Marketing Director

Marketing Director

Reports to: CEO

Type: Full-Time

Benefits & Perks:

• Competitive compensation package, including performance-based bonus
• 401(k) with employer matching
• Generous PTO and paid sick leave
• Flexible remote work environment
• Employee product discounts
• Professional development support through approved courses, conferences, certifications, and continuing education
• High level of autonomy and ownership within a mission-driven, values-based organization

About Four Visions

Four Visions is a mission-driven botanical wellness company rooted in indigenous wisdom, education, and high-quality plant medicines. We are seeking an experienced Marketing Director who can own and optimize our entire direct-to-consumer growth engine while leading cross-functional marketing execution. We are looking for a marketing leader who deeply understands ecommerce, performance marketing, customer lifecycle marketing, merchandising, analytics, and creative strategy.

Position Summary

The Marketing Director will own Four Visions' marketing strategy and revenue execution across all customer acquisition and retention channels. They will serve as the primary marketing leader responsible for planning campaigns, managing agency relationships, improving website conversion, analyzing performance, and coordinating launches across the organization.

This role requires someone who can think strategically while also driving execution. Success will come from creating alignment between paid media, email, website merchandising, creative, product launches, and customer lifecycle marketing.

Primary Responsibilities:

Growth Strategy

• Own overall ecommerce marketing strategy
• Develop quarterly and annual growth plans
• Identify opportunities to increase revenue, conversion, average order value, and customer lifetime value
• Build KPI dashboards and regularly report on business performance
• Translate data into actionable marketing initiatives

Paid Media Leadership

Oversee all paid acquisition channels including:

• Meta
• Google
• Amazon Advertising
• Affiliate Marketing
• Emerging paid channels (tiktok)

Responsibilities include:

• Agency management
• Budget allocation
• Creative testing strategy
• KPI accountability
• ROAS optimization
• CAC optimization
• Weekly performance reviews
• Scaling profitable campaigns

Email & SMS Marketing

Own lifecycle marketing strategy including:

• Promotional calendar
• Campaign planning
• Flow optimization
• Segmentation
• Customer journeys
• A/B testing
• Deliverability oversight
• Revenue reporting

Work closely with email marketing team and external contractors to continuously improve lifecycle performance.

Ecommerce, SEO & Conversion Optimization

Partner with developers, designers, and SEO partners to continuously improve website performance, discoverability, and conversion through:

• Website merchandising and customer journey optimization
• Homepage and landing page optimization
• Product Detail Page (PDP) optimization
• Conversion Rate Optimization (CRO) strategy and A/B testing
• SEO strategy, technical SEO oversight, and content roadmap
• AI search optimization (ensuring content is structured for discoverability in generative search experiences)
• Site architecture, internal linking, and navigation improvements
• Performance monitoring using Big Commerce, GA4, Search Console, and other analytics tools
• Prioritization of development initiatives that improve both search visibility and conversion performance

Monitor website health, organic traffic, rankings, conversion metrics, and user behavior to continuously improve the customer experience and drive sustainable growth.

Merchandising & Product Strategy

Partner closely with the CEO and leadership team to shape Four Visions' product marketing and merchandising strategy.

This role is expected to bring data-backed recommendations and market insights to inform product positioning, launch strategy, merchandising, and promotional planning, while collaborating with the CEO, who retains final decision-making authority on product portfolio, product strategy, and major launch priorities.

Responsibilities include:

• Collaborate with the CEO on product positioning, messaging, and go-to-market strategy
• Analyze customer behavior, sales trends, competitive landscape, and market opportunities to recommend growth initiatives
• Develop data-backed recommendations for product launches, promotional campaigns, and seasonal priorities
• Own website merchandising strategy, including collections, featured products, category pages, and product discovery
• Optimize cross-sell, upsell, and bundle opportunities to improve customer experience and Average Order Value (AOV)
• Coordinate product launch execution across marketing, creative, operations, and customer experience teams
• Partner with Operations to align inventory availability with campaign and launch plans
• Continuously evaluate product performance and provide recommendations for optimization based on customer insights and business performance

Marketing Leadership & Execution

Own the successful execution of Four Visions' marketing strategy by leading cross-functional planning, prioritization, and accountability across all marketing channels.

