Vice President of Marketing

Overview

Reporting directly to the CEO, this leadership role is responsible for stewarding the brand and owning marketing strategy across multiple channels for Milk Bar. Collaboration with the heads of eCommerce, Retail, and Brand Partnerships ensures consistent brand identity and strategy across all touchpoints.

Key Outcomes

• Establish marketing and brand as a measurable, ROI-driven growth engine linked to profitable revenue expansion.
• Develop a comprehensive full-funnel growth strategy including brand awareness, traffic, conversion, retention, and customer lifetime value.
• Build and implement a data-driven KPI framework connecting marketing spend to sales performance, customer acquisition, and profit margins.
• Lead budget allocation and optimize channel mix across paid, owned, earned media, partnerships, CRM, and omnichannel retail marketing.
• Instill a culture of testing, learning, and continuous optimization with metrics attribution and incrementality measurement.
• Collaborate cross-functionally with sales, finance, operations, digital, and innovation teams to align marketing with company growth goals.
• Enhance brand equity ensuring investments translate into measurable commercial impact.

Responsibilities

• Define and lead the master brand strategy with the founder including brand vision, voice, positioning, personality, and aesthetics for a strong market presence.
• Oversee cross-functional marketing strategy development to translate positioning and messaging into impactful campaigns and growth outcomes.
• Craft and maintain Milk Bar’s brand narrative across Retail, eCommerce, and Partnerships ensuring consistent consumer communications.
• Lead creation of seasonal campaigns aligned with brand launches, holidays, and key milestones.
• Direct social media storytelling, content, and channel strategies on both established and emerging platforms.
• Collaborate with Creative teams on campaign strategy and provide high-level feedback for brand-consistent marketing assets.
• Shape the strategic positioning of the founder to support brand growth objectives and amplify key messaging.
• Own overall traffic strategy for retail and digital channels including organic social, influencer, and PR.
• Lead paid media strategies focused on customer acquisition across multiple channels, managing agency partnerships and vendor relationships.
• Optimize marketing channels by defining KPIs and targeting efficient customer acquisition costs (CAC) to lifetime value (LTV) ratios.
• Manage social media growth, guiding Social Media Manager and leading channel prioritization for visibility and engagement.
• Establish and manage influencer and affiliate marketing programs, focusing on traffic and sales performance.
• Implement social commerce strategies with eCommerce on platforms like TikTok Shop and Meta Shop to directly convert social audiences.
• Develop retail marketing initiatives to increase same-store sales via in-store activations and localized campaigns.
• Partner with retail operations on product strategy, promotions, branding, experiential design, and store performance analysis.
• Support eCommerce creative content, email, SMS, and website strategies to enhance brand consistency and boost conversion.
• Coordinate with operations teams on packaging, shipping, and customer experience aspects.
• Collaborate on retention and loyalty programs, and customer experience alignment across all touchpoints.
• Assist in maximizing partnership and licensing marketing opportunities with the Brand Partnerships VP.
• Manage all marketing budget spend, ensuring alignment with finance and company budgeting processes.
• Lead and nurture marketing team members, fostering collaboration across departments.
• Embody and promote Milk Bar's core values and culture both internally and externally.

Requirements

• At least 10 years of advancing leadership experience in marketing within omnichannel DTC brands, retail, or consumer packaged goods (CPG) sectors.
• Demonstrated expertise in brand management, campaign development, and content strategy.
• Track record of leading integrated creative, digital, performance marketing, CRM, and field marketing functions.
• Strong operational and organizational capabilities with experience building scalable marketing processes.
• Highly adept at financial analysis, linking marketing investments directly to business outcomes.
• Excellent communication, influence, and stakeholder management skills.
• Thrives in fast-moving, entrepreneurial, and collaborative environments.

Compensation

The expected salary range is $175,000 to $225,000 annually, with final compensation dependent on candidate skills, experience, certifications, and internal equity.

Additional Information

The role demands flexibility as job responsibilities may evolve at the company's discretion.