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VP Marketing

Since relaunching the brand in 2015, we’ve doubled revenue every year.  We are now looking for a hands-on marketing executive, equally left-brained and right-brained, to help us drive continued rapid growth.

This is a terrific opportunity for an experienced brand marketer to take over an at-scale customer acquisition program and expand it using her/his own approach.  Since this position reports directly to the CEO, the VP Marketing will be well-positioned to step into a CMO or General Manager role as the business scales. 

The position will oversee all paid marketing channels and brand development.  We are looking for someone with a strong intuitive understanding of our brand, mission, and audience, and who can articulate a medium/long-term vision while executing day-to-day.  The successful candidate will possess a combination of creative brand-building skills and data-driven digital marketing know-how.

Key Responsibilities

Expand Our Reach:

  • Authentic Brand Building: Articulate a path towards creating cultural relevance and durable brand equity over time.  Consistently build brand voice and identity.
  • Marketing Funnel Strategy:  Develop an integrated system for marketing messages at various stages of acquisition funnel and in corresponding channels
  • Top of Funnel Expansion:  Create effective strategies and executions in channels such as experiential, content marketing, public relations and major partnerships.  Define, track and report intended impact of these initiatives.  

Scale Paid and Organic Marketing Channels:

  • Optimize and Grow Existing Paid Channels:  Scale existing customer acquisition channels which include FB/IG, TV, SEM, display, affiliates, etc.
  • Develop New Paid Channels:  Build successful new channels such as direct mail, print, partnerships, display, etc.
  • Email Marketing: Manage new member and re-enrollment email programs.  Increase growth rate of our “leads” lists and develop campaigns and triggered communications to increase conversions.
  • Campaign Strategy/Management: Devise strategies, concepts and aesthetics that make these channels successful.  Execute by developing clear, well-written briefs and organizing the resources of the company appropriately.
  • Analytics and Optimization: Measure campaign effectiveness and quickly drive iterative improvements. Work with the business intelligence team to develop standardized reporting and proactively communicate your results.  

Team Leadership:

  • Business Process Design and Management:  Develop and manage the most efficient ways to coordinate and organize all work flows with the marketing and creative functions.
  • Team Management:  Manage, train, mentor and evaluate the marketing and creative design teams.  Determine how to most effectively build the team (internally and externally) over time.

Business Impact:

  • Budgeting & Planning:  Work with the finance department to develop annual, quarterly and monthly plans for strong revenue growth at acceptable marketing investment levels.
  • Financial Results:  Based on all of the above activities, be one of the key executives contributing to continued growth and financial success of the business.

 

About You

  • You have seven or more years of relevant experience that covers:
    • Customer acquisition for a d2c ecommerce brand or agency
    • Developing and maintaining premium consumer brands in-house or at an agency
    • Managing creative teams and processes 
  • While you have some experience managing teams, you also remain a hands-on “doer” who likes to execute and stay responsible for details.  You like write briefs, create spreadsheets and make slides yourself when most effective.  
  • You have a strong creative skill set with a voice and sensibility that is well-aligned with the Book of the Month brand, and a strong perspective on how best to communicate it to consumers.
  • Math is a personal strength of yours. You make very few decisions without using it. You regularly do analysis in Excel.
  • You are extremely organized.  You have a proven ability to establish business processes that scale beyond your individual contribution.
  • You are an enthusiastic person with a passionate streak.


 

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