Job Description

ABOUT THE FOGGY DOG:

At The Foggy Dog, we believe your best friend deserves the best. That’s why we are passionate about making high-quality pet accessories that are as beautiful as they are functional. And, every order helps a pup in need: we are proud to have provided over 400,000 pounds of food to rescue shelters since our launch. Our products are available at and in over 800 brick and mortar retailers.

We are a small (but mighty!) female-founded team based in San Francisco. We are looking for candidates who thrive in a creative, energetic, data-driven environment and share our values of collaboration, communication, and positivity. This role offers the opportunity to make a huge impact in a fast-growing ecommerce company. 

JOB DESCRIPTION:

We are seeking an experienced and enthusiastic VP of Marketing & Ecommerce to power The Foggy Dog’s next phase of growth. In this role, you will lead a comprehensive strategy to drive customer acquisition, engagement and retention in a way that aligns with The Foggy Dog’s brand and mission. 

The ideal candidate has managed both marketing and ecommerce at fast-growing brands in the past. S/he has a proven track record of innovating and scaling ecommerce businesses, building high-performing teams