Chief Marketing Officer

Summary

The Chief Marketing Officer will lead TM’s marketing efforts which include brand and storytelling strategies, retail, digital and e-commerce strategies, public relations, social media, consumer insights and analytics, executive & team leadership. 

TM believes that at this moment in time the CMO position is changing and being redefined more so than at any time in history and that this CMO job description captures this new dynamic and is a forward-looking version of the future of a CMO.  TM also believes purpose, e-commerce (including DTC), innovation, and cross functional collaboration are the core tenants to future success as a CMO. Traditional Medicinals is just the right size to be on the leading edge of redefining the CMO position – big enough that its focus on purpose, e-commerce, and innovation can make a significant impact in communities locally and internationally and the Company’s bottom line, yet small enough that it can quickly and successfully pivot from where it is today to a more competitive future state.  

Interested CMO candidates should envision this position as a meaningful opportunity to propel a purposeful, environmentally, and socially sustainable company to a long-term leadership position in the US herbal self-care market.  Here at the start of its 48^th year in business, TM has just scratched the surface of its long-term potential. 

The company is growing rapidly and needs strong marketing leadership and management to support this growth.  The CEO is seeking a marketing leader with a demonstrated track record in strategy, branding, social media, and executive & team leadership with large and small CPG companies, turning new ideas into concrete deliverables and business results. Natural & organic food or nutritional supplement experience is a plus.

Combining Purpose and Profit

One of the Company's greatest advantages is its ability to successfully and authentically execute the marriage of purpose and profit. Having built a thriving business around an ecologically and socially responsible, high quality premium product, the Company reigns as the fastest growing business of its kind in North America.  For them, it's not just about the products they make, they are also deeply dedicated to improving lives and livelihoods.

Their state-of-the-art manufacturing facilities operate on 100% renewable energy and   have integrated strategies to further reduce waste and greenhouse gas emissions, and promote environmental sustainability towards carbon neutrality and zero waste. The Company has also implemented the establishment of schools and educational opportunities, health and hygiene programs, economic development, housing, womens’ empowerment initiatives, animal husbandry, food security and clean water access in stakeholder communities across the globe.  For all of its sustainability and ethical business practices, the Company was recognized as one of the top 10% of all Benefit (B) Corporations in the world.

Their size and accessible leadership enable their employees to make significant contributions, embracing the Company's six values: quality, collaboration, humility, respect, innovation and sustainability. The Company’s purpose, vision and values are present in all areas of business and facilitate the communication of their ideals across all departments and locations. Today, the Company serves as a leading example for businesses that want to succeed by making a lasting social and environmental impact.

Drake Sadler (co-founder and Chairman) and Nioma Sadler (Goodwill Ambassador) are actively involved in non-management company roles. Over the past decade TM has hired an extensive team of additional professionals, many with strong CPG backgrounds (Coke, Pepsi, Kimberly Clark, Kellogg’s, SC Johnson, Novartis, McKesson, Mars and others).  Together, with the Sadlers, this group of talented individuals has greatly expanded the size of the Company with the goal of being the leading botanical wellness company in North America.

The Location

The position is based in a beautiful new office in Rohnert Park, CA which lies in the center of scenic Sonoma County.  Sonoma County has everything people love about California. It boasts several charming and historic towns surrounded by beautiful farm country. There is easy access to wine country, redwood forests, parks, and the Pacific Coast.  Yet the area is just 45 minutes from downtown San Francisco, one of the great cultural cities in the world.  Sonoma County truly offers the best of both of these worlds.

The Opportunity for the Chief Marketing Officer

This position is an opportunity to lead the Company’s marketing efforts which include social media, brand publishing, public relations, brand influencers, professional sampling, website, and all the Company’s e-commerce sales and marketing.  There are several key areas of the position the CMO will need to focus on.

Purpose:

As with all TM employees, the CMO is a steward of the Company’s Vision & Purpose. Consumer research and trends point toward purpose/mission emerging as an important driver for CPG consumer purchases and for long-term brand loyalty.  The CMO has primary responsibility for communicating and engaging the TM consumer with the Company’s vision and purpose.  In this aspect of the position, the CMO will work closely with the Company’s Chief Purpose Officer and Chief Visionary Officer (co-Founder Drake Sadler) and the rest of the executive leadership team to incorporate TM’s Purpose across all consumer engagement activities.

E-Commerce

TM is uniquely positioned in the marketplace with 70,000 points of traditional retail store distribution coupled with extraordinary leadership in e-commerce.  TM is the 3^rd largest bagged tea brand at retail and the #1 bagged tea brand on Amazon.  This has enabled the Company to focus on Instacart, Go Puff, and other delivery services to leverage its broad retail distribution.  A decade ago, TM leaned into Amazon and other e-retailers and as a result has a leadership position in this important channel. TM must stay out front as a brand of the future that can compete effectively in traditional retail and in the e-commerce and direct to consumer channels.

Innovation

TM currently derives most of its sales from bagged tea.  However, TM’s core consumer proposition is as an herbal self-care company.  TM projects that some of its future growth will come from herbal self-care products delivered in a non-bagged tea format.  The company recently launched a line of digestive and throat care lozenges that are performing well. The CMO will work closely with the Chief Science Officer, the Director of Innovation, and the Director of R&D and the Chief Customer Officer to develop tea and non-tea new products and go to market strategies for these new products. 

Collaboration

To compete in today’s marketplace the marketing function must be fully integrated with Sales, Supply Chain, and Finance.  The CMO at TM must be a highly collaborative and communicative individual who will build a culture of cross functional collaboration connecting the marketing department to all other functions in the Company.  As the Company continues to grow and expand the entire organization must be working toward the same strategic plan goals.

