VP Brand Marketing

Overview

The VP, Brand Marketing will guide the brand marketing function during Maisonette’s next stage of scalable, profit-minded growth.

At a high-level, the VP, Brand Marketing will:

• Drive sustainable GMV and contribution profit growth
• Acquire healthy customers via brand marketing and organic growth channels
• Be a partner to the VP Growth in co-leading the marketing function as a whole
• Drive strategy and implementation of long term initiatives to improve LTV to CAC ratio
• Test and diversify acquisition channels to reduce reliance on paid marketing
• Amplify our brand story to build mindshare with our audience: the modern parent
• Lead our customer strategy; deeply know who our customer is and what motivates them, ensure the entire company is aligned around and inspired by our customer
• Weave together data-driven decision making and inspire creativity
• Mentor and build a best in class brand marketing team and agencies

Role & Responsibilities

Reporting to the President, the VP Brand Marketing will own the development and execution of a comprehensive brand marketing strategy, partnering with the VP Growth to effectively co-lead the marketing organization with successful implementation of plans across brand, integrated and creative, effectively leveraging both earned and owned channels.

Specific responsibilities include:

Brand Marketing (Earned, Owned and Integrated Marketing):

• Reduce reliance on Paid marketing by developing Earned Media strategy to drive organic growth by starting to test into new channels. Being able to measure and show ROI will be integral to this in order to advocate for increased investment from investors / Board of Directors
• This includes building out strategies across the following that will be best meet our customer acquisition and retention goals: Influencer Strategy, Events, Press, TV campaigns, SEO, Print Campaigns/Direct Mail, Brand Partnerships, Tastemaker programs, etc
• Own owned media strategy (site content, organic social, etc) continuing to build brand awareness for Maisonette and evolving our brand/voice to serve older children as well
• Own integrated marketing strategy to support how Maisonette shows up across key occasions through-out the year: Holiday, Back to School, Easter, Valentine’s Day, Camp, Sitewide Sale moments and mark downs etc.
• Inherently understand 700 brand vendor mix, consumer mindset and trends to capitalize on; Lead the team to create brand right campaigns for each
• Develop go-to-market strategy for high priority launches to drive growth and retention, leveraging PR agency and other contractors to support launches

Creative:

• Oversight of creative team and Sr. Director, Creative Services to ensure strategies align with overarching company and marketing goals
• Development of brand strategy and new creative architecture as we expand beyond baby/toddler
• Oversight of resourceful creative budgets

Key Areas of Partnership:

• Growth Marketing - partner with growth marketing team on aligned/cohesive strategies across Influencer, Affiliate, Paid Social, SEO, etc.
• Lifecycle Marketing - partner with email team that sits under VP Growth to ensure strong content strategy that aligns to Integrated Marketing calendar.
• Retention - partner with retention consultant and VP growth on strategy and execution of long term plans to strength LTV.

[Retention has historically been under-invested in at Maisonette and is the most critical area of focus within marketing and company wide]

Leadership:

• Shepherd transition from marketing strategy focused on paid marketing and owned channels to one that is rooted in creating flywheel of healthy customer economics
• Leverage strength of Maisonette brand to drive organic acquisition and continue to build new growth streams rooted in brand, organic and high retention (pre-teen, retail, etc.)
• Manage and build brand team; manage PR and events agencies
• Have ability to be on both the balcony and in the field; operator mindset is a must

Professional Qualifications

• 12+ years of brand marketing experience scaling a high-growth consumer e-commerce business
• Meaningful experience in a multibrand retail or marketplace environment strongly preferred, with an understanding of how to build a distinctive consumer brand within a broader ecosystem of brands and products.
• Strong understanding of the shifting digital landscape and the key levers to drive growth for a modern e-commerce business
• Passionate about Maisonette’s mission with deep understanding of the children’s space
• High integrity and empathetic leader who inspires, challenges and elevates others
• Strong experience across several areas including social, influencer and creator marketing, PR, partnerships, content and community, with an understanding of how these channels work together to build a brand.
• A creative marketer who can think big while translating ideas into clear strategies, priorities and execution.
• Experience managing budgets and making thoughtful decisions about marketing investment and resources.
• Strong executive communication and relationship-building skills, with the ability to influence and build alignment across functions and levels.

Most importantly, you understand how to balance
brand and business

. You know that protecting and building long-term brand value and delivering measurable business results should reinforce one another.

Location: Hybrid, New York City. Our team is in office three days a week with Tuesdays and Thursdays being mandatory. Our office is in lower Manhattan.