Responsibilities include:

• Lead the execution of the monthly marketing calendar and ensure alignment across all marketing initiatives
• Oversee the execution of product launches, seasonal campaigns, promotions, and integrated marketing initiatives
• Manage and provide strategic direction to Four Visions' marketing team and external partners, including: Email & SMS Marketing, Social Media, Paid Media, Website & Ecommerce, Creative & Design
• Ensure each channel is executing against the broader marketing strategy and business objectives
• Coordinate cross-functional collaboration between Marketing, Operations, Product, Customer Experience, and Leadership
• Establish clear priorities, timelines, ownership, and accountability across all marketing initiatives
• Facilitate regular marketing planning and performance meetings to ensure teams remain aligned and projects stay on track
• Identify execution bottlenecks and proactively remove obstacles to keep initiatives moving forward
• Ensure every campaign launches on time, on brand, and with clear accountability for performance

Analytics, Reporting, & Strategic Planning

Build a culture of data-driven decision making by transforming marketing and business performance data into clear insights, recommendations, and action plans.

Responsibilities include:

• Develop and maintain executive marketing dashboards and KPI reporting
• Provide weekly and monthly reports to the CEO on marketing performance, revenue trends, customer behavior, and key business metrics
• Analyze customer acquisition costs (CAC), customer lifetime value (LTV), conversion rates, Average Order Value (AOV), retention, and channel performance
• Monitor marketing attribution and campaign performance to optimize investment across channels
• Conduct cohort analysis and customer segmentation to identify opportunities for growth and retention
• Develop revenue forecasts and marketing projections to support strategic planning
• Partner with the CEO and Finance to align marketing investment with financial goals, cash flow, inventory availability, and profitability targets
• Adjust marketing priorities, campaign pacing, promotional strategy, and advertising spend based on business performance, inventory levels, seasonality, and cash flow considerations
• Present clear, actionable recommendations that enable leadership to make informed business decisions

Agency & Vendor Management

Serve as primary relationship owner for:

• Paid media agencies
• Creative contractors
• Developers
• Marketing freelancers
• Technology vendors

Establish clear expectations, accountability, timelines, and performance standards.

Success Metrics

Success in this role will be measured by improvements in:

• Revenue growth
• Contribution margin
• Customer Lifetime Value (LTV)
• Customer Acquisition Cost (CAC)
• Return on Ad Spend (ROAS)
• Website Conversion Rate
• Average Order Value (AOV)
• Subscription growth
• Email/SMS revenue contribution
• Campaign execution quality
• Project delivery timelines

Qualifications (Required)

• 7+ years leading ecommerce marketing
• Experience managing $5M+ ecommerce brands
• Deep understanding of ecommerce (direct experience with Big Commerce a+ )
• Strong knowledge of Meta and Google advertising
• Experience leading email/SMS marketing (Klaviyo preferred)
• Experience with ecommerce merchandising
• Strong analytical abilities
• Experience managing agencies and contractors
• Excellent project management skills
• Outstanding written and verbal communication
• Consumer packaged goods (CPG) experience
• Subscription business experience
• SEO knowledge
• Conversion Rate Optimization experience
• Experience managing marketing budgets of $1M+

Qualifications (Preferred)

• Botanical, wellness, supplement, or natural products experience
• Amazon marketplace experience
• Strong personal alignment with brand mission
• Growth mindset both professionally and personally

Characteristics We're Looking For

The ideal candidate is:

• Highly organized
• Commercially minded
• Data-driven
• Calm under pressure
• Proactive and accountable
• Strong communicator
• Comfortable making decisions
• Equally strategic and execution-oriented
• Collaborative across departments
• Passionate about building sustainable growth systems

First 90 Days

Within the first three months, the Marketing Director will:

• Take ownership of the annual marketing calendar
• Develop a comprehensive understanding of our customer journey
• Establish KPI dashboards and weekly reporting
• Build strong relationships with marketing agencies and contractors
• Audit paid media, email/SMS, website merchandising, and conversion opportunities
• Recommend a 12-month growth roadmap
• Improve campaign planning and cross-functional coordination
• Begin optimizing the highest-impact marketing initiatives while ensuring continuity across our core revenue channels.
• This role is designed to become the owner of Four Visions' marketing engine, allowing the CEO to transition away from day-to-day marketing execution and focus on vision, leadership, partnerships, and long-term strategy.