Head of Marketing

About Carv

Carv develops an innovative wearable ski motion sensor integrated with an AI coaching app that delivers real-time biomechanics analysis, skill scoring across skiing disciplines, and personalized audio coaching outdoors. The company is a leader in the personal sports coaching space, known for high customer retention, organic word-of-mouth growth, and a passionate community relying on Carv throughout the ski season.

Role Overview

The Head of Marketing will be responsible for driving brand development, messaging strategy, and growth initiatives to take Carv from appealing to early adopters to reaching the mainstream early majority. This includes leading the launch of a significant new phone-only product and redefining the customer acquisition funnel. The role involves setting brand positioning, messaging frameworks, channel tactics, and structuring the team to support the business as it scales.

Key Responsibilities

• Create and evolve Carv’s brand positioning for both the Carv 2 sensor and app-only products.
• Develop a clear messaging architecture to engage and resonate with the target audience.
• Conduct and oversee market research to gather customer insights and measure brand equity over time.
• Manage brand voice consistently across packaging, communications, social media, product copy, and support.
• Lead strategic planning for campaigns, product launches, and brand events in collaboration with creative leads.
• Accountable for marketing key performance indicators including customer acquisition, cost, sales volume, lead generation, and funnel effectiveness.
• Own the full marketing funnel strategy, from awareness to conversion and retention, pinpointing areas for high-impact improvement.
• Guide paid channel investments alongside the Performance Lead and coordinate organic content strategies with the Content Lead, ensuring alignment and accountability.
• Optimize website experience, pricing, and purchase processes for higher conversion rates.
• Manage the marketing team, including Content and Performance leadership, and plan hiring and outsourcing according to business priorities and seasonality.
• Oversee the marketing budget and make informed investment decisions across brand, content, performance marketing, and experiential activation.
• Champion the customer perspective within the organization by integrating qualitative and quantitative marketing insights into product and commercial strategies.
• Monitor competitor activities, market trends, and industry developments to guide positioning and marketing investments.
• Establish feedback loops connecting marketing results with product direction to ensure responsive adaptation.

Success Metrics

• Successful launch of the phone-only product with compelling positioning and go-to-market execution, resulting in strong customer comprehension and conversion.
• Clear and consistent brand articulation across all channels.
• Implementation of AI-powered workflows to increase marketing team efficiency and funnel optimization.
• Improved acquisition funnel efficiency through detailed mapping and targeted interventions.
• Expansion of customer reach beyond traditional digital channels.
• Achievement of growth objectives including acquisition, cost benchmarks, and conversion rates.
• A well-structured marketing team aligned and performing effectively against strategic goals.

Ongoing Objectives

• Increase brand awareness and customer consideration in targeted demographics.
• Maintain acquisition cost efficiency while scaling with new channels including resort activations, product-led growth, and social features.
• Enhance word-of-mouth and product-driven customer acquisition.
• Ensure marketing and product teams work closely for aligned launches and data-informed decisions.

About You

• Proven expertise in building or significantly evolving consumer brands with clear creative direction and identity development.
• Strong grasp of direct-to-consumer funnel strategy with the ability to diagnose and improve funnel performance and impact measurement.
• Experience working in app and hardware D2C businesses with knowledge of ecommerce, app onboarding, user engagement, and synergy between physical and digital products.
• Rapid learning agility and comfort navigating ambiguity with sound decision-making.
• Deep customer-centric approach with skills in community engagement, behavioral analysis, and understanding purchase motivators.
• Effective use of AI tools to streamline processes, improve outcomes, and lead transformation.
• Excellent problem-solver capable of overcoming resource constraints and identifying unique opportunities.
• Highly autonomous, proactive, and able to execute independently with a strong sense of initiative.
• Committed to high quality in all aspects of brand expression including messaging, tone, and consistency.

Additional Information

• Position is full-time and based primarily onsite with a hybrid model requiring a minimum of 3 days per week in the office.
• Reporting to VP of Product and Marketing and Cofounder.
• Location options include Park City, Utah or London.
• Marketing activities should complement the seasonal nature of skiing, focusing resources pre-season for conversions and maintaining engagement off-season.