VP of Marketing and Customer Experience

Description

About Us

Redbarn Pet Products is a 28-year veteran in the Pet industry and holds out as one of the few founder owned and operated brands, dedicated to delivering high-quality, innovative Dog food, chews, and treats. With a focus on integrity, quality, and innovation, our mission is to make pets happy by offering products that seamlessly transition from chew time to treat time to mealtime. Our brands are poised for a revolution as our business has grown considerably with our entry into the food category five years ago. 

Position Summary:  The Vice President of Marketing and Customer Experience will lead the strategic development, execution, and optimization of the company's marketing initiatives. This executive role is responsible for overseeing the marketing department, driving brand awareness, customer acquisition, and revenue growth across multiple channels. The Vice President of Marketing and Customer Experience will work closely with the executive leadership team to align marketing strategies with organizational goals, ensuring the brand resonates in the market and differentiates from competitors. This individual will be a visionary leader, with the ability to inspire, mentor, and grow a high-performing marketing team while maintaining a sharp focus on measurable results and ROI. The ideal candidate will have extensive experience in integrated marketing, digital transformation, and managing large-scale campaigns across diverse platforms.

Key Responsibilities:

Strategic Planning & Execution: 

• Develop and implement strategic marketing plans to achieve corporate objectives for products and services.

Marketing Programs: 

• Create and execute comprehensive marketing programs, both short and long-term, to support sales and revenue goals.

Market Analysis: 

• Research, analyze, and monitor financial, technological, and demographic factors to identify market opportunities and mitigate competitive threats.

Budget Management: 

• Oversee the marketing budget, ensuring resources are allocated effectively to maximize ROI.

Advertising & Promotions: 

• Plan and oversee advertising and promotional activities, including print, digital media, online, and direct mail campaigns. 

Distribution & Channel Development: 

• Evaluate and recommend distribution channel strategies to expand reach.

Vendor & Agency Management: 

• Select and manage external agencies and suppliers, negotiating contracts and ensuring the quality of service.

Customer & Market Research: 

• Conduct market research on new and existing products and services to provide insights for product development and positioning.

Product Positioning:

• Develop product positioning, packaging, and pricing strategies to maximize market share.

Team Leadership: 

• Lead and mentor the marketing team, ensuring high performance and alignment with organizational objectives.

Brand Consistency: 

• Ensure the consistent corporate image is maintained across all marketing materials, product lines, and events.
• Performance Evaluation: Track marketing outcomes and KPIs, taking corrective actions when necessary to meet marketing objectives.

Customer Relationship Management: 

• Oversee and maintain the customer database, ensuring effective customer engagement and retention strategies.

External Relationships: 

• Establish relationships with key industry influencers, community partners, and stakeholders.

Requirements

Education:

• Bachelor’s degree in Marketing, Business Administration, Animal Science, or a related field.
• Master’s degree (MBA or equivalent) in Marketing, Business, or a related discipline is highly preferred.

Experience:

• 10 years of progressive experience in marketing, with at least 5 years in a leadership role.
• Experience in the pet food industry, including a proven track record in leading marketing initiatives for pet food brands or related consumer goods.
• In-depth understanding of pet industry trends, consumer behavior, and the unique challenges and opportunities within the pet food market.
• Strong background in managing integrated marketing campaigns, including digital marketing, brand management, product positioning, and go-to-market strategies specific to the pet food category.
• Experience in launching and growing pet food products, including working with supply chain partners, retailers, and distributors to increase product availability and market share.
• Experience in consumer insights and market research within the pet food industry to drive product development and refine marketing strategies.
• Familiarity with key regulatory requirements and safety standards related to the pet food industry.
• Expertise in managing multi-channel marketing efforts, including online and offline campaigns, content strategy, and social media to engage pet owners and drive brand loyalty.

Skills: 

• A strong understanding of the pet food landscape, including competitor analysis, market segmentation, and customer personas (e.g., pet owners, veterinarians, pet stores).
• Experience working closely with product development teams to bring innovative pet food products to market and ensure their success.
• Proven ability to create and maintain customer loyalty programs and community-driven initiatives targeting pet owners, and understanding the emotional connection consumers have with their pets.
• Knowledge of pet food retail dynamics, both brick-and-mortar stores and e-commerce, and experience in developing strategies to increase sales in both channels.
• Proven ability to lead cross-functional teams, including working closely with sales, operations, and product development departments to align on marketing strategies and goals.
• Skilled in positioning pet food brands to highlight quality, nutrition, and brand values such as sustainability, ethical sourcing, or health benefits.
• Use of analytics tools (Google Analytics, Nielsen, IRI, etc.) to track marketing performance, customer behavior, and sales data within the pet food industry.
• Ability to communicate complex product benefits in simple, consumer-friendly terms, especially when dealing with pet owners who prioritize quality and health for their pets.

Technical Skills:

• Proficiency in marketing automation tools (HubSpot, Marketo, Salesforce Marketing Cloud, etc.) and CRM systems.
• Experience with e-commerce platforms and pet food retail systems (e.g., Petco, Chewy, Amazon).
• Knowledge of regulatory and compliance issues specific to pet food marketing and labeling.

Personal Attributes:

• A deep interest in pet care and a genuine passion for the well-being of pets, which translates into authentic marketing messaging.
• Understanding the unique needs and concerns of pet owners, and tailoring marketing strategies to address those issues (e.g., health, safety, and sustainability).
• A creative thinker who can bring new marketing strategies and innovations to the pet food industry.
• Resilient: Comfortable leading through periods of market disruption or changing industry dynamics.

Benefits:

• Competitive salary 
• Comprehensive health, dental, and  vision insurance
• 401(k) plan with company matching
• Flexible/Health Spending Accounts
• Voluntary Benefits
• Pet Insurance
• Life and Accidental Death &  Dismemberment Insurance 
• Paid Vacation / Paid Sick
• Professional Development Opportunities
• Hybrid work schedule
• Employee Pet Food Discounts 
• Complimentary Office Snacks

Redbarn Pet Products is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status or any other characteristic protected by law. Redbarn Pet Products complies with federal and state disability laws and makes reasonable accommodations for applicants and employees with disabilities. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, please contact Human Resources at (562) 495-7315.

 
CPRA Notice. If you are a California resident, and would like to learn more about what categories of personal information we collect when you apply for this job, and how we may use that information, please read our CPRA Job Applicant Notice at Collection by copy and pasting the below link into your browser). 

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Redbarn Pet Products does not accept unsolicited resumes from search firms or employment agencies. Unsolicited referrals and resumes are considered Redbarn property and therefore, Redbarn Pet Products will not pay a fee for any placement resulting from the receipt of an unsolicited referral. At Redbarn Pet Product’s request only, preferred vendors may be invited to refer talent for specific open positions. In these cases, a fully executed agreement with Redbarn Pet Products must be in place and current.

Salary : $160,000 - $175,000