Director of Marketing

(Exempt)

Company Overview: Ethos Pet Brands is the parent company of Natural Balance® and Canidae® pet brands.  By joining forces under Ethos Pet Brands, these premium pet food brands strengthen their commitment to delivering the highest quality nutrition. We believe in the power of strong brands to connect with pet parents and create meaningful experiences.

The Director of Marketing will work remotely and report to the SVP of Marketing. This role is responsible for leading the Canidae brand strategy, Canidae innovation and product portfolio and the integrated marketing plans that drives profitable growth through paid, earned and owned channels. The Director will own the brand plans and budget for Canidae to ensure all brand and demand-driving initiatives are aligned to business goals and executed with excellence.

The ideal candidate is a self-driven brand leader who blends strategic brand building with performance accountability - someone who can build high-impact plans, and use insights and analytics to drive executional excellence. This person will thrive in a fast-paced environment, lead cross-functional workstreams, and build strong partnerships with cross functional partners of sales, agencies, operations, finance and executive leadership to deliver business results. The key responsibilities and duties of this position include, but are not limited to: 

Brand Strategy & Integrated Marketing Planning

• Own brand strategy, positioning, and annual marketing plans aligned to company growth objectives.

• Lead annual and quarterly planning across brand, innovation, media and retail programs.

• Translate business goals into clear marketing strategies across channels (brand building + demand generation).

• Champion consumer-first storytelling and ensure brand consistency across every touchpoint.

• Develop an expertise for brand analytics to help identify growth opportunities

Integrated Campaigns & Creative Leadership

• Develop full-funnel campaign strategies (awareness, consideration, conversion, loyalty) and own the in-market execution and optimizations.

• Lead briefing and feedback loops with creative partners and agencies to deliver best-in-class creative and messaging.

• Guide content strategy (social, creator, email, website, retailer content, innovation) to support core brand initiatives and product priorities.

• Ensure brand tent poles align with retailer moments, seasonal themes, and promotional windows.

Growth, Performance & Measurement

• Own key marketing KPIs tied to brand and business outcomes (brand equity, trial/repeat, retail velocity, distribution, share, e-comm conversion, and paid, owned and earned performance metrics).

• Partner with analytics to interpret performance, identify insights, and build a test-and-learn culture across creative, media, and retail programs.

• Deliver executive-ready updates on performance, learnings, and recommended actions.

Retail, Sales & Shopper Collaboration

• Partner closely with Sales and Retail Marketing to build programs that drive velocity at key retailers.

• Ensure marketing strategies support retailer priorities, category insights, and in-store/digital retail execution (PDP content, onsite media, promotions, displays, events).

• Collaborate on sell-in narratives, retailer presentations, and go-to-market support.

Innovation & Product Launch Leadership

• Lead innovation pipeline development and execution, including concept development, product briefs & development, and go-to-market launch plans.

• Partner cross-functionally (R&D, operations, finance) to align timing, investment, and launch readiness.

• Build launch tools that scale across retailers and e-commerce.

Budget, Agency & Team Leadership

• Own brand marketing budget and resource allocation to maximize impact, efficiency and deliver on annual brand plan.

• Serve as a brand leader to agencies (creative, media, owned): set direction, manage deliverables, ensure quality and timelines.

• Lead, coach, and develop marketing talent (direct reports and/or cross-functional teams), setting clear expectations and creating accountability.

Process, Tools & Continuous Improvement

• Stay current on platform shifts and modern marketing capabilities (measurement, retail media, automation/AI tools) and apply learnings to improve outcomes and brand impact.

• Build scalable playbooks and templates that improve speed, quality, and consistency.

MINIMUM QUALIFICATIONS

• Bachelor’s degree in Marketing, Business, or a related field (or equivalent experience).

• 10+ years of marketing experience with significant brand leadership responsibilities; CPG experience strongly preferred (pet category a plus).

• Proven track record leading integrated marketing plans that drive measurable business growth across retail and e-commerce.

• Experience leading agencies and cross-functional teams; strong ability to influence without authority.

• Strong analytical and strategic capability—comfortable using data to guide decisions and measure impact (brand health, MMM concepts, retail/e-comm performance).

• Excellent communication skills and ability to translate strategy into clear briefs and actionable plans.

• Must be eligible to work in the US and willing to submit a background check and pre-employment drug screening.

COMPETENCIES & GENERAL SKILLS

• Results driven, with excellent follow-through in commitments

• Solid communication skills both written and oral

• Strong leadership and collaboration skills

• Excellent attention to detail and project management

• Thrive in a fast-paced culture of change and innovation; has the ability to think on your feet and pivot on a dime.

• Willingness to take on responsibility above stated role and also complete more executional work when needed (startup culture)

• Ability to work independently and involve cross-functional teams and leadership when appropriate.

• A roll-up-your-sleeves attitude with a bias towards action; a self-starter who takes initiative rather than waiting for direction

• Complete work with integrity and positive attitude

• Ability to travel 25%.   

BENEFITS

• 401K

• Medical

• Dental

• Vision

• HSA & FSA

• Short Term Disability

• Long Term Disability

• Pet Insurance

• Life Insurance

• Employee Assistant Program

• And more!

Ethos is proud to be an Equal Employment Opportunity and Affirmative Action employer. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. All employment is decided on the basis of qualifications, merit, and business need.