VP of Marketing

The Vice President of Marketing will be responsible for positioning Purple Carrot as the leader in plant-based eating through developing and executing a comprehensive marketing strategy that drives brand awareness, customer acquisition, and revenue growth. This individual will lead a high-performing team across acquisition, loyalty, brand, analytics and culinary, and partner cross functionally as part of the Senior Leadership Team to align the organization on priorities and deliver on KPIs. This leader will leverage their strong analytical skills and storytelling expertise to create impactful campaigns that resonate with our target audience. They will play a crucial role in strengthening partnerships, enhancing our digital presence, and ensuring executional excellence across all marketing initiatives. Additionally, this role will place a strong emphasis on customer research, insights driven by data analysis, and identifying market opportunities to continuously refine our approach and optimize marketing effectiveness.

Location: This role will be onsite in our Chicago, IL office, working a hybrid schedule.

Key Responsibilities:

• Brand Leadership: Define and evolve brand positioning to ensure differentiation in the market and strong customer appeal.
• Marketing Strategy: Develop and implement integrated marketing campaigns across multiple channels to drive engagement and growth.
• Customer & Market Insights: Conduct in-depth customer research and market analysis to identify customer segments, preferences, and behaviors. Leverage these insights to inform decision-making, refine marketing strategies, and create more personalized campaigns.
• Data & Analytics: Leverage insights and performance metrics to optimize marketing strategies and maximize ROI. Oversee marketing analytics efforts, including attribution and media mix modeling, to evaluate the effectiveness of campaigns and optimize spend.
• Customer Research: Champion the use of customer feedback and data to drive product development, messaging, and overall brand direction. Share with the product and culinary teams to incorporate consumer insights into the menu and product strategy.
• Content & Storytelling: Create compelling brand narratives that enhance customer connection and reinforce brand identity.
• Digital & E-Commerce Focus: Work closely with the Product team to improve digital shopping experiences, and drive conversions. Leverage digital methodologies to continuously enhance the customer experience and drive customer lifetime value.
• Performance Management: Oversee and optimize both customer growth and loyalty strategies, ensuring long-term brand engagement. Analyze and refine performance marketing efforts to maximize acquisition, retention, and customer lifetime value.
• Partnership Development: Identify and establish strategic partnerships to enhance brand reach and business impact.
• Menu Development & Product Strategy: Lead menu and product selection for meal kits, grocery, and ready-to-eat offerings in alignment with brand positioning and market trends. Oversee pricing and margin management to ensure product profitability and financial sustainability.
• Culinary Team Leadership: Oversee and collaborate with the culinary team to drive product innovation, quality, and consistency.
• Execution & Accountability: Ensure marketing initiatives are delivered on time, within budget, and aligned with business objectives. Work closely with FP&A to oversee budgeting and forecasting for marketing spend, ensuring alignment with overall business goals.
• Team Leadership: Build, mentor, and develop a high-performing marketing team that drives results. Foster a data-driven and customer-centric culture within the team.

Qualifications & Experience:

• 10 years of marketing experience, with a strong background in brand strategy, storytelling, and customer engagement. Preferably in the food (direct-to-customer) industry.
• Proven success in leading and scaling a marketing team in a high-growth, consumer-focused company.
• Expertise in data analytics, with the ability to translate insights into actionable marketing strategies.
• Strong understanding of digital marketing, e-commerce, and online shopping behaviors.
• Extensive experience in conducting customer research and analyzing market dynamics to inform product and marketing strategies.
• Experience in developing strategic partnerships and collaborations.
• Exceptional people leadership skills with a focus on aligning company strategy to functional priorities, driving team execution and accountability, and individual development.
• Ability to work effectively with product and engineering teams to advance the technology of the company, enhancing marketing capabilities, digital engagement, and testing of MVPs.
• Strong communication and storytelling abilities to articulate the brand’s vision and value proposition.
• Proven track record of optimizing marketing ROI through effective media planning and data-driven decision-making.
• Experience with budgeting, forecasting, and managing large marketing spend to ensure financial discipline.

Compensation

The anticipated salary range for this role is $194,000 - $275,000. Compensation is based on experience and qualifications, and the posted range is not a guarantee of any specific offer

Garnish

We love our staff, and show it with benefits (including but not limited to medical, dental, vision, FSA, and life insurance), matching retirement plan, unlimited paid time off, Purple Carrot box allowance, professional development, and the opportunity to work in collaboration with teammates who are passionate about food!

Final Touches

Purple Carrot’s top priority is protecting the health and wellbeing of our team and candidates. The majority of our interviews and assessments occur virtually. If there is a need to interview onsite, we follow COVID-19 guidance from the CDC, WHO, and any state guidelines .

We are committed to a safe and inclusive work environment, free of discrimination based on race, color, religion, sex, gender identity or expression, sexual orientation, genetics, national origin, ancestry, age, medical condition, mental or physical disability, handicap, veteran status, or marital status.

About Purple Carrot

Purple Carrot started with just a seed of an idea in 2014. Our vision is a world where plant-based eating is at the core of living well. Every day, on this mission, we’re breaking boundaries with plant-based eating. We value learning from customers, an ownership mindset, integrity, winning together, and being bold. We need your expertise on our team to make things happen!

Purple Carrot’s irresistible, globally-inspired meal-kit recipes and prepared meals using fresh ingredients. We are a team of collaborative individuals who drive for results, strive for doing better, make good choices quickly, and embrace a growth mindset to win or learn. Here’s what you’re up for!