Vp, Brand Marketing

Job Title: VP/Senior Director, Brand Marketing - Etz Hayim. Parent Company of Cycling Frog and Lazarus Naturals.

Etz Hayim is looking to bring on a Vp/Senior Director of Brand Marketing to guide our brand positioning and design into the future, establish cohesive processes across channels, and develop and execute marketing strategies to grow our brands.

Cycling Frog needs to better define our brand, aesthetics, and target customers to leverage across all our channels, to drive cohesive growth strategies, and launch a large in-field marketing operation to drive customer trial and brand awareness. The brand has an opportunity to be the leading THC beverage in the country and needs the leadership and creativity to get there.

Lazarus Naturals needs to build its long term brand growth plan, communicate and leverage the brand values to create customer loyalty, and aggressively prioritize its resources to be successful at DTC. The brand needs to clearly tell the world its story and make its website an immersive brand experience that leaves no stone unturned regarding who we are, why we are and what makes our products unique.

The organization as a whole needs better executional management and processes to run cohesively and coherently across all channels and ensure the brand is operating efficiently.

About the Brands

Lazarus Naturals was founded in 2016 to make quality hemp-based CBD accessible to everybody. It's why we own our manufacturing process from start to finish - beginning at our hemp farms in Central Oregon to our extraction, formulation, and packaging - all to deliver safe, effective CBD at an affordable price. We provide a 60% Assistance Program to veterans, individuals with disabilities, or those experiencing income challenges, because we believe everybody should be able to experience the benefits of CBD regardless of their financial situation.

Cycling Frog is normalizing the consumption of casual use THC products. We are on a mission to make THC convenient, affordable, and fun by making a sessionable THC beverage the same price as a beer or soda. We want to change the way THC is consumed and viewed by our society by focusing on lower potency, ready to drink beverages that can easily fit into anyone's lifestyle. Under the Federal Farm Bill it is legal to sell these low potency THC products across all 50 states via the internet, and anywhere you can grab a beer.

Job Responsibilities:

Brand Agnostic

• Develop, execute and iterate a cohesive brand marketing strategy for each brand that ties together all touch points; spanning across field marketing, product releases and development, sales, brand campaigns, and D2C campaigns.
• Lead a team to produce and develop all longform brand content creation, brand and creative direction, website and content aesthetics, field and experiential marketing, product portfolio management, and product design and direction.
• Manage all aspects of the brand and positioning. Develop and continually iterate and optimize the brand aesthetic, guidelines, design, and positioning. Partner with the D2C and Sales teams to develop the pitches and unique value proposition that we will use in the market and with different customer segments to differentiate, attract and retain customers. Work across the organization to ensure cohesive brand messaging and content across all channels.
• Lead the field and experiential marketing team to manage all in-person events and presence from the strategic inception and organizational alignment down to the detailed execution and presentation.
• Develop and execute the experiential and field marketing plan in partnership with the Sales team and National Field Marketing Manager. Develop a scalable plan for how to launch new states with beverage distributors so we can scale our business from a few key states to nationwide over the next 2-3 years and maintain a leading brand position.
• Manage the go to market strategy for new product launches. Develop product launch releases, sell sheets and information for D2C and Sales.
• Develop and execute the brand campaigns in partnership with the Leadership, D2C and Sales teams. Create national relevance through seasonal and evergreen campaigns.
• Partner with the DTC team to examine the holistic customer journey and ensure optimal brand presentation. Partner with the DTC team to implement programs that cultivate advocacy, promote customer loyalty and retention.
• Work collaboratively across the organization to define our target customer and prioritize and focus our efforts. Provide market insights and adapt the business to be successful in the marketplace.
• Create a culture that promotes and rewards initiative, growth, open communication, accountability and excellence.
• Develop and promote an environment that encourages constant experimentation and learning, wherein failure is normalized.
• Create focus and accountability within the company by developing appropriate KPIs and metrics and coordinating spend, compensation and promotions within these metrics.
• Develop and manage Marketing staffing and expense forecasts and budgets.
• Take a long term view of the organization and revenue. Focus on building a company that services our customers into the future and provides concrete value and solutions.

Cycling Frog

• Create cross-functional campaigns and event series to drive brand awareness and a 'cool factor' to the brand similar to what Red Bull did in the outdoor and extreme sports, finding niches that fit our brand position and target customers.
• Manage the product portfolio and Product team to lead Cycling Frog's product direction, innovation, and pricing. Partner with the R&D team to innovate and launch new products and ensure all new products are aligned with the brand - having an amazing taste, natural ingredients, appeal to our target audience, and can be priced affordably while being profitable.

Lazarus Naturals

• Develop the long term product and marketplace strategy for the brand, and determine how the brand needs to evolve and communicate its evolution into the future.
• Manage the product portfolio and Product team to lead Lazarus Natural's product direction, innovation, and pricing. Partner with the R&D team to innovate and launch new products and ensure all new products are aligned with the brand - effective products improve quality of life, contain natural ingredients at the proper serving size, can be be messaged cohesively with the rest of the brand offering, are sustainable & ideally organic, and can be priced affordably while being profitable.

Requirements

Requirements and Skills:

• 5+ years of senior level role managing brand and field marketing for food or beverage companies.
• 10+ years experience of hands-on field marketing, event logistics experience, design work, and/or product development.
• Experience at multiple sizes and maturities of companies, specifically at start ups and mid-stage companies.
• Passionate and skilled at recruiting, training, and coaching team members.
• Excellent communicator, able to build trusted relationships and clearly articulate key value propositions, processes and performance.
• Experience in using data analytics to monitor and evaluate event performance and programs against stated expectations, and to realign and change them to meet performance expectations.
• The ideal candidate has an entrepreneurial spirit, is highly collaborative, data driven and rigorous, and has a passion for building a sustainable, meaningful organization and business.
• Selfstarter with excellent prioritization skills and the ability to work in a fast-paced, results focused environment.
• Software experience: Hubspot/CRMs, Google Suite, Google Sheets/Excel, Adobe Illustrator and InDesign, and the ability and interest to learn new software.

Benefits

Benefits:

• Comprehensive benefits (medical, vision, and dental insurance)
• Employee discount program
• Fully stocked kitchen
• 401k plan
• FSA & commuter benefits
• 5 weeks of flexible PTO

Interested parties are encouraged to include a cover letter detailing why you think you could be a great fit, along with an updated resume. Thanks, and we look forward to hearing from you.

Veterans strongly encouraged to apply.

Lazarus Naturals is proud to be an equal opportunity employer and is committed to creating a diverse environment. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.