CMO

About the role

The Chief Marketing Officer (CMO) will lead the marketing organization at Just Ingredients, a health and wellness e-commerce company. Reporting directly to the CEO, the CMO will be a key member of the executive leadership team, working closely with the CEO to define and scale the marketing strategy.

Responsibilities

• Collaborate daily with the CEO on brand direction, messaging, educational content, podcast strategy, and the broader vision for how Just Ingredients communicates its mission and values to the world.
• Translate the CEO’s vision and voice into scalable marketing strategies, content programs, and brand campaigns that resonate authentically with the Just Ingredients community.
• Own and drive the company's overall marketing vision, strategy, and roadmap in alignment with the CEO and executive leadership team.
• Build, lead, and develop a high-performing marketing organization across brand, digital, social, paid media, partnerships, and retail — setting clear goals, accountability structures, and a culture of excellence.
• Serve as the brand’s senior marketing voice in board, investor, and cross-functional executive conversations.
• Establish and manage the full marketing budget, allocating resources with precision to maximize return across all channels and initiatives.
• Define and own marketing KPIs, reporting cadences, and performance frameworks that keep the organization aligned and moving forward.
• Define and steward the Just Ingredients brand identity — including positioning, voice, visual standards, and messaging architecture — across supplements and beauty product lines.
• Lead brand strategy for both existing product categories and new launches, ensuring consistency, clarity, and emotional resonance with the health and wellness consumer.
• Oversee the development of brand campaigns that build awareness, deepen trust, and differentiate Just Ingredients in a crowded market.
• Champion clean-label, ingredient-transparency values as a core brand pillar and ensure those values are authentically reflected in every consumer touchpoint.
• Lead consumer research, brand health tracking, and competitive analysis to inform brand evolution and protect brand equity over time.
• Lead the digital marketing strategy across all owned and earned channels — including email, SMS, SEO, website, and content marketing — to drive traffic, conversion, and retention.
• Partner with the e-commerce and product teams to optimize the full digital consumer journey from awareness through purchase and repurchase.
• Own and evolve the company’s CRM and lifecycle marketing strategy, including segmentation, personalization, and retention program design.
• Drive continuous improvement through A/B testing, funnel analysis, and data-driven experimentation across digital touchpoints.
• Own and lead the paid media strategy and budget across Meta, Google, TikTok, YouTube, programmatic, and emerging ad platforms — optimizing for customer acquisition cost (CAC), return on ad spend (ROAS), and revenue growth.
• Develop a full-funnel paid media approach that supports both direct response objectives and longer-term brand awareness goals.
• Leverage data, attribution modeling, and incrementality testing to make smart budget allocation decisions and continuously improve media efficiency.
• Monitor and respond to paid media performance in real time, scaling what works and pivoting quickly when it doesn’t.
• Own the go-to-market strategy for Just Ingredients’ retail and wholesale channel expansion — defining how the brand shows up on shelf, in-store, and across wholesale partner platforms in a way that is consistent with the DTC brand experience.
• Develop retail-specific marketing strategies that drive product discovery, trial, and repeat purchase in brick-and-mortar and omnichannel retail environments, including natural, specialty, and mass wellness retailers.
• Partner with sales leadership to support wholesale account acquisition and growth, providing marketing assets, promotional programming, and co-op marketing plans that equip retail partners to sell effectively.
• Develop and execute trade marketing strategies including in-store displays, end-cap programs, shelf talkers, sampling initiatives, and retailer-specific promotional events that elevate brand visibility at the point of purchase.
• Oversee the creation of retail-ready packaging, planogram compliance assets, and channel-specific creative that meet retailer requirements while preserving brand integrity.
• Lead the strategy for retailer digital shelf presence, including product content optimization on retailer websites (Amazon, Target.com, Whole Foods Market online, etc.), sponsored product advertising, and retailer media network activations.
• Develop launch marketing playbooks for new retail accounts and channel entries, coordinating cross-functionally with supply chain, sales, and product teams to ensure flawless execution from first shipment to in-store activation.
• Track and report on retail and wholesale marketing performance — including sell-through rates, retail velocity, promotional ROI, and market share — using data to optimize channel investment and inform future strategy.
• Monitor competitive activity in retail channels, including pricing, placement, promotional spend, and new product entries, and use those insights to sharpen Just Ingredients’ positioning and retail marketing approach.
• Oversee the affiliate marketing program, including creator recruitment, commission structure, performance tracking, and program optimization to drive efficient, scalable revenue.
• Develop TikTok-native content strategies that drive both organic discovery and affiliate-driven conversion at scale.
• Establish clear affiliate performance benchmarks and build reporting systems that surface ROI across creator tiers and content types.
• Identify, negotiate, and activate sports partnerships — including athlete sponsorships, team relationships, and league or event integrations — that align with Just Ingredients’ performance nutrition and wellness positioning.
• Build an athlete ambassador program that leverages credible, mission-aligned sports figures to drive brand awareness, trust, and product trial across target audiences.
• Develop co-branded content, social activations, and product partnerships with sports partners that deliver measurable brand and commercial value.
• Manage sports partnership budgets and contracts, evaluating performance and renewal decisions with a clear ROI framework.
• Develop and manage strategic brand partnerships with complementary health, wellness, fitness, and beauty brands that expand Just Ingredients’ audience and reinforce brand positioning.
• Lead co-marketing initiatives, including joint campaigns, product collaborations, cross-promotional programs, and co-branded content that drive mutual growth.
• Evaluate partnership opportunities through a structured lens of brand alignment, audience fit, and commercial potential — ensuring every partnership aligns with Just Ingredients' mission and values.

