Vice President of Marketing, Kindred

• Have at least 12-15 years of experience in a senior growth marketing role at a consumer company with functional excellence in this area
• Have operated at one or more technology startups through periods of hyper-growth. You’re energized by the fast pace and thrive in environments with little structure
• Can independently orient yourself to the areas of highest priority and craft your own work plan, even when (or especially when!) there is a lot going on with a ton of ambiguity
• Fall in love with problems, seeing them as exciting opportunities for improvement
• Are highly analytical and data literate. You are very comfortable pulling your own queries and closely monitoring results and don’t need analysts to do this for you
• Are an executor at heart, though you have been in senior/manager roles. You aren’t above rolling your sleeves up, and stay extremely close to the details of execution
• You don’t need to hire a large team to be effective – in fact, you’d rather stay close to the execution yourself in the beginning to better develop your intuition on what we’ll need to build out
• Have extremely high velocity. You are the pace-setter on your teams. You manage time effectively and get a lot done
• Are relentlessly resourceful and bust through walls, finding ways to get things done even when you don’t have the perfect resourcing available to you
• Are strategic, with a clear vision for where to invest marketing resources and why
• Have enough experience in high-performing marketing organizations to know what excellent looks like across talent, best practices, and industry benchmarks
• Have a trained eye for pixel-perfect design, and a high taste level for great copywriting. You set a high bar for the quality of creative that are produced under your direction
• Have strong intuition for positioning, and can even chip in with copywriting when in a pinch
• Excel in communication, especially written communication. You write with clarity, structure, and logic
• Tend to simplify things vs. complicate things
• Are an excellent project manager, nailing follow through and holding others accountable to follow through as well. You proactively communicate on the status of the many efforts you oversee
• Are highly organized, data-driven, and meticulous in your approach
• Have experience managing teams of employees and consultants. You are a thoughtful leader who can inspire and motivate others to produce their best work
• Above all, you put the customer first. You think about absolutely everything from their perspective, and believe deeply that if we can always prioritize adding real value to our members’ lives, success will follow

Desirable

• We're seeking an outstanding executive-level marketing leader to join Kindred’s early team
• This role will report directly to the CEO and will be responsible for developing and driving Kindred’s marketing strategy end-to-end across all channels, owning key results around acquisition and CAC
• You’ll manage one full time employee and several contractors initially, with the expectation that you will build your team over time as you validate channels and develop your strategy
• You will work in close partnership with cross-functional product, engineering, and design partners to deploy our performance marketing budget, structure tests, lead creative iterations, and diversify our channels to develop a resilient, sophisticated, and efficient acquisition engine
• Marketing Strategy: You’ll develop Kindred’s overarching strategy for customer acquisition and re-engagement
• You will communicate a vision for how we will experiment and iteratively develop diversified channels over time, you’ll articulate a compelling philosophy on how to make brand or CAC tradeoffs, and you’ll set near and long term targets
• Channel Testing & Early Execution: You’ll structure, prioritize, and execute on paid marketing tests and initiatives across multiple channels
• While you will have the resourcing to build your team over time, you are expected to execute yourself first in order to deeply understand the opportunity
• Building the Team: As you validate various channels, you will build a team of world-class employees, contractors, and agencies to accelerate and scale proven efforts
• Budget Deployment & Management: You will own Kindred’s marketing budget, with ultimate discretion over where and how to deploy capital
• You will have the support of paid media consultants, but you are responsible for scoping the campaigns and ensuring high quality execution
• You should know exactly where each dollar is going, and put in place the reporting infrastructure needed to tightly monitor and manage this paid spend
• Production of Marketing Creative: You will lead the process for developing new creative assets for marketing campaigns, instituting an efficient workflow informed by both data insights and company brand goals
• You’ll provide feedback and direction to designers and creative consultants to ensure only the highest quality assets are shipped
• Earned Media: You will develop Kindred’s Earned Media strategies, including press and public reviews, overseeing efforts to scale awareness and credibility
• Marketing Reporting & Analytics: Initially, you will be responsible for all marketing reporting and performance monitoring, mining the data for critical insights, and distributing those insights effectively to relevant stakeholders
• Brand Strategy & Communications Strategy, in partnership with CEO: You’ll work closely with the CEO to develop Kindred’s Brand strategy, core positioning, and communications strategy
• You’ll have the opportunity to shape Kindred’s identity, and ensure that this identity is richly represented in every touchpoint across online and offline surface areas