Job Description

The VP of Marketing is central to the company’s growth, and will be transformative in how our brand is positioned in the beverage marketplace evermore. This role is ultimately responsible for elevating and executing our brand promise to the consumer and stakeholder. The VP of Marketing will lead the entire marketing (field marketing and brand) business unit, reporting to the CEO. Responsibilities include: building and executing nationwide marketing strategies and architectures for field marketing and brand across multiple distribution channels, supporting the existing team and building where appropriate with excellent and inspirational leadership, increasing the product and brand awareness in target cities, directing product development, and collaborating heavily with the other departments, especially sales, in order to exceed goals.  The VP of Marketing will inspire the brand by identifying and capitalizing on areas of growth in an effective and efficient way.

 

ROLES AND RESPONSIBILITIES

  • Own the brand, head to toe
  • Elevate the brand promise and voice by articulating the right architecture and short and long term strategy
  • Execute the grand department plan, successfully achieving all metrics and goals
  • Recruit enough new and loyal consumers to the brand, driving sales to hit its case goal targets
  • Ensure the Company’s brand aesthetic is clearly and consistently defined, communicated and applied across all consumer and field marketing, including internally. This includes: branding, creative, packaging, advertising, public relations, marketing communications, merchandising, trade shows, co-marketing and strategic partnerships, digital marketing, consumer events, mission initiatives, ambassadors and influencers, grassroots/field marketing, and product management and development.
  • Establish a brand standards toolkit and style guide
  • Create data analytics for analysis with the guidance of the CEO and VP of HR and OD regarding performance of employees, process, systems and marketing/brand initiatives to review return on investment
  • Contribute to meeting and exceeding annual sales, gross margin and earnings goals, while achieving effective and efficient performance on companywide marketing expenses
  • Continuously monitor marketplace trends, and anticipate future category, segment, product and/or merchandising opportunities that the Company can capitalize on
  • Provide sales teams with effective marketing tools
  • Initiate and manage all product and packaging projects with a focus on profitable product and category expansion
  • Maintain consistent project management for all arenas of marketing
  • Manage and inspire the Marketing & Brand team, including any marketing 3rd party agencies
  • Oversee team members, and assume responsibility for communications and reporting standards, goals and objectives, and professional development
  • Build a culture of cross-functional collaboration and a shared vision and passion to be the best that it can be
  • Encourage passionate fiscal responsibility and creativity to maximize resources
  • Build a first class online/social media strategy via key online influencers, Instagram, Facebook, Pinterest, Twitter, and on top of “technologies of tomorrow”; develop a best in class experiential marketing platform.
  • Lead annual and long term brand planning initiatives.
  • Hold a key role within the executive leadership team.
  • Lead marketing/brand sections of quarterly board presentations and present to the board when necessary.
  • Aid in special projects when needed by CEO

CHARACTER

  • Basic characteristics for success in this role include (but are not limited to) the following:
    • Accountable, reliable, honest
    • Creative, aligned with brand
    • Organized, detail-oriented
    • Willing, eager, tenacious, self-motivated
    • Passionate, positive, flexible
    • A best-in-class leader

JOB REQUIREMENTS

  • Minimum 10 years of marketing leadership experience with a nationally-branded company in the high growth consumer products industry for multiple companies, similar to Kombucha Product
  • Has directed or managed a brand successfully in a high growth stage
  • Preference given to candidates who have been classically-trained in a best-in-class CPG environment AND who have worked in a high growth start up, with a proven track record of success.
  • B.S. / B.A. Degree in Marketing or Business, or equivalent work experience in a classical marketing function; MBA in Marketing considered a plus.
  • Proven leader who inspires and motivates and can sit at an executive level
  • Proven ability to grow brand and product awareness
  • Proven ability to execute brand position, voice and architecture in a high growth brand
  • Reputation for being creative, strategic, innovative, energetic and consumer/customer-centric. Don’t apply if you’re not considered best in class.
  • Direct experience with digital marketing strategies and tactics
  • Demonstrated experience designing and managing outside agency projects
  • Solid understanding of the multiple distribution channels in beverage
  • Demonstrated ability to build and manage new products through their entire life cycle
  • Proven track record of delivering above-target marketing-driven business results
  • Consistently displays a positive, cooperative, self-motivated and professional attitude
  • Strong communication skills, work ethic, integrity, initiative and “can-do” attitude
  • Understands the importance of a purpose driven brand and can help build a culture that supports it.
  • Proficient in Microsoft PowerPoint, Word, Excel and Outlook
  • Strong understanding of social media (Facebook, Twitter, LinkedIn, etc.) and mobile applications