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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