Vice President of Marketing

REPORTS TO:Chief Growth Officer
DEPARTMENT:Marketing
TRAVEL REQUIREMENT:25%

JOB PURPOSE

SUMMARY:

We are seekinga

Vice President of Marketingtolead and scale Good Culture's marketing organization as we continue our journey from a fast-growing challenger brand to a billion-dollar category leader. Reporting to the Chief Growth Officer, this role willbe responsible for developing and executing an integrated marketing strategy that drives growth, strengthens brand equity, accelerates innovation, and creates a cohesive consumer experience across every touchpoint.

This leader will oversee Marketing & Communications, Brand Management, Creative, Consumer Insights, Shopper & Trade Marketing, and Innovation. They will serve as the steward of the Good Culture brand and own the full consumer growth ecosystem—from portfolio strategy, innovation, and commercialization to integrated campaigns, retail activation, and consumer engagement—ensuring every touchpoint works together to drive awareness, trial, loyalty, and long-term business growth.

The right person for this role doesn’t just understand marketing strategy. They have a genuine creative point of view, an instinct for building emotional connections with consumers, and the entrepreneurial drive to build something that endures. They know how to blend and balance big company sophistication and entrepreneurial magic.

ESSENTIAL

JOB RESPONSIBILITIES:

• Develop and execute a consumer-insight led marketing strategy to support Good Culture's long-term growth ambitions and business objectives.
• Lead and integrate all marketing functions, including Brand Management, Marketing & Communications, Creative, and Innovation.
• Own the Good Culture brand strategy, ensuring a consistent and compelling brand experience across all consumer touchpoints, including retail, digital, social, influencer, partnerships, media, packaging, innovation, and earned channels.
• Lead annual brand planning and portfolio strategy, aligning marketing priorities with company growth objectives and category opportunities.
• Develop and execute integrated 360° marketing campaigns that drive brand awareness, trial, household penetration, loyalty, and revenue growth.
• Oversee all brand, innovation, retailer, seasonal, and product launch campaigns from strategy through execution, ensuring alignment across paid, owned, earned, shopper, experiential, and retail channels.
• Lead innovation commercialization efforts, partnering cross-functionally to successfully position, launch, and scale new products in the marketplace.
• Develop product positioning, value propositions, messaging frameworks, and go-to-market strategies that differentiate Good Culture and drive consumer adoption.
• Leverage consumer insights, category trends, competitive intelligence, and market analysis to develop an obsessive understanding of the Good Culture consumer, identify whitespace opportunities, inform innovation priorities, and strengthen brand competitiveness.
• Partner closely with Sales and Commercial teams to develop retailer-specific growth strategies and maximize in-market performance.
• Champion a modern approach to brand building that combines best-in-class CPG fundamentals with digital marketing, creator partnerships, community engagement, cultural relevance, and emerging consumer trends.
• Oversee creative development and ensure all consumer-facing communications, campaigns, packaging, and brand experiences reflect the quality, authenticity, and energy of the Good Culture brand.
• Bring a genuine creative point of view to the brand, a philosophy about what makes Good Culture distinct, and the conviction to protect and evolve that identity over time.
• Foster brave creative work by setting a high bar for what’s beautiful, original, and culturally relevant, and create the conditions for great work to happen across teams and agency partners.
• Establish clear performance metrics and ensure marketing investments deliver measurable business impact across brand and commercial objectives.
• Build, coach, and develop a high-performing marketing organization through three direct reports and their respective teams.
• Foster a culture of collaboration, accountability, continuous…