Integrated Growth Marketing Manager

Who We Are

The Farmer's Dog is the fastest growing pet health service company in the US, and was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care – a fresh proposition in an industry riddled with manipulative and misleading marketing. We're starting by radically improving the $100 billion pet food market, replacing bulk bags of highly-processed pellets with a personalized subscription service that sends healthy, freshly-made dog food, balanced by top veterinary nutritionists, directly to customers' doors. Our ultimate goal is to create innovative, honest, and delightful experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic and forward-thinking culture uniquely position us to shepherd this backwards industry into the future.

To date, The Farmer's Dog has delivered hundreds of millions of meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to our customers, health to their companions, and much-needed change to the way people feed and care for their pets.

#LongLiveDogs

What We Stand For

We have big ambitions, our mission is to give dog lovers true peace of mind by helping them do the best for their dogs – this will require us to completely reimagine how we care for our dogs and drive meaningful shifts in an industry that is desperate for change. We don't believe this is possible by implementing "best practices" or operating how the rest of the industry operates.

One Team: We don't think of ourselves as "Marketers", "Engineers", "Data Analysts", or "Product Managers". Beyond denoting skill sets and areas of expertise, we don't think departments matter. We'd rather align ourselves to the goals we're working to achieve and make sure we have the necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms to solve problems holistically.

We are skeptical about everything and precious about nothing: Ideas can and should come from anywhere, and we aren't tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there's a better or more impactful way to solve problems.

We consider the customer journey in all of our decisions: We know that no interaction exists in a silo and therefore understand how important every single one is. We ensure our strategy sets customers up for success and drives long-term retention. We answer questions and address problems early and proactively.

We execute for impact: We're uninterested in how we compare to "benchmarks"; instead we orient ourselves around being the best we can possibly be. Similarly, we don't subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience.

We are focused and work without assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, "what's the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?". We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don't expect to be perfect the first time.

Where You'll Come In

The Integrated Growth Marketing Manager will drive innovation and data-driven strategies to elevate The Farmer's Dog as the leading authority in dog health and nutrition. Focusing on organic search and content marketing, you'll develop and execute a comprehensive growth strategy that boosts our brand presence online and drives measurable impact to the business. With a strong background in marketing for ecommerce or subscription brands, you'll collaborate across teams to build strategy, identify gaps, uncover insights, and craft breifs that result in compelling content that ranks highly in search engines, perpetuates our brand narrative, and engages our audience. This role requires expertise in content marketing, SEO, and growth marketing, with a forward-thinking approach. The ultimate goal is to best maintain The Farmer's Dog as the definitive, reliable source for information about dogs and dog health from 2024 and beyond in support of our mission of giving dog lovers a peace of mind by helping them do the best for their dogs.

How You'll Make An Impact

• Strategic Focus & Cross Department Collaboration: You'll collaborate with Product and Brand teams to develop and implement a robust content marketing strategy that ensures high-quality, optimized content, boosts organic traffic, and increases in new customer acquisition and retention. You'll guide content creation efforts, identify keyword opportunities, and develop effective growth loops to enhance our online presence.
• Marketing Innovation: Proactively stay ahead of and where relevant, integrate into, industry trends like AI and generative search, fostering a culture of experimentation to innovate SEO techniques. You'll lead the development and execution of a Pillar-Based Marketing strategy, creating content pillars to drive organic traffic and enhance domain authority.
• Industry & Authority Building: You'll position The Farmer's Dog as the authoritative source on dog health. Ensure all content is SEO-optimized and aligned with target keywords. Implement strategies to highlight our expertise, establishing a strong industry presence that sets us apart from competitors.
• Data Driven Reporting: Track and own reporting on organic search performance, analyzing rankings and traffic to identify trends and opportunities. Provide actionable insights from the data to cross-functional partners and keep them informed about SERP trends and algorithm changes to leverage across channels and also ensure an effective, holistic organic growth strategy.

We're Excited About You Because

• You have 5+ years of direct experience in growth/content marketing (health/regulatory industry is a plus)
• You are data informed and have foundational knowledge of all digital marketing channels, understand SEO and the components that make a successful SEO strategy
• You have familiarity with and ability to work with common web technologies (such as HTML, CSS, and Javascript) within a wordpress environment and you know how to communicate with developers.
• You always put the customer at the center of your decision-making matrix
• You're a proactive self-starter, constantly on the lookout for new opportunities and solutions
• You thrive in high pressure, high stakes environments. You are a maximizer - you continue to set the bar higher
• You're a strong communicator who is not afraid to disagree, and yet you can also comfortably admit when you were wrong
• You are quick to react to new information and you apply strong intuition in decision-making, considering both short-term and long-term impacts

About the Growth Team

We have five principles that describe our approach:

• Holistic thinking: We know that nothing exists in a silo.
• Disciplined prioritization: We need to bring perspective, clarity and guidance to the team.
• Data-driven decision-making: We use first principles and are skeptical. We establish context.
• Proactive collaboration: We build vast common knowledge and encourage synchronous, streamlined work from our colleagues and diversity in problem-solving.
• Execute for impact: We are responsible for the growth of the business and the perception of our brand. We are resilient, accountable and relentless.

Office Guidelines

The office is open and available for all Monday through Friday. We ask all team members to be in office a minimum of 2 - 3 days a week to build a collaborative and invested environment to foster our unique in-person culture we are proud to have. This office policy is subject to change at company discretion.

Our DEI Philosophy:

Our company's mission is rooted in deep, genuine care for dogs – and for the people who love them. As an organization we are full of individuals who are unique in many ways, but all united in a mission of providing true peace of mind to dog lovers everywhere. Fixing this industry and improving the lives of pets and their people will be a difficult, decades-long endeavor. We believe the best use of our time, energy, and resources as a collective team is to focus on this mission, and on supporting our team to do their best work and be their best selves. In support of this we're committed to hiring and supporting a diverse workforce, and investing in internal structures, opportunities, hiring/promotions processes, and training that create and sustain an inclusive team. We strive to provide an experience at TFD that will be invested, meaningful and memorable as we progress on the journey to reimagine how we feed and care for our pets.

A Few of Our Best Benefits

• Dog-friendly office in Greenwich Village
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is $115,000 USD - $135,000 USD Annual and the compensation offered will include a robust market competitive package of base and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

Equal Employment Opportunity Statement

The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit Know Your Rights.

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