Director of Marketing

About the role

GoodPop is seeking a Director of Marketing to lead both the art and science of growth. The role involves shaping and scaling GoodPop's brand vision across the consumer journey and building a data-driven performance marketing engine that connects spend to real sales outcomes.

Key Responsibilities

• Challenge and sharpen GoodPop's brand strategy to build a distinctive identity that supports growth.

• Develop a brand voice that is premium, playful, warm, and unmistakably GoodPop.

• Bring the brand to life through distinctive storytelling across consumers, shoppers, and retail touchpoints.

• Build clear brand architecture across the core portfolio and future innovations.

• Use consumer research to identify insights about the category, the brand, purchase triggers, and barriers.

• Apply those insights to sharpen brand strategy and voice.

• Build a disciplined test-and-learn approach across messaging, packaging, claims, shopper activation, and channel-specific marketing.

• Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate GoodPop in the market.

• Own positioning and narrative development for the product portfolio, translating brand strategy into clear briefs that guide copywriters, designers, and agency partners.

• Support the development of sales materials and presentations to enable the Sales team.

• Develop and execute impactful marketing plans across retail, club, online, and emerging channels.

• Drive awareness, trial, and repeat through a mix of brand-building and performance marketing initiatives.

• Partner with Sales to connect marketing investment to distribution growth, velocity, and retailer priorities.

• Drive shoppers to GoodPop's retail partners — Whole Foods, Target, Sprouts, Costco, HEB, Publix, and beyond.

• Manage geo-targeted advertising, store locator campaigns, and retailer promotions with paid media.

• Track KPIs including store locator clicks, sales lift studies, and coupon redemptions.

• Manage and optimize paid channels including Meta (Facebook/Instagram), Google Search & YouTube, TikTok, and Pinterest to drive awareness, trial, and purchase intent.

• Work in partnership with Sales to optimize our retail media networks (Instacart).

• Drive trial of new & portfolio products through targeted campaigns focused on retailer visits and in-store conversion.

• Own key performance metrics including ROAS, CAC, incremental sales, and new-to-brand customer acquisition.

• Improve email performance, SMS campaigns, loyalty programs, and retention.

• Track repeat purchase rate and LTV to measure lifecycle marketing effectiveness.

Qualifications & Experience

• 10+ years of CPG marketing experience, with a blend of brand strategy and performance/digital marketing.

• Experience in both established CPG environments and emerging food/better-for-you brands is preferred.

• Proven track record translating brand strategy into measurable consumer and retail growth.

• Experience executing omnichannel strategy across Grocery, Mass, Club, and emerging channels.

• Analytical mindset with experience using consumer insights, retail data, and brand health metrics.

• Senior enough to set the strategy, practical enough to make the work happen.

Who You Are

• Strategic and hands-on: You can define the brand platform and still improve the retail sell-in deck, launch brief, or paid campaign creative.

• Consumer-led and commercially sharp: You care deeply about the consumer, but you know marketing must drive trial, velocity, and repeat purchase.

• Brand builder + performance operator: You know how to make a brand feel distinctive and emotionally relevant without losing commercial discipline.

• Data-informed and practical: You use insights and metrics to make better decisions while keeping momentum in a fast-moving environment.

• Collaborative leader: You work well with Sales, R&D, Finance, Operations, agencies, and founders.

• Builder mentality: You enjoy creating systems, teams, processes, and marketing muscle that can scale.

Why Join GoodPop?

• Empowered leadership role combining brand and performance at a growing better-for-you brand with real national scale.

• Shape GoodPop's next chapter — from building brand love to driving measurable growth at retail and online.

• Partner directly with founders and senior leadership, with significant room to grow.

• Open and ambitious team with a genuine passion for product quality and doing good.