Vice President of Marketing

Responsibilities

• Brand Strategy & Market Positioning - Own and lead BEDGEAR's overall brand and marketing strategy, establishing a clear vision, positioning, and long-term priorities aligned with company growth objectives. - Develop and execute brand-building initiatives that strengthen consumer awareness, brand equity, differentiation, and market presence. - Define and maintain consistent brand messaging, identity, and storytelling across all marketing channels and consumer touchpoints. - Analyze consumer insights, competitive activity, market trends, and industry developments to identify opportunities for brand growth and market expansion.
• Integrated Marketing & Channel Leadership - Oversee marketing strategy and execution across direct-to-consumer, retail, wholesale, digital, partner marketing, events, and other brand-building initiatives. - Develop integrated marketing plans that align brand campaigns, product launches, promotional activities, and channel-specific objectives. - Partner with Sales, eCommerce, Merchandising, Product, and other business leaders to align marketing initiatives with commercial priorities, ensuring consistent messaging and maximum business impact. - Lead marketing communications, partnerships, sponsorships, and brand ambassador initiatives that expand brand reach and consumer engagement. - Support international marketing strategy and market expansion initiatives in alignment with broader business objectives.
• Direct-to-Consumer & Performance Marketing - Provide executive leadership over BEDGEAR's DTC and performance marketing strategy, including paid media, digital advertising, and customer acquisition initiatives that drive engagement, conversion, and revenue growth. - Establish measurable performance objectives and evaluate marketing effectiveness through key performance indicators, campaign results, and return on marketing investment. - Partner with eCommerce leadership to align brand storytelling, digital customer experience, promotional strategies, and conversion objectives. - Leverage consumer data, analytics, and performance insights to optimize marketing investments and identify opportunities for profitable growth.
• Creative Strategy & Brand Experience - Lead BEDGEAR's overall creative vision and direction across advertising, digital content, retail environments, product launches, and marketing collateral. - Guide Creative and Marketing leadership in translating brand strategy into impactful campaigns and consumer-facing experiences. - Establish creative standards and approval processes that maintain brand consistency, quality, and alignment with strategic objectives. - Champion innovative storytelling and creative approaches that strengthen BEDGEAR's competitive positioning and consumer connection.
• Marketing Leadership & Organizational Development - Lead and develop a multidisciplinary marketing organization, establishing clear accountability, performance expectations, and departmental priorities. - Build an effective leadership structure that empowers department leaders to independently manage execution while remaining aligned with the broader marketing strategy. - Recruit, mentor, and develop marketing talent while fostering a high-performing, collaborative, and results-driven team. - Establish clear decision-making authority, operating processes, and communication standards to ensure efficient and consistent execution across the Marketing function.
• Agency & External Partner Management - Oversee relationships with external marketing agencies, creative partners, media agencies, and other strategic service providers. - Establish agency objectives, scopes of work, performance expectations, budgets, and accountability measures. - Evaluate agency performance and lead strategic partnership decisions to ensure quality, brand alignment, measurable results, and return on investment. - Determine the appropriate balance of internal capabilities and external agency resources to support business priorities.
• Marketing Budget, Performance & Executive Accountability - Own the development, allocation, and management of the overall marketing budget, ensuring investments align with strategic priorities and business objectives. - Establish department-wide KPIs, performance reporting, and success criteria across brand, creative, digital, and channel marketing initiatives. - Evaluate marketing effectiveness through financial performance, consumer insights, campaign results, and historical data to inform future strategies. - Provide executive leadership with regular reporting on marketing performance, strategic progress, investment effectiveness, and opportunities for improvement. - Serve as the executive owner of marketing priorities and decisions, independently directing the department while maintaining alignment with the CEO and company leadership.
• Please note that this job description is not intended to provide an exhaustive listing of tasks, activities, or responsibilities required of the employee in this role. Tasks, responsibilities, and duties may change without notice.
• What Makes Someone Successful Here Success in this role comes from combining executive-level strategic vision with strong operational leadership and measurable business accountability. The ideal candidate has a proven ability to build and scale consumer brands, lead multidisciplinary marketing teams, and balance long-term brand development with immediate commercial priorities. They bring strong business judgment, financial acumen, and a data-driven approach to marketing decisions while fostering collaboration across executive leadership, Sales, eCommerce, Creative, Product, and external partners. The ability to independently establish priorities, develop leadership talent, and drive sustainable growth is essential.
• Our Core Values We Look For Team Members Who Are Hungry - Motivated, driven, and eager to grow. Humble - Team-first and open to feedback. Curious - Always learning and looking for better ways to work. Clever - Resourceful problem-solvers who think critically. Committed - Dependable and accountable to results. Humanitarian - Respectful, supportive, and invested in helping others succeed.

Requirements

• Must be 18 years of age or older
• Must be legally authorized to work in the United States and have IDs needed to verify
• English literate and proficient (reading, writing, speaking, comprehension)
• Successful completion of a criminal background check is required

Preferred

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field preferred.
• 12+ years of progressive marketing experience, including significant leadership responsibility within a consumer goods or lifestyle brand, preferred.
• 7+ years of experience leading and developing marketing teams, including managing senior leaders and multidisciplinary functions, preferred.
• Demonstrated success developing and executing comprehensive brand marketing strategies for established or growing consumer-facing brands preferred.
• Extensive experience in both B2B and B2C marketing environments, including retail, wholesale, and direct-to-consumer channels, preferred.
• Proven experience leading DTC performance marketing initiatives within an eCommerce-driven consumer brand preferred.
• Experience overseeing creative strategy, integrated marketing campaigns, and brand development across multiple consumer touchpoints preferred.
• Demonstrated experience managing external marketing agencies, strategic partners, and significant marketing budgets preferred.
• Experience driving measurable business growth through consumer insights, performance analytics, and integrated marketing strategies preferred.
• Experience within the bedding, home furnishings, wellness, apparel, or broader consumer lifestyle industries preferred.