SVP of Marketing

What We Need

The SVP Marketing will guide the marketing function during Maisonette's next stage of scalable, profit-minded growth.

Reporting to the Chief Operating Officer, the SVP of Marketing will own the development and execution of a comprehensive marketing strategy; leading all aspects of the marketing mix across Growth and Brand, Paid and Organic.

At a high-level, you will:

• Drive sustainable GMV growth (balancing paid & organic, new & repeat)
• Amplify our brand story to build mindshare with our audience of 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
• Build a quality customer base focused on growing customer Lifetime GMV; engage consumers across all categories and kid lifestages to drive this up
• Weave together data-driven decision making and inspired creativity
• Mentor and build a best in class marketing team

What You'll Do

Your direct reports are the Sr Director, Growth Marketing and the VP, Brand & Communications. The current marketing team is 10 people, along with a paid agency and an SEO agency.

Performance Marketing + Data-Focus:

• Partner with Executive team on company OKRs and forecasts including GMV, traffic, conversion, AOV, contribution margin, and customer lifetime value; establish performance and channel KPI reporting based on those goals
• Deploy an ROI-positive performance marketing strategy across all channels including paid (social, search, shopping, affiliates) and owned (site, app, email, sms, push, SEO)
• Partner with the Data Team to evolve channel attribution and reporting, eventually exploring multi-touch attribution as company scales
• Partner with the Product Team to evolve our site marketing capabilities with a focus on process / technology solutions that create team leverage and better customer experiences

Customer strategy & CRM:

• Lead customer research efforts including current customer insights, customer & vendor NPS, prospect / brand awareness; build off of target customer definition from 2021 of the SIPs (The Stylish, Intentional Parent)
• Implement CRM marketing strategies and lifecycle marketing programs that improve customer engagement, retention and Lifetime GMV
• Develop and implement a data-driven methodology for customer segmentation and audience strategies across channels
• Partner with Product and Business Development on the future launch of a Maisonette loyalty program; own the Loyalty program go-forward once it is established

Brand Strategy + Marketing:

• Spearhead best-in-class brand building; increase awareness in our target audience and maintain our brand 'competitive moat'
• Continue the brand evolution towards 'baby and kids one-stop-shop' (shifting perceptions towards broader price points, basics, more categories, boy moms appeal, etc)
• Express the Maisonette brand through storytelling, community-building, and the full customer experience; communicate our value proposition across all touchpoints
• Partner with VP, Brand & Comms to accelerate organic growth as a % of total growth; such as ways to connect with core communities (maternity), partnerships, micro-influencers and small-scale events
• Support development of seasonally relevant Integrated Marketing campaigns, with a particular focus on Holiday as a critical time of the business

Leadership:

• • Lead the cross-functional GMV Squad focused on hitting our monthly/year GMV goals; flag the need for and lead any reforecasting necessary
  • Foster a culture of ROI, data-driven decision-making balanced with an appreciation for the less measurable impact of innovation, storytelling and creativity
  • Establish success metrics and allocate resources to optimize performance and growth
  • Be a visible, collaborative leader across the entire organization
  • Mentor current team members, and develop a team culture based on collaboration and personal growth

About You

• An influential strategist who is also a hands-on leader who can get into the weeds and execute when needed
• Balance of performance and brand expertise
• 10+ years of full-stack marketing and senior leadership experience scaling a high-growth consumer business; expertise in e-commerce, and specially marketplaces, is preferred but not required
• Has managed teams of 10+ across multiple marketing functions, and has managed Directors/VP level direct reports
• Strong understanding of the shifting digital landscape and the key levers to drive growth for a modern, venture-backed ecommerce business
• Has managed a paid budget of $10M+; desirable to have specific expertise with search/shopping as that is the majority of our current spend
• Highly analytical and a strong partner to Data and Product teams
• Passionate about Maisonette's mission
• Empathetic leader who inspires, challenges and elevates others

Salary + Perks