Director of Marketing

About Viva

Viva is a fast-growing, direct-to-consumer fresh pet food company that makes choosing high quality, healthy options for your pet easy. Our food is made with 100% human-grade ingredients in USDA kitchens—because we believe your fur-child doesn’t deserve any less.

Bootstrapped from Day 1, we’ve grown to serve hundreds of thousands of pets across the country. Viva has always been a product-first brand and our growth has been largely affiliate & organically driven without any paid traffic up until the last year. We're now looking to scale upon the solid foundation that’s been built and strengthen both our retention & acquisition initiatives.

About the Role

This role will be responsible for our entire marketing funnel from acquisition to retention and across channels. At the start, you’ll have a small 1-2 person team so you’ll be heavily involved in determining the strategy and providing feedback on every marketing asset that’s created. You’ll also be stepping in and executing especially as you get new projects off the ground. Your focus will mainly be on performance marketing and affiliate relationships at the beginning and as you scale growth, you’ll be responsible for expanding our channels and finding the right people to take on additional responsibilities whether that’s in-house hires or agencies. You’re comfortable owning both strategy and accountability — you don't just advise, you own outcomes.

You know how to build genuine relationships and community with our customers. You have a strong understanding of how people think and you know how to craft what we say & how we say it so that our customers find value (Are they learning something? Are they being entertained?) in every touchpoint rather than feel like they’re just getting a marketing message.

You can read the story the numbers are telling. How are our customers discovering us? How are our channels interacting with each other? What creatives are working and why? How does this decision affect our LTV, CAC, and payback periods? As we launch new initiatives or make changes, you know what models to build and what metrics to monitor to make sure we are scaling profitably, investing in the right strategies, and making decisions based on data. And when performance problems pop up, you have a detective mindset to deep dive into our analytics, find the root cause, and come up with a plan.

You’re creative, scrappy, and see opportunities that others don’t. Our goal is to scale profitably & sustainably. Paid channels are an important part of our strategy but you also know that all of our competitors are there. You can spot the opportunities others haven’t seen value in and take the early mover advantage whether adopting new AI tools to make our processes more efficient or finding ways to get value out of channels that others have dismissed.

You have an experimental & iterative mindset. You understand that the more you test, the more you’ll find winners - and this extends beyond paid media. However, you know how to break big ideas down so that we can validate them effectively while controlling costs & risks. You define success criteria upfront and know exactly when to scale or kill a project.

What you’ll be responsible for:

• Full-funnel marketing strategy: You’ll own the entire funnel from acquisition to LTV & retention, across paid social, email, SEO/GEO, influencer, and affiliate channels
• Performance marketing channels: Analyze performance metrics, determine what types of creatives to scale/kill, optimize our ad account structures, and set our creative strategy
• Retention & LTV: Define strategy for improving LTV, understand churn drivers, and implement tactics to increase loyalty & reduce cancellations
• Data & Reporting: determine KPIs, build dashboards, and set up software and integrations so we have a complete, accurate picture
• Team Building: Hire and manage team members or onboard agencies as growth scales
• Cross Functional: work closely with product, customer service, and operations to coordinate launches, share feedback, and align on the customer experience

What We’re Looking For:

• 6+ years experience in marketing strategies across a variety of channels (paid, email, affiliate, organic, content creators, community/live events)
• 3+ years experience managing team members and agencies
• Fluent in performance marketing metrics & strong analytical skills: you know your way around spreadsheets, dashboards, and know what the numbers mean
• You’re plugged in: the marketing landscape changes quickly and you always have a pulse on the latest through your network and what you’re seeing online
• Deep understanding of AI tools & use cases: you’re familiar with a multitude of AI tools, where their strengths & weaknesses are, and what tool to use for the job
• Strong creative collaborator: you can brief & provide feedback to designers & copywriters and know what "good" looks like without being the expert
• Experience with subscription CPG products & e-commerce. Pet food or pet products experience a plus!

Perks & Benefits

• Company Medical, Dental, and Vision Insurance
• 401(k) with Employer Match
• PTO, Holidays, Parental Leave & more
• Free Food for Your Pets (up to $550/mo)!

How to apply:

• Please apply on this link: https://forms.gle/Z8gT6XKnjedqrSaE6
• Applications will be evaluated on a rolling basis