Director of Paid Social, The Farmer's Dog
$190-205k
+Equity
More information about location
2-5 days a week in office (Greenwich Village)
Human-grade dog food delivery
Be an early applicant
Human-grade dog food delivery
501-1000 employees
Be an early applicant
$190-205k
+Equity
More information about location
2-5 days a week in office (Greenwich Village)
501-1000 employees
Company mission
To change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care.
Role
Who you are
- You should be intuitively holistic in your approach, an excellent communicator, and hyper-focused on driving maximum business impact overtime
- You have demonstrated your ability to build, negotiate, manage, and diversify Paid Social and Programmatic budgets at scale. You’ve done this in a bold, holistic, and customer-focused manner. You’ll use your hands-on experience with these channels to design and execute a holistic, effective strategy
- You are an exceptional people manager. You expect a lot, but you support your team along the way. You empower your reports and create cultures and ceremonies/feedback loops so that everyone can and should operate with autonomy
- You encourage feedback and debate from your function and across all levels. You are passionate about developing talent
- You lead through others - you don’t need to be the one to ‘do all the things’ to have an outsized impact, and your impact should be felt across the entire organization
- A highly analytical background with clear examples of opportunity identification and pattern matching. This could be experience in data analytics/insights, media, scaling businesses, and/or other entrepreneurial endeavors
- You should be excited about using those skill sets to improve our operations
- You are a maximizer - you continue to set the bar higher
- You thrive in high pressure, high stakes environments. You have natural drive and you work hard. You maintain early stage startup intensity at any scale
- You’re not afraid to disagree, and yet you can also comfortably admit when you were wrong
- You are skeptical, peek around corners effectively and continuously, and you are right the first time most of the time
What the job involves
- The Director of Media, Paid Social plays a vital role in our mission by ensuring our investments in Paid Social channels (Meta, TikTok, Youtube, Twitter/X, etc) drive measurable and sustainable long-term growth for The Farmer’s Dog by leveraging creative storytelling, data and targeting strategies to effectively build connections with novel audiences
- Reporting into our Head of Media, your job will be to use all resources at your disposal (cross-functional partners, data, research, capital, etc.) to significantly innovate and scale our large, cross-channel paid social media program
- You’ll have the opportunity to take the foundation we have in place (including an existing team of high-performing operators) and evolve it to establish The Farmer’s Dog as the leading trusted pet care brand and the best option for dogs
- One of the amazing things about not subscribing to the traditional and classic definitions of roles is that we expect you to have an active hand in shaping this role and what you’ll focus on
- Lead and develop a high-impact team responsible for scaling and improving our paid social channel performance. You are excellent at leading through others, have high expectations, are direct and empathetic with feedback, and are eager to continuously surpass our goals and re-define ‘best-in-class’
- Drive sustainable scale in Paid Social, ensuring we invest responsibly in prospecting leaning efforts across popular and growing paid social / programmatic channels, leaning on creative and targeting strategies to meet an evolving customer base where they are
- Balance short term impact with long term growth. Model and communicate the value and impact of all initiatives for effective prioritization
- Bring thought-leadership to the department overall, because you know that no interaction exists in a silo and everything works together and therefore you have perspective and opinions on just about every channel and initiative
- Champion a thorough experimentation culture within your function that balances and includes incremental building and big bets. OKRs are designed with this mindset
- Build a data-driven and high decision-quality culture. Both individually and collectively dive deep in our data (including talking to customers & leads) to uncover insights that allow us to methodically remove friction from the experience across key customer segments
- Own our tooling – constantly work to evolve the tools that enable us to achieve our mission faster, whether that’s tooling that we build internally or external tools developed by our partners
- Manage any and all relevant third-party relationships and contracts
Our take
Pet food production in the US is held to alarmingly low safety and quality standards despite being a $99 billion industry, which is hidden behind loose labeling and marketing regulations. When one of the founders of The Farmer's Dog realised that dog food was making his dog sick, they decided that dogs shouldn't be fed anything that wouldn't pass legal requirements for humans.
The Farmer’s Dog produces customised dog food packages that are sent as a regular subscription service. Recipes behind the dog food are personalised and are comprised of natural and high-quality ingredients, aiming to meet the dietary requirements of each individual dog. As the dog food is human-grade, the company even taste-tests its recipes on humans.
The startup sends millions of meals every month and boasts a continual subscription rate of almost 50%. It has raised $50 million in funding to date and is developing new pet food products and scaling to offer its subscription service outside of the US.
Freddie
Company Specialist at Welcome to the Jungle
Insights
Many candidates hear
back within 2 weeks
15% employee growth in 12 months
Company
Funding (last 2 of 5 rounds)
Mar 2021
$65m
SERIES D
Jan 2020
$54m
SERIES C
Total funding: $168.1m
Company benefits
- Dog-friendly offices
- Equity packages
- Healthcare, Dental, and Vision insurance
- 401k match
- 12-week paid parental leave
- Flexible PTO and work-from-home policy
- Discounted fresh dog food
- Your pet interrupting video calls and in-person meetings is now a feature, not a bug
Company values
- Deliver Joy: We share kindness with all, leaving people happier than before our interaction.
- Be Authentic: We’re well-intentioned and understanding in our actions, assuming the same of others.
- Seek Better: We’re sceptical of the status quo and open to new approaches.
- Act Boldly: We’d rather learn from calculated, courageous risks than miss opportunities from fear.
- Play Team: We take individual and collective ownership of progress, and show gratitude to those who help.
Company HQ
South Village, New York, NY
Articles
Leadership
Jonathan Yoni Regev
(Co-founder & CEO)Graduated in Business at Berkeley, UC, and then co-founded The Farmer's Dog in 2014, serving as CEO since.
Brett Podolsky
(Co-founder)Graduated with a B.A. in Liberal Arts from Lynn University before co-founding The Farmer's Dog.
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