Vice President of Marketing, Open Farm
Ethically sourced & humanely raised pet food
Job no longer available
Ethically sourced & humanely raised pet food
101-200 employees
Job no longer available
101-200 employees
Company mission
To empower pet parents with high quality nutrition for pets, crafted from humanely raised and sustainable sourced ingredients.
Role
Who you are
- We are looking for someone who is an adaptive out-of-the-box-thinker, with strong analytical skills and a humble hands-on approach to leading teams
- 10 to 15 years of proven marketing leadership experience developing and executing a successful marketing strategy at scale, MBA (preferred)
- Success building high-growth consumer brands that reshape consumer perception
- Strong storytelling skills and ability to translate mission into compelling consumer messaging across all channels
- Experience in data-driven and analytical environments (marketing, consulting, PE, etc.)
- Exceptional leadership, communication, and cross-functional influence skills
- Outstanding communication, presentation and leadership skills
- Passion for sustainability, innovation, and consumer-centric brand building
What the job involves
- In our accelerated growth journey and mission to Do Some Good® for animals and the planet, we are looking for an exceptional, innovative, mission-driven marketing leader to build a globally loved brand and scale into the most successful omni-channel and sustainably focused CPG company in the world
- Reporting to the Chief Marketing Officer, the Vice President, Marketing will be an integral member of the Senior Leadership Team and will lead the full marketing function including brand, retail, growth, mission and innovation
- The Vice President of Marketing will be a strategic visionary, with the ability to see and communicate the big picture (current and future) and apply a strong emphasis on establishing Open Farm’s brand architecture, while optimizing acquisition and retention efforts in both retail and online channels
- Lead the development of an integrated marketing strategy to achieve the organization’s long-term goals of rapidly scaling our global presence and building an iconic and loved brand amongst pet parents
- Effectively champion this strategy within your marketing team and the broader organization to drive alignment and collaboration in execution across the business
- Establish clear metrics that correspond and drive towards the long-term plan
- Lead with a strong consumer orientation, always focused on new and better ways to serve the needs of and engage with our community of pet parents and prospective new customers
- Bring a data and insights driven approach to strategy development and tactical execution across the business
- Oversee 360 degree brand marketing elements, including consumer insights, creative strategy, media planning, retail marketing, PR, partnerships, and performance channels
- Develop and launch integrated campaigns aimed at building brand awareness and brand love, driving new customer acquisition and increasing loyalty and the lifetime value of our customers over time
- Enhance creative efforts through the work of the in-house creative team and external partners, ensuring creative execution reflects our brand personality and values, and is informed by data-driven consumer insights that align with overall brand marketing strategy
- Partner with the SVP Sales to align pricing, merchandising, trade and marketing strategies at retail, with a keen eye on current and future markets, as well as play a key role in partnering with our key retail accounts
- Oversee all media and performance channel marketing activities and budgeted spend
- Work collaboratively with our Co-Founder and Chief Brand Officer to ensure the brand vision comes to life across all applications, and manage the customer experience to plan at all touchpoints
- Use insights to deeply understand our customers and amplify our brand in all channels and all customer touchpoints
- Build and maintain relationships with key agencies, local partners and cross-functional teams to achieve these goals
- Build, coach and develop a best-in-class marketing team
- Assume a leadership role across the business, with a deep understanding of how we operate and the ability to create strong cross-functional collaboration to advance overall business objectives
- Be a strong voice in determining the evolving path of our overall marketing strategy as we continue to scale
- Manage significant P&L ownership, with a focus on revenue, margin and end-to-end marketing spend
Our take
Much like humans, eating a balanced and nutritious diet is important to ensure a pet is happy and healthy. On top of this, owners are usually keen to purchase products that meet the same ethical and sustainability standards of goods they would buy for themselves - but big pet food brands often do not cater for any of these requirements.
Open Farm sells nutrition-focused pet food for dogs and cats at online and retail stores, with ingredients obtained from sources with excellent animal welfare standards and low carbon footprints. From its recipes to its packaging, the company displays a strong focus on ethics and environmental responsibility, and stands out for its transparency.
As consumer sentiment trends towards more conscious purchasing, there is a widening market for products such as Open Farm's. The company has been steadily growing its presence in the expanding pet food sector, and introduced an online carbon footprint tool that allows consumers to see the carbon footprint of all its products.
Freddie
Company Specialist at Welcome to the Jungle
Insights
26% employee growth in 12 months
Company
Funding (1 round)
Jan 2021
$65m
GROWTH EQUITY VC
Total funding: $65m
Company benefits
- Health, Medical & Dental Benefits
- Wellness Days & Summer Hours
- Mental Health Support
- Wellness Stipend
- Slack Interest Groups
- Pet Feeding Program
- RRSP and 401(k)
- Hybrid & Remote Work
Company HQ
Little Italy, Toronto, ON
Leadership
Isaac Langleben
(Co-Founder & CEO)Experience as Investor and Board Member of Canada Pooch from 2011 to 2019. Co-founder and Board Member of Diggs Pet since 2016.
Jacqueline Prehogan
(Co-Founder & CBO)Experience as Senior Associate of PricewaterhouseCoopers and RSM Richter. Founder and CEO of Canada Pooch since 2011.
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