Head of Brand, Bark
$190-260k
+ Equity
More information about location
Dog toys and treats subscription service
Open for applications
Dog toys and treats subscription service
501-1000 employees
Open for applications
$190-260k
+ Equity
More information about location
501-1000 employees
Company mission
To make dogs as happy as they make us, because dogs and humans are better together.
Role
Who you are
- 10+ years experience in CPG, consumer products and lifestyle brand experience
- Proven experience in a similar role owning a P&L and commercializing products from concept to production managing full-funnel integrated campaigns
- Bachelor’s or Masters degree in Marketing, Business, or related field
- Data driven strategic approach to everything
- Strong understanding of brand management principles and marketing strategies
- Excellent communication and interpersonal skills
- Creative thinker with the ability to translate ideas into actionable plans
- Proficiency in marketing software and analytics tools
- Passionate about dogs and an oversharer with dog pictures or videos
- Strategic planning and execution
- Market research and analysis
- Creative design and branding
- Project management
- Digital marketing and social media
- Data analysis and reporting
- Team collaboration and leadership
- Passionate about branding and marketing
- Detail-oriented with a focus on quality
- Adaptable and able to thrive in a fast-paced environment
- Strong problem-solving skills
- Innovative mindset with a focus on continuous improvement
What the job involves
- As the Head of Brand at BARK, you will be responsible for developing and implementing strategies to enhance the recognition, value, and reputation of our brand
- We are looking for someone with a combination of creative vision, analytical skills, and market insight to ensure our brand remains competitive, relevant in the marketplace and delivers magic to dogs and their people
- Your expertise and creativity will help us connect with our audience, build our brand, achieve business objectives and make all dogs happy
- Develop and execute comprehensive brand strategies to meet business goals
- Conduct market research to identify trends, consumer insights, and competitive landscape
- Define and maintain the brand’s voice, tone, and messaging across all channels
- Plan, coordinate, and execute activations, events, and integrated marketing campaigns that align with brand objectives
- Collaborate with internal teams and external agencies to produce high-quality marketing materials
- Analyze campaign performance and optimize strategies based on data-driven insights
- Ensure consistent brand positioning and messaging across all touchpoints
- Develop and maintain brand guidelines to ensure uniformity in visual and verbal communication
- Monitor brand perception and adjust strategies to enhance brand equity including NPS and SOV
- Work closely with product development teams to ensure new products align with 4Ps, brand identity and values
- Participate in the creation of product names, packaging, and promotional materials
- Provide input on product features and enhancements based on consumer feedback and market trends
- Trend mining and competitive intelligence
- Build strong relationships with key stakeholders, including customers, partners, and internal teams
- Present brand strategies and campaign results to senior management
- Act as a brand ambassador at industry events and conferences
- Oversee the brand’s digital presence, including website, social media, and online advertising
- Implement content strategies to enhance online visibility and engagement
- Monitor digital metrics and adjust tactics to improve performance
Our take
The number of subscription model services has risen substantially over nearly a decade, and the hassle-free, customizable model makes it a smart fit for pet services. BARK, previously BarkBox, is a subscription company working with retail giants like Amazon, Target, and PetSmart to leverage this trend, delivering monthly boxes of dog products to pet owners.
The recession-resistant nature of the pet sector has made BARK an attractive investment prospect. However, numerous like-for-like US competitors have enjoyed the same market benefits, and whilst BARK's big-name retail partnerships are likely to keep it ahead, at some point it may need to consider more decisive ways of distinguishing themselves from competitors.
However, the company has has leveraged these advantages into material gains. Further, after a minor rebrand and the launch of BARK food, its own dog food brand, they seem well-placed to continue ahead of the pack. The company also launched two marketing email campaigns in January 2023 for its lately Durable Dental Chew product launch and launched SMS in July 2022; these have been tangible efforts to keep its subscribers long term.
Steph
Company Specialist at Welcome to the Jungle
Insights
0% employee growth in 12 months
Company
Funding (last 2 of 5 rounds)
Dec 2016
$60m
SERIES C
May 2016
$60m
SERIES C
Total funding: $141.7m
Company benefits
- Health + wellness - We offer truly fantastic medical, dental, and vision coverage for humans, plus comprehensive pet insurance for your whole family
- Flexible vacation - All work and no play is a big bummer for your dog. Our pack takes real vacations to get away and uses our flexible work from home policy to get stuff done
- Salary + equity - Our competitive salaries are supplemented with BARK equity offers - everone here is invested (literally and figuratively.)
- Office dogs, of course - It would be kind of weird if you didn't bring your dog to work. Being at BARK means having human and dog coworkers
- Comfy place to work (and nap) - Dog beds everywhere and there's no such thing as too many treats. For humans, cold brew is on tap, meals are catered 3x weekly, and we love our seltzer robot
- Thinkin' about your future - Extended parental leave, 401k plans, and other "live your life" benefits to help you and your pack flourish
Company HQ
Financial District, New York, NY
Articles
Leadership
Matt Meeker
(Co-founder & Executive Chairman)Matt worked as an Account Director at i-traffic from 1998-2000 before co-founding Meetup.com and working as an Advisor for OpenSky. He co-founded BARK - BarkBox's parent company - in October 2011, serving as CEO until September- when he became Executive Chairman.
Henrik Werdelin
(Co-founder)Henrik started his career at the BBC before co-founding Tripledash, Prehype, and serving on the Board of Issuu. In October 2011, he co-founded BARK with Matt and Carly.
Carly Strife
(Co-founder)After 3 years at Deloitte as a Senior Valuation Associate, Carly worked for Uber for a year in Operations. She left this role to co-found BARK in October 2011, and has also been a Partner of Ambush Capital since January 2018.
Salary benchmarks
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