Vice President of Marketing

Shelby American, Inc.; Smithville (WA); On-site; USD 120,000 - 180,000; Full time

Job summary

A leading company in the food service industry is seeking a Vice President of Marketing to drive growth and elevate brand visibility. The role involves leading brand strategy, digital content, and sales enablement while managing a high-performing team. The ideal candidate will have a strong background in digital marketing and brand transformation, with a proven track record in the industry.

Qualifications

• 10 years of related experience with at least 5 years at Director or VP level.
• Proven success leading brand transformation and integrated marketing strategy.

Responsibilities

• Lead brand strategy, identity, and management across markets.
• Oversee content development for digital campaigns and social media.
• Manage marketing budget and establish KPIs for performance.

Skills

Leadership

Communication

Project Management

Digital Marketing

Brand Storytelling

Education

Bachelor’s degree in Marketing

MBA

Job description

Description

Are you a strategic marketing leader ready to drive growth, elevate brand visibility, and lead a high-performing team? We are seeking a Vice President of Marketing to join our executive team and lead the charge in shaping the future of our marketing and communications strategy.

The Vice President of Marketing at SHG leads brand vision, strategy, and execution across domestic and international markets. This role is accountable for developing SHG's parent brand and establishing a clear, scalable brand architecture that supports distinct positioning, growth, and identity for each brand in the SHG portfolio. The VP ensures brand alignment and market impact across all touchpoints, reinforcing SHG’s reputation for operational excellence, quality, and ease of doing business. The VP of Marketing will own the company's digital, social, content, advertising, sales enablement tools, and product photography functions while aligning closely with product, sales, and executive teams.

Key Responsibilities

Brand Strategy, Identity, and Management

• Design and lead the development of SHG’s overarching brand architecture, identity, and messaging, while establishing and evolving the strategic positioning of each brand within the SHG portfolio
• Establish a brand framework where SHG represents the shared foundation of operational excellence and quality, while enabling each brand in the portfolio to maintain its distinct identity and strategic market position
• Oversee rebranding and repositioning efforts to ensure each brand has a distinct voice, market identity, and heritage that contribute to the growth of SHG as a whole
• Collaborate with product management and sales to align product placement, portfolio differentiation, and feature strategies with brand positioning—ensuring each offering supports brand integrity, avoids overlap, and maximizes market growth opportunities across channels
• Provide leadership to industrial design development, ensuring each brand evolves with a distinct, updated visual identity that supports its positioning while maintaining compatibility where needed for manufacturing and merchandising
• Ensure brand consistency across all platforms, including websites, social, print, product, and retail environments
• Translate competitive research, market research, industry trends, and consumer insights into compelling brand strategies

Digital & Content Strategy

• Oversee content development across all SHG brand's websites, digital campaigns, social media platforms, and email marketing
• Direct the creation of compelling photo, video, motion graphics, and editorial content for sales, marketing, and brand storytelling
• Lead web content management, for SHG website, all SHG brand's websites, and associated portals (dealer, buying groups, service, etc.), ensuring accurate, high-impact presentation
• Implement strategies to grow SHG and all SHG brand's digital community, engagement, and reach

Go-to-Market Execution & Product Launches

• Partner with product development, product management, sales and engineering to drive strategic launch plans, messaging, and positioning for new products
• Build and manage comprehensive go-to-market campaigns that integrate across marketing, sales, and channel partners
• Coordinate rollout of all product collateral, training tools, and media kits to internal and external stakeholders

Sales Enablement & Trade Support

• Develop and oversee creation of sales tools, assets, presentations, brochures, and point-of-sale materials
• Work closely with sales leadership to align marketing with revenue targets, dealer programs, and national accounts
• Support engagement across all sales channels by developing and delivering branded programs, merchandising strategies, and showroom experiences that reflect each brand’s identity and enhance SHG's market presence

Advertising, Public Relations & Events

• Direct all brand advertising and media strategies, managing relationships with agencies and media partners
• Lead public relations efforts including press releases, influencer campaigns, media outreach, and crisis communication
• Plan and execute key events, including trade shows, conferences, and SHG-hosted experiences

Team Leadership & Budget Management

• Build and lead a high-performing marketing team with deep capabilities in brand, content, digital, creative, and field marketing
• Manage the overall marketing budget, ensuring spend aligns with strategic priorities and delivers measurable ROI
• Establish KPIs and regularly report on marketing performance, customer impact, and brand metrics to executive leadership

Requirements

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or related field (MBA preferred)
• 10 years of related experience with at least 5 years at Director or VP level in the food service industry
• Proven success leading brand transformation and integrated marketing strategy
• Strong experience in digital marketing, brand storytelling, web platforms, social media, and e-commerce
• Demonstrated ability to partner cross-functionally with Sales, Product, and Executive teams
• Excellent leadership, communication, and project management skills

Key Competencies

• Strategic vision with creative execution
• Data-driven decision making
• Customer and channel partner-centric thinking
• Hands-on leadership with the ability to scale and build teams
• Proven ability to manage complex projects with cross-functional teams and tight timelines