Director / Senior Director, Brand Marketing

THE COMPANY

Gainful is changing the way people shop for nutrition products to support their active lifestyle and help them achieve their fitness goals. Launched in 2017, Gainful is backed by some of the world’s best venture investors (including Y Combinator, Dorm Room Fund, BrandProject, Courtside VC, Technogym, AF Ventures, and Round13 Capital). Gainful combines personalization with the highest quality ingredients to make sports nutrition accessible for every body. Our first 3 products are Personalized Protein Powder, Hydration, and Pre-Workout and we recently released performance boosts (collagen, fiber and creatine). We have a huge 2023 planned - more products, more channels, more partnerships and we need incredible people to help us!

THE ROLE

We're looking for a Director/Senior Director, Brand Marketing to own and execute Gainful’s overall brand marketing strategy. You will play a vital role in growing awareness, driving engagement, and fostering loyalty and love for Gainful..

The Director/Senior Director, brand Marketing will deliver Gainful’s brand marketing initiatives to drive brand awareness, build consumer sentiment and ultimately drive user acquisition and retention. You will be responsible for building upon the brand foundations, overarching brand strategy, and translating those into integrated campaigns and activation across social, PR, influencers, partnerships and other key channels. You will also own the creative and content production process. And you will do it with a start-up and gritty mindset - you are happy to think outside the box and capable of finding innovative solutions to achieve brand awareness with an efficient use of the budget allocated to you.

WHO YOU ARE:

You are passionate about living a healthy lifestyle and want to be a part of something that will meaningfully make people’s lives better. You are excited to join an early brand and do whatever it takes to build this brand. You are a natural brand storyteller, with deep experience in brand building and development and a proven track record in developing marketing strategies and executing across a number of mediums. You thrive in ambiguity. You are particularly adept at bringing a brand story to life through organic and earned channels, while also inspired to test and experiment with new ways to reach consumers.

You are both a left and right-brain thinker – responsible for efficient new customer acquisition with a finely-tuned understanding of who loves our brand and why. You want to know as much about the personality traits of our customers. You can quickly gain a strong understanding of our consumers’ behavior and can turn data and insights into actionable plans for building a strong base of brand loyalists. You are a strategic thinker, and are not afraid to be nimble and change directions as we continue to grow and learn more about our audience and consumer base.

You’re not reliant on huge marketing budgets to achieve awareness, but are happy to think outside the box.

RESPONSIBILITIES

• Manage Gainful's overall brand strategy and the execution of this strategy.
• Own all aspects of Gainful's brand and its implementation across channels, including social, content production, communication strategy, public relations, influencer marketing, events and partnerships
• Provide creative direction of copy and visual identity to maintain brand integrity across all consumer touchpoints.
• Lead the go-to-market strategy, planning, and execution for all product launches and marketing campaigns.
• Own the cross-functional marketing calendar to deliver streamlined messages across email, social, and digital platforms.
• Oversee the organic Gainful social platforms (including primary channels Instagram, TikTok, and Facebook community group) in partnership with Social Manager to drive engagement with current and prospective customers across social channels including Instagram, TikTok, Facebook, Discord, etc.
• Serve as the brand lead to deliver performance-driven content marketing success across traditional ad channels and blog.
• Drive influencer marketing initiatives in partnership with Influencer Coordinator to deliver top quality UGC content and influencer engagement across key platforms.
• Be a thought partner and collaborator with the broader marketing team to integrate brand initiatives.
• Partner with the Creative, Growth, Digital, and Product teams to develop content that supports brand awareness and brand/product storytelling.
• Partner with the Director of Product Innovation to develop the value proposition and positioning of Gainful personalized products.
• Use customer insights and data to evaluate ongoing marketing success, informing future improvements and changes in the brand communication strategy
• Own the brand marketing budget
• Manage relationships with external marketing agencies
• Help build the marketing team as we scale

PREFERRED EXPERIENCE

• Bachelor’s degree in marketing, business, MBA preferred
• 7-10 years managing editorial calendar and content plan across social channels including Instagram, TikTok
• Experience overseeing Influencer Marketing including gifting, content creation or partnership on paid content.
• Experience in direct-to-consumer and/or e-commerce or retail
• Experience with content development for blog
• Ability to form a deep understanding of our customer and how to connect with them through all forms of marketing content

NICE TO HAVES

• Experience in fitness or nutrition
• Experience leading qualitative and/or quantitative research efforts