Job Title: Director of Marketing

About Soul

Hi. We’re Soul, a rapidly growing DTC eCommerce wellness startup in the consumer packaged goods (CPG) space. Soul started as a CBD company, but we’re broadening and expanding into a more complete and holistic wellness brand. 

Our Mission

Soul’s mission is to provide people and pets with the highest quality, all-natural solutions for pain, anxiety, inflammation, sleep, digestion and overall health to thrive in their daily lives.

The Birth of Soul

Being athletes, we know pain and how debilitating it can be. Being entrepreneurs, we know anxiety and how crippling it can be. We wanted to find a natural solution that helped with both. After talking to health experts, nutritionists, and fellow athletes, our research led us to CBD. It immediately started to reduce Mike’s pain and ease Angie’s anxiety. We knew we weren’t alone. Whether you’re struggling with pain, anxiety or both, all we want to do is help.

Soul’s Story

Check out our story if you’d like to learn a little more about the “WHY” behind Soul.

Description

In this Director of Marketing role, reporting directly to the CEO and COO, you will lead the strategy to grow acquisition, retention, and lifecycle marketing. This person will develop and execute comprehensive marketing plans and programs to support sales, revenue, and profit objectives of the organization. 

You’ll get to think creatively and implement growth strategies to improve our marketing across all aspects of the customer lifecycle: reach, acquisition, conversion, retention, and loyalty.

The ideal candidate will have deep experience in the fields of traditional and digital advertising, creative development, media planning, and retail activation.

Roles and Responsibilities

Strategy:

• Develop a forward-thinking and data driven short-term and long-term marketing strategy
• Define an optimal mix and sequencing of marketing tactics and channels (email, CRM, mobile, SEO/SEM, social paid/earned, influencers, partnerships, affiliate marketing,) and to drive customer acquisition, increase engagement & retention, upsell/cross-sell
• Oversees, plans and coordinates this strategy for execution between the marketing team, supply chain, operations, and creatives
• Oversees the development and execution of product positioning, packaging, and pricing strategies to produce the highest possible long-term growth

Growth

• Defines the goals, strategies and tactics to drive cost-effective customer acquisition, retention and growth
• Lead and optimize all of Soul’s acquisition channels
• Evaluate the entire customer lifecycle and optimize for organic and paid growth
• Define and drive our acquisition and retention KPIs, analytical systems, and business processes as we scale
• Deeply understand our customers and identify opportunities for experimentation, growth, and optimization at every stage of their lifecycle
• Evaluates and recommends channel development programs

Data and Measurement:

• Analyze, monitor, and report on all campaigns, developing clear takeaways on channel effectiveness, next steps, and potential optimizations
• Monitor and measure marketing efforts to constantly optimize performance, including CAC/LTV metrics
• Work directly with attribution partner to make key marketing decisions
• Work with our team to develop a robust marketing dashboard and scorecard that is automatically updated, provides insight and notifications and drives key strategy and decision-making

• Own and optimize the marketing budget and provide insight into customer acquisition, CAC, and LTV for different customer segments and cohorts by channel

• Monitors competitive products and marketing activities

Who You Are:

• Strategic - you’re a strategic thinker who understands the numbers and the details, but doesn’t get bogged down by them
• Leader - you’re a leader with proven ability to build and lead high-performing teams
• Entrepreneurial - you’re a self-starter who can create something out of nothing with minimal oversight
• Marketing expert - you have proven results with digital marketing strategy and a demonstrated background of driving growth across the entire customer journey
• DTC expert - you have a deep understanding of DTC marketing channels and funnels as well as subscription-based models, and know how to optimize and drive each stage and achieve growth KPIs
• Problem-solver - you’re able to think critically through unique problems and quickly implement a path to a solution. You can toggle effortlessly between big picture strategy and tactical minutiae.
• Analytics to insights - you’re highly analytical, able to process qualitative and quantitative data but also understand that data must be translated into insights, and insights must be communicated effectively to stakeholders to drive action
• Energetic hustler - you’re high energy, highly collaborative, ability to consistently take initiative, and a healthy dose of hustle

Job Requirements

• Bachelor’s degree is required; Master’s in Business Administration, Marketing, or a related field is preferable
• Minimum 5-8 years of experience in the food or CPG industry with experience leading brand building and direct marketing activities. Health and wellness or supplement experience is a plus
• Exceptional skills in Marketing leadership and brand strategic thinking
• Comprehensive understanding of digital marketing channels (including paid, email, organic, social media, influencers, affiliates, podcasts, and PR) is highly recommended 
• Exceptional awareness of digital marketing trends and innovation across a variety of channels  
• Experience managing a team
• Experience with brand collaborations is a plus
• Excellent verbal, written, and listening communication skills
• Solid understanding of the business planning process and the ability to build a bottoms-up plan is a requirement
• Advanced problem solving and analytical skills are also required in order to assist in the achievement of the division business plan
• Strong personal drive; advanced influencing skills
• Solid understanding of distributor and retail operations and of appropriate brand-building and local marketing tactics in order to achieve division profit plan as well as brand equity objectives
• Ability to work exceptionally well in a team environment
• Ability to work in a fast paced, startup, environment

If this sounds like you and Soul’s culture and vision resonate with you, please email jeff@mysoulcbd.com to tell us about yourself and learn more about this role.