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Director, Consumer Marketing

Company: Kinship
Location: San Francisco
Posted on: June 26, 2022

Job Description:

Kinship's GoodFriend team has launched a game-changing platform for Pet Care Providers and Pet Parents. For pet parents, GoodFriend is a single, digital destination to find and book expert pet care services from local professionals. For pet care professionals, GoodFriend drives new customers to their business and provides new ways to communicate with pet parents. - The GoodFriend team is comprised of award-winning entrepreneurs, savvy marketing professionals, and brilliant business minds, all with a shared passion for pets. Our diverse set of experiences allows us to collaborate with open minds, puppy-like curiosity, and infectious excitement as we work to create a better world for pets and pet parents. - In this role, you will be responsible for creating, developing, and implementing the GoodFriend consumer marketing strategy. You will have the vision and ambition to grow and evolve the GoodFriend consumer brand. You will work cross-functionally and influence decision-making at all levels of the organization. - HOW YOU'LL HELP EVERYONE PET PARENT LIKE A PRO

  • Create, develop and execute the GoodFriend consumer marketing strategy
  • Regularly conduct channel analysis to evaluate current activities and potential opportunities to ensure we're achieving our growth goals.
  • Proactively partner with Brand, Product, and marketing counterparts to develop, lead, and execute world-class marketing campaigns
  • Use data to make informed decisions about where and how to focus marketing efforts, overseeing experimentation to test hypotheses about customer acquisition and brand awareness
  • Support and evolve GoodFriend's brand identity, voice, and tone across all channels and customer touchpoints
  • Identify the opportunities most important for growth including raising awareness, effective messaging, paid and conversion funnel optimization
  • Drive consumer marketing KPIs and ensure we have robust customer & marketing insights to inform our strategies and programs
  • Create and manage consumer media strategy with our PR agency
  • Manage the consumer marketing budget and activities to maximize growth - to include PR, events, partnerships, affiliates, performance marketing, content & SEO, and social media
  • Exhibit exceptional attention to detail and be an enthusiastic self-starter with a willingness to be both strategic and hands-on THE PRO WE'RE LOOKING FOR At Kinship, we have three pillars that set out how we aim to be--in our everyday work, and in how we approach each other. We call these our Cultural Pillars. In all of the roles that we hire for, we look for people who are Optimistic, Purposefully Inquisitive, and Open to All. And for this role, you'll need these skills to knock it out of the dog park:
    • You Have Courage : a willingness to bring forth a new idea, engaging others across Kinship to support you, and taking risks and action will full accountability
    • You Learn at Pace: a consistent and fast work ethic to meet growth goals, and the ability to evolve and pivot quickly from what you've learned
    • You Value Difference : a genuine belief in inclusion and diversity is in your DNA, and it shows up in your work, and how you work. Technical Skills
      • 7+ years of marketing experience; ideally 3+ years consumer-focused
      • Consumer services marketing is preferable, with an emphasis on specifically targeting millennial consumers
      • Experience building and managing a team
      • Experience in marketing at a tech company, preferably a start-up
      • Experience with paid search, paid social, display advertising, marketing partnerships, affiliates
      • Experience managing ad agencies to drive optimal acquisition performance.
      • Detailed understanding of link-building and consumer acquisition strategies
      • Two-sided marketplace experience is preferred
      • Strong understanding of the internet, passionate user of digital technologies, and curious about the evolution of this space. -
      • Knowledge of social media, content strategy, and influencer marketing tactics.
      • Experience with analytics tools such as Google Analytics
      • Experience analyzing and manipulating data with Excel and Google Sheets

Keywords: Kinship, San Francisco , Director, Consumer Marketing, Executive , San Francisco, California

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