Vice President of Marketing - Pets

Vice President Of Marketing

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America.

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands.

Pets Best is a rapidly growing pet insurance provider committed to offering financial security to pet parents through comprehensive coverage and outstanding service. Pets Best targets younger, value-conscious consumers who wish to purchase and service accounts digitally.

Pets Best is seeking a Vice President Of Marketing who will report to the President. The Vice President will be responsible for developing and executing a comprehensive marketing strategy to drive brand growth, customer acquisition, and policy retention. This leader will oversee full-funnel marketing execution, ensuring alignment with business objectives while optimizing efficiency and ROI.

This role requires expertise in analytical and performance marketing in a digital marketing / e-commerce environment. Brand management, customer segmentation, and experience with B2B2C models are a plus. The successful candidate will bring deep experience in people leadership, data-driven decision-making, and full-funnel media investment stewardship to enhance the company's market presence and long‑term growth.

Remote / virtual

• Manage full-funnel media investments, ensuring efficient allocation across paid, owned, and earned channels to maximize brand visibility and customer engagement.
• Own the marketing performance KPI's, with responsibility for optimizing spend efficiency and driving measurable business growth.
• Develop and lead the brand marketing strategy, ensuring strong positioning, differentiation, and alignment with the company's growth objectives.
• Lead customer segmentation and targeting efforts, leveraging data insights to refine acquisition and retention strategies.
• Oversee the development and implementation of high-impact, multi-channel campaigns that drive awareness, engagement, and conversion across digital, direct, and traditional media.
• Strengthen customer retention and LTV through best-in-class customer journey orchestration, including personalized communications, lifecycle management, and experience optimization.
• Collaborate closely with Product, Underwriting, Operations and Distribution teams to ensure alignment between marketing strategies, insurance product offerings and retention strategies.
• Develop and execute both DTC and B2B2C strategies, working with agency, broker, and partner channels to drive demand and adoption, leveraging technology for digital product design.
• Establish KPIs and performance measurement frameworks to evaluate marketing effectiveness and continuously refine strategies.
• Foster a data-driven culture, integrating marketing analytics, attribution modeling, and customer insights into decision-making processes.
• Lead a high-performing marketing team, ensuring capability development and best practices in marketing execution.

• 10+ years of experience in digital marketing, with deep expertise in performance and analytical marketing, brand management, marketing strategy, and customer segmentation.
• 5+ years of experience with digital insurance (or other service) distribution is required.
• Experience with UX design and digital product design, development, implementation and monitoring in an e-commerce environment.
• Experience leading full-funnel media investments, with a track record of optimizing budgets.
• Strong B2B2C marketing experience.
• Proficiency in account retention and customer journey orchestration, with a data-driven approach to improving LTV and reducing churn.
• Ability to align marketing efforts with financial outcomes, including KPI development and marketing effectiveness measurement and reporting.
• Excellent collaboration and communication skills, with the ability to collaborate effectively across Product, Underwriting, and Sales teams.
• Strong analytical and strategic thinking skills, with the ability to translate insights into actionable growth strategies.
• Experience managing high-performing marketing teams and fostering a culture of innovation and execution excellence.

This role will play a critical leadership function within Pets Best, ensuring that marketing efforts drive measurable business impact while reinforcing the company's position in the market. The ideal candidate will be an innovative, data-driven, and results-oriented leader with a passion for brand growth and customer…