HEAD OF MARKETING

About goodwipes:

A modern personal care brand bringing beauty to your booty with deliciously soothing, flushable butt wipes that are guaranteed to make you feel good!

We’re on a mission to transform the way people think about hygiene. No more tiptoeing around ‘taboo’ topics - taking care of and loving on our bodies should never be embarrassing! We are all human and we’re all experiencing the same sh!t, so we might as well keep it REAL and laugh about it all along the way.

goodwipes is here to provide game-changing solutions to everyday needs - convenient products made of real, simple ingredients that do one oh so powerful thing - keep you feeling clean, comfortable, confident, and free from worries every single day!

2023 was a BIG hit for our company...

• #1 Fastest growing flushable wipe brand in B&M Retail (IRI Syndicated Data) AND AMZ.
• 68% YoY growth
• Doubled our Kroger forecast in 23’ and beat Charmin wipes in under 12 weeks on shelf.
• Growing 100% same store sales YoY in TGT and beating Charmin there as well.
• #1 and #2 selling items in multiple grocery chains.

Not to mention, our category is the tastiest in retail…

• Flushable wipes are growing 3x faster than toilet paper, 3x faster than non-edibles, and 2x faster that personal care aisle(IRI)!

We’ve got some serious momentum and want you to build with us!

About the role:

To partner with our rapid growth, we are searching for a visionary to join our executive team and lead our marketing charge.

Reporting directly to the CEO, you'll be responsible for developing and executing a comprehensive go-to-market strategy that fuels our brand to success. You will be responsible for building an awareness groundswell for goodwipes, getting product off the shelves for our retail partners, and developing and devoted, vocal, and engaged community of heavy users. Whew… Let’s Build!

Why You’re Perfect for This Role:

• Big Brand Mastermind: You're a proven "Big Brand" builder, with a successful track record of launching and scaling challenger brands within the CPG landscape, specifically in beauty, wellness, personal care, or household goods. You understand the unique challenges of disrupting established categories and have a knack for identifying white space opportunities.
• CPG Whisperer: You possess a deep understanding of the CPG industry, from product development and manufacturing to retail landscape and consumer behavior. You can translate this knowledge into actionable marketing strategies that resonate with target audiences.
• Omni-Channel Marketing Master: You believe in the power of a seamless, integrated marketing approach. You can develop cohesive brand stories and campaigns that flow across all channels, from traditional, retail, field, digital platforms and social communities.
• Community Champion: You understand the power of fostering authentic connections with consumers. You're passionate about building brand loyalty through community engagement and leveraging social media to amplify brand voice and purpose.
• Retail Rockstar: You've got a proven track record of winning in major retailers like Target, Walmart, and national grocery chains.
• Data-driven: You're passionate about marketing attribution, believing that every action (over time) deserves a measurable outcome.

Responsibilities and Duties:

• Develop and execute a comprehensive brand strategy across channels - develop, evolve, implement, and analyze an integrated marketing strategy and plan to drive the business and result in awareness, trial, repeat and loyalty.
• Craft a compelling brand narrative that resonates with our target audience and builds a loyal community of super users - we will use this to create our long range, “Big Brand” ground swell.
• Partner with the SLT to create and deliver goals, action items, and KPIs, including managing against revenue and profit targets whiles cultivating and inclusive and collaborative environment.
• Develop and manage an annual budget including analyzing performance of campaigns in real-time and shifting funds into higher performing tactics to meeting marketing contribution expectations.
• Optimize in-market performance of marketing campaigns by leveraging data and insights, progress vs. KPIs and evolving business needs to deliver on growth.
• Audience articulation - Identify goodwipes future customers. Build a deeper data-driven understanding of our existing customers and maintain oversight of all audience strategies.
• Lead our efforts to better understand customer lifetime values, customer/product lifecycles and key buying behaviors for physical retail, ecomm.
• Deeply understand the personal care landscape, identifying emerging consumer trends and white space opportunities.
• Partner with the Sales Team to develop successful product launches and go-to-market strategies, ensuring strong sales performance in major retailers like Target, Walmart, and national grocery chains.
• Build, lead, and mentor a high-performing marketing team with expertise in brand management, digital marketing, community building, field marketing, social media, influencer marketing, and public relations.
• Partner with the Creative Director to create a content machine.
• Partner with the Creative Director to create cohesive, break-through campaigns that translate effectively across channels, meeting ROAS targets and other KPIs.
• Partner with the CEO and leadership team to ensure alignment across all functions, from product development to sales.
• Participate in the culture to make life at goodwipes better for all of us!

Requirements:

• As our ideal candidate, you will have 5-7 years of brand management experience with an emerging CPG company. The Personal Care category is a big-time bonus.
• A track record of increase HH penetration and driving brand awareness.
• A demonstrated ability to shape and implement a brand’s growth through marketing strategy. Show us how you’ve done it so we will know how you’re going to do it!
• Comfortable in the trenches… this is a “sleeves rolled up environment”.
• Excellent written and verbal communications skills. A willingness to discuss and share opinions and influence with consumer insights, as well as your experience.
• A high level of emotional intellect. You will need to be comfortable reading the room and engaging with the senior team and board members on a regular basis.
• Highly motivated, well organized, self-starter; capable of working independently, yet collaboratively, inside of an entrepreneurial, startup environment.
• Advanced skills (ease/speed) in Excel, Word, PowerPoint, Canva, Asana, and the Google Suite. Experience with Klavio and Shopify is a plus.
• Experience managing projects that intersect marketing operations, design, and advertising… and often with our agency friends.

Benefits:

• Competitive pay.
• Generous PTO plan.
• Full health insurance coverage (including dental vision).
• A fast-paced environment with a passionate, dedicated team.
• Opportunities to directly work with the co-founders and other senior leadership team members. Be a decision maker.

**a cover letter is required to apply for this position... please don't miss this. Your cover letter/note doesn't need to be over formalized, BUT we want to know that you know what you are applying for and why you are interested in building with us! Can't wait to hear from you!