Vp Marketing - Cpg Outdoor Products

We are a global CPG outdoor products manufacturing company. Our products are trusted by consumers around the world for over 50 years. We have developed marketing leading brands and we are still proudly family owned today.

Job Summary:

The Vice President of Marketing will serve as a strategic business and functional partner and an integral member of the leadership team. They will develop and execute marketing objectives to grow the company into a multi-channel, multi-product leader in the housewares category. This role is a crucial partner to the Founder/CEO, Managing Director, COO, VP of Sales, SVP of Product Development, and the entire leadership team.

The individual in this role will be a prominent leader responsible for driving the strategy, development, and execution of the company’s marketing channels and campaigns, both organic (email/SMS, social media, influencer, events, PR/affiliate, brand partnerships, SEO, etc.) and paid (search, social, TV, etc). This role also drives product positioning, go-to-market strategy, and new product launches on all channels, including collaborating closely with the Sales team on brick-and-mortar retail and e-commerce marketing activities. This leader should have deep experience in leading marketing and new product launches in multi-brand, multi-channel, multi-product, data-driven consumer product companies — with expertise across DTC websites, brick-and-mortar retail, and omnichannel retailers.

Responsibilities:

1. Develop and execute marketing strategies that align with goals and objectives, considering competitive positioning, target audience, and market trends.
2. Lead and manage the Brand Teams, Creative Services, Consumer & Market Insights (CMI), and Performance Marketing to develop cohesive, effective, and distinct strategies and tactics for each brand.
3. Lead and coach Heads of Brand in a hands-on manner through all aspects of brand management, including P&L management, campaign strategy/development/execution, go-to-market strategies and tactics, product positioning, and cross-functional collaboration.
4. Support the Sales team in retailer pitch preparations and, when necessary, participate in meetings with retailers to help secure partnerships.
5. Enable Brand Teams to drive new product launches and go-to-market strategies cross-functionally with Product Development, Sales, and other teams to ensure successful launch execution.
6. Work with Brand Teams and partner with commercial leaders to assess distribution strategy, taking into account product assortment and pricing, to optimize sales and minimize channel conflict.
7. Optimize marketing efforts (including SEO, SEM, organic and paid social media, TV advertising, email marketing, content marketing, affiliate marketing, PR, and influencer marketing) across channels to drive brand awareness, brand equity, consumer engagement, and revenue, with a focus on maximizing return on advertising spend (ROAS), e-commerce conversion rates, and return on investment (ROI).
8. Lead performance marketing function to effectively work with external partners, using data to identify trends, optimize creative and campaigns, and make data-driven decisions to improve performance.
9. Create or restructure processes to ensure team members have the ability to focus and work on the highest impact-driving initiatives and maximize their return on effort (ROE).
10. Develop audience segmentation strategies for social media and other digital platforms to create targeted marketing campaigns that resonate with specific target audiences.
11. Manage and allocate working and non-working marketing budgets effectively to optimize the working-to-non-working ratio, return on investment (ROI), and return on effort (ROE).
12. Stay up-to-date on industry trends, innovations, and best practices to inform marketing strategies while embracing a forward-thinking mindset that challenges conventions and biases.
13. Foster a culture of excellence, accountability, innovation, collaboration, continual improvement, and customer satisfaction within the marketing team, encouraging sharing of ideas and best practices to achieve collective success.

Requirements:

1. Bachelor's degree in Marketing, Business, or a related field; Master's degree or MBA preferred.
2. Minimum of 10 years of marketing experience, with at least five years in a leadership role.
3. Proven experience developing and executing successful marketing strategies for consumer products, preferably in cookware or related industries.
4. Experience in Direct to Consumer Website (DTC), E-Commerce, and Brick-and-Mortar, including understanding how to make brands and products beloved by consumers and retail buyers in all those channels.
5. Strong understanding of digital marketing channels and best practices, including SEO, SEM, social media, email, content, affiliate, and influencer marketing.
6. Proven expertise with a track record of success in traditional marketing channels, such as packaging, PR, and TV advertising.
7. Has successfully led and managed high-performing marketing teams, including Brand Teams and specialized marketing functions.
8. Experience driving commercial metrics for multiple brands in multiple channels simultaneously
9. Excellent analytical skills and the ability to interpret marketing data to drive decision-making.
10. Extremely strong communication, collaboration, and interpersonal skills.
11. Excited about working with a dynamic founder with decades of experience in cookware innovation and manufacturing to bring product vision to life through exceptional storytelling.
12. Excellent time management and organizational skills.
13. Exceptional at recognizing good and on-brand creative that drive results — and giving excellent direction when it does not.
14. Creative thinker with a track record of developing innovative marketing campaigns and promotions that deliver revenue growth with a positive ROI.
15. Adaptability and agility in responding to changing market conditions and customer preferences.
16. Demonstrated desire and ability to leverage emerging digital tools/technology (e.g., AI) to drive greater productivity and effectiveness.
17. Passion for the cookware industry and a commitment to inspiring joy for consumers in the kitchen.
18. Knowledge of key markets in the LATAM region (including go-to-market strategies and tactics) is a plus, but optional.
19. Proven ability to achieve marketing goals and deliver commercial results.