Vice President of Marketing

Vice President of Marketing

Full-Time | Reports to Chief Product & Experience Officer

Position Overview

The Vice President of Marketing plays a critical role in advancing the mission of Taylored Expressions — helping more people discover the joy of handmade cards and the power of heartfelt connection. This is more than a leadership position focused on campaigns, channels, and conversion metrics. It is an opportunity to shape how thousands of makers experience our brand, discover creativity, and feel inspired to bring joy into the lives of others through handmade connection.

We are seeking a strategic, visionary, and deeply collaborative marketing leader who can steward and amplify the heart of Taylored Expressions while driving meaningful business growth. This leader will champion a customer-centered approach to marketing that understands our community not simply as consumers, but as people seeking creativity, belonging, encouragement, and purpose in their everyday lives.

The ideal candidate will bring both strategic clarity and emotional intelligence — someone who can build and lead a high-performing team, strengthen our brand voice across every touchpoint, and create marketing that inspires action because it genuinely serves and understands our customers. They will help unify storytelling, product launches, digital experience, customer engagement, and brand strategy into a cohesive experience that reflects who we are at our core.

This role exists to help Taylored Expressions grow not only in revenue, reach, and customer loyalty, but in mission impact — equipping and inspiring more people to create handmade expressions of love and joy in a world that deeply needs both.

Taylored Expressions comes to this hire with real momentum — a working marketing foundation, a loyal and passionate community, and the tools and channels to grow. The opportunity is not to build from zero, but to connect what exists into one coherent growth system, sharpen what's underperforming, and unlock the next stage of reach and impact for a brand with a mission worth scaling.

Core Responsibilities

- Report to and partner closely with our Chief Product & Experience Officer to align marketing strategy with product vision, customer experience, and business priorities across all verticals — including DTC e-commerce, wholesale, retail, events, and education

- Develop and own the full-funnel marketing strategy that drives demand generation and pipeline growth across paid social, paid search, email/lifecycle marketing, SEO, and content — ensuring every channel reflects our brand voice and genuinely serves our community

- Lead, coach, and grow a team of 4–5 marketing professionals, fostering a high-performance, mission-aligned culture where creativity, accountability, and joy thrive

- Champion a cohesive brand story across all touchpoints — unifying product launches, digital experience, events, and customer engagement into one consistent, inspiring experience that reflects who we are at our core

- Lead a deliberate shift in our content and storytelling — moving from product-focused posting toward a rich brand and maker narrative guided by the StoryBrand framework

- Facilitate greater engagement within our fan-led community — complementing the organic energy that already exists with proactive programming, curated connection experiences, and a brand presence that deepens belonging

- Formalize our design team program — bringing structure, cadence, and tracking to a program that has real potential to drive meaningful reach and authentically represent our brand

- Strengthen the connective tissue of our marketing stack — ensuring our core tools work together, data flows cleanly across channels, and the team can act on insights

- Elevate our lifecycle and email marketing from functional to sophisticated — deepening segmentation and improving automation so that both acquisition and retention benefit from the strong foundation we've already built

- Refine attribution reporting to better understand which channels, messages, and campaigns drive customers, revenue, and mission impact

- Manage the marketing budget with a strong focus on ROI; identify and test new growth opportunities across all business verticals

- Listen deeply to customers and community — gathering insights not just through data but through genuine curiosity about people's creative journeys, struggles, and moments of joy

Required Qualifications

- A systems thinker who can unify channels under one coherent plan and P&L view — connecting what exists into a growth engine rather than managing each channel in isolation

- 7 years of marketing experience with deep expertise in digital marketing across paid, owned, and earned channels — and at least 3 years in a senior leadership role in e-commerce or retail

- Proven track record of building and scaling demand generation programs that drive measurable revenue growth across multiple channels and verticals

- Comfort with modern e-commerce marketing stacks; familiarity with tools like BigCommerce, Klaviyo, Triple Whale, and Square is a meaningful advantage

- Deep hands-on expertise across paid social (Meta/Instagram), paid search (Google/Shopping), email & lifecycle marketing, SEO/content

- Experience using AI to streamline workflows and accelerate content and copy, where it strengthens rather than dilutes our voice. Ability to demonstrate where AI adds leverage and where the human touch stays critical to the brand is a bonus

- Experience working alongside a creative founder or visionary — you know how to honor and protect creative vision while owning commercial execution, and you understand the difference between the two

- Experience managing and developing teams; you lead by example, invest deeply in people's growth, and create environments where creativity and accountability coexist

- Strong analytical mindset — you're comfortable in dashboards and attribution tools, and you know how to turn data into decisions without losing sight of the human behind every metric

- Excellent communicator and storyteller who can align stakeholders, present strategy, and inspire a team around a shared mission

- Experience with mission-driven or values-based businesses — you believe that purpose and profit can coexist, and that business can be a genuine force for good in people's lives

- A thoughtful approach to change — you take stock of what's working, build on it, and improve what isn't without disrupting the momentum already in motion

- Genuinely purpose-driven — you are motivated by more than metrics, and you bring a sense of calling to your work. You understand that marketing for a mission-driven brand is an opportunity to serve something bigger than yourself

Mission Alignment & Cultural Qualities

Our ideal Vice President of Marketing is first and foremost a servant leader and people developer who happens to be exceptional at brand strategy, demand generation, and digital marketing. You believe deeply that great marketing emerges from genuine understanding and care for the people you serve.

You are deeply aligned with our mission to make the world more joyful through cardmaking, connection, and care. You genuinely believe that handmade cards can strengthen relationships, that inspiring someone's creativity can build their confidence, and that a business run with care and integrity can make people's lives better.

This role requires someone who:

- Leads with empathy and care — you see customers and team members as whole people with lives, struggles, and dreams

- Celebrates people's growth and wins — you find genuine joy when a team member masters a new skill or when a crafter shares how our products helped them express love to someone who matters

- Approaches decisions by asking "Does this create genuine value?" not just "Will this hit our numbers?"

- Tells stories that connect, not just campaigns that convert

- Protects our culture of joy as we grow — ensuring that efficiency never comes at the expense of humanity

- Delivers honest feedback with kindness

- Models sustainable excellence — bringing intensity and high standards without burning yourself or others out

- Brings a growth and experimental mindset, viewing failure as a learning opportunity and continuous feedback loop

What We Offer

- Competitive base salary between $150,000–$180,000, commensurate with experience

- Profit-sharing bonus

- Comprehensive benefits package

- Relocation assistance if needed

- A collaborative, mission-driven work environment with real autonomy and ownership

- A seat at the leadership table where you will help shape the company's growth trajectory at a pivotal moment and do it in a place that genuinely believes business can be a force for good