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The Role:
The VP Brand Marketing and Strategy will lead the creative expression and evolution of the Meati Brand, reporting to the CMO. This position is part of creating a new category, building a beloved global brand and transforming how consumers think about and experience food. The VP Brand Marketing and Strategy will work cross-functionally and with senior leadership to define and execute a clear and ambitious vision to establish Meati as a new American staple, delivering on business goals and changing culture in the process. This position plays a significant role in supporting the overall GTM strategy, and commercial execution is just as important as strategic planning. The ideal candidate will have CPG experience, ideally in food, with a strong desire to roll up their sleeves and grow a brand from pre-launch to powerhouse.
Responsibilities:
- Collaboratively lead marketing efforts in partnership with VP Brand Communications
- Express and expand Meati’s brand strategy, based on strong consumer, customer, category, and market insights, with the benefit of strong instincts and a predisposition toward execution
- Establish and maintain core elements of brand strategy and identity including value proposition, visual and verbal identity as well as experience principles, with the ability to optimize for resonance with multiple audiences
- Drive audience research and segment(s) definition, developing a comprehensive picture of the Meati path to purchase, and share that definition and priorities throughout the business
- Be the voice of the consumer, informing core messaging, driving adoption and understanding with our target audiences
- Lead cross-functional teams to execute marketing strategies aligned with product and company goals, mentor and develop junior team members into the leaders of the future
- Use data, technology, and creative solutions to build a differentiated brand experience
- Lead creation of messaging framework and resulting owned content, creating a brand experience in partnership with the Director, Digital Experience, that drives trial, repeat and word-of-mouth
- Represent the voice of the market in the new product innovation process; lead new product marketing launches, including developing assets and driving to launch
- Establish and track brand KPIs across the customer journey, such as awareness, engagement, satisfaction, referrals, and overall sentiment
Qualifications:
- 10+ years’ experience leading brand strategy and brand marketing, global brand experience a plus
- CPG Food experience, preferred
- Demonstrated ability to drive brand strategy, consumer and market insights, and product development/innovation and commercialization to revolutionize category identity and growth
- Impeccable writing ability and a passion for design
- Awareness of cultural and consumer trends
- Strong relationships with past Creative teams
- Ability and comfort flexing between left/right brain
- Agency experience a strong plus
Don’t meet every single requirement? Studies have shown that women and people of color are less likely to apply to jobs unless they meet every single qualification. At Meati™ we are dedicated to building a diverse, inclusive and authentic workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.
Compensation:
The base salary range for this role is $200,000 to $250,000 annually, which is just one aspect of our total compensation package. In addition to the salary, this position is eligible for a potential annual bonus and equity! Actual compensation may vary based on skills, experience, and location.
Benefits:
- Medical, Dental, and Vision insurance at no cost to the employee (for employee-only coverage)
- 401K with company match
- Generous Paid Time Off (PTO) and Floating Holidays
- Monthly reimbursements for personal health and wellness expenses
- Mental health programs at no cost
- Parental Leave, Short-Term & Long-Term Disability coverage, and AD&D
Equal Employment Opportunity: Eat Meati™ is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.
Successful applicants for this position must be fully vaccinated against COVID-19 as a condition of employment. Vaccine verification will be required prior to the start of employment at Eat Meati™.
About Eat Meati™
Based in Boulder, Colorado, Eat Meati™ is on a mission to build Good Energy™ from the ground up. We work closely with Mother Nature to cultivate the complete protein she intended — one that’s been the root of our living world for millennia. We’re connecting and empowering eaters everywhere to evolve energetically. We believe food should be simple, clean, and of course, delicious, which is why grow and nourish our mushroom root to create nutrient-rich, whole food protein everyone can enjoy. Get to know more about Meati™ at meati.com.
Our team is passionate about making the world a better place through good health and wellness, positive climate impact, and equitable access to nutrition around the world. This passion translates into the culture of our office, making Eat Meati™ a lively, enjoyable, innovative, and inclusive place to work. This is an exciting time to be a part of the Meati™ team and the growing plant-based meat category.
The Role:
The VP Brand Marketing and Strategy will lead the creative expression and evolution of the Meati Brand, reporting to the CMO. This position is part of creating a new category, building a beloved global brand and transforming how consumers think about and experience food. The VP Brand Marketing and Strategy will work cross-functionally and with senior leadership to define and execute a clear and ambitious vision to establish Meati as a new American staple, delivering on business goals and changing culture in the process. This position plays a significant role in supporting the overall GTM strategy, and commercial execution is just as important as strategic planning. The ideal candidate will have CPG experience, ideally in food, with a strong desire to roll up their sleeves and grow a brand from pre-launch to powerhouse.
Responsibilities:
- Collaboratively lead marketing efforts in partnership with VP Brand Communications
- Express and expand Meati’s brand strategy, based on strong consumer, customer, category, and market insights, with the benefit of strong instincts and a predisposition toward execution
- Establish and maintain core elements of brand strategy and identity including value proposition, visual and verbal identity as well as experience principles, with the ability to optimize for resonance with multiple audiences
- Drive audience research and segment(s) definition, developing a comprehensive picture of the Meati path to purchase, and share that definition and priorities throughout the business
- Be the voice of the consumer, informing core messaging, driving adoption and understanding with our target audiences
- Lead cross-functional teams to execute marketing strategies aligned with product and company goals, mentor and develop junior team members into the leaders of the future
- Use data, technology, and creative solutions to build a differentiated brand experience
- Lead creation of messaging framework and resulting owned content, creating a brand experience in partnership with the Director, Digital Experience, that drives trial, repeat and word-of-mouth
- Represent the voice of the market in the new product innovation process; lead new product marketing launches, including developing assets and driving to launch
- Establish and track brand KPIs across the customer journey, such as awareness, engagement, satisfaction, referrals, and overall sentiment
Qualifications:
- 10+ years’ experience leading brand strategy and brand marketing, global brand experience a plus
- CPG Food experience, preferred
- Demonstrated ability to drive brand strategy, consumer and market insights, and product development/innovation and commercialization to revolutionize category identity and growth
- Impeccable writing ability and a passion for design
- Awareness of cultural and consumer trends
- Strong relationships with past Creative teams
- Ability and comfort flexing between left/right brain
- Agency experience a strong plus
Don’t meet every single requirement? Studies have shown that women and people of color are less likely to apply to jobs unless they meet every single qualification. At Meati™ we are dedicated to building a diverse, inclusive and authentic workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.
Compensation:
The base salary range for this role is $200,000 to $250,000 annually, which is just one aspect of our total compensation package. In addition to the salary, this position is eligible for a potential annual bonus and equity! Actual compensation may vary based on skills, experience, and location.
Benefits:
- Medical, Dental, and Vision insurance at no cost to the employee (for employee-only coverage)
- 401K with company match
- Generous Paid Time Off (PTO) and Floating Holidays
- Monthly reimbursements for personal health and wellness expenses
- Mental health programs at no cost
- Parental Leave, Short-Term & Long-Term Disability coverage, and AD&D
Equal Employment Opportunity: Eat Meati™ is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.
Successful applicants for this position must be fully vaccinated against COVID-19 as a condition of employment. Vaccine verification will be required prior to the start of employment at Eat Meati™.
About Eat Meati™
Based in Boulder, Colorado, Eat Meati™ is on a mission to build Good Energy™ from the ground up. We work closely with Mother Nature to cultivate the complete protein she intended — one that’s been the root of our living world for millennia. We’re connecting and empowering eaters everywhere to evolve energetically. We believe food should be simple, clean, and of course, delicious, which is why grow and nourish our mushroom root to create nutrient-rich, whole food protein everyone can enjoy. Get to know more about Meati™ at meati.com.
Our team is passionate about making the world a better place through good health and wellness, positive climate impact, and equitable access to nutrition around the world. This passion translates into the culture of our office, making Eat Meati™ a lively, enjoyable, innovative, and inclusive place to work. This is an exciting time to be a part of the Meati™ team and the growing plant-based meat category.
