Description of Role

Wild Alaskan Company is seeking a proactive, tech-savvy, and experienced Senior Vice President of Marketing to lead the company’s Marketing Department, strategy, and initiatives. Reporting directly to the CEO, you will play a pivotal role in driving new and recurring revenue for the company. You will be responsible for developing and executing highly cross-functional marketing and growth strategies that drive customer acquisition and retention.

As the leader of the Marketing Department, you will be responsible for cultivating and leading a dynamic, fast-paced, data-driven, and tech-savvy team; introducing more robust and mature processes and accountability into a small, but mighty group while positioning them for growth. You will directly oversee the company’s Performance, Lifecycle & Retention, and Product Marketing functions.

As a member of Wild Alaskan’s senior leadership team, you will collaborate closely with senior leaders across the organization, including but not limited to those leading Brand, Creative, Data Science and Analytics, Product Innovation, and Product Development, and regularly interact with the company’s Board of Directors to drive overall business growth.

If you are a hands-on, dynamic leader with a passion for sustainable food systems and have a proven track record of successfully leading a marketing team and growing revenue in a direct-to-consumer e-commerce company, this is an excellent opportunity to make a significant impact in a company poised for explosive growth.

Core Responsibilities

Leadership and Management:

• Lead, manage, and scale the Marketing Department, including recruitment, training, performance evaluation, and mentoring, to ensure the team's success in delivering key objectives.
• Collaborate with the Board of Directors and other senior leadership team members to define the growth strategy in alignment with overall business goals.
• Build and maintain a marketing budget, forecast, and timeline to ensure alignment across the organization.
• Establish key performance indicators (KPIs), set and track aggressive growth targets, and regularly report on progress to the senior leadership team and Board of Directors.
• Cultivate an accountable and high-performing marketing team capable of highly-effective cross-functional collaboration with the rest of the organization.

Marketing Strategy:

• Develop and iterate upon a comprehensive marketing and growth strategy with detailed customer acquisition, retention, and go-to-market initiatives, and oversee the execution of that strategy to drive new and recurring revenue and overall growth for the business.
• Monitor market trends and customer preferences, identify new opportunities to inform growth strategies and ensure Wild Alaskan Company remains an industry leader.
• Work in close conjunction with the Brand, Creative, Product Innovation, and Supply Chain functions to maintain a detailed go-to-market calendar to ensure that all stakeholders within the organization remain aligned and able to execute the company’s marketing strategy.

Performance Marketing:

• Manage and work closely with the VP of Performance Marketing to develop a comprehensive customer acquisition strategy and oversee its execution.
• Oversee the planning, execution, and optimization of the company’s advertising campaigns across a wide range of existing digital and offline channels, including but not limited to paid social, display, SEM, SEO, email, SMS, native, affiliate, and direct mail.
• Monitor and analyze the effectiveness of the performance marketing campaigns and work with the Performance Marketing team to continuously iterate and implement strategies to reduce CAC, improve LTV:CAC and grow overall acquisition volume.
• Oversee the Performance Marketing team’s expansion into additional new channels.

Lifecycle and Retention Marketing:

• Lead and mature the company's Lifecycle and Retention Marketing functions.
• Develop, communicate, and oversee the execution of strategies to enhance member engagement, increase member retention and LTV, and drive recurring revenue.
• Oversee the optimization of the customer journey (pre- and post-purchase), including the implementation of robust data-driven segmentation initiatives that leverage personalized communication across multiple touchpoints to increase engagement, retention, loyalty, and repurchasing behavior.
• Oversee the creation, management, and execution of lifecycle and retention marketing campaigns, including but not limited to referral, customer feedback, loyalty, win-back, and reactivation programs.
• Collaborate with the Member Experience, Brand, and Product Development teams to develop innovative approaches to improve member experiences at all points of the member’s lifecycle.
• Oversee the company's promotions and offering strategy, including but not limited to cross-sell and upsell initiatives, and work in close collaboration with the Brand, Product innovation, and Supply Chain teams to ensure the effective implementation of that strategy on an ongoing basis. 

Product Marketing:

• Develop and oversee the company's Product Marketing function — fostering close, effective cross-functional collaboration with the Product Development, Product Innovation, Data Science and Analytics and Creative functions.
• Oversee the development and execution of full-funnel optimization strategies that continuously improve conversion rates and drive new and recurring revenue.
• Oversee the development and execution of strategies that improve, promote, and drive engagement with the company's consumer-facing products and services — including but not limited to the company’s digital sale funnels, member dashboard, and content platform.
• Continuously collaborate with the Product Development team to identify opportunities to improve the user experience and on-site messaging, and develop new functionality that drives new and recurring revenue.
• Collaborate with the Product Development, Product Innovation and Brand functions to understand the unique value propositions of the company’s products and services and create marketing strategies that effectively communicate their features, benefits, and value.
• Collaborate closely with the SVP of Product and Technology, VP of Data Science and Analytics, and VP of Member Experience to develop and execute go-to-market strategies to launch new products and functionality, including positioning, messaging, and marketing collateral.

Other special projects and duties as assigned. 

Requirements

• A driven, growth mindset; incredibly organized with high attention to detail; hands-on and willing to get into the weeds to drive change.
• Proven track record of successfully scaling marketing through numerous stages of a company's growth to 100 million and beyond in topline revenue.
• 12 years of combined management and leadership experience in direct-to-consumer or subscription-based e-commerce businesses.
• A proven track record of building and developing diverse teams. 
• Proven track record of setting aggressive goals and successfully driving new and recurring revenue growth through marketing and growth strategies.
• Strong understanding of digital marketing channels, tools, and platforms.
• Comfortable using BI tools to track KPIs, set targets, and monitor progress toward goals.
• Proven track record of successfully running or overseeing a Performance Marketing program.
• Proven track record of successfully running or overseeing a Lifecycle and Retention Marketing program.
• Proven track record of successfully running or overseeing a Product Marketing function that worked in close partnership with in-house Digital Product and Engineering teams.
• Strong leadership and managerial skills, with the ability to collaborate across teams and collectively set and achieve new and recurring revenue-focused goals. 
• Excellent analytical skills and a data-driven mindset, with the ability to leverage data to optimize growth and marketing strategies.
• Exceptional communication and presentation skills, with the ability to articulate complex concepts and promote collaboration between stakeholders at all levels.
• Experience building comprehensive customer journeys for subscription businesses.
• A constant hunger to learn and try new approaches, testing ideas.

Nice to Haves

• Past marketing experience in the food industry and passion for sustainable food systems. 
• Familiarity with Alaska and sustainable seafood.
• Past experience using Looker, Klaviyo, Intercom, and Sendgrid.
• First-hand experience running high-volume traffic on digital ad platforms.

*If you have a comparable depth of professional experience, believe your skills are directly transferable, and are passionate about our mission, please apply!

The starting salary range for this position is $225,000 - $275,000, commensurate with skills and experience. Wild Alaskan’s benefits package includes health, vision, and dental insurance, 401k, PTO, safe/sick time, vacation, parental leave and more, as well as a delicious box of free fish every month.