What are the responsibilities and job description for the VP of Marketing & Ecommerce position at The Foggy Dog?
ABOUT US
At The Foggy Dog, we believe your best friend deserves the best. That’s why we are passionate about making high-quality pet accessories that are as beautiful as they are functional. And, every order helps a pup in need : we are proud to have provided over 400,000 pounds of food to rescue shelters since our launch. Our products are available at www.thefoggydog.com and in over 800 brick and mortar retailers.
We are a small (but mighty!) female-founded team based in San Francisco. We are looking for candidates who thrive in a creative, energetic, data-driven environment and share our values of collaboration, communication, and positivity. This role offers the opportunity to make a huge impact in a fast-growing ecommerce company.
JOB DESCRIPTION
We are seeking an experienced and enthusiastic VP of Marketing & Ecommerce to power The Foggy Dog’s next phase of growth. In this role, you will lead a comprehensive strategy to drive customer acquisition, engagement and retention in a way that aligns with The Foggy Dog’s brand and mission.
The ideal candidate has managed both marketing and ecommerce at fast-growing brands in the past. S / he has a proven track record of innovating and scaling ecommerce businesses, building high-performing teams and executing integrated marketing strategies, all while optimizing the ecommerce funnel and delivering a quality, on-brand customer experience.
This is a leadership position that will report to and work closely with our founder and CEO. We will give preference to local San Francisco Bay Area candidates, but will also consider qualified remote candidates willing to travel. Your responsibilities will include :
Integrated and Brand Marketing
Oversee and lead omni-channel marketing strategy, planning and execution for The Foggy Dog
Ensure that brand and product ideas are brought to life across all major consumer touchpoints by creating meaningful, integrated 360 campaigns that help deliver brand awareness, acquire new customers, and drive traffic and conversion
Retention Marketing
Be customer-obsessed; deeply understand our customer and serve as the voice of the customer cross-functionally
Develop and execute a comprehensive retention marketing strategy that drives LTV across email, SMS, direct mail, and our loyalty program
Performance Marketing
Lead a performance marketing strategy encompassing paid social, paid search, and affiliates, as well as new and emerging performance marketing channels
Manage agencies and contractors to achieve KPIs
Website
Develop and execute an ecommerce roadmap that delivers a best-in-class shopping experience with the goal of optimizing core funnel metrics
Continuously improve website performance through CRO and UX / UI testing; we strongly believe in a test & learn approach
Monitor customer reviews and partner closely with our Cx teams to ensure customer satisfaction
Stay current with industry trends and best practices, ensuring our ecommerce presence remains competitive and innovative. Evaluate and implement new site features and apps as needed
Reporting and Analysis
Set and monitor KPIs
Use measurement tools (including Shopify, GA4, Daasity, ad platforms) to analyze performance and customer behavior, pinpointing areas for enhancement
Own testing roadmaps and conduct and track in-depth A / B testing on marketing creative, landing pages and conversion funnels to drive continuous improvement
Evaluate channel performance against goals, sharing critical insights with the team weekly, monthly, and quarterly
Cross-Functional Collaboration
Work closely with cross-functional teams including planning, product development, Cx, finance, wholesale and operations
Clearly communicate crucial information that impacts our product, inventory and marketing strategies
Partner with the creative team to develop best-in-class marketing assets across all channels
Ecommerce P&L
Develop and own the marketing and ecommerce budget, ensuring optimal allocation of resources toward high-ROI activities
Ensure delivery of key objectives including revenue, margin, CAC and LTV
Team Development and Management
Recruit, manage, mentor and inspire direct reports
Foster a collaborative, transparent and open environment focused on continuous improvement, innovation and operational excellence
ABOUT YOU
BA / BS degree required, MBA preferred
15 years of experience in ecommerce and marketing (both brand and performance marketing), including owning and strategically driving ecommerce
Previous P&L ownership of a >
30M direct-to-consumer ecommerce business
Hands-on knowledge of Shopify, Google Analytics, SEO, Klaviyo, Google ads, Meta and TikTok
Has conviction about how to build best-in-class brands and how to build an optimal full funnel customer experience that balances awareness and conversion
Excellent presentation, organization and project management skills
A thinker and a doer. You have a talent for conceptualizing new ideas and big-picture strategies, but also love putting them in motion. You feel equally comfortable building a marketing plan and analyzing a spreadsheet.
A strong team leader who values collaboration, communication, mentorship and transparency.
Data-driven and analytical. You always try to inform decisions with data. When data is not available, you’re comfortable defining and driving the necessary data collection and analysis.
Meticulous by nature and detail-oriented in everything you do. You understand the need for informed decision-making.
Customer-obsessed : You care deeply about building the best possible experience for our customers, and leverage data, testing and market research to do so.
A born problem solver. You thrive when faced with tough challenges that need creative solutions. You are never satisfied with the status quo and constantly want to improve.
Positive and can-do attitude with a willingness to roll up your sleeves & take on any task that’s needed. A desire to get things DONE above all else.
A dog lover, of course!
COMPENSATION AND BENEFITS
We offer a comprehensive package including :
Competitive salary and bonus
Medical, dental and vision insurance
401(k) with company matching
Paid vacation, holidays and sick leave
Generous Foggy Dog product allowance
The ability to bring your dog to work (please do!)
TO APPLY
To apply, please submit your resume and a cover letter to
careers@thefoggydog.com
with “VP of Marketing & Ecommerce” in the subject line. We are a small team and every hire has a huge impact on the company, so tell us what inspires you to want to join our team. Please note that we will not evaluate resumes without cover letters.
We believe a diversity of viewpoints, experiences, and backgrounds make our team stronger. The Foggy Dog is proud to be an equal opportunity employer (EEO) that welcomes applicants and employees of all genders, races, backgrounds, orientations and nationalities.