Director of Marketing

Remote (United States)

Job Details

Employment Type: Full Time

Compensation: $130,000 - $150,000 per year

Reports To: VP of Marketing

About the Role

This opportunity is for a Director of Marketing to lead both the brand-building and performance-driven sides of growth for a national better-for-you frozen treats brand.

The role owns brand identity while also driving measurable, channel-specific marketing performance across retail and digital acquisition. This position is responsible for shaping and scaling the brand vision across the full consumer journey, including awareness, trial, conversion, loyalty, and in-store velocity.

The Director of Marketing will build a data-driven performance marketing engine that connects marketing spend to real sales outcomes. This role requires strategic thinking, strong execution, consumer insight, retail understanding, and the ability to turn brand strategy into effective marketing programs and growth initiatives.

What You’ll Do

Brand Strategy & DNA

• Challenge and sharpen the brand strategy to build a distinctive identity that supports growth.
• Develop a brand voice that feels premium, playful, warm, and clearly recognizable.
• Bring the brand to life through distinctive storytelling across consumer, shopper, and retail touchpoints.
• Build clear brand architecture across the core product portfolio and future innovations.

Consumer Insights

• Use consumer research to identify insights about the category, brand perception, purchase triggers, and purchase barriers.
• Apply consumer insights to sharpen brand strategy, messaging, and voice.
• Build a disciplined test-and-learn approach across messaging, packaging, claims, shopper activation, and channel-specific marketing.

Product Messaging & Positioning

• Formulate product points of difference, claims, and positioning strategies that differentiate the product portfolio in the market.
• Own positioning and narrative development for the product portfolio.
• Translate brand strategy into clear briefs that guide copywriters, designers, and agency partners.
• Support the development of sales materials and presentations that enable the Sales team.

Campaign Development & Execution

• Develop and execute marketing plans across retail, club, online, and emerging channels.
• Drive awareness, trial, and repeat purchase through a mix of brand-building and performance marketing initiatives.
• Partner with Sales to connect marketing investment to distribution growth, in-store velocity, and retailer priorities.

Retail & Shopper Marketing

• Drive shoppers to retail partners across grocery, mass, club, and other national retail channels.
• Manage geo-targeted advertising, store locator campaigns, and retailer promotions using paid media.
• Track KPIs including store locator clicks, sales lift studies, and coupon redemptions.

Digital & Lifecycle Marketing

• Manage and optimize paid channels, including Meta, Google Search, YouTube, TikTok, and Pinterest, to drive awareness, trial, and purchase intent.
• Partner with Sales to optimize retail media networks, including Instacart.
• Drive trial of new and existing 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

• 10+ years of CPG marketing experience.
• Experience combining brand strategy with performance marketing and digital marketing.
• Experience in both established CPG environments and emerging food or better-for-you brands is preferred.
• Proven track record translating brand strategy into measurable consumer growth 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.
• Ability to set marketing strategy at a senior level while staying practical enough to execute and make the work happen.

Preferred Profile

• Strategic and hands-on, with the ability to define a brand platform while also improving a retail sell-in deck, launch brief, or paid campaign creative.
• Consumer-led and commercially sharp, with a strong understanding that marketing must drive trial, velocity, and repeat purchase.
• Strong brand-building ability combined with performance marketing discipline.
• Ability to make a brand feel distinctive and emotionally relevant while staying focused on commercial results.
• Data-informed and practical, with the ability to use insights and metrics to make better decisions while maintaining momentum in a fast-moving environment.
• Collaborative leadership style with the ability to work well with Sales, R&D, Finance, Operations, agencies, and founders.
• Builder mentality, with interest in creating systems, teams, processes, and marketing capabilities that can scale.

Why This Role

• Empowered leadership role combining brand and performance marketing at a growing better-for-you consumer brand with national scale.
• Opportunity to help shape the next stage of brand growth, from building brand love to driving measurable growth at retail and online.
• Direct partnership with founders and senior leadership.
• Significant room to grow.
• Open and ambitious team environment with a strong focus on product quality and positive impact.