Origin & Story Coffee

Chief Marketing Officer DTC (Founding, Equity-Only)

San Francisco, CA (Remote)

Salary Not AvailableDirector/ExecutiveFull time

Posted 2 months ago

Top 1% of applicants do these two things.

The other 99% submit and hope. You're about to do something different.

Job Summary

Drive Origin & Story’s growth through end-to-end DTC marketing leadership, focusing on brand, social, retention, and cross-functional execution.

  • Owns the marketing strategy, brand narrative, and quarterly priorities.
  • Must-have: strong DTC leadership with brand-led, retention-focused expertise.
  • Proven credibility across creators, partnerships, and founders in a remote equity-startup context.

Job Description

Responsibilities

  • Marketing strategy and brand presentation: the overall thesis for how Origin & Story acquires, converts, retains, reactivates, and grows brand awareness, plus how we present across every market-facing surface. Positioning, narrative, quarterly priority stack.
  • Social media, organic, and brand awareness: native social strategy across TikTok, Instagram, YouTube. Editorial calendar, content modes, drop content arcs, trend response, PR and earned media, referral and gifting.
  • Campaign design and creative direction: concept, narrative arc, channel mix, sequencing, and the strategic brief that becomes creative work.
  • Launch and drop campaigns: the full arc of each month's roaster story across pre-launch warming, launch-day execution, and post-launch retention.
  • Creator and affiliate program (with Head of Influencer): calendar fit, attribution standards, gifted seeding versus paid partnerships, whitelisting, commercial framing.
  • Retention marketing: end-to-end lifecycle in Klaviyo, save and pause/skip/swap, dunning, reactivation and win-back, cohort reviews (D0, D30, D60).
  • Market and customer research: qualitative voice of customer, cohort and channel analysis, competitive landscape, win-loss.
  • Paid readiness: the brief for when and how to resume paid, experiment design (holdouts, geo, incrementality), MER and payback guardrails, contractor or agency selection.

Requirements

  • Modern DTC operator at scale: marketing leader (CMO, VP Marketing, GM, Head of Growth, Head of Brand) at a notable modern DTC brand with strong brand and social presence.
  • Deep social media marketing fluency across TikTok, Instagram, YouTube; ability to brief into platform algorithms; experience with brand-led, creator-led, employee-led, founder-led, or UGC strategies.
  • Marketing strategy and creative direction experience; owned prioritization and brand/showing up in market; ability to write briefs for creative teams.
  • DTC subscription or recurring revenue depth; experience with renewal rate, first-to-second-box conversion, churn, save/activation.
  • Lifecycle and retention depth; fluent in Klaviyo (ESP architecture, segmentation, A/B testing, deliverability); SMS literacy a plus (Attentive, Postscript).
  • Paid media literacy: experience with MER, payback, post-iOS14 attribution, incrementality, guardrails for velocity and quality.
  • Tooling fluency: Shopify, native social analytics, UGC/creator platforms, Klaviyo, Recharge or similar, attribution platforms (e.g., Triple Whale, Northbeam, Rockerbox), reviews, referral.
  • Cross-functional credibility: credible peer to creative/brand, creator partnerships, and founders.

Preferred

  • Bonus: curiosity about specialty coffee, roasting, and how people brew at home.