Head of Marketing - North America

Job Description

About the Company

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VAHDAM India is a premium wellness brand with a vision to build a home-grown Indian brand for the world. Our garden-fresh teas, delivered through a disruptive direct-from-source model, have been featured on Oprah Winfrey’s Favorite Things in 2018 and 2019, and in 2022 VAHDAM became the first Indian wellness brand to be part of the Oscars gift bag. With offices in New York and Delhi and a presence in 120+ countries, we are a young, dynamic team that moves fast, cares about craft, and takes pride in the story of every product we ship. Learn more at

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About the Role

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The Head of Marketing – US & Canada is the senior marketing leader for VAHDAM in North America and reports directly to the CEO. This leader is the custodian of the VAHDAM brand in the region and is accountable for building a sharp, distinctive and consistent brand image, for the marketing strategy and plan that drives demand across the US and Canada, and for the success of new product launches. The role works hand in hand with the global teams in India while owning regional execution, the regional marketing budget, and a growing marketing team.

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Responsibilities

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• Regional Strategy & Leadership
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• Define and execute the integrated marketing strategy and annual plan for the US and Canada, aligned to company growth priorities and the global brand.
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• Serve as the regional marketing voice to the CEO and executive leadership, reporting on performance, investment and outlook.
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• Own the regional marketing budget and allocate investment across channels based on return.
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• Build, lead and develop a high-performing marketing team; set structure, hire, coach and hold the team to a high bar.
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• Brand & Consumer Insight
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• Build a practice of regular customer listening through research, surveys, customer calls and social listening, and bring the voice of the customer into every major decision.
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• Own brand tracking across the US and Canada; define, monitor and act on brand health metrics.
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• Ensure a consistent brand image, assets and message across channels, partners and markets, in partnership with the global brand and creative teams.
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• Campaigns & Growth
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• Create and lead integrated brand and seasonal campaigns across digital, social, influencer, PR, partnerships and retail.
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• Oversee performance marketing, CRM and e-commerce marketing to drive customer acquisition, retention and lifetime value.
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• Partner with revenue and channel teams on marketing support for marketplace, retail and wholesale partners.
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• Product Launches & Innovation
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• Work with the strategy and NPD teams to shape the product pipeline for limited editions, gifting packs and seasonal launches, and take launch P&L responsibility for these launches.
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• Lead go-to-market for new products, including positioning, packaging and launch plans tailored to US and Canadian consumers.
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• Work with product and compliance teams on market-specific requirements for Canada, including bilingual labeling.
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• Storytelling, PR, Influencer & CSR
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• Work with the social, influencer, PR and partnerships teams to develop brand stories and thematic campaigns that get the VAHDAM message out.
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• Lead CSR marketing: build a plan to develop and promote the story, and create stories for the PR and influencer teams to seed.
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• Agencies & Cross-Functional Partnership
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• Select, manage and hold accountable design, media, creative and PR agency partners as well as brand marketing partners.
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• Collaborate closely with internal stakeholders across digital marketing, PR, partnerships, the creative studio, NPD and revenue, including teams based in India.
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• Measures of Success
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• Brand health score and brand awareness and consideration across the US and Canada
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• Revenue growth and marketing efficiency in the region (for example, customer acquisition cost, return on ad spend and marketing spend as a share of revenue)
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• Success of new products launched against plan
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• Organic reach and demand for the brand
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• Consistency of brand assets and message across the organization
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• Team strength, development and retention
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Qualifications

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• 7+ years of progressive marketing experience, including 5+ years leading teams.
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• Experience on a consumer products brand (food and beverage, wellness, CPG or direct-to-consumer).
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• Demonstrated experience in brand building, brand campaigns and consumer insights.
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• Track record of managing new product launches from concept through go-to-market.
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• Experience leading in a cross-functional team set-up and managing agency partners and a marketing budget.
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• Strong executive presence and the ability to communicate and partner effectively with the CEO and senior leadership.
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• Bachelor’s degree in Marketing, Business or a related field.
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Required Skills

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• Progressive marketing experience.
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• Team leadership experience.
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• Experience on a
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