VICE PRESIDENT OF MARKETINGLOCATION:Remote US
REPORTS TO: Chief Growth Officer
DEPARTMENT: Marketing
TRAVEL REQUIREMENT: 25%
JOB PURPOSE SUMMARY: We are seeking a Vice President of Marketing to lead and scale Good Culture's marketing organization as we continue our journey from a fast-growing challenger brand to a billion-dollar category leader. Reporting to the Chief Growth Officer, this role will be responsible for developing and executing an integrated marketing strategy that drives growth, strengthens brand equity, accelerates innovation, and creates a cohesive consumer experience across every touchpoint.
This leader will oversee Marketing & Communications, Brand Management, Creative, Consumer Insights, Shopper & Trade Marketing, and Innovation. They will serve as the steward of the Good Culture brand and own the full consumer growth ecosystem-from portfolio strategy, innovation, and commercialization to integrated campaigns, retail activation, and consumer engagement-ensuring every touchpoint works together to drive awareness, trial, loyalty, and long-term business growth.
The right person for this role doesn't just understand marketing strategy. They have a genuine creative point of view, an instinct for building emotional connections with consumers, and the entrepreneurial drive to build something that endures. They know how to blend and balance big company sophistication and entrepreneurial magic.
ESSENTIAL JOB RESPONSIBILITIES: - Develop and execute a consumer-insight led marketing strategy to support Good Culture's long-term growth ambitions and business objectives.
- Lead and integrate all marketing functions, including Brand Management, Marketing & Communications, Creative, and Innovation.
- Own the Good Culture brand strategy, ensuring a consistent and compelling brand experience across all consumer touchpoints, including retail, digital, social, influencer, partnerships, media, packaging, innovation, and earned channels.
- Lead annual brand planning and portfolio strategy, aligning marketing priorities with company growth objectives and category opportunities.
- Develop and execute integrated 360° marketing campaigns that drive brand awareness, trial, household penetration, loyalty, and revenue growth.
- Oversee all brand, innovation, retailer, seasonal, and product launch campaigns from strategy through execution, ensuring alignment across paid, owned, earned, shopper, experiential, and retail channels.
- Lead innovation commercialization efforts, partnering cross-functionally to successfully position, launch, and scale new products in the marketplace.
- Develop product positioning, value propositions, messaging frameworks, and go-to-market strategies that differentiate Good Culture and drive consumer adoption.
- Leverage consumer insights, category trends, competitive intelligence, and market analysis to develop an obsessive understanding of the Good Culture consumer, identify whitespace opportunities, inform innovation priorities, and strengthen brand competitiveness.
- Partner closely with Sales and Commercial teams to develop retailer-specific growth strategies and maximize in-market performance.
- Champion a modern approach to brand building that combines best-in-class CPG fundamentals with digital marketing, creator partnerships, community engagement, cultural relevance, and emerging consumer trends.
- Oversee creative development and ensure all consumer-facing communications, campaigns, packaging, and brand experiences reflect the quality, authenticity, and energy of the Good Culture brand.
- Bring a genuine creative point of view to the brand, a philosophy about what makes Good Culture distinct, and the conviction to protect and evolve that identity over time.
- Foster brave creative work by setting a high bar for what's beautiful, original, and culturally relevant, and create the conditions for great work to happen across teams and agency partners.
- Establish clear performance metrics and ensure marketing investments deliver measurable business impact across brand and commercial objectives.
- Build, coach, and develop a high-performing marketing organization through three direct reports and their respective teams.
- Foster a culture of collaboration, accountability, continuous improvement, consumer obsession, and high performance.
- Serve as a key member of the leadership team, partnering cross-functionally to align priorities, drive growth, and help shape the future of Good Culture.
JOB QUALIFICATIONS: - 15+ years of progressive marketing leadership experience within consumer-packaged goods organizations.
- Proven success building and scaling CPG brands sold primarily through retail channels.
- Demonstrated track record leading significant business growth, ideally helping scale an emerging or challenger brand into a large national business.
- Deep expertise across brand management, innovation, shopper marketing, consumer insights, and integrated marketing.
- Strong understanding of both traditional CPG marketing and modern consumer engagement strategies, including social, content, influencer, partnerships, and digital media.
- Experience leading and developing high-performing teams and senior-level talent.
- Experience operating successfully in founder-led, PE-backed, and high-growth environments.
- Strong strategic thinking, analytical skills, and business acumen.
- Ability to balance long-term vision with hands-on execution.
- Exceptional communication, collaboration, and influencing skills.
- Demonstrated ability to lead with humility, build trust, and create alignment across teams.
- Passion for building brands that make a positive impact on consumers and the world around them.
- Bachelor's degree required; MBA preferred.