Leadership

In addition to being the company’s functional expert for Marketing, being an effective member of the Executive Leadership Team is a critical role for this position. The CMO must be able to always put the greater good of the company and its stakeholders above departmental needs, working towards solutions that help us to achieve our marketing objectives within that framework. The CMO must be a role model in the organization, facilitating the achievement of key business and functional results while working within the company’s values.

Key Responsibilities:

• Develop and own overall marketing strategy, tying it to our stakeholder approach of influencing customers, supplier communities, team members, investors, and the greater environment—and manage its day-to-day implementation
• Bring subject matter expertise, poise, confidence, courage, and consciousness to help articulate our brand vision and evolve the marketplace of the future.
• Participate and contribute directly to annual corporate strategic planning and board presentations
• Partner with the Chief Purpose Officer and Company’s co-founder to shape the company’s public profile to garner thoughtful, creative, and proactive and reactive communications; align on timing and positioning in advance of any company announcement, event, or situation
• Increase visibility/awareness in all channels by securing owned and earned media placement
• Partner with the Chief Customer Officer to provide marketing support for key retailers, develop trade advertising, customer strategy, content management and analyze promotion effectiveness
• Work with sales team and suppliers to create win-for-all marketing programs designed to facilitate customer satisfaction, loyalty and supplier sales
• Direct sales responsibility for e-commerce Pure Play customers including Amazon, iHerb, CPG.IO, Vitacost World Pantry, Instacart, etc.
• Create a strong digital marketing strategy and implement marketing technology and tools that enable marketing automation, scale marketing programs, and help businesses increase revenue and reach marketing goals faster
• Partner with the Chief Science Officer to develop innovative new non-tea products to deliver effective, herbal self-care products in multiple formats; develop effective go to market strategies for these new products across multiple channels, including DTC   
• Understand consumer behavior, insights, transactional data and digital metrics. Strategically use robust data to improve customer experience and build tight customer relationships. Use insights and data in key decision making to inform and populate Marketing mix.
• Manage all consumer marketing campaigns including social media, website, print, radio, public relations, and sampling
• Develop consumer insights and analytics function to evaluate performance of marketing activities/effectiveness, category, and competitive landscape to recognize trends, recommend new product and campaign ideas, and report out to the organization broadly
• Ensure the Company’s brand aesthetic is clearly and consistently defined, communicated and applied across all consumer and trade marketing, merchandising and communication vehicles
• Continuously monitor marketplace trends, and anticipate future category, segment, product opportunities that the company can capitalize on
• Initiate and manage all product and packaging projects with a focus on profitable product and category expansion in new and existing markets, channels and customers
• Develop and oversee marketing team structure and accountabilities and work with HR to optimize talent acquisition, development, and retention

SUPERVISORY/BUDGET

• Direct report = 3 (Director of Ecommerce, Director of Marketing and Associate Creative Director)
• Indirect reports: 12
• Budgetary oversight of Marketing spend

Qualifications:

• BS in Marketing, MBA preferred
• Minimum 15 years experience in Marketing roles of increasing responsibility
• 5 years experience in a large traditional consumer package goods environment
• Additional 5 years experience at a mid-market or smaller enterprise where you demonstrated your ability to draw from your education and large company experience to drive growth and increase market share
• Experience leading a team of marketing executives
• Experience at a purpose/mission driven organization
• E-Commerce and/or DTC experience building a brand
• Innovation experience – analyzing consumer trends, working with R&D and innovation to develop new products and successfully bring them to market
• Ability to execute brand positioning and values for existing and new products
• Direct experience with digital marketing strategies and tactics, such as online advertising, SEO-SEM, direct response, e-mail marketing, database marketing, social-media, public relations, etc.
• Demonstrated experience designing and managing outside agency projects, including branding, digital marketing, packaging, public relations and social media
• Natural & organic food or nutritional supplement experience a plus along with familiarity with herbs and herbal medicine
• Experience working closely with sales teams across all major distribution channels; natural foods, grocery, mass, club, and drug
• Experience leading qualitative and quantitative market research
• Creativity, attention to detail, ability to effectively prioritize and multi-task, flexibility, and comfort in fast-changing, agile environments
• Excellent presentation and communication skills
• Must be a team player, able to work closely with cross-functional groups and anticipate and react to changes quickly
• Understand storytelling as a valued vehicle for communicating company’s purpose

Leadership Competencies/Behaviors required:

• Strategic and creative thinker, with the ability to execute and get results
• Curious; continuous quest for knowledge, improvement
• Excellent listener, seeks to understand other points of view
• Persuasive, able to influence others
• Practical, yet able to communicate vision and big perspective
• Entrepreneurial, dynamic approach, coupled with a low need for ego
• Enjoys building and leading teams as well as team participation
• Comfort working in a fast-paced, open culture
• Confident and timely communicator, transparent and tactful, yet direct
• Accountable for actions of self and others
• Displays uncompromising work ethic and willingness to roll up sleeves
• Flexible, optimistic, “can do” attitude
• Honest and ethical

Travel Requirements: 10% travel required

Benefits

• Competitive wage and bonus
• Long Term Incentive Compensation Plan
• A deferred compensation plan is available
• Health benefits
• Employee discount
• Healthy, supportive, mission driven work environment
• Relocation package (if applicable)

Work Environment:

Employee works in a busy administrative office with moderate noise as well as visiting other offices, warehouses, production environments and external partner sites.

Traditional Medicinals, Inc. and its subsidiaries are proud equal opportunity employers.  We wholeheartedly embrace authenticity, diversity, and people’s differences. We acknowledge, celebrate, and support individuality to the great advantage our consumers, our stakeholders, our products, and the planet.  We are committed to building an inclusive workplace for all our people.

We do not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.