Marketing Lead

Head of Marketing - Green Gruff Remote | Full-Time Position

Green Gruff, a leader in holistic wellness for dogs, is seeking an accomplished and experienced Head of Marketing to join our growing team. As a department of one, this role is pivotal to driving the marketing strategy for our flagship product, Gruffies dog treats, while supporting broader company initiatives. This is a unique opportunity to work in a fast-paced, entrepreneurial environment and make a significant impact on a rapidly expanding CPG brand.

Key Responsibilities

Business Leadership

• Define a long-term marketing vision and strategy, ensuring alignment with broader business growth goals and market trends.
• Lead marketing efforts across all business segments, ensuring alignment with overall brand and business goals.
• Monitor and evaluate brand performance against established KPIs, making recommendations to adjust strategies as needed.
• Build a data repository/framework to support decision-making and marketing performance analysis.
• Quantify key market segments, including size and growth forecasts, to inform strategy.
• Collaborate closely with leadership to align marketing priorities with organizational objectives.

Retail Marketing

• Develop and execute strategies to drive in-store sales and brand visibility at retail locations.
• Partner with sales teams and retail partners to create impactful promotional campaigns, POS materials, and shopper marketing initiatives.
• Lead the development of free-standing retail display shippers and other in-store merchandising solutions.

Digital Marketing Oversight

• Manage external digital marketing agencies and consultants to ensure alignment with brand messaging and goals.
• Analyze and optimize digital campaigns, including paid media, email, and social media.
• Monitor and report on digital marketing performance, providing actionable insights.
• Post updates on social platforms to maintain brand engagement and relevance.

Innovation & Product Strategy

• Partner with product development teams to drive a robust product pipeline strategy, leveraging consumer and customer insights.
• Emphasize ongoing consumer research and the development of strong customer personas to inform marketing efforts.
• Own product marketing across the assortment, including innovation and existing items, covering proposition development, naming, and content creation.
• Develop and explore product extensions that align with customer needs and market trends.
• Build partnerships that leverage shared customer interests, lifestyle trends, and brand alignment.
• Support pricing and pack strategies, margin mix analysis, and distribution goals, in collaboration with sales teams.

Public Relations & Brand Management

• Act as the primary liaison with PR agencies to ensure impactful media coverage, partnerships, and storytelling.
• Develop and execute initiatives that enhance Green Gruff's reputation as a leader in holistic pet wellness.
• Drive PR efforts, sampling programs, and collaborate with sales on trade show marketing.

Marketing Campaigns

• Lead the development of 'go big' integrated marketing campaigns in partnership with external creative agencies.
• Collaborate with the sales team to deliver shopper marketing initiatives and ensure alignment with retail objectives.
• Oversee the annual marketing calendar, ensuring alignment across product launches, promotions, and brand initiatives.

Cross-Functional Collaboration

• Partner with supply chain, finance, and customer service teams to align on operational realities and ensure marketing strategies are executable.

Technology and Productivity Tools

• Leverage AI tools to enhance marketing operations, productivity, and decision-making.

Qualifications

• 10+ years of marketing experience in CPG, with a strong emphasis on retail marketing and digital marketing.
• Proven ability to lead initiatives independently and manage multiple priorities in a hands-on role.
• Experience collaborating with retail sales teams and executing in-store marketing strategies.
• Strong project management and analytical skills, with the ability to work effectively with external partners.
• Demonstrated success working with PR agencies to drive impactful earned media coverage.
• Excellent written and verbal communication skills with a strong eye for design and brand consistency.
• Familiarity with the Canadian and U.S. markets, with potential to support global expansion.
• A passion for pets and wellness is a bonus!

What We Offer

• The chance to make a meaningful impact on a growing brand with purpose.
• A collaborative and entrepreneurial work environment.