FluentPet is a science and mission-driven company that builds tools and community for catalyzing two-way communication between humans and the animals we live with. We are making it possible for people to teach their dogs and cats to "talk" with recordable sound buttons.

Launched in June of 2020, we use cognitive science based research and insights to work with humans and their animal learners to create a new shared language that will improve both of their lives. Our research and engagement with the community lets us constantly iterate and improve the FluentPet HexTile System. This allows us to continue expanding the scope of what we understand is possible when it comes to communicating with other species.

Our collaboration with nearly all of the leading online "Guides" (social media influencers) in this new category space (notably @whataboutbunny, who has 7M+ TikTok followers and nearly 1M followers on Instagram) has enabled the rapid success of our best-selling FluentPet HexTile System, achieving over $6M in sales in less than 18 months. We have been featured in the front page of the Wall Street Journal, the New York Times, and the Washington Post, as well as on most major television networks and online news sources. We will be expanding on this line up with a mobile app (to be released by December 2021) and connected hardware (scheduled for 2022), along with dozens of other SKUs developed in response to customer feedback.

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Based anywhere, but preferably in US Pacific Time, the VP of Marketing (VPM) will report to the CEO, Leo Trottier, and own the overall success of the marketing function. FluentPet is a mission-driven company with ambitious growth goals. The VPM will play a critical role in driving growth and success across the department.

The VPM will inherit:

  • Some of the best marketing metrics in the industry ($5M+ trailing 12 month revenue with $0 in paid advertising, CAC of less than $10 on average orders over $100, 10%+ monthly sales growth since June 2021)
  • An enthusiastic customer base eager to collaborate in help build out this new product category
  • Brand positioning developed in collaboration with Outcast, product branding work developed in collaboration with Aruliden
  • A massive TAM: everyone who wishes they could "talk" to their dog or cat
  • Exclusive access to nearly all of the leading social media influencers in this space

We’re seeking a marketing leader who can bring together community development, brand, and analytics, doubling down on the organic growth we've achieved, gaining an understanding of what our growth levers are, and scaling. We are looking for a creative, driven, and out of the box thinker eager to 10x-100x a hyper growth company, all while staying true to our FluentPet's mission, users, and voice.

This will be a proactive, highly energetic and self-motivated leader with proven experience marrying strategy and execution through best-in-class rollout strategies, effective team management, and strong KPI development and management. We are looking for someone that brings relevant expertise, has strong opinions, a passion for our mission, and a loud and effective voice. The VPM will be comfortable working in a digitally native, direct to consumer environment. The VPM will be a consistent advocate for both the business and the customer and will partner with cross-functional leadership to drive top and bottom-line impact.

This will be a player-coach role with a huge opportunity to build a world-class team!

KEY RESPONSIBILITIES

Marketing Strategy:

  • Develop and drive the global and local marketing strategies across digital channels.
  • Develop our Guide community engagement and support strategy
  • Work closely with CEO to further develop FluentPet's brand voice and character, especially as it relates to sustainability, animal rights, and inclusion.

Marketing Operations & Planning:

  • Own business planning and strategic project management for the Marketing org; Manage and develop processes to ensure exceptional execution across all key projects.
  • Own and drive development of Guide community support programs
  • Oversee the overall marketing budget and allocation inclusive of goal setting and KPI tracking. Drive and manage the budget and allocation process and guide key financial decision making for the marketing function.
  • Drive organizational design, recruiting, business processes and systems for the marketing function. Build team with a focus on needed skillsets across both corporate and field marketing.
  • Oversee operational excellence within the marketing org supported by consistent and clear communication, reporting, and presentation/analysis preparation.

Integrated Marketing:

  • Design strategy and systems for integrated campaigns across content, partnerships, advertising, community, product marketing, retention and loyalty, retail and creative.
  • Launch and scale new and existing markets.
  • Set goals, work cross-functionally to project manage campaigns, track results and lead reporting to the company with a focus on prioritization and ROI.
  • Manage communications of deliverables and deadlines for all marketing initiatives across all stakeholders.

PR/Communications:

  • Develop, drive and optimize the PR/Communications strategy for the brand and ensure it aligns with and is additive to the overall marketing strategy/brand.

Data Analytics, Consumer Insights & Audience Segmentation:

  • Track and report business analytics against KPIs. Identify, refine and implement best-in-class KPIs/reporting packages to ensure the leadership team is armed with the required tools and levers to monitor, drive and improve marketing performance.

Paid and Unpaid:

  • Develop strategic framework for expanding our marketing activities and channels and collaborate cross-functionally to incubate and execute new strategies across paid and unpaid channels. Focus on ROI to drive prioritization.

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EXPERIENCE

  • 7+ years of relevant marketing leadership experience with a strong focus on building and driving growth for early-stage, hyper-growth consumer brands
  • Proven experience building teams and capability within the marketing function
  • Demonstrated ability to drive results to meet and exceed financial goals
  • Strong experience with media planning
  • Experience partnering with agencies (both media and creative)
  • Out-of-the-box creative and strategic thinker. Ability to drive big bold ideas to fruition.
  • Strong communication skills, both written and verbal; can collaborate effectively with cross functional partners
  • Strong analytics ability
  • Excellent attention to detail and very organized
  • Experience with B2C and B2B a plus
  • Experience in a digitally native business with physical locations a plus
  • MBA a plus

COMPENSATION

  • We are fortunate to be able to offer market or above-market rates for this role, as well as a significant equity stake
  • Benefits: full health, dental, parental leave

KEY COMPETENCIES

Ownership and Mastery of Craft: Focused on positive outcomes. Able to deliver on commitments while installing the right amount of process to enable steady performance. Flexible in approach to deliver quality and brand excellence, in the face of high growth and unexpected twists and turns. A relentless execution expert with confidence in her/his expertise in core areas. Always learning, optimizing and improving.

Team Leadership: Passionate, high integrity leader who can grasp and drive the DNA in the field. Has a bias for the importance of talent and training, and possesses the energy, sincerity and drive to engage and build meaningful relationships grounded in trust with a diverse and distributed team. Genuinely excited to spend time in the field, with the team and customers, and always know the “pulse” of each. Balances inspiration and accountability.

Strategic Orientation and Growth/Scale Mindset: Has an ability to both develop a strategy and lead the organization in its execution. Eager to take on new challenges with open-mindedness, respecting team, peers, and leaders. Can think high and low. Possesses the intellectual horsepower/problem solving ability to lead the charge on tackling complex problems.

Collaboration and Influencing: Will have the gravitas, willingness, and ability to work effectively at all levels of the organization and able to facilitate a strong connection and partnership between Marketing, Brand Marketing and Clinical Operations. Facilitates connection and collaboration across the business. Brings the “playbook” to the table but has the flexibility and humbleness to adapt to business and stakeholder needs. Will contribute skill and experience with generosity, willing to work with anyone to drive real business impact. Balances strong quantitative and analytical skills with the emotional intelligence needed to influence organizational outcomes.

Effective Communication Skills: High integrity, no-nonsense approach. Knows how to communicate through the brand voice and at all levels of the organization. Understands how to communicate through a decentralized organization. Quick and to the point. Welcomes radical candor from above and below. An active listener.

Innovation and Entrepreneurialism: Ability to thrive in a dynamic, fast-paced environment. Relentless focus on improvement and raising the bar. Leans in harder when times are good. Balances scrappiness and execution with business maturity, prioritization and thoughtfulness. Is curious, agile, a self-starter and welcomes challenge as a conduit to improvement. Can be creative with resources and has a history of getting things done in complex environments and flat hierarchies.