Vice President of Marketing, Purple Carrot
Plant-based meal & ingredient delivery service
Job no longer available
Plant-based meal & ingredient delivery service
21-100 employees
Job no longer available
21-100 employees
Company mission
To empower everyone to eat more plants.
Role
Who you are
- 10+ years of marketing experience, with a strong background in brand strategy, storytelling, and customer engagement. Preferably in the food (direct-to-customer) industry
- Proven success in leading and scaling a marketing team in a high-growth, consumer-focused company
- Expertise in data analytics, with the ability to translate insights into actionable marketing strategies
- Strong understanding of digital marketing, e-commerce, and online shopping behaviors
- Extensive experience in conducting customer research and analyzing market dynamics to inform product and marketing strategies
- Experience in developing strategic partnerships and collaborations
- Exceptional people leadership skills with a focus on aligning company strategy to functional priorities, driving team execution and accountability, and individual development
- Ability to work effectively with product and engineering teams to advance the technology of the company, enhancing marketing capabilities, digital engagement, and testing of MVPs
- Strong communication and storytelling abilities to articulate the brand’s vision and value proposition
- Proven track record of optimizing marketing ROI through effective media planning and data-driven decision-making
- Experience with budgeting, forecasting, and managing large marketing spend to ensure financial discipline
What the job involves
- The Vice President of Marketing will be responsible for positioning Purple Carrot as the leader in plant-based eating through developing and executing a comprehensive marketing strategy that drives brand awareness, customer acquisition, and revenue growth
- This individual will lead a high-performing team across acquisition, loyalty, brand, analytics and culinary, and partner cross functionally as part of the Senior Leadership Team to align the organization on priorities and deliver on KPIs
- This leader will leverage their strong analytical skills and storytelling expertise to create impactful campaigns that resonate with our target audience
- They will play a crucial role in strengthening partnerships, enhancing our digital presence, and ensuring executional excellence across all marketing initiatives
- Additionally, this role will place a strong emphasis on customer research, insights driven by data analysis, and identifying market opportunities to continuously refine our approach and optimize marketing effectiveness
- Brand Leadership: Define and evolve brand positioning to ensure differentiation in the market and strong customer appeal
- Marketing Strategy: Develop and implement integrated marketing campaigns across multiple channels to drive engagement and growth
- Customer & Market Insights: Conduct in-depth customer research and market analysis to identify customer segments, preferences, and behaviors
- Leverage these insights to inform decision-making, refine marketing strategies, and create more personalized campaigns
- Data & Analytics: Leverage insights and performance metrics to optimize marketing strategies and maximize ROI
- Oversee marketing analytics efforts, including attribution and media mix modeling, to evaluate the effectiveness of campaigns and optimize spend
- Customer Research: Champion the use of customer feedback and data to drive product development, messaging, and overall brand direction. Share with the product and culinary teams to incorporate consumer insights into the menu and product strategy
- Content & Storytelling: Create compelling brand narratives that enhance customer connection and reinforce brand identity
- Digital & E-Commerce Focus: Work closely with the Product team to improve digital shopping experiences, and drive conversions. Leverage digital methodologies to continuously enhance the customer experience and drive customer lifetime value
- Performance Management: Oversee and optimize both customer growth and loyalty strategies, ensuring long-term brand engagement. Analyze and refine performance marketing efforts to maximize acquisition, retention, and customer lifetime value
- Partnership Development: Identify and establish strategic partnerships to enhance brand reach and business impact
- Menu Development & Product Strategy: Lead menu and product selection for meal kits, grocery, and ready-to-eat offerings in alignment with brand positioning and market trends
- Oversee pricing and margin management to ensure product profitability and financial sustainability
- Culinary Team Leadership: Oversee and collaborate with the culinary team to drive product innovation, quality, and consistency
- Execution & Accountability: Ensure marketing initiatives are delivered on time, within budget, and aligned with business objectives. Work closely with FP&A to oversee budgeting and forecasting for marketing spend, ensuring alignment with overall business goals
- Team Leadership: Build, mentor, and develop a high-performing marketing team that drives results. Foster a data-driven and customer-centric culture within the team
Our take
Vegetarian, vegan, and other plant-based diets are becoming increasingly popular, but following through with changing eating habits can be difficult for many people. Plant-based diets generally require more ingredients, more food preparation, and more recipe research, preventing a lot of people from making the dietary change.
Purple Carrot provides a weekly subscription delivery service of plant-based food, consisting of both pre-cooked meal boxes and ready-to-cook ingredient boxes, empowering people to make this change with less of the fuss. The company has focused on ensuring that its products are high-protein and gluten-free, as well as fully recyclable and sourced sustainably.
Whilst other meal box delivery services provide vegetarian and vegan options, Purple Carrot has recognized how plant-based diets are currently trending, filling a gap in the market with its plant-first products. The company has also taken a uniquely flexible approach to box meals - with options for those who want to cook, who want their meals pre-cooked, and who want varying portion sizes and categories each week - which should help it stand out in the relatively crowded space.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
7% employee growth in 12 months
Company
Funding (2 rounds)
May 2018
$4m
EARLY VC
Dec 2015
$3.8m
EARLY VC
Total funding: $7.8m
Company benefits
- Medical, Dental, Vision
- 401k(k) with Company Match
- Flexible work environment
- Paid parental, family, and medical leave
- Unlimited PTO
- Quarterly stipend for Purple Carrot orders
Company HQ
Fulton Market District, Chicago, IL
Leadership
Rishi Bhatia
(CEO)Rishi is also the founder and CEO of FasterOutcomes. Previously, he was a Lecturer at MIT Sloan School of Management, a role he held for 11 years.
Salary benchmarks
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