Director of Marketing

SERENITY KIDS: 

Serenity Kids is cultivating health, equality, and sustainability through baby food high in healthy fat and protein and made with organic vegetables and meat from regenerative family farms. We make children healthier by offering nutrient-dense foods that taste great to kids and are convenient for parents. We envision a thriving planet where children are fed, raised, and educated to be healthy, happy, creative human beings. 

Serenity Kids is the fastest growing and top selling shelf stable baby food in the country. Since launching in 2018, we now sell in over 20,000 stores nationwide with more on the way and have a total of 35 products in three categories, with line extensions and new categories in the works. 

This is truly a dream job for a passionate marketer looking to make an impact in a purpose and values-driven company. You'll be working within a highly committed team, playing a key role in shaping the future of the business. You are entering at an exciting time following the $50MM investment by Stride Partners and will be reporting to a fantastic SVP Marketing. Working at Serenity Kids offers a path to a true career high point for your professional growth and personal fulfillment. The brand is poised for growth, highly differentiated in its category, with high repeat rates and plenty of room to attract new households through a well established omnichannel network. If you’re ready to make your mark in a category that truly makes a difference, this is the role for you. 

JOB SUMMARY: 

Serenity Kids is seeking a dynamic Director of Marketing to join our growing team. In this key role, reporting to the SVP Marketing, you will lead the brand marketing strategy and oversee the annual plan execution for the company. You will have held P&L responsibility for CPG brands, successfully leading the development and execution of winning omnichannel strategies that drive new customer acquisition and revenue growth while consistently meeting budget and profitability goals. You excel at initiating and implementing process improvements and maintaining brand standards while ensuring operational efficiency and quality. As a creative, forward-thinking leader, you embrace smart risk-taking and out-of-the-box thinking to foster innovation and drive competitive advantage. 

The ideal candidate brings both analytical rigor and creative vision to the table. You have a high capacity for managing workload and thrive in a fast-paced environment. You must be adept at organizing, prioritizing and making recommendations while collaborating with the broader marketing team and organization. A strong collaborative spirit is essential, along with the ability to excel in a cross-functional team environment. Exceptional verbal and written communication skills are a must. A proactive approach to relationship management and a curiosity for exploring omnichannel marketing tools, consumer data, and emerging test-and-learn opportunities, is critical for success in this position.

RESPONSIBILITIES: 

Marketing Strategy and Plans 

● Develop and drive the long-term vision, strategy and annual marketing plans, while managing ongoing reporting against annual objectives. 

● Lead brand evolution through rapid growth, strengthening brand identity and clarity of message. 

● Develop and execute marketing programs to achieve stated objectives for revenue growth, profitability, and market share. 

● Bring creative ideas, strategic design perspective and a purpose-led spirit to the table when working with agencies and creative teams to build a cohesive, differentiated and beloved brand that pioneers better alternatives for baby and toddler nutrition. 

● Plan and oversee execution of promotional activities, including shopper marketing, digital/social, PR, Influencer campaigns and more. 

● Promote an atmosphere of testing and learning to identify scalable drivers. Analyze marketing programs and adjust strategy and tactics to increase effectiveness and impact over time. 

● Oversee all aspects of the marketing budget. 

Drive Omnichannel Velocity 

● Lead monthly reviews of retail data and understand key business trends, demonstrating relentless curiosity to investigate trend drivers and measure marketing impact.

● Collaborate with sales on to develop and implement effective shopper marketing plans and customer specific campaigns. Act as a true partner in sales planning and distribution initiatives. 

● Develop compelling sell-in stories and create materials to support sales throughout their retailer engagements. 

● Periodically participate in customer calls to strengthen strategic relationships and understand issues and opportunities. 

● Collaborate with the eCommerce team to ensure website, e-tail presence, advertising assets and programs reflect brand strategy and standards. 

Portfolio Management 

● Understand the performance of current product segments, consumer insights, commercial drivers and optimization opportunities. 

● Make recommendations and guide necessary work to optimize performance, which may include claims/communication, pricing strategy, renovations, discontinuations or line extensions. 

● Use market research, consumer data, and trend monitoring initiatives to find insights to help grow the business. 

● Partner with Director Innovation on key product initiatives and new platforms.

Leadership and Supervision 

● Demonstrate leadership values, collaboration and mentoring within the marketing team.

● Maintain strong, collaborative cross-functional relationships with sales, finance, operations/R&D and broader Serenity Kids team. 

● Manage agencies and 3rd party certification partners as needed to develop strong relationships and support business objectives. 

● Manage at least 2 direct reports: Brand Manager, Shopper Marketing Manager, ensuring plan delivery while supporting career development and driving Serenity Kids culture. 

QUALIFICATIONS and REQUIREMENTS 

● Marketer with 7+ years experience and a proven track record of success in building CPG brands, particularly in food and/or baby products, ideally complemented by startup or other early stage marketing experience. 

● Recent experience in marketing within grocery, natural, mass and club retail and eComm channels, especially Walmart, Target, Amazon. 

● Demonstrated expertise with brand building, key message development, consumer insights, public relations (PR) and social media / influencers. 

● A strategic thinker who is also a “doer”, unafraid to roll up their sleeves and get their hands dirty and adept at switching between the two throughout the day. 

● Proven leadership skills with a history of driving results in high growth and scaling environments. 

● Experience in growing, managing and mentoring a marketing team. 

● Nimble and positive leader who creates solutions, takes proactive ownership, and maintains a positive attitude in challenging circumstances. 

● Purpose-driven and passionate about the Serenity Kids mission. 

● Bachelor’s degree is strongly preferred and an MBA is a plus. 

● Ability to travel at least 10% of time for training, research, customer meetings, retreats, etc. 

WHY WORK AT SERENITY KIDS? 

Serenity Kids is committed to supporting working parents. We integrate our mission to make the world healthier into everything we do by creating a culture that emphasizes self care, personal growth, and family time. We attract and retain top performers that will do whatever it takes to get the job done, while also staying healthy and having fun At Serenity Kids, we live out our values - integrity, curiosity, hunger, and empathy - in everything we do. Joining our team means becoming part of a supportive and collaborative community where you have the flexibility and freedom to achieve your best work in the way that suits you. 

We believe in our own greatness, knowing that we can achieve anything if we stay connected to ourselves and each other, leveraging our unique talents and points of view, and trusting in the serendipities that naturally unfold for us. We joined this team to make the world better, while also realizing that it is a beautiful opportunity to make ourselves better as well. In this chosen tribe, we have diverse backgrounds and ethnicities, unique points of view, and even live in different geographies. We get to be who we are and grow into more of ourselves every day. 

We are reinventing what it means to work, and are having a blast doing it.

Serenity Kids offers a comprehensive benefits and compensation package, including potential relocation: 

● Bonus Opportunity 

● Company Equity 

● Health, dental and vision insurance 

● 401(k) retirement plan with company match 

● Unlimited paid vacation 

● Paid sick leave 

● 13 paid company holidays 

● Paid self-care days 

● Birthday off with pay 

● Company shutdown from December 24th - January 1st 

● Generous parental leave program 

● Professional development support 

● Complimentary baby food products 

www.myserenitykids.com 

Serenity Kids is an Equal Opportunity Employer