Marketing Director

Overview

The tgin® Marketing Director is a key leadership role responsible for shaping the brand’s creative vision and integrating tgin’s purpose and the tgin Foundation’s mission across an omni-channel strategy. Overseeing traditional and digital marketing, product development, e-commerce, creative, and events, the ideal candidate partners cross-functionally while working autonomously. The Marketing Director brings strong experience in brand management, global expansion, team development, and problem-solving in a dynamic environment.

• Build a unified brand narrative that seamlessly connects product innovation with the tgin Foundation’s work in health equity, wellness, and community impact.
• Lead, mentor and develop a high-performing marketing team, including Assistant Marketing Manager, Product Development Specialist, tgin Foundation Marketing, Events and Creative.
• Cultivate a collaborative, communicative, and creative team culture, driving innovation and commitment to achieve business goals.
• Inform portfolio decisions including pricing, promotions, features and mix across channels with data-driven marketplace insights and SKU level analysis.
• Provide weekly and monthly performance recaps, along with ongoing reporting and analysis to evaluate the effectiveness of strategies and programs, including KPI tracking for individual team member scorecards.
• Partner with Finance to develop budgets and ensure alignment to business plans.

• Lead 360 planning to develop cross functional marketing plans for launches and campaigns with touchpoints:
  Digital Marketing, Social Media, Creative, Events, PR & Influencer Marketing
• Establish and manage brand relationship with PR team, create launch and yearly strategies
• Partner with Assistant Marketing Manager and Creative to develop insightful marketing briefs that translate the brand story into compelling design, copy and elevated brand assets.
• Oversee event management ensuring seamless execution, cohesive brand representation, budget alignment, and logistic excellence to elevate the brand presence and attendant experience.
• Incorporate purpose-driven messaging in retail campaigns and merchandising to strengthen brand authenticity and deepen consumer trust.
• Oversee product education strategies including ingredient highlights, benefits and versatile uses to improve customer understanding.
• Establish key metrics to analyze campaign performance to allocate funds and determine ROI

• Manage tgin’s Product Development Specialist, driving the conceptualization of innovative product concepts that meet brand objectives and consumer needs.
• Manage a pipeline of product innovations and improvements to ensure timely and efficient execution.
• Leverage insights from the tgin Foundation to guide purpose-driven innovation strategies.
• Work with team members to validate product performance, packaging, and labeling.
• Ensure all new products meet quality standards and comply with regulatory requirements, including the certification of EU/UK compliance for all SKUs within the portfolio.
• Evaluate and follow-through on all aspects of the product development cycle to ensure timelines are being achieved.

• Lead foundation marketer and external agencies to create content that amplifies awareness, advocacy, and health resources.
• Provide strategic leadership to the ecommerce agencies, guiding the optimization of the brand’s website shopping experience to drive revenue growth, enhance storytelling, and strengthen brand affinity.
• Partner with ecommerce agencies to strategize on premium content and campaigns to increase our consumer demographic and acquisition.
• Implement and oversee analytics frameworks to track marketing performance and consumer purchase behavior. Use these insights to continuously refine and improve marketing efforts.
• Manage the paid media strategy with the brand’s external agency, ensuring alignment with the overall marketing timeline and achieving a ROAS that maximizes spend and campaign effectiveness.

• Implement an integrated brand messaging framework that effectively aligns tgin’s brand purpose with the…