Vice President, Brand and Digital Marketing - Waring

About the Role

We are seeking a visionary Vice President of Marketing to lead our brand, demand generation, and go-to-market strategy across all customer segments. This leader will be responsible for building a powerful, differentiated brand in food service equipment while driving measurable growth through brand development, digital/eCommerce leadership, and integrated marketing execution
.

The VP of Marketing will shape how we are perceived in the market - by end-users, operators, distributors, consultants, and rep groups - and will ensure we stand out in a competitive landscape. This role requires a balance of strategic vision and executional rigor
, with a strong bias toward digital transformation and demand creation.

• Define and articulate the brand positioning, value proposition, and narrative that resonates across operators, consultants, distributors, and end-users.
• Lead marketing strategy aligned with company growth objectives - across legacy distribution network, institutional, chain, and emerging industrial kitchen segments.
• Ensure consistent brand identity across all channels, experiences, and touchpoints globally.

• Build campaigns that generate end-user demand and route leads through distribution partners.
• Partner closely with Sales to create industry and vertical‑specific programming for dealers, institutional operators, chains, healthcare, and government.
• Leverage data‑driven marketing to optimize campaigns for ROI and scalability.

• Own digital presence: , eCommerce platforms, distributor portals, Amazon Business, Webstaurant, Grainger, and emerging channels.
• Drive digital merchandising, SEO/SEM, paid media, and digital content strategy to maximize brand visibility and sales conversion.
• Ensure the brand is leading in the shift toward self‑service and online discovery for light equipment.
• Ensure the brand is initiating the discussion and benefit ting from the secular shift from gas powered solutions to electric.

• Develop high‑quality content (video, training, case studies, culinary applications) that tells the brand story and supports specification.
• Effectively leverage legacy content and The Waring Collective, sustainability, food waste, etc.
• Lead event strategy (trade shows, culinary demos, consultant training) to reinforce thought leadership.
• Build programs that enhance customer experience pre and post‑sale, increasing brand loyalty.

• Build and lead a high‑performing marketing team across brand, digital, creative, and product marketing.
• Partner with Sales leadership on GTM alignment, channel programs, and vertical strategies.
• Collaborate with Product and Culinary teams to launch innovations with maximum market impact.

• 12–15+ years in marketing leadership
  , ideally in food service equipment, B2B2C manufacturing, or adjacent industries.
• Proven track record of building differentiated brands in competitive categories.
• Expertise in digital and eCommerce marketing
  , with hands‑on experience in SEO, paid media, and online channel management.
• Strong grasp of distributor dynamics and B2B2C selling environments.
• Demonstrated success in demand generation, vertical marketing, and sales alignment.
• Strong leadership skills with ability to build and inspire a cross‑functional marketing team.
• Excellent strategic thinking paired with operational execution capability.

• The opportunity to define and scale a brand that is reshaping the future of food service equipment.
• A seat at the leadership table with direct influence on company growth strategy.
• Competitive executive compensation, performance incentives, and long‑term career opportunity.
• The resources and autonomy to make a transformational impact on how customers experience our brand and products.