Vice President of Marketing

This is a fully remote position, open to applicants in United States.

📋 Description

• Formulate and implement a marketing strategy driven by consumer insights to bolster Good Culture's long-term growth objectives and business goals.

• Direct and unify all marketing functions, encompassing Brand Management, Marketing & Communications, Creative, and Innovation.

• Take ownership of the Good Culture brand strategy, guaranteeing a cohesive and engaging brand experience across all consumer interaction points, including retail, digital, social, influencer collaborations, partnerships, media, packaging, innovation, and earned channels.

• Spearhead the annual brand planning and portfolio strategy, aligning marketing initiatives with company growth goals and category prospects.

• Design and implement comprehensive 360° marketing campaigns that enhance brand visibility, encourage trial, increase household penetration, foster loyalty, and drive revenue growth.

• Supervise all brand, innovation, retailer, seasonal, and product launch campaigns from strategy to execution, ensuring coherence across paid, owned, earned, shopper, experiential, and retail channels.

• Lead efforts in innovation commercialization, collaborating cross-functionally to effectively position, launch, and expand new products in the marketplace.

• Create product positioning, value propositions, messaging frameworks, and go-to-market strategies that distinguish Good Culture and promote consumer adoption.

• Utilize consumer insights, category trends, competitive intelligence, and market analysis to cultivate a deep understanding of the Good Culture consumer, identify whitespace opportunities, inform innovation priorities, and enhance brand competitiveness.

• Collaborate closely with Sales and Commercial teams to devise retailer-specific growth strategies and optimize in-market performance.

• Advocate for a modern approach to brand development that merges top-tier CPG fundamentals with digital marketing, creator partnerships, community engagement, cultural relevance, and emerging consumer trends.

• Oversee creative output and ensure all consumer-facing communications, campaigns, packaging, and brand experiences embody the quality, authenticity, and vibrancy of the Good Culture brand.

• Infuse a genuine creative perspective into the brand, articulating a philosophy on what makes Good Culture unique and the determination to safeguard and evolve that identity over time.

• Encourage bold creative endeavors by setting elevated standards for beauty, originality, and cultural relevance, while creating an environment conducive to outstanding work across teams and agency partners.

• Establish clear performance metrics and ensure that marketing investments yield measurable business outcomes across brand and commercial objectives.

• Build, mentor, and develop a high-performing marketing organization through three direct reports and their respective teams.

• Cultivate a culture of collaboration, accountability, continuous improvement, consumer obsession, and high performance.

• Act as a vital member of the leadership team, collaborating cross-functionally to align priorities, drive growth, and help shape the future of Good Culture.

⛳️ Requirements

• 15+ years of progressive marketing leadership experience in consumer-packaged goods organizations.

• Proven success in building and scaling CPG brands primarily sold through retail channels.

• Demonstrated history of leading substantial business growth, ideally aiding in the transition of an emerging or challenger brand into a large national business.

• Extensive expertise in brand management, innovation, shopper marketing, consumer insights, and integrated marketing.

• Strong comprehension of both traditional CPG marketing and contemporary consumer engagement strategies, including social media, content, influencer collaborations, partnerships, and digital media.

• Experience in leading and cultivating high-performing teams and senior-level talent.

• Successful operation in founder-led, PE-backed, and high-growth environments.

• Strong strategic thinking, analytical capabilities, and business acumen.

• Ability to balance long-term vision with practical execution.

• Outstanding communication, collaboration, and influencing skills.

• Proven capacity to lead with humility, build trust, and create alignment across teams.

• Passion for developing brands that positively impact consumers and the surrounding world.

• Bachelor's degree required; MBA preferred.

🏝️ Benefits

• Equal opportunity employer

• Diverse, equitable, and inclusive workforce