What are the responsibilities and job description for the Vice President Marketing position at Perpetual:?
Position Overview:
We are partnering with one of our clients to hire their VP Marketing. Reporting to the CEO, this position will manage brand marketing, brand plans and contents, shopper and customer marketing programs, budget ownership and the management of 4 people in the marketing team. The ideal candidate is bilingual (English/Spanish) and brings strong brand building experience within a manufacturing or comparable environment.
This is a hands-on role suited for someone who is proactive, energetic, and committed to supporting the company’s growth. The right individual thrives in a fast-paced setting, demonstrates strong leadership and ownership, and is comfortable operating in a scaling organization.
Key Responsibilities:
- Brand Strategy: develop and own the strategy and annual brand plans across channels.
- Digital presence: lead digital and social marketing, including content, community, paid media and partnerships.
- Increase B2B and B2C visibility: build shopper and customer marketing programs to win in key retailers and channels.
- Budget ownership: optimize allocation of the marketing budget across trade, digital, shopper and brand-building activities.
- Coach and mentor the Brand Director and the broader marketing team.
- Cross-functionality: partner closely with Sales and E-Commerce to ensure integrated plans that drive both velocity and brand equity.
- Ambassador: represent the brand externally – agencies, partners, influencers and media.
Key Performance Indicators (KPIs) and Qualitative Metrics:
- Build the brand in retail and off-premise while maintaining its strong on-premise credentials.
- Lead consumer, shopper, digital and trade marketing in a cohesive brand system.
- Elevate the digital and brand marketing initiatives and their visibility.
- Increase the broad consumer awareness.
Qualifications:
- Senior marketing leader from CPG; liquor experience is an advantage but not essential.
- Brand builder and scaler: track record of building challenger or accelerator brands
- Strong digital-first mindset: social, content, performance marketing, and omnichannel thinking.
- Comfortable working with relatively lean budgets, making smart trade-offs to maximize ROI.
- Hands-on and willing to be in the weeds, while still able to operate at strategic level.
- Commercial orientation – understands P&L, ROMI and the link between marketing activity and sales outcomes.
- Dynamic, relevant, and plugged into culture;
- Collaborative, no ego, but relentlessly focused on execution and results.
- Miami-based or willing to relocate.