GoodPop is a better-for-you frozen treat company on a mission to create delicious products using simple, organic ingredients. As a certified B Corp, GoodPop is committed not only to product quality, but to people and the planet. The team operates in a fast-paced, high-growth environment, partnering closely across operations, finance, and supply chain to bring products from raw materials to freezer shelves nationwide.
Director of Brand Marketing
Location
Worldwide
Posted
25 days ago
Salary
$130K - $150K / year
Seniority
Lead
No structured requirement data.
Job Description
Director of Brand Marketing
GoodPop
Role Description GoodPop is looking for a Director of Marketing to lead both the art and science of growth. This is a rare opportunity to own GoodPop's brand identity while simultaneously driving measurable, channel-specific marketing performance across retail and digital acquisition. This leader will shape and scale GoodPop's brand vision across every stage of the consumer journey: - From awareness and trial to conversion, loyalty, and in-store velocity. - Building a data-driven performance marketing engine that connects spend to real sales outcomes. - Combining strategic thinking with strong execution, turning consumer insights into effective marketing programs and growth initiatives. Key Responsibilities - Brand Strategy & DNA: - Challenge and sharpen GoodPop's brand strategy to build a distinctive identity that supports growth. - Develop a brand voice that is premium, playful, warm, and unmistakably GoodPop. - Bring the brand to life through distinctive storytelling across consumers, shoppers, and retail touchpoints. - Build clear brand architecture across the core portfolio and future innovations. - Consumer Insights: - Use consumer research to identify insights about the category, the brand, purchase triggers, and barriers. - Apply those insights to sharpen brand strategy and voice. - Build a disciplined test-and-learn approach across messaging, packaging, claims, shopper activation, and channel-specific marketing. - Product Messaging & Positioning: - Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate GoodPop in the market. - Own positioning and narrative development for the product portfolio, translating brand strategy into clear briefs that guide copywriters, designers, and agency partners. - Support the development of sales materials and presentations to enable the Sales team. - Campaign Development & Execution: - Develop and execute impactful marketing plans across retail, club, online, and emerging channels. - Drive awareness, trial, and repeat through a mix of brand-building and performance marketing initiatives. - Partner with Sales to connect marketing investment to distribution growth, velocity, and retailer priorities. - Retail & Shopper Marketing: - Drive shoppers to GoodPop's retail partners - Whole Foods, Target, Sprouts, Costco, HEB, Publix, and beyond. - Manage geo-targeted advertising, store locator campaigns, and retailer promotions with paid media. - Track KPIs including store locator clicks, sales lift studies, and coupon redemptions. - Digital & Lifecycle Marketing: - Manage and optimize paid channels including Meta (Facebook/Instagram), Google Search & YouTube, TikTok, and Pinterest to drive awareness, trial, and purchase intent. - Working in partnership with Sales to optimize our retail media networks (Instacart). - Drive trial of new & portfolio products through targeted campaigns focused on retailer visits and in-store conversion. - Own key performance metrics including ROAS, CAC, incremental sales, and new-to-brand customer acquisition. - Improve email performance, SMS campaigns, loyalty programs, and retention. - Track repeat purchase rate and LTV to measure lifecycle marketing effectiveness. Qualifications - 10+ years of CPG marketing experience, with a blend of brand strategy and performance/digital marketing. - Experience in both established CPG environments and emerging food/better-for-you brands preferred. - Proven track record translating brand strategy into measurable consumer and retail growth. - Experience executing omnichannel strategy across Grocery, Mass, Club, and emerging channels. - Analytical mindset with experience using consumer insights, retail data, and brand health metrics. - Senior enough to set the strategy, practical enough to make the work happen. Who You Are - Strategic and hands-on: You can define the brand platform and still improve the retail sell-in deck, launch brief, or paid campaign creative. - Consumer-led and commercially sharp: You care deeply about the consumer, but you know marketing must drive trial, velocity, and repeat purchase. - Brand builder + performance operator: You know how to make a brand feel distinctive and emotionally relevant without losing commercial discipline. - Data-informed and practical: You use insights and metrics to make better decisions while keeping momentum in a fast-moving environment. - Collaborative leader: You work well with Sales, R&D, Finance, Operations, agencies, and founders. - Builder mentality: You enjoy creating systems, teams, processes, and marketing muscle that can scale. Benefits - Empowered leadership role combining brand and performance at a growing better-for-you brand with real national scale. - Shape GoodPop's next chapter - from building brand love to driving measurable growth at retail and online. - Partner directly with founders and senior leadership, with significant room to grow. - Open and ambitious team with a genuine passion for product quality and doing good. - Competitive base salary of $130,000 - $150,000 based on experience, plus performance bonus and benefits.
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• Lead end-to-end customer marketing initiatives, from identifying high-potential cohorts to launching campaigns built around your messaging and creative direction; • Develop messaging and positioning for existing customers, with a particular focus on awareness and adoption of the Manager Agent within our customer base; • Build a content engine grounded in customer reality: uncover stories worth telling, reasons to believe in our products’ impact, and use cases that feed our broader marketing ecosystem; • Own product and feature launches to customers to drive adoption and increase user engagement with the product; • Be the voice of the customer internally — bring what you learn back to Product, Customer Success and Marketing; • Collaborate with Customer Success and Sales to identify at-risk customers, expansion opportunities, and customers ready for the next step, creating the messaging, content and tactics that protect retention and generate upsell; • Design and execute engagement programs across channels (email, in-product, events, webinars) to turn satisfied customers into references and advocates; • Use AI to produce more without sacrificing quality: automate where possible, move faster, and elevate everything you produce above generic AI output; • Measure and report commercial impact: influenced transactions, expansion pipeline affected, and CSM-attributed activity generated by customer marketing.
• Own and drive customer marketing initiatives end-to-end, from identifying high-leverage cohorts to launching campaigns built on your messaging and creative directions; • Develop messaging and positioning for existing customers, with a particular focus on driving awareness and adoption of the Manager Agent among our existing base; • Build a content engine rooted in customer activity: surface stories, proof points, and product-in-action moments that feed back into the broader marketing system; • Carry new product and feature launches to the existing base, turning each release into adoption and deeper utilization of what customers already have; • Be the voice of the customer internally. Feed what you learn back to product, Customer Success, and marketing; • Collaborate with Customer Success and Sales to identify at-risk accounts, expansion opportunities, and customers ready for the next step — building the messaging, content, and plays that protect retention and drive upsell. • Design and execute engagement programs across owned channels (email, in-product, events, webinars) to turn happy customers into references and advocates. • Use AI to scale your output without compromising quality — automating what can be automated, moving faster, and elevating everything you produce above the generic AI baseline; • Track and report on commercial impact: deals influenced, expansion pipeline touched, and CSM-attributed activity driven by customer marketing.
• Execute feature launch strategy • Lead copy development and manage email communications • Contribute to marketing initiatives and creation of assets • Report on marketing campaign performance
