Head of Marketing

Full-time
· Hybrid (3 days minimum in office)

Reports to:

Alex Jackson, VP Product and Marketing & Cofounder

Location:

Park City, Utah or London

About Carv

Carv produces a wearable ski motion sensor paired with an AI coaching app. It measures biomechanics in real time, scores skiing ability across disciplines, and delivers personalised audio coaching on snow. We are leading the personal sport coaching market, with growing retention, strong word-of-mouth acquisition, and a dedicated community of skiers who rely on Carv throughout their season.

We need a marketing leader to own the brand, messaging, and growth engine as we scale, in particular focussing on how we move from the early adopter to the early majority, and lead product expansion with a phone-only product.

In practical terms, this means owning the positioning for a major product launch, redesigning the funnel around a new acquisition model, and leading the team to execute against it. The brand positioning, messaging architecture, channel strategy, and team structure are all open to be defined. This is a leadership role with genuine scope to shape how Carv grows through the market at one of the most consequential points in the company’s trajectory.

Carv’s customers range from dedicated improvers who seek structured coaching and performance data, to recreational skiers who want to progress without ‘learning’ dominating their day. What unites them is that they are invested in their skiing and want more from their time on the mountain, whether that is measurable progression, greater confidence, exploration or social experiences.

Historically Carv has positioned itself based on technical improvement and data science. It resonates with skiers who already understand what motion sensing and biomechanics mean for their skiing, but we are now scaling into a broader market. That market needs a different entry point, one rooted in what Carv as a personalised co-pilot, rather than powerful, technical tool.

Your challenge will be to straddle both the Carv 2 sensor and Carv app-only product, own positioning for both, and ultimately manage the acquisition funnel. As part of this you will need to help Carv build on its heritage as a analysis tool to become a personalised skiing copilot: coaching when the user wants it, mountain intelligence, session tracking, social features, and recognition of their best moments on snow.

Marketing must translate that evolving product into something customers immediately understand and respond to, lowering barrier to try it.

Carv’s marketing currently operates across two established functions: content marketing, which drives organic reach through social, video, and community engagement; and performance marketing, which manages paid acquisition and optimises against CAC and ROAS within a direct-to-consumer ecommerce model. Both functions have team leads in place. This role inherits and directs them.

Your job will be to own strategic layer above: brand positioning, messaging architecture, funnel investment. You will be accountable for where to invest and for achieving growth outcomes.

This role would also shape the next phase of the marketing capability. With an phone-only product, we can expand into new areas, and rebuild our funnel in new ways. That includes real-world activation, placing Carv in the hands of skiers on the mountain through resort partnerships, demonstration experiences, and events. Skiing is a physical, social sport, and the brand must be present where its customers are, not only in digital channels.

It also includes product-led growth, Carv is an app-only experience post-purchase, which creates meaningful opportunities for referral mechanics, social sharing, and in-app…