Director, Brand Marketing

Portland, OR, United States

The Director, Brand Marketing is responsible for building a cohesive brand, design, and marketing plan to accelerate the growth of the Lazarus Naturals and Cycling Frog brands. This is a senior-level role within a small, but scrappy, team. They will develop the growth strategies and guide the executional plans for multiple campaigns and activities across several channels - including general brand awareness, seasonal promotions, new product launches, trade marketing and field marketing.

This position reports to the Vice President, Brand Marketing.

Job Description

Develop, execute and iterate a cohesive brand marketing strategy that ties together all touch points for the brands - spanning awareness campaigns, field marketing, product releases and development, sales, and D2C campaigns

Owns their assigned strategic plans and frames the tactical executions for themselves and others to perform

Drives successful outcomes in each tactical channel by managing and motivating their colleagues. This includes influencing personnel in adjacent teams

Manage the brand and positioning. Develop and continually iterate and optimize the brand expression, guidelines, and positioning.

Partner with the DTC and Sales teams to develop the pitches and unique value propositions that we will use in the market and with different customer segments to differentiate, attract and retain customers.

Work across the organization to ensure cohesive brand messaging and content across all channels.

Develop and execute brand campaigns in partnership with the Leadership, DTC and Sales teams. Create national relevance through seasonal and evergreen campaigns.

Partner with the VP Brand Marketing and the DTC team to examine the holistic customer journey and ensure optimal brand presentation.

Partner with the DTC team to implement programs that cultivate advocacy, promote customer loyalty and retention

Collaborate with Content and Product teams to produce longform brand content, creative direction, website and content aesthetics, field and experiential marketing, product portfolio management, and product design and direction

Field & Experiential Marketing responsibilities will have a broad scope from conception to execution. This is a hands-on role and is expected to develop annual/seasonal strategies, plan individual program/s, organize teams (in-house and third party) and tactically execute events

Develop the Field Marketing plan in partnership with the Sales team. This scalable plan should outline the launch into new states with beverage distributors to nationally scale the Cycling Frog business over the next 2-3 years

Lead the Experiential Marketing team/s and manage third-party agencies. Create cross-functional campaigns and event series to drive brand awareness and a ‘cool factor' to the Cycling Frog brand.

Collaborate with the Product Portfolio team to innovate and launch new products and ensure all new products are aligned with the brand, appeal to our target audience, and can be priced affordably while being profitable.

Manage the go to market strategy for new product launches. Develop product launch releases, sell sheets and other collateral for DTC and Sales

Work collaboratively across the organization to define our target customer and prioritize and focus our efforts. Provide market insights and adapt the business to be successful in the marketplace

Create a culture that promotes and rewards initiative, growth, open communication, accountability and excellence

Develop and promote an environment that encourages constant experimentation and learning, wherein failure is normalized

Take a long term view of the organization and revenue. Focus on building a company that services our customers into the future and provides concrete value and solutions

Performs other related duties as assigned

Requirements And Skills

7+ years managing brand marketing for food and beverage and/or supplement companies

5+ years experience of hands-on field marketing, event logistics, and/or product development

Experience at multiple sizes and maturities of companies, specifically at start-ups and mid-stage companies

Excellent communicator, able to build trusted relationships and clearly articulate key value propositions, processes and performance

Experience in using data analytics to monitor and evaluate event performance and programs against stated expectations, and to realign and change them to meet performance expectations

The ideal candidate has an entrepreneurial spirit, is highly collaborative, data driven and rigorous, and has a passion for building a sustainable, meaningful organization and business

Selfstarter with excellent prioritization skills and the ability to work in a fast-paced, results focused environment

Required Software experience: CMS platform/s (e.g. Shopify, WordPress), CRM platform/s (e.g. Hubspot), Data and Business Intelligence (e.g. Brightfield, IRI, SPINs), Google suite, Office suite, Project Management platforms (e.g. Asana, SmartSheet)

Desired Software experience: Adobe Creative Cloud

Benefits

Five weeks PTO & three paid holidays

Medical, Vision, and Dental Insurance

Stocked Kitchen

401k plan

This job is an in-person role, working Mondays to Thursdays in the Portland office. A hybrid option may also be available on Fridays - either in the Portland office or Work From Home.

About The Brands

Lazarus Naturals is on a mission to make quality hemp-based CBD accessible to everybody. It's why we own our manufacturing process from start to finish - beginning at our hemp farms in Central Oregon to our extraction, formulation, and packaging - all to deliver safe, effective CBD at an affordable price. We provide a 60% Assistance Program to veterans, individuals with disabilities, or those experiencing income challenges, because we believe everybody should be able to experience the benefits of CBD regardless.

Cycling Frog is normalizing the consumption of casual use THC products. We are on a mission to make THC convenient, affordable, and fun by making a sessionable THC beverage the same price as a beer or soda. We want to change the way THC is consumed and viewed by our society by focusing on lower potency ready-to-drink beverages that can easily fit into anyone's lifestyle. Under the Federal Farm Bill, we are allowed to sell these low potency THC products across all 50 states via the internet and anywhere you can grab a beer.

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