Kinship and Science & Diagnostics are divisions of Mars Petcare—and are dedicated to one purpose: creating A BETTER WORLD FOR PETS™. Through comprehensive veterinary care, nutrition, breakthrough programs in diagnostics, wearable health monitoring, DNA testing and pet welfare, our 100,000 Petcare Associates help pets in more than 130 countries.
Wisdom is on a mission to help pets live their longest and happiest lives. We are home to the world’s largest and most comprehensive dog DNA database, and a pet parent community passionate about helping us make our next discovery towards achieving Mars Petcare’s purpose: A BETTER WORLD FOR PETS™.As part of Mars Petcare’s new Science & Diagnostics division, we are entering our next chapter of growth and innovation.
Having recently launched a best-in-class ancestry prediction and relationships platform, we are now building enhancements to increase accuracy, drive product features and enable health prediction discovery.
Wisdom sits within the Science & Diagnostics division of Mars Petcare.
At Mars Petcare we have one purpose: A BETTER WORLD FOR PETS™. Through comprehensive veterinary care, nutrition, breakthrough programmes in diagnostics, wearable health monitoring, DNA testing and pet welfare we help pets thrive in more than 130 countries. For decades we’ve supported research into the incredible science of human animal interaction at the Waltham Petcare Science Institute where scientists discover important advances in pet health and wellness. Mars Petcare is part of Mars, Incorporated, a global, family-owned business with a focus on becoming Sustainable in a Generation, reflective of the many pets and communities we serve.
THE ROLE
The Head of US Marketing is a creative, strategic and analytical leader with a proven record in marketing strategy, campaign development/execution, e-commerce/D2C and team development. This person will be responsible for continuously advancing the brand through innovative, data-driven, strategic marketing programs that generate brand awareness, consideration and intent, leading to trial/purchase. This person will oversee the strategy for U.S. marketing initiatives and D2C retail channel, setting objectives and KPIs with focus on conversion optimization and direct the overall tone & voice of the brand’s presence in the US partnering across social, paid, earned and retail. In this role you will:
Drive Marketing Strategy
- Lead the overarching marketing strategy, content & brand activation plans to support Wisdom priorities.
- Develop brand marketing strategies and components of multi-faceted 360 marketing plans across functions/channels and present recommendations for leadership.
- Craft & direct the brand DNA, bringing it to life & keeping it consistent across all touchpoints
- Support and evolve Wisdom’s brand identity, voice, and tone across all channels and customer touchpoints
- Leverage customer and market insights to develop strong value proposition and messaging
- Help strategize, ideate, and build an omni-channel marketing plan that drives trial and engagement
- Drive product trial, generate awareness, and develop an engaged and excited subscriber and customer base
- Budget management for all marketing owned line-items & finance support- plan, actuals, accruals, invoicing, credit card coding
- Oversees creative team and social media manager, provide marketing direction to support our campaigns:
- Creative brief, creative alignment with overall strategy
- Website content
- Ideate, create, and execute culturally-relevant and targeted brand campaigns
Drive D2C Strategy and Growth Initiatives
- Act as the point person on website-specific Growth projects and programs, communicating and coordinating information between stakeholders as needed
- DTC store performance reporting
- Partner with Product and Engineering counterparts to successfully execute the DTC roadmap
- Analyze DTC site performance/goals and propose DTC projects and enhancements that will improve conversion and increase sales to meet business objectives
- Implement and maintain our web analytics taxonomy and tagging
- Partner with strategic analysts to support DTC forecasting and performance
- Development of our DTC growth roadmap including prioritization, impact and timing
Technical Skills
- 8+ years of marketing/ecommerce experience both B2B and B2C; ideally 4+ years consumer-focused
- Partner closely with product, engineering design, scientists, finance and creative teams to build highly scalable and efficient technology across various frontend, backend and B2B facing capabilities
- Strategic & analytical skills to draw conclusions from data and make recommendations to meet business goals
- Experience in marketing at a tech company, preferably a start-up
- Strong multi-channel marketing skills – ideally with exposure to digital, advertising & paid media, social & influencer marketing, affiliates and marketing partnerships
- Ability to navigate ambiguity and be a proactive self-starter
- Experience managing performance media agencies to drive optimal acquisition performance.
- Experience with managing Shopify websites and analytics tools such as Google Analytics
- Strong organization skills: self-directed and capable of working effectively in a fast-paced environment while juggling multiple projects.
- Extra Bonus: Ultimate dog/pet lover and passionate about improving the lives of pets.
LEADERSHIP COMPETENCIES
- 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.
CULTURAL COMPETENCIESIn all of the roles that we hire for, we look for people who represent the values we aim to uphold in our everyday work, and in how we approach each other: Optimistic, Purposefully Inquisitive, and Open to All. In addition, each Mars Associate is guided by The Five Principles: Quality, Responsibility, Mutuality, Efficiency, and Freedom.
COMPENSATION
The San Francisco, California base salary range for this position is $190,000 - $210,000 annually, commensurate with experience. Total compensation will include bonus incentives and benefits. Kinship provides Full Time Employees (Associates) benefits which may include health insurance, retirement plan benefits, eligibility for Mars discounts, unlimited paid time off and access to other benefit programs. Eligibility for Kinship benefits is determined under the terms of the applicable Kinship Benefits plan at a person’s date of hire.
WHAT YOU CAN EXPECT FROM US:
- Opportunities to impact and grow the business on a day to day basis
- Dog-friendly workplaces
- Medical, dental, vision, 401k match, and pet benefits for Full-Time Employees and their families
- Unlimited paid time off for Full-Time Employees
- Hybrid work environment
- Parental leave for the birth or adoption of your new human child (and fur baby) for Full-Time Employees (adhering to our policy)
- Discounts on pet products, services, nutrition and veterinary wellness plans
- An extensive onboarding program with a chance to meet leaders across our divisions
Disclaimer:
Kinship is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.
Note to Search Firms/Agencies:
Kinship does not compensate search firms for unsolicited assistance unless they have a written search agreement with Kinship and the requisition is position-specific. Any resumes, curriculum vitae, and other unsolicited assistance from search firms that do not have a written search agreement or position-specific requisition submitted to any Associate of Kinship will be deemed the sole property of Kinship and no fee will be paid in the event the candidate is hired by Kinship.