Blume is on a mission to make wellness simple and fun. We use proven superfood ingredients to reinvent familiar flavours you know and love. We are all about health without the punishment and we are seeking an all star Director of Marketing to guide our growth and bring superfoods to the main stage.
This role will play a critical piece in customer insights, establishing processes, overseeing our expansion and growth into new channels and markets and developing new products. Reporting directly to the CEO, this role will lead and manage multiple teams (Digital Marketing, Brand/Content) and champion for the value driven development of Blume’s brand. This role will own our marketing calendar and budget but also oversee a multi-year business strategy.
You are data driven, optimistic, think outside the box and are growth oriented. You love process, are disciplined and think big. You are ready to inspire a team and are passionate about their development. You are always ahead on what's new but know how to allocate resources and maintain focus.
We are a small team so let's be clear. This is strategy + execution. Get ready to be hands on. We need someone who can roll up their sleeves and isn’t afraid to get their hands dirty- in fact it excites them.
Responsibilities for Director of Marketing
- Work directly with the CEO and senior management to establish, evolve, and execute on the brand vision and integrated marketing strategy to support an omni-channel business.
- Lead development and execution of annual marketing plans, which includes building and reporting on marketing budget, people and org planning, and communication to executive and board members
- Operationalize the strategic plan by creating and managing the KPIS and goals of your team.
- Find and nurture great marketing talent, developing best in class process and culture.
- Drive world-class execution of marketing programs on-brand, on-time, and on-budget.
- Collaborate with product, sales and operations to ensure product messaging and positioning aligns to meet overarching business goals.
- Dig deep into customer insights to drive product and marketing decision making. Gather, organize and analyze consumer and industry data to develop key insights and guide strategy. Monitor, analyze and interpret market data to identify trends and opportunities and develop/change strategic and tactical brand and marketing initiatives.
- Work with the marketing and sales teams to deliver compelling rationale for brand launch and promotional presentations for distributors and retailers.
- Develop and execute annual brand plans to meet business and brand financial targets including merchandising and promotional marketing plans.
- Act as category resource and communicate key drivers for product performance, identifying competitive advantages and positioning opportunities for brands. Work with the marketing and sales teams to deliver compelling rationale for brand launch and promotional presentations for distributors and retailers.
- Lead execution of brand initiatives including new product launches, product improvement and new packaging.Work with cross-functional teams to ensure delivery of business objectives.
- Translate consumer and data trends into value-creating business solutions regarding category assortment, merchandising, shelving, pricing, and promotion.
- Communicate, uphold and elevate the brand identity, values and goals consistently with the team.
- Build and execute on in-store marketing programs to bring the brand to life at retail.
- Identify white space and manage the development of new products and our innovation pipeline to best deliver against key consumer insights.
- Manage programs to facilitate the volume and profit growth in support of annual business objectives. This includes marketing campaigns and events.
- Maximizing the performance of the advertising budget through an optimized mix of digital and traditional media types.
- Drive traffic and ROI across sales channels (e.g., SEO, SEM, affiliate, email, socials, etc.). Identifying and executing on new strategies to drive profitability and awareness for the business.
- Stay up to date on the latest marketing trends and continuously share learnings with our team.
- Evaluate, review and communicate progress in brand performance against company goals.
- Identify key influencer, collaboration, licensing and partner opportunities that align with the brand and drive awareness and revenue
- Manage category portfolio lifecycle, from introduction to optimization and rationalization.
Qualifications for Director of Marketing
- Undergraduate degree in business, marketing or related field.
- Marketing executive with a minimum of 8+ years of at a senior level within consumer-packaged goods space
- 3+ years of Amazon specific experience
- 5+ years of experience in Brand Management and Innovation within a CPG brand in the 8+ figures.
- High degree of competency in all aspects of marketing including: email marketing, content marketing, in-store promotional calendars, SEO initiatives, paid marketing campaigns/vendors, influencer marketing, brand awareness campaigns, in-store promotion and activations, PR/affiliate, market research and consumer insight studies.
- High Proficiency with syndicated data (IRI, Numerator, Nielsen)
- Proven success in omni-channel marketing including trade marketing and in-store promotion with natural, grocery and mass channels.
- Ability to manage multiple projects at once and effectively communicate.
- Ability to collaborate with cross-functional teams while analyzing problems and creating solutions.
- Able to integrate modern digital marketing tactics with events, media, and trade shows
- Exceptional communication and team leadership skills (written and verbal).
- Experience in goal-setting, defining & managing KPIs and identifying trends and developing data-driven recommendations and strategies based on insights