Qualifications

• Deep expertise across brand, digital, social, paid media, partnership marketing, and retail and wholesale channel development.
• A proven track record of building loyal communities and driving meaningful revenue growth in the direct-to-consumer and CPG space.
• Strong alignment with the Just Ingredients mission and values, with a demonstrated ability to inspire and motivate a high-performing team.
• Experience leading a marketing organization with a focus on strategy, execution, and results.
• Proven ability to translate business objectives into integrated marketing strategies that deliver measurable growth across customer acquisition, retention, and lifetime value.
• Exceptional communication skills, with the ability to articulate complex ideas clearly and persuasively to executives and stakeholders.
• Ability to work collaboratively with cross-functional teams, including sales, product, and supply chain, to ensure seamless execution of marketing initiatives.
• Strong analytical skills, with the ability to interpret data and use it to inform marketing strategy and decision-making.
• Experience with data-driven attribution modeling and incremental testing to optimize marketing performance.
• Understanding of modern health and wellness consumer behavior and the ability to build a brand that resonates with this audience.
• Experience with SEO, SEM, and content marketing to drive traffic, conversion, and retention.
• Knowledge of social media platforms and the ability to develop and execute effective social media strategies.
• Experience with affiliate marketing and the ability to build and manage an affiliate program that drives efficient, scalable revenue.
• Experience with sports partnerships and the ability to identify, negotiate, and activate partnerships that align with Just Ingredients’ positioning and values.
• Ability to work in a fast-paced, high-growth environment and adapt to changing priorities and timelines.

Skills

• Data-driven decision making
• Strategic thinking and execution
• Collaborative leadership
• Brand management and development
• Marketing strategy and planning
• Content creation and distribution
• Performance measurement and optimization
• Market research and analysis
• Consumer insights and trend identification
• Brand storytelling and messaging
• Integrated marketing campaigns
• Branding and visual identity
• SEO and SEM
• CRM and lifecycle marketing
• Pay-per-click (PPC) advertising
• Direct response marketing
• Brand partnerships and co-marketing
• Social media management and strategy
• Trade marketing and retail partnerships
• Product launches and promotions
• Competitive analysis and market positioning
• Consumer research and brand health tracking
• Content marketing and SEO
• Brand storytelling and messaging
• Integrated marketing campaigns
• Branding and visual identity
• SEO and SEM
• CRM and lifecycle marketing
• Pay-per-click (PPC) advertising
• Direct response marketing
• Brand partnerships and co-marketing
• Social media management and strategy
• Trade marketing and retail partnerships
• Product launches and promotions
• Competitive analysis and market positioning
• Consumer research and brand health tracking
• Content marketing and SEO
• Brand storytelling and messaging
• Integrated marketing campaigns
• Branding and visual identity
• SEO and SEM
• CRM and lifecycle marketing
• Pay-per-click (PPC) advertising
• Direct response marketing
• Brand partnerships and co-marketing
• Social media management and strategy
• Trade marketing and retail partnerships
• Product launches and promotions
• Competitive analysis and market positioning
• Consumer research and brand health tracking
• Content marketing and SEO
• Brand storytelling and messaging
• Integrated marketing campaigns
• Branding and visual identity
• SEO and SEM
• CRM and lifecycle marketing
• Pay-per-click (PPC) advertising
• Direct response marketing
• Brand partnerships and co-marketing
• Social media management and strategy
• Trade marketing and retail partnerships
• Product launches and promotions
• Competitive analysis and market positioning
• Consumer research and brand health tracking
• Content marketing and SEO
• Brand storytelling and messaging
• Integrated marketing campaigns
• Branding and visual identity
• SEO and SEM
• CRM and lifecycle marketing
• Pay-per-click (PPC) advertising
• Direct response marketing
• Brand partnerships and co-marketing
• Social media management and strategy
• Trade marketing and retail partnerships
• Product launches and promotions
• Competitive analysis and market positioning
• Consumer research and brand health tracking
• Content marketing and SEO
• Brand storytelling and messaging
• Integrated marketing campaigns
• Branding and visual identity
• SEO and SEM
• CRM and lifecycle marketing
• Pay-per-click (PPC) advertising
• Direct response marketing
• Brand partnerships and co-marketing