for an ITAR-registered defense supplier.
Own the go-to-market strategy for branded products, including audience definition, positioning, launch narrative, and pricing.
Translate product capabilities into customer-value propositions for individual end-users and institutional accounts.
Build and manage the launch calendar, sequencing paid investment with content readiness.
Partner with leadership on capability statements, partner packets, and collateral for defense procurement.
Manage vetpowered.com, including site merchandising, product detail pages, cart, and checkout, focusing on conversion rate and average order value.
Execute a testing roadmap across landing pages, product pages, and checkout.
Own and execute the promotional calendar for launches, seasonal events, and tentpole moments.
Build and manage the customer lifecycle program, including welcome, abandoned cart, post-purchase, and reactivation flows.
Manage paid social, paid search, and SEO, aiming for specific ROAS and customer acquisition cost targets.
Build and maintain the marketing attribution model in Salesforce, ensuring lead source discipline, campaign structure, and reporting.
Own the source field on the RFQ form and track reporting from first touch to purchase order.
Deliver monthly dashboards and quarterly reviews focused on revenue.
Produce video, photography, and written content from the shop floor, school, and field.
Ghost-write and schedule the CEO's LinkedIn presence.
Ensure all content adheres to safety standards and export-control screening.
Recruit, brief, and manage a contracted brand ambassador and content creator.
Coordinate with the external PR firm on placements and announcements, with CEO approval for public statements.

Requirements

Seven or more years of progressive marketing experience.
Three or more years owning a marketing plan and budget with revenue accountability.
Hands-on short-form video production and editing experience with a portfolio of published work.
Experience building marketing attribution from scratch in Salesforce or a comparable CRM.
Experience owning a direct-to-consumer e-commerce site and its commercial results.
Experience managing creators, influencers, or brand ambassadors under written agreements.
Ability to work onsite in San Diego five days per week, including shop-floor and field shoots.
U.S. person status under ITAR.

Skills

Marketing strategy
Brand management
Product marketing
Go-to-market strategy
E-commerce management
Digital marketing
Paid social media advertising
Paid search advertising
Search engine optimization (SEO)
Marketing operations
Marketing attribution
Salesforce CRM
Content production (video, photography, writing)
Video editing
Social media management
Project management
Budget management
Data analysis
Reporting
Communication
Collaboration

Location

San Diego

Work Type

Onsite
Full-time

Experience Level

Senior

Salary/Compensations

$120,000 to $140,000

Benefits

Medical insurance (50% employer contribution)
Dental coverage (100% employer contribution)
Vision coverage (100% employer contribution)
401k program with employer match
8 paid holidays
Flexible work hours
Paid time off

About the Company

VetPowered LLC is a precision defense manufacturer in San Diego, AS9100 Rev D certified, ITAR registered, and an SBA 8(a) participant.
The company machines parts for the Department of the Navy, the Air Force, and major defense primes.
VetPowered also designs and sells its own branded products, the Mark 10 and Mark 15 firearms-cleaning systems.
The company operates alongside Workshops for Warriors, an accredited school that trains, certifies, and places veterans and transitioning service members in advanced manufacturing.

Equal Opportunity

VetPowered, LLC participates in the E-Verify program to ensure employment eligibility.
VetPowered, LLC is committed to providing a professional work environment free from discrimination and harassment.
VetPowered, LLC is committed to providing equal employment opportunities to all employees, applicants, unpaid interns, and volunteers without regard to actual or perceived race, color, religion, national origin, ancestry, citizenship, disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, age, sexual orientation, veteran status, family and medical leave status, domestic violence victim status, or political affiliation.