Head of Marketing

Introduction from the Founder

Edward, the founder, shares the journey of starting ROAD iD 25 years ago from humble beginnings and growing it into a portfolio of beloved eCommerce brands including ROAD iD, DOG iD, and Rack Rabbit. The company values delivering exceptional products, service, and customer experiences that inspire sharing and loyalty.

The role focuses on managing the marketing machine — the operational engine driving growth — while preserving the founder-driven brand voice and personal tone in all communications.

Role Overview

The Head of Marketing will lead the marketing, eCommerce, and creative departments, overseeing five direct reports across brand-focused Marketing Managers and creative teams. This position balances strategic planning with hands-on execution.

Key Responsibilities

• Lead, manage, and hold accountable the marketing, eCommerce, and creative teams using the Entrepreneurial Operating System (EOS).
• Define growth strategies for each brand, making pivotal decisions such as prioritizing creative workflows and assembling effective teams.
• Manage and forecast the marketing budget, identifying profitable advertising spend and delivering accurate financial projections and variance explanations to leadership and finance teams.
• Oversee agency and vendor relationships, including hiring, monitoring, and terminating as necessary.
• Provide coaching and development support to team leaders to elevate performance.
• Initiate special projects involving new channels, tests, and brands by identifying and unlocking opportunities.
• Own marketing metrics and represent marketing on the leadership team to influence top-level company decisions.

Performance Metrics

• Annual Marketing Expense Ratio (aMER), Contribution Margin after Ad Spend, and Team Health for each brand are primary success indicators.

Candidate Profile

• Proven expertise in DTC eCommerce marketing with a solid foundation in performance marketing, especially proficiency with Meta platforms.
• Familiar with key marketing tools such as Meta Ads Manager, Google Ads, Klaviyo, and Shopify, possessing enough proficiency to diagnose issues and assist hands-on as needed.
• Combines strategic thinking with process orientation, enthusiastic about both whiteboard strategy and operational optimization.
• Innovative user of AI technologies to enhance marketing effectiveness while maintaining a personal, human approach.
• Energetic self-starter eager to make impactful decisions and grow within the company.
• Lifelong learner passionate about staying ahead in DTC trends, marketing attribution, and eCommerce innovations.
• Dedicated mentor focused on developing team members’ growth and skills.

Attributes to Avoid

• Requires constant permission and reassurance instead of building alignment and moving decisively.
• Theorizes extensively without delivering tangible results or campaigns.
• Too specialized or focused solely on one marketing tool rather than managing the marketing ecosystem.
• Conventional large-company managers who rely on extensive resources and processes not suited to a scrappy, fast-moving environment.
• Leaders intent on drastic immediate changes that disregard existing, effective systems.
• Impulsive decision-makers lacking thoughtful assessment.
• Slow to act or decide, unable to keep pace with fast decision-making culture.

Organizational Context

The role reports initially to both the Visionary founder and the Integrator. As trust grows, the founder will step back for mentorship and coaching.

The leading team comprises three Marketing Managers each dedicated to a brand, an eCommerce team focusing on content, conversion, and partnerships, and a Creative team managing brand assets and creative strategy.

About the Company

ROAD iD Brands is a purpose-driven, founder-led organization headquartered in Covington, KY with over 25 years of history. The company donates part of every purchase to causes it supports, living core values such as being remarkable, personal, deeply caring, keenly aware, and seriously dedicated.

Benefits

• Unique opportunity to contribute to a company that makes products saving lives.
• Comprehensive health care plans including medical, dental, and vision.
• Life insurance covering basic, accident, and AD&D.
• Generous paid time off structured by tenure.
• Short and long-term disability insurance coverage.
• Competitive 401(k) plan with company matching and full vesting after one year.
• Wellness and fitness reimbursements up to $400 annually for physical, mental, or financial health.
• Annual $200 employee purchase allowance.
• $50 charitable donation option supporting a chosen charity or shelter pet adoption fees.
• Professional development support including tuition discounts through UC Online.
• Nine paid holidays per year.
• Employee discounts and marketplace perks.
• Supportive culture emphasizing collaboration and work-life balance including summer reduced hours.
• Compensation is competitive and adjusts based on experience level.