Director of Marketing

Director of Marketing

Reporting to the CEO, the Director of Marketing will oversee brand strategy, innovation, shopper marketing, consumer engagement, eCommerce, and consumer insights while leading a team of marketing professionals and external agency partners.

The Director of Marketing leads marketing, innovation, and eCommerce and is responsible for driving consumer awareness, brand growth, customer acquisition, and long-term business expansion.

This role represents a critical leadership hire as the company transitions from a turnaround phase to a growth and innovation phase. The successful candidate will partner closely with executive leadership to build and execute a three-year strategic growth plan, identify new market and product opportunities, and help scale the organization.

Accountabilities

Strategic Leadership & Growth Planning

• Build and lead a comprehensive three-year strategic growth roadmap
• Identify new consumer segments, product platforms, and market expansion opportunities
• Partner with executive leadership and sales teams on revenue forecasting and business planning
• Develop strategies to accelerate growth across conventional, natural, and digital channels

Brand & Consumer Marketing

• Lead annual marketing planning and execution
• Drive consumer awareness, engagement, and loyalty through integrated marketing programs
• Oversee advertising, promotions, social media, email marketing, PR, sampling, and digital campaigns
• Guide brand positioning, messaging, packaging, and overall brand architecture
• Lead future brand refresh and rebranding initiatives as appropriate

Product Innovation

• Own innovation strategy, pipeline development, and commercialization processes
• Identify white-space opportunities and emerging consumer trends
• Partner with internal stakeholders, external consultants, suppliers, and development partners to bring new products to market
• Strengthen stage-gate and innovation planning processes
• Support sustainable packaging initiatives and product certification efforts

eCommerce & Digital Growth

• Lead eCommerce strategy across owned and marketplace channels
• Partner with agency resources to optimize digital marketing investments
• Drive customer acquisition and conversion through digital initiatives
• Analyze performance and identify scalable digital growth opportunities

Insights & Analytics

• Leverage consumer, retailer, and competitive insights to guide decision-making
• Manage relationships with data providers including SPINS and NielsenIQ
• Develop reporting and performance measurement processes
• Translate data into actionable growth recommendations

Cross-Functional Leadership

• Partner closely with Sales to create compelling customer selling stories and shopper marketing programs
• Collaborate across supply chain, finance, operations, and executive leadership teams
• Evaluate organizational needs and recommend future team structure and resource investments

Team Leadership

• Lead and develop a team of marketing professionals
• Manage direct reports through coaching, performance management, and career development
• Oversee agency, consultant, and contractor relationships
• Foster a culture of innovation, accountability, collaboration, and execution

Qualifications

• 7–10+ years of progressive CPG marketing leadership experience
• Strong preference for natural food/bev experience
• Strong experience in brand strategy, consumer marketing, product innovation, and commercialization
• Demonstrated success identifying and launching products into new categories or market segments
• Experience developing growth strategies and scaling businesses
• Exposure to both entrepreneurial and larger company environments
• Strong analytical and financial acumen, including P&L responsibility
• Experience managing agencies and external partners
• Excellent project management and organizational skills

Leadership Profile

The ideal candidate will be:

• A proactive leader who drives strategy rather than waits for direction
• Comfortable operating in ambiguity and building structure where needed
• Passionate about innovation and growth
• Strong identification with sustainability and impact-led organizations
• Skilled at identifying white-space opportunities and turning ideas into commercial results
• Able to balance strategic thinking with hands-on execution
• Comfortable making talent, organizational, and resource decisions as the company scales

Top Success Factors

• Leading from the front
• High passion, energy, and ownership
• Proven ability to scale brands, businesses, and new market opportunities

Location + Compensation

This position is based in the Oakland/Emeryville area. The team is hybrid with a few days in office.

Targeted compensation is $175k-$235k along with participation in an LTIP program.