Director of Marketing

GoodPop Director of Marketing Location: Remote Reports to: VP of Marketing About GoodPop Since 2009, GoodPop has been on a mission to clean up the classic treats we're nostalgic for - offering better-for-you frozen pops made of real ingredients with less sugar and nothing artificial. From the high-quality ingredients they ethically source to how they care for their partners and planet, GoodPop exists to give back to communities one treat - and good deed - at a time. GoodPop products come in 20+ delicious flavors and are available nationwide at Whole Foods, Sprouts, Publix, Walmart, Kroger, Costco, and more. About the Role GoodPop is looking for a Director of Marketing to lead both the art and science of growth. This is a rare opportunity to own GoodPop's brand identity while simultaneously driving measurable, channel-specific marketing performance across retail and digital acquisition. This leader will shape and scale GoodPop's brand vision across every stage of the consumer journey - from awareness and trial to conversion, loyalty, and in-store velocity - while building a data-driven performance marketing engine that connects spend to real sales outcomes. You'll combine strategic thinking with strong execution, turning consumer insights into effective marketing programs and growth initiatives. Key Responsibilities Brand Strategy & DNA Challenge and sharpen GoodPop's brand strategy to build a distinctive identity that supports growth. Develop a brand voice that is premium, playful, warm, and unmistakably GoodPop. Bring the brand to life through distinctive storytelling across consumers, shoppers, and retail touchpoints. Build clear brand architecture across the core portfolio and future innovations. Consumer Insights Use consumer research to identify insights about the category, the brand, purchase triggers, and barriers. Apply those insights to sharpen brand strategy and voice. Build a disciplined test-and-learn approach across messaging, packaging, claims, shopper activation, and channel-specific marketing. Product Messaging & Positioning Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate GoodPop in the market. Own positioning and narrative development for the product portfolio, translating brand strategy into clear briefs that guide copywriters, designers, and agency partners. Support the development of sales materials and presentations to enable the Sales team. Campaign Development & Execution Develop and execute impactful marketing plans across retail, club, online, and emerging channels. Drive awareness, trial, and repeat through a mix of brand-building and performance marketing initiatives. Partner with Sales to connect marketing investment to distribution growth, velocity, and retailer priorities. Retail & Shopper Marketing Drive shoppers to GoodPop's retail partners - Whole Foods, Target, Sprouts, Costco, HEB, Publix, and beyond. Manage geo-targeted advertising, store locator campaigns, and retailer promotions with paid media. Track KPIs including store locator clicks, sales lift studies, and coupon redemptions. Digital & Lifecycle Marketing Manage and optimize paid channels including Meta (Facebook/Instagram), Google Search & YouTube, TikTok, and Pinterest to drive awareness, trial, and purchase intent. Working in partnership with Sales to optimize our retail media networks (Instacart). Drive trial of new & portfolio products through targeted campaigns focused on retailer visits and in-store conversion. Own key performance metrics including ROAS, CAC, incremental sales, and new-to-brand customer acquisition. Improve email performance, SMS campaigns, loyalty programs, and retention. Track repeat purchase rate and LTV to measure lifecycle marketing effectiveness. Qualifications & Experience 10+ years of CPG marketing experience, with a blend of brand strategy and performance/digital marketing. Experience in both established CPG environments and emerging food/better-for-you brands preferred. Proven track record translating brand strategy into measurable consumer and retail growth. Experience executing omnichannel strategy across Grocery, Mass, Club, and emerging channels. Analytical mindset with experience using consumer insights, retail data, and brand health metrics. Senior enough to set the strategy, practical enough to make the work happen. Who You Are Strategic and hands-on: You can define the brand platform and still improve the retail sell-in deck, launch brief, or paid campaign creative. Consumer-led and commercially sharp: You care deeply about the consumer, but you know marketing must drive trial, velocity, and repeat purchase. Brand builder + performance operator: You know how to make a brand feel distinctive and emotionally relevant without losing commercial discipline. Data-informed and practical: You use insights and metrics to make better decisions while keeping momentum in a fast-moving environment. Collaborative leader: You work well with Sales, R&D, Finance, Operations, agencies, and founders. Builder mentality: You enjoy creating systems, teams, processes, and marketing muscle that can scale. Why Join GoodPop? Empowered leadership role combining brand and performance at a growing better-for-you brand with real national scale. Shape GoodPop's next chapter - from building brand love to driving measurable growth at retail and online. Partner directly with founders and senior leadership, with significant room to grow. Open and ambitious team with a genuine passion for product quality and doing good. Competitive base salary of $130,000 - $150,000 based on experience, plus performance bonus and benefits.