Vice President of Marketing

Vice President of Marketing

Location: Fort Worth, Texas

Employment Status: Full Time, Exempt

Level: Executive Leadership

Base Salary: $175,000–$195,000

Annual Target Bonus: 30%

Position Overview

A well-established consumer products organization is seeking a Vice President of Marketing to set the company's marketing vision and drive measurable growth through brand strategy, demand generation, customer acquisition and retention, integrated marketing communications, and go-to-market execution. This executive will lead the marketing organization, own the annual marketing plan and budget, establish a data-driven operating cadence, and partner closely with Sales, Product, E-Commerce/Digital, Finance, Operations, Merchandising, Supply Chain, and Customer Care to align marketing investments with business priorities and measurable outcomes.

Key Responsibilities

• Own the overall marketing strategy and annual operating plan, aligning brand, demand generation, communications, customer acquisition, retention, and growth initiatives to company objectives.
• Lead and develop the marketing organization across brand, performance/growth marketing, content/creative, CRM/lifecycle, product marketing, communications, and PR.
• Define and evolve brand positioning, messaging architecture, creative standards, and customer experience across all channels and touchpoints.
• Own customer acquisition strategy across paid, owned, and earned channels, optimizing channel mix, targeting, creative, and spend to drive efficient growth.
• Lead lifecycle and CRM strategy, including email, SMS, loyalty, segmentation, personalization, retention, repeat rate, and customer lifetime value.
• Partner with E-Commerce/Digital and Product/IT to improve the marketing-to-conversion funnel, including landing pages, onsite content, attribution, and measurement.
• Own the marketing budget, forecasting, annual planning, and investment strategy, continuously optimizing spend to maximize ROI.
• Establish and monitor marketing KPIs and dashboards including CAC, ROAS/MER, revenue contribution, conversion, retention, awareness, market share, and share of voice.
• Lead go-to-market planning for product launches, promotions, campaigns, and new initiatives in partnership with Sales, Product, and Merchandising.
• Oversee brand storytelling, content strategy, creative production, and external communications across internal teams and agency partners.
• Drive customer and market insights through research, analytics, experimentation, competitive intelligence, and test-and-learn methodologies.
• Manage agencies and vendors across media, creative, PR, and research with clear performance expectations, measurement, governance, and cost control.
• Present marketing strategy, investment decisions, performance, and recommendations to senior leadership and executive stakeholders.
• Build scalable marketing processes, operating rhythms, governance, and team structure to support continued growth.

Critical Experience & Qualifications

• 10+ years of progressive marketing experience, including at least 5 years in senior leadership roles with direct responsibility for brand and growth outcomes.
• Demonstrated experience building, scaling, and leading a marketing organization while delivering measurable business growth.
• Strong background within consumer products / CPG, with direct internal operating-company experience rather than an agency-only background.
• Proven experience building and evolving brands, including positioning, messaging, creative strategy, brand architecture, and long-term brand development.
• Deep expertise across integrated marketing strategy, including paid, owned, earned, retail, digital, partner, e-commerce, and lifecycle channels.
• Strong command of performance marketing and measurement, including CAC, ROAS/MER, attribution, incrementality, conversion, retention, and ROI.
• Experience building and optimizing CRM/lifecycle programs including email, SMS, loyalty, segmentation, personalization, and customer retention.
• Demonstrated success managing significant marketing budgets, forecasting spend, evaluating investment cases, and optimizing for profitable growth.
• Strong experience partnering cross-functionally with Sales, E-Commerce/Digital, Product, Finance, Operations, Merchandising, Supply Chain, and Customer Care.
• Proven ability to use research, analytics, competitive intelligence, and experimentation to drive fact-based marketing decisions.
• Strong executive communication and presentation skills with the ability to influence senior leadership and board-level stakeholders.
• Bachelor's degree in Marketing, Business, Communications, or related field required; MBA or advanced degree preferred.

Comprehensive benefits package including: Medical, Dental, and Vision eligibility. 401k, PTO, company paid holidays, employee discount programs, and short term/long term disability insurance eligibility.

This is a summary of the primary accountabilities and requirements for this position. The company reserves the right to modify or amend accountabilities and requirements at any time based on business needs. Any part of this job description is subject to modification to reasonably accommodate individuals with disabilities. Equal Opportunity Employer/Veterans/Disabled.