Vice President of MarketingLocation: 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.
