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VP of Brand & Creative

Company: Casper
Location: New York
Posted on: August 7, 2022

Job Description:

Looking for a job to get you out of bed?

Casper is looking for a strong and dynamic brand marketer with an eye for Creative to join our team as the VP of Brand & Creative. We are looking for an experienced brand builder who can blend the art & science of marketing to produce relevant, compelling & fun consumer touchpoints. This individual will help concept and drive execution of overarching brand & product messaging, all consumer touch points, and go-to-market strategy. This role is best suited for someone commercially minded with an inclination towards out-of-the-box thinking.

Casper (Casper.com) believes everyone should sleep better. The Sleep Company has a full portfolio of obsessively engineered sleep products-including mattresses, pillows, bedding, and furniture-designed in-house by the Company's award-winning R&D team at Casper Labs. In addition to its e-commerce business, Casper owns and operates Sleep Shops across North America and its products are available at a growing list of retailers.

We are deeply committed to building a diverse and inclusive workforce so that we represent all those who dream big equally.

When you're not catching zzz's, this is what you'll do

OMNI-CHANNEL BRAND AND CAMPAIGN DEVELOPMENT

  • Ensure a cohesive brand story, messaging strategy and go-to-market execution for all customer/prospect segments, including direct, retail and wholesale channels
  • Plan marketing initiatives and provide strong leadership to determine the best use of marketing investment ensuring proper planning, management, controls, execution, analysis and measurement
  • Develop strategies and tactics that support the overall brand mission along with product marketing specifics when relevant, driving both increased brand awareness and conversion
  • Supervise execution of brand marketing initiatives in a digital-first, metric-driven environment
  • Lead the teams responsible for integrated brand marketing plans to include: TV, Radio, Digital, Print, OOH, Email, local marketing initiatives
  • Identify and negotiate partnerships and collaborations that help grow the business and align with the brand
  • Manage and brief creative and media agencies
  • Serve as brand steward/storyteller over art, voice and copy (creative teams) bringing brand to life in all consumer touchpoints
    PRODUCT MARKETING AND STRATEGY
    • Responsible for all product marketing strategy, both launches and ongoing, spanning value proposition, messaging and claim development
    • Own the promotional calendar, offer testing and pricing strategy in alignment with sales goals
    • Orchestrate and strategize the incorporation of product marketing and messaging within a broader brand platform
    • Partner closely with design, creative, brand and product teams to develop messaging strategies around product features and benefits
      CREATIVE
      • Establish and own creative direction that evolves and distinguishes the Casper brand, being obsessed with the brand's purpose, consistency, and legitimacy
      • Translate marketing, creative, and strategic objectives into branded assets that drive prospective and customer engagement, adapting to different channels
      • Provide expertise and industry perspective where technology and retail meet with culturally-relevant concepts and campaigns responsible for growing brand equity and awareness while driving results.
      • Have up to date expertise in today's complex digital landscape and be able to develop concepts for multi-platform, multi-channel projects that meet business objectives
      • Provide high-level creative direction and guidance to optimize creative work produced by the teams (internal and external)
      • Understand insights and research and apply them to creative thinking and campaign development.
        TEAM LEADERSHIP
        • Provide leadership guidance and direction to 4 key functions:
          • Brand & Product Strategy
          • Brand Engagement (Social, PR, Advocacy & Influence)
          • Creative Operations
          • Creative
          • Support the development of full 360 planning and execution
          • Build and develop a multi-dimensional marketing team capable of delivering best-in-class marketing strategies and tactics
          • Lead, manage and mentor the marketing team from day-to-day communication and execution to long term professional career development
          • Partner and collaborate closely with peers to drive shared goals and successes
            Our dream candidate is/has---
            • 10-15+ years of relevant experience with a Bachelor's degree in Marketing or equivalent; MBA preferred.
            • An aptitude to be a key partner in a high-level team of creative and strategic thinkers obsessed with brand relevance in a fast-paced constantly changing retail culture
            • Exceptional strategic thinking capabilities, combined with the ability to execute at a tactical level
            • Strong leadership, influencing, and collaboration skills with a proven ability to manage and lead cross functional teams as well as manage creative talent internally or externally
            • Brand builder with strong business and marketing acumen and proven experience in product marketing, positioning, claims, promotions and pricing
            • A demonstrated understanding of traditional and non-traditional marketing with responsibility for driving traffic to online retail and wholesale channel
            • Ability to be highly strategic and creative while maintaining a revenue-driving end goal and metrics oriented, analytical approach to all efforts
            • Competence and understanding of CAC and LTV as it relates to marketing investment
            • Customer centric, brand steward with a passion for delivering great customer experiences across all touch points
              The syrup on your waffles
              • Participation in our HQ bonus program for some splurging.
              • Medical, vision, and dental insurance to help you with those coughs or cavities (too many waffles)
              • Unlimited vacation policy. We believe in the power of rest so take the time you need to recharge.
              • Work from Anywhere program where you can work anywhere around the world for up to 4 weeks per year
              • A full gifted bed set when you join and product discounts for friends and family!
                If you dream about this stuff this job is probably right for you. We look forward to learning more about you!

                Pursuant to the Company's COVID-19 mitigation protocols, individuals must show documented proof that they are fully vaccinated against COVID-19 upon commencing employment, subject to applicable state and local laws and legally required exemptions, including a medical condition, disability or sincerely-held religious belief. Reasonable accommodations will be considered on a case-by-case basis for exemptions to the vaccination requirement in accordance with applicable law.

Keywords: Casper, New York , VP of Brand & Creative, Advertising , New York, New York

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