Reporting to the CEO, the Director of Marketing will oversee brand strategy, innovation, shopper marketing, consumer engagement, eCommerce, and consumer insights while leading a team of marketing professionals and external agency partners.
The Director of Marketing leads marketing, innovation, and eCommerce and is responsible for driving consumer awareness, brand growth, customer acquisition, and long-term business expansion.
This role represents a critical leadership hire as the company transitions from a turnaround phase to a growth and innovation phase. The successful candidate will partner closely with executive leadership to build and execute a three-year strategic growth plan, identify new market and product opportunities, and help scale the organization.
ACCOUNTABILITIES
Strategic Leadership & Growth Planning
- Build and lead a comprehensive three-year strategic growth roadmap
- Identify new consumer segments, product platforms, and market expansion opportunities
- Partner with executive leadership and sales teams on revenue forecasting and business planning
- Develop strategies to accelerate growth across conventional, natural, and digital channels
Brand & Consumer Marketing
- Lead annual marketing planning and execution
- Drive consumer awareness, engagement, and loyalty through integrated marketing programs
- Oversee advertising, promotions, social media, email marketing, PR, sampling, and digital campaigns
- Guide brand positioning, messaging, packaging, and overall brand architecture
- Lead future brand refresh and rebranding initiatives as appropriate
Product Innovation
- Own innovation strategy, pipeline development, and commercialization processes
- Identify white-space opportunities and emerging consumer trends
- Partner with internal stakeholders, external consultants, suppliers, and development partners to bring new products to market
- Strengthen stage-gate and innovation planning processes
- Support sustainable packaging initiatives and product certification efforts
eCommerce & Digital Growth
- Lead eCommerce strategy across owned and marketplace channels
- Partner with agency resources to optimize digital marketing investments
- Drive customer acquisition and conversion through digital initiatives
- Analyze performance and identify scalable digital growth opportunities
Insights & Analytics
- Leverage consumer, retailer, and competitive insights to guide decision-making
- Manage relationships with data providers including SPINS and NielsenIQ
- Develop reporting and performance measurement processes
- Translate data into actionable growth recommendations
Cross-Functional Leadership
- Partner closely with Sales to create compelling customer selling stories and shopper marketing programs
- Collaborate across supply chain, finance, operations, and executive leadership teams
- Evaluate organizational needs and recommend future team structure and resource investments
Team Leadership
- Lead and develop a team of marketing professionals
- Manage direct reports through coaching, performance management, and career development
- Oversee agency, consultant, and contractor relationships
- Foster a culture of innovation, accountability, collaboration, and execution
QUALIFICATIONS
- 7–10+ years of progressive CPG marketing leadership experience
- Strong preference for natural food/bev experience
- Strong experience in brand strategy, consumer marketing, product innovation, and commercialization
- Demonstrated success identifying and launching products into new categories or market segments
- Experience developing growth strategies and scaling businesses
- Exposure to both entrepreneurial and larger company environments
- Strong analytical and financial acumen, including P&L responsibility
- Experience managing agencies and external partners
- Excellent project management and organizational skills
Leadership Profile
The ideal candidate will be:
- A proactive leader who drives strategy rather than waits for direction
- Comfortable operating in ambiguity and building structure where needed
- Passionate about innovation and growth
- Strong identification with sustainability and impact-led organizations
- Skilled at identifying white-space opportunities and turning ideas into commercial results
- Able to balance strategic thinking with hands-on execution
- Comfortable making talent, organizational, and resource decisions as the company scales
Top Success Factors
- Leading from the front
- High passion, energy, and ownership
- Proven ability to scale brands, businesses, and new market opportunities
LOCATION + COMPENSATION
This position is based in the Oakland/Emeryville area. The team is hybrid with a few days in office.
Targeted compensation is $175k-$235k along with participation in an LTIP program.
