Head of Marketing

About the Role

This role will be responsible for our entire marketing funnel from acquisition to retention and reports to the founder. At the start, you’ll have a small 1-2 person team so you’ll be heavily involved in determining the strategy and providing feedback on the marketing assets being created. You’ll also be stepping in and executing, especially as you get new projects off the ground. Your initial focus will be on performance marketing and building the team. As you scale, you’ll be responsible for expanding our channels and finding the right people to take on additional responsibilities.

Responsibilities

• Own both strategy and accountability for the marketing funnel, from acquisition to retention.
• Build genuine relationships and community with customers, crafting messaging that provides value (education, entertainment) rather than just marketing.
• Analyze data to understand customer discovery, channel interactions, creative performance, and impact on LTV, CAC, and payback periods.
• Develop models to determine optimal customer acquisition spend and incremental impact of investments across channels.
• Identify and capitalize on untapped marketing opportunities, leveraging an experimental and iterative mindset.
• Set up and operate AI tools, including building custom AI agents to improve speed and efficiency without sacrificing authenticity.
• Build dashboards and reports for key metrics, regularly monitoring and interpreting them to diagnose issues and prioritize work.
• Define roles and timelines for scaling the marketing team.
• Develop a creative strategy engine to increase winners, output, and storytelling quality.
• Improve email channels for acquisition, loyalty, and brand building.
• Create content that engages audiences with real value, not just promotional messaging.
• Align all marketing functions on insights, key messages, and voice to ensure consistent messaging across channels.
• Scale the team, demonstrating the ability to find and hire top talent.
• Implement AI tools and automations to surface trends and customer insights quickly.
• Develop retention tactics to improve LTV and reduce churn.
• Launch affiliate initiatives to increase referrals, engagement, and brand advocacy.
• Conduct A/B testing for landing pages and site experiences to optimize conversion.
• Orchestrate "tentpole" marketing moments that drive outsized growth across channels.
• Build a robust Voice of Customer function (interviews, testing groups, social monitoring) to inform long-term strategy.

Requirements

• 6+ years of experience in marketing strategies across a variety of channels (paid, email, affiliate, organic, content creators, community/live events).
• 3+ years of experience managing team members and agencies.
• Strong understanding of the evolving marketing landscape, with a pulse on the latest trends through your network and online research.
• Ability to collaborate creatively with designers and copywriters, providing feedback and recognizing high-quality work.
• Experience with subscription CPG products and e-commerce. Pet food or pet products experience is a plus.
• Comfortable with AI tools, including setting up off-the-shelf solutions and building custom AI agents.
• Data-driven mindset with the ability to build models, analyze metrics, and make decisions based on data.
• Creative, scrappy, and opportunistic, with a knack for spotting and capitalizing on untapped channels.
• Experimental and iterative approach to testing and validating ideas while controlling costs and risks.

Key Challenges

• Navigating the nuanced social, scientific, and industry context around pet nutrition to craft effective messaging.
• Competing in a crowded pet food industry with larger, well-resourced brands by leveraging creativity and data-driven strategies.

What Success Looks Like

Month 1-6:

• Dashboards and reports for key metrics are built and regularly monitored to diagnose issues and identify opportunities.
• Models are created to determine optimal customer acquisition spend and the incremental impact of investments.
• Roles and timelines for scaling the marketing team are defined.
• A creative strategy engine is developed, resulting in more winners, higher output, and better storytelling.
• Email channels improve acquisition, loyalty, and brand building.
• Content provides real value and engages audiences, rather than just pushing promotions.
• Marketing efforts drive meaningful growth in new customer acquisition while maintaining or reducing acquisition costs.
• Resources, systems, and meeting cadences are established to align all marketing functions on insights, key messages, and voice.

Month 6-12:

• An all-star team is built, demonstrating your ability to find and hire top talent.
• AI tools and automations are implemented to surface trends and customer insights quickly, turning findings into action.
• Retention tactics are implemented, improving LTV and reducing churn.
• Affiliate initiatives increase referrals, engagement, and brand advocacy.
• A/B testing for landing pages and site experiences is conducted regularly to optimize conversion.
• "Tentpole" marketing moments are orchestrated to drive outsized growth across channels.
• A robust Voice of Customer function is built to inform long-term strategic initiatives.

Why Join Us

• We are a bootstrapped, profitable company with no debt or investors, reinvesting cash flow into R&D, team growth, and long-term outcomes.
• Our product genuinely improves the lives of pets and their owners, with countless customer stories of transformed health and well-being.
• We are data-driven and tech-forward, using metrics and analytics to guide decisions and embracing AI tools to increase efficiency.
• You will have the authority to execute on all marketing strategies and initiatives as a core part of our leadership team.

Benefits

• Company-sponsored medical, dental, and vision insurance.
• 401(k) with employer match.
• Paid time off, holidays, and parental leave.
• Free food for your pets (up to $550/month).