Senior Director of Marketing

Smalls is seeking a Senior Director of Marketing to lead our marketing organization. Reporting directly to the SVP of Merchandising & Digital, you will be responsible for topline performance of our digital business and will also drive marketing for our retail launch. You will directly oversee acquisition marketing, retention marketing, product marketing, and integrated marketing and you will... collaborate closely with the Creative team to ensure our brand comes to life across all touch points.
Our ideal candidate is a strategic leader who can seamlessly blend art and science to drive successful marketing campaigns. If you get just as excited in a creative brainstorm session as you do crunching numbers to drive decision-making, we?d love to meet you. Oh, and our ideal candidate is a hard core cat person ?.
What You?ll Do
? Strategic Planning: Lead the development and implementation of a marketing channel, segment, and messaging strategies that drive growth and strengthen our brand presence, in alignment with our Creative team.
? Topline Digital Performance: Grow revenue and expand RLTV in our digital business through successful execution of acquisition and retention marketing strategies.
? Customer Acquisition: Manage and unify diverse marketing channels including digital, social media, events, and more, while exploring non-obvious and novel growth opportunities to yield the most growth in our customer base and brand awareness as efficiently as possible.
? Retention and Loyalty: Expand RLTV by successfully executing retention marketing strategies and partnering with our Product and Customer Experience teams to build a stickier product.
? Retail Marketing: Support our expansion into retail, leveraging Smalls? unique capabilities in technology and creativity to redefine traditional retail marketing strategies.
? Product Marketing: Collaborate with the Innovation and Retail teams to launch new categories and products effectively by developing compelling product narratives and building omnichannel campaigns that highlight key value props for each channel and segment.
? Integrated Marketing: Ensure that our marketing channels are working together from both a brand and storytelling perspective, as well as a performance perspective. Build strong processes and infrastructure to lead discussions and make marketing decisions both big and small.
? Customer Segmentation: Spearhead audience segmentation and develop channel and messaging strategies to reach key segments.
? Team Leadership: Coach and build a lean, high-performing team, helping to develop our marketing talent and maintaining a culture within the marketing team that reflects Smalls' people-first values.
? Budget Management: Oversee efficient allocation of an annual budget of over $10M.
? Performance Analysis and Attribution: Utilize analytics to inform and measure marketing strategies, optimize campaigns, and identify areas for improvement. You must be data obsessed in your marketing recommendations and decision making.
What We'll Love About You:
? Cat Person: You love cats and cat culture. You?re obsessed with testing new products for your own cats and know how to talk to cat people.
? Track Record: Proven success in direct-to-consumer marketing, with a history of managing significant budgets and teams. A track record of identifying creative means to achieve strong results beyond the standard direct-to-consumer playbook.
? Innovative Approach: Demonstrated ability to identify and capitalize on non-traditional marketing channels.
? Cross-functional Collaborator: You know how to keep your cross-functional partners in the loop and marching towards the same goal, and you aren?t afraid to hold other teams accountable to deadlines for new product launches.
? Data-Driven and Gut-Driven: You know how to use data to guide decision making, but you also have a strong gut and you know when to use it. You know how to set the right success metrics for each campaign and channel and you make decisions based on performance against those goals. You love partnering with analytics teams, but are also capable of crunching your own numbers when needed.
What You?ll Love About Us:
? Mission-Driven Company: We love cats and we're here to make nine lives ten.
? People-Driven Company: We treat our people like people; we're committed to Smalls and we work hard but we also have utmost respect for everyone's lives outside of work.
? Data-Driven Culture: We love using data to guide decision making where appropriate, but we also know when to move quickly and go with our gut.
? Competitive Salary: Make some $$$.
? Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance and 4 day work weeks.
? Fully Remote Office and Culture: Our team is located across all four US time zones.
? Free Product: Free cat food every month

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