VP, Marketing & Brand Growth

Valid8 Financial, Inc.; Austin (TX); On-site; USD 180,000 - 240,000; Full time

Job summary

Good Culture seeks a Vice President of Marketing to lead and scale its marketing organization, reporting to the Chief Growth Officer. This leader will develop and execute an integrated strategy across brand, communications, creative, and innovation to drive growth and strengthen brand equity.

They will oversee consumer insights, shopper and trade marketing, and commercialization of new products, ensuring consistent consumer experience across retail, digital, social, and earned channels while

Qualifications

• 15+ years of progressive marketing leadership experience within consumer-packaged goods organizations.
• Proven success building and scaling CPG brands sold primarily through retail channels.
• Demonstrated track record leading significant business growth, ideally helping scale an emerging or challenger brand into a large national business.
• Deep expertise across brand management, innovation, shopper marketing, consumer insights, and integrated marketing.
• Strong understanding of both traditional CPG marketing and modern consumer engagement strategies, including social, content, influencer, partnerships, and digital media.
• Experience leading and developing high-performing teams and senior-level talent.
• Experience operating successfully in founder-led, PE-backed, and high-growth environments.
• Strong strategic thinking, analytical skills, and business acumen.
• Ability to balance long‑term vision with hands‑on execution.
• Exceptional communication, collaboration, and influencing skills.
• Demonstrated ability to lead with humility, build trust, and create alignment across teams.
• Passion for building brands that make a positive impact on consumers and the world around them.
• Bachelor's degree required; MBA preferred.

Responsibilities

• Develop and execute a consumer-insight led marketing strategy to support Good Culture's long-term growth ambitions and business objectives.
• Lead and integrate all marketing functions, including Brand Management, Marketing & Communications, Creative, and Innovation.
• Own the Good Culture brand strategy, ensuring a consistent and compelling brand experience across all consumer touchpoints, including retail, digital, social, influencer, partnerships, media, packaging, innovation, and earned channels.
• Lead annual brand planning and portfolio strategy, aligning marketing priorities with company growth objectives and category opportunities.
• Develop and execute integrated 360° marketing campaigns that drive brand awareness, trial, household penetration, loyalty, and revenue growth.
• Oversee all brand, innovation, retailer, seasonal, and product launch campaigns from strategy through execution, ensuring alignment across paid, owned, earned, shopper, experiential, and retail channels.
• Lead innovation commercialization efforts, partnering cross-functionally to successfully position, launch, and scale new products in the marketplace.
• Develop product positioning, value propositions, messaging frameworks, and go-to-market strategies that differentiate Good Culture and drive consumer adoption.
• Leverage consumer insights, category trends, competitive intelligence, and market analysis to develop an obsessive understanding of the Good Culture consumer, identify whitespace opportunities, inform innovation priorities, and strengthen brand competitiveness.
• Partner closely with Sales and Commercial teams to develop retailer-specific growth strategies and maximize in-market performance.
• Champion a modern approach to brand building that combines best-in-class CPG fundamentals with digital marketing, creator partnerships, community engagement, cultural relevance, and emerging consumer trends.
• Oversee creative development and ensure all consumer-facing communications, campaigns, packaging, and brand experiences reflect the quality, authenticity, and energy of the Good Culture brand.
• Bring a genuine creative point of view to the brand, a philosophy about what makes Good Culture distinct, and the conviction to protect and evolve that identity over time.
• Foster brave creative work by setting a high bar for what’s beautiful, original, and culturally relevant, and create the conditions for great work to happen across teams and agency partners.
• Establish clear performance metrics and ensure marketing investments deliver measurable business impact across brand and commercial objectives.
• Build, coach, and develop a high-performing marketing organization through three direct reports and their respective teams.
• Foster a culture of collaboration, accountability, continuous improvement, consumer obsession, and high performance.
• Serve as a key member of the leadership team, partnering cross-functionally to align priorities, drive growth, and help shape the future of Good Culture.

Skills

Marketing leadership

CPG brand building

Business growth

Brand management

Innovation

Shopper marketing

Consumer insights

Integrated marketing

Digital marketing

Influencer marketing

Team leadership

Growth environments

Strategic thinking

Analytical skills

Communication

Collaboration

Influencing

Leadership humility

Brand purpose

Education

Bachelor's degree

MBA preferred

Job description

Good Culture seeks a Vice President of Marketing to lead and scale its marketing organization, reporting to the Chief Growth Officer. This leader will develop and execute an integrated strategy across brand, communications, creative, and innovation to drive growth and strengthen brand equity.

They will oversee consumer insights, shopper and trade marketing, and commercialization of new products, ensuring consistent consumer experience across retail, digital, social, and earned channels while