Chief Marketing Officer – Hybrid – San Diego, Oceanside, Orange County, or Los Angeles, CA
Kindred Bravely is a digitally native retailer for pregnant and breastfeeding moms who want something comfortable to wear. Our team culture is grateful, brave, generous, encouraging, confident & transparent. Since our founding in 2015, we have worked together to create the best shopping experience and products for her. Oh, and did we mention we’ve been on the Inc. 5000 list of fastest-growing privately held companies for four years in a row? We won Shopify’s Build a BIGGER Business Competition and our award-winning product has been featured in Self Magazine, What to Expect, Ovia, BabyCenter, and Romper!
Kindred Bravely is a remote-first business, with +80 employees, many of our team members were our customers first. The company’s growth has been explosive, with a 777% increase in revenue between 2017 and 2021. In April 2021, Kindred Bravely received a strategic investment from TZP Group, a New York-based private equity firm known for partnering with entrepreneurs to accelerate the growth of successful companies.
We have two goals: creating maternity and nursing clothes that are beautiful, useful, and comfortable, and building a community of moms who support and encourage each other on the motherhood journey.
The Opportunity: Joining Kindred Bravely as a critical member of the senior executive team, you will be responsible for scaling and continuing the expansion of the direct-to-consumer and eCommerce business (both the Kindred website and other eCommerce marketplaces such as Amazon) and support efforts to increase the wholesale channel. The CMO will oversee customer acquisition, lifecycle marketing, CRM, retention as well as brand strategy and trade marketing, to create a world-class digital and retail shopping experience.
Most importantly, the CMO is responsible for creating and building a long-term, committed, and emotional connection with customers. The individual will be responsible for setting and being accountable to specific metrics including increasing brand awareness, traffic, customers (new and existing), conversion, engagement, and profitability that meet or exceed the company’s budgeted sales and profitability goals. The CMO will lead a remote team of 18, with responsibility for developing that team over time. This is a hands-on leadership role, and the ideal candidate is a do-er who executes. The position will be responsible for a multi-million-dollar media and marketing budget.
You will personally:
- Lead eCommerce P&L, including meeting goals related to digital marketing metrics, revenue growth, and profit margins.
- Ensure the eCommerce and DTC experience across all platforms (web, mobile, 3rd party wholesale), and create a best-in-class digital shopping experience.
- Create and manage a media budget across online channels to strict ROI targets, pulling levers on LTV, ROAS and CPA, while keeping customer acquisition costs within budget.
- Grow repeat revenue and loyalty through email (pre/post-purchase series, promotional calendar, etc.), excellent customer support, and other strategies.
- Drive brand strategy, messaging, and creative across all channels and products.
- Develop and oversee conversion rate optimization, upsell/merchandising, email capture, landing page, and referral strategies.
- Build comprehensive insights program including setting up processes for turning the insights into actions that directly drive growth and create opportunities for testing new programs.
- Develop a best-in-class digital marketing and eCommerce team, hiring and/or growing people internally, and as a culture champion drive high team member engagement.
- Collaborate with the leadership team as the voice of the customer including providing counsel and input on DTC and eCommerce product strategy, market strategy, and overall business strategy.
Requirements
- Data-driven decision maker with 10+ years of omni-channel marketing leadership experience, with 5+ years of direct-to-consumer experience.
- Experience running paid digital across multiple ad platforms.
- Deep full-funnel digital marketing experience across acquisition/performance, CRM/database, retention/lifecycle/loyalty.
- Strong brand-building experience combined with creating an exceptional digital customer shopping experience.
- Proven track record of hiring, developing, and retaining high-caliber digital marketing teams.
- Prior experience in a start-up, early-stage, or high-growth business during a period of rapid acceleration.
- Expert in managing marketing P&L and exceeding sales targets and KPIs within planned expenses.
- Experience delivering traffic-building programs that impact sales with a broad understanding of all areas of the business and the levers required to manage the P&L.
- Bachelor’s degree: Master’s degree preferred.
We make moms’ days. We are grateful, brave, generous, and encouraging, and we work together to create comfort and connection for moms around the globe. Moms rave about how comfortable our clothes are and how amazing our customer service is. As a member of our team we expect you to demonstrate:
- High Integrity, High EQ, and extraordinary problem-solving skills.
- A work approach characterized as positive, motivated, collaborative, humble, and respectful of others.
- Strategic do-er; an entrepreneurial spirit who is data-driven, analytical, creative.
- Nimble, flexible, and responsive to changes in the market and personally pragmatic.
- Dynamic and inspiring leader, with strong organizational, prioritization, and project management skills.
Benefits
We aim to out care the marketplace by offering:
- Competitive pay
- Employer-sponsored medical, dental, vision as well as voluntary benefits (Life Insurance, Critical Illness Insurance)
- Free mental health services
- Retirement and charitable donation matching
- Paid parental leave program and tuition assistance program after 1 year
- $50 reimbursement per month to spend on a “Random Act of Generosity”
- 40% off product discounts, 15% off for friends and family
- Amazing team culture, surprise perks throughout the year, and a really fun place to work!
We Hire the Best, Regardless of Their Location:
We are a natively remote company with team members located all over the world. However, for this role, you must be able to work from our Oceanside CA offices at least one day per week so that the senior executive team can easily spend time together. The rest of the week you will have the flexibility to work from home. This flexibility is a tenant of our culture and our team members hold themselves to high standards to ensure the remote/flexible workplace works for the entire team.
Please Note: This position requires the person come into the Oceanside, CA office once a week. Candidates located in the Greater San Diego, CA and Orange County, CA area are highly preferred.
This role reports to the CEO, with a high level of visibility to the Board.
