Manager, Integrated & Brand Marketing
Ballerina Farm
Kamas/Midway, UT | Full-time
The Role
Ballerina Farm is seeking an experienced, strategic, and highly organized Manager, Integrated & Brand Marketing to lead integrated marketing, product marketing, and go-to-market strategy across our growing portfolio. This role will own the development and execution of integrated marketing plans across product marketing, CRM, Email & SMS, lifecycle marketing, paid media, e-commerce, retail marketing, and key brand channels. This person will lead the end-to-end commercialization process for new product launches, seasonal campaigns, retail initiatives, promotions, and strategic partnerships, ensuring every marketing touchpoint works together to drive both brand growth and measurable business results. Working closely with Creative, Growth, Social, Influencer, PR, E-commerce, Retail, Product Development, Operations, and Supply Chain, this role will serve as the connective tissue across the marketing organization-turning business priorities into clear consumer strategies and integrated campaigns.
The ideal candidate understands how brand and performance marketing work together. They are equally comfortable developing positioning for a new product, building a GTM strategy, reviewing CRM performance, evaluating paid media results, developing a retail marketing plan, and leading a cross-functional launch meeting.
What You'll Do
Integrated Marketing Strategy
- Develop and own integrated marketing strategies across DTC, CRM, paid media, social, influencer, PR, retail, marketplaces, and other key channels.
- Own the master marketing calendar across product launches, seasonal campaigns, promotions, partnerships, and key brand initiatives.
- Translate company growth and revenue priorities into clear marketing strategies, campaign objectives, and channel plans.
- Develop campaign briefs that define the audience, positioning, messaging, creative needs, KPIs, and measurement.
- Ensure marketing channels work together to create a cohesive customer journey and consistent brand experience.
- Balance long-term brand building with customer acquisition and revenue goals.
Product Marketing & Go-to-Market
- Own go-to-market strategy and commercialization for new products, launches, seasonal initiatives, retail programs, and strategic partnerships.
- Develop product positioning, messaging, audience strategy, launch briefs, and channel plans.
- Partner with Product Development to translate ne w products into compelling consumer-facing stories.
- Coordinate launch readiness across Marketing, Creative, E-commerce, Retail, Customer Experience, Operations, and Supply Chain.
- Lead cross-functional GTM meetings, ensuring clear ownership, timelines, and accountability.
- Evaluate launch performance and apply learnings to future initiatives.
CRM, Email/SMS & Lifecycle Marketing
- Own the strategic direction of CRM and lifecycle marketing, partnering with internal teams and the lifecycle agency.
- Develop strategies across Email, SMS, segmentation, automated flows, retention, loyalty, win-back, and reactivation.
- Integrate CRM into product launches, seasonal campaigns, promotions, and brand storytelling.
- Identify opportunities to increase engagement, repeat purchase, retention, and customer lifetime value.
- Partner with the Growth Marketing Analyst to use customer and purchasing data to improve the customer journey.
- Oversee lifecycle agency strategy, priorities, testing, reporting, and performance.
Paid Media & Customer Acquisition
- Oversee the strategic direction of paid media in partnership with the paid media agency.
- Ensure paid media is integrated with broader brand campaigns, product launches, promotions, and creative.
- Monitor customer acquisition, CAC, ROAS, conversion, creative performance, and channel efficiency.
- Develop testing priorities across audiences, messaging, offers, landing pages, and creative.
- Partner with Creative and Social to develop a pipeline of high-performing paid creative.
- Identify opportunities to scale and optimize customer acquisition while maintaining brand integrity.
Retail & Marketplace Marketing
- Develop integrated marketing strategies across Ballerina Farm's DTC, retail, and marketplace businesses.
- Partner with Retail on product launches, seasonal moments, merchandising, events, partnerships, and customer acquisition.
- Develop marketing plans to support Ballerina Farm retail locations and external retail partnerships.
- Partner with marketplace teams and agencies across Amazon, TikTok Shop, and other emerging channels.
- Ensure retail and marketplace marketing aligns with overall brand strategy and positioning.
- Identify opportunities to connect physical retail with Ballerina Farm's digital ecosystem.
Brand Strategy & Consumer Growth
- Champion Ballerina Farm's brand positioning, voice, and customer experience across marketing channels.
- Partner with the Director of Marketing and leadership to evolve brand positioning and messaging as the company grows.
- Translate consumer insights, customer behavior, and market trends into actionable marketing opportunities.
- Identify opportunities to increase brand awareness, acquisition, engagement, repeat purchase, and loyalty.
- Partner with Creative, Social, PR, and Influencer teams on campaigns and brand storytelling.
- Ensure performance-driven marketing supports Ballerina Farm's broader brand and long-term positioning.
Analytics, Insights & Performance
- Manage and develop the Growth Marketing Analyst, establishing priorities across reporting, insights, campaign measurement, and channel performance.
- Establish KPIs and measurement frameworks for campaigns, product launches, CRM, paid media, and growth initiatives.
- Analyze performance across acquisition, conversion, retention, repeat purchase, and customer lifetime value.
- Develop regular reporting that connects marketing activity to customer and business performance.
- Lead post-campaign and post-launch recaps with key learnings and recommendations.
- Partner with the Director of Marketing and Finance on budgets, forecasts, and investment recommendations.
Cross-Functional & Agency Leadership
- Serve as a central marketing partner across Creative, Social, Influencer, PR, E-commerce, Retail, Product Development, Operations, Supply Chain, Finance, and Executive Leadership.
- Lead integrated planning meetings and create clarity around priorities, timelines, responsibilities, and decision-making.
- Manage key agency relationships across lifecycle marketing, paid media, and marketplaces.
- Ensure agency partners operate as an extension of the internal Ballerina Farm team.
- Continuously improve marketing workflows, GTM processes, reporting, and cross-functional collaboration.
Agency Partnerships
- Lifecycle / CRM Agency
- Paid Media Agency
- Marketplace Agency - Amazon
What You'll Need
- 7+ years of experience across brand marketing, integrated marketing, product marketing, growth marketing, or consumer marketing, ideally within a high-growth consumer brand.
- Demonstrated experience leading integrated campaigns and product launches from strategy through commercialization and execution.
- Strong understanding of CRM, Email/SMS, lifecycle marketing, paid media, customer acquisition, retention, and e-commerce.
- Experience developing product positioning, messaging, consumer value propositions, and GTM strategies.
- Experience supporting or leading retail marketing and omnichannel initiatives preferred.
- Strong understanding of how brand marketing and performance marketing work together to drive sustainable growth.
- Experience managing external agencies across lifecycle, paid media, marketplaces, or other growth channels.
- Experience managing and developing direct reports.
- Strong analytical and commercial instincts with the ability to translate performance data into actionable marketing decisions.
- Exceptional project management and organizational skills with the ability to manage multiple launches, campaigns, and priorities simultaneously.
- Strong written and verbal communication skills and the ability to influence cross-functional teams.
- Collaborative leadership style with the ability to create alignment and accountability without direct authority.
- Experience within food & beverage, CPG, beauty, wellness, lifestyle, or another consumer-led category strongly preferred.
What Success Looks Like
- Ballerina Farm has a clear, scalable integrated marketing and GTM process across every major launch and campaign.
- Product marketing, CRM, paid media, retail, e-commerce, social, PR, and influencer efforts operate as one connected marketing ecosystem.
- Email and SMS become increasingly sophisticated drivers of retention, repeat purchase, and customer lifetime value.
- Paid media efficiently drives new customer acquisition while reinforcing the broader Ballerina Farm brand.
- Product launches have clear positioning, coordinated channel support, and measurable commercial impact.
- Marketing decisions are increasingly informed by customer insights, performance data, and business priorities.
- Teams have greater clarity around marketing priorities, timelines, ownership, and launch readiness.
- Ballerina Farm continues to grow brand awareness, customer acquisition, retention, and revenue while maintaining the authenticity and storytelling that make the brand distinctive.
About the Opportunity
- This is a full-time, exempt position
- This position requires on-site work four days per week at our Kamas and/or Midway, Utah locations, with the flexibility to work remotely one day per week.
Perks and Benefits
- Paid Time Off
- Health benefits including medical, dental, vision, life insurance, and more.
- Parental Leave
