Head of Marketing

Summary: We are looking for an experienced senior marketing leader to join our growing team at a magical time – we are passionate, talented, and growing fast – named one of INC 5000’s Fastest Growing Companies! The right individual will play an integral role in driving So Good So You growth across all channels, and will build our capabilities for long-term success. Reporting to the Founder, this individual will be responsible for driving all marketing and ecommerce initiatives. The role will oversee creative and design, content, e-commerce, trade, and related external agencies, as well as collaborate cross-functionally across the organization with sales, finance and operations.

The right individual will thrive while wearing many hats, including:

  • Brand Champion
  • Marketing Visionary
  • Inspiring leader
  • Creative problem-solver
  • Momentum-driver

 

WHAT YOU’LL DO:

Brand building – together with Founders, crystallize the brand positioning, overarching brand messaging, creative/messaging for annual brand campaigns as well as key individual marketing campaigns. Lead insight-driven packaging merchandising refresh initiatives

Market analytics – maintain a consistent and robust analysis of our consumers’ wants and needs, the competitive brands that are vying for our target consumers’ wallet (direct and indirect), retailer dynamics that could/would impact our brand, as well as overall trends in culture 

Marketing plans – responsible for the brand’s integrated marketing plans to drive brand awareness, brand love/advocacy, and sell-through at retail and online. Partner with PR, media agencies, social/digital partners, etc. to deliver on goals with a laser focus on driving trial and increasing repeat purchases in-store and online.

Marketing budget – (create and) oversee the marketing budget. Leverage financial rigor to prioritize and allocate resources effectively, and to measure the financial and equity impact of plans

Retailer plans – together with Sales, optimize overall marketing plans by retailer (both sell-in and sell-through). Ensure equally that retailer insights / needs inform overall marketing plans

Digital – lead all aspects of the E-Commerce business including Amazon, direct-to-consumer, Instacart, and retailer digital channels.  Ensure strong execution across acquisition and retention, SEO, site performance and design, onsite marketing, and CRM

 

Expected Time Allocation

Growth Marketing  – 70%

  • Understand key levers to grow a brand, setting processes for methodical testing and scaling of tactics to drive trial and repeat purchases on-shelf
  • Understand customer insights and behaviors to reach the proper audience and nurture our customer journey across all channels
  • Partner with R&D and creative to translate product, trend and merchandising information/strategies into marketable product messages
  • Where external support is needed, manage relationships with key marketing agencies and consultants, driving integrated strategies and timelines, while owning cross-functional stakeholder communication and approval
  • Own the seasonal and yearly integrated marketing calendar and budget, focusing on cross-channel campaign strategy and end-to-end execution that brings the products and the brand to life across all touchpoints
  • Lead the planning of paid media support and tactical buying of all channels (traditional and digital) to deliver on business goals and objectives with daily/weekly optimization of media to increase ROI and ROAS
  • Surface ideas for channel growth and help set the strategy for expansion
  • Closely partner with Sales to continuously evolve & optimize the sales deck, track against retailer-specific sell-through goals and provide support to drive sales & consumer engagement
  • Effectively manage and grow ecommerce, content, partnership and trade marketing, from strategy through execution and deployment across all channels
  • Fully own ecommerce P&L, building aggressive but achievable growth goals
  • Manage measurement of customer acquisition costs in the ecommerce channel, leveraging insights and optimization opportunities

Team Leadership – 30%

  • Attract, develop and retain a high-performing team as we build out robust in-house capabilities.
  • Comfortable acting as player/coach and being both strategic and hands-on with a wide variety of people both internally and externally
  • Establish clear, scalable processes for efficient workflow and communications
  • Lead with a creative solution mindset, to find ways in, break down barriers & illuminate opportunities
  • Display strong organization & communication skills, to create clear timelines, milestones & set expectations on deliverables, with a high level of accountability
  • Bring an agile and adaptable style to effectively lead teams on multiple projects at the same time
  • Be a strong brand steward internally & externally, with ability to communicate clearly and efficiently with direct reports and peer partners

 

 

WHO YOU ARE:

  • You have a passion for the So Good So You brand and are motivated by the idea of taking the brand to the next level
  • You obsess over the consumer experience and have a passion for story-telling
  • You have deep expertise in building winning brands, leading high-performing teams, marketing channels & content development, testing and scaling, and driving flawless execution
  • You are proactive and entrepreneurial, behaving with integrity and transparency
  • You can lead & influence internal and external teams to deliver results through clear, concise communication
  • You are momentum and results-oriented and this trickles down to your team and peers
  • You display a high level of curiosity, proactiveness and creative resourcefulness that helps solve problems, connects the dots and guides smart decision making
  • You don’t know everything, but, you are confident in your ability to learn almost anything

 

QUALIFICATIONS:

  • Given the entrepreneurial, high-growth nature of the SGSY environment, candidate must be able to “high / low” – think big picture but also roll up sleeves and execute details
  • A seasoned marketer, who has a passion for systematically building great brands
  • 10-15+ years total CPG marketing experience with 8-10+ years’ of integrated marketing management experience with progressive leadership roles and a track record of driving growth within each organization
  • 3+ years’ experience leading growth marketing efforts with direct-to-consumer, ideally digitally-native brand
  • Start-up or fast-growth company (50-100% YOY growth) experience strongly preferred
  • 5 years’ retail and ecommerce experience, with strong omnichannel marketing experience to understand how to seamlessly integrate physical and digital interactions with the brand, including strong understanding of key performance marketing channels, with ability to project-manage multiple projects simultaneously
  • Experience with creative development and effectively briefing and working with creative teams to develop compelling marketing assets
  • Strong analytical skills and can easily translate data into actionable next steps
  • High level of accountability and proven ability to deliver execution & results
  • A high level of innovative thinking
  • Strong attention to detail and project management skills
  • High-performance work ethic
  • High emotional intelligence
  • Highly collaborative personality type and working style
  • Self-starter, motivated, able to nimbly navigate ambiguity
  • Some agency experience is beneficial and preferred
  • Bachelor’s Degree required, MBA preferred

About So Good So You

So Good So You is a leading brand and manufacturer of premium plant-based functional beverages in the exciting natural & better-for-you food and beverage industry. Founded in 2014 in Minneapolis, we were recently featured as the top 20% of Inc’s Fast 5000 – the fastest-growing privately-held companies in the US. So Good So You’s industry-leading premium probiotic juice shots are carried in over 4000 locations in 47 states throughout the US. As a mission-driven brand that does all things For the Love of Body and Planet ™, we strive for diversity and inclusion. As a majority female-owned business, we advocate for social justice and closing the opportunity-gap within our minority communities. Our current workforce is 74% female and 46% BIPOC and we actively seek to hire and support the career growth of minority, BIPOC and diversity candidates.

For the Love of Body and Planet ™

Our company believes that we are So Good, Together™ and strives to inspire an active lifestyle that is in harmony with the environment – that starts with embracing a lifestyle based predominantly on plant-based foods, reducing our waste and being conscious of our carbon footprint. We operate a renewable energy-powered Zero Waste manufacturing facility and have a goal to be a Carbon Positive company by 2022. We believe in the power of community – surrounding yourself with healthy, happy people exponentially increases your chances of being healthy and happy too! We are following our passions and are committed to supporting our community – our employees, families, friends and customers – to find and follow their own passions!

To apply, email your resume to jobs@sogoodsoyou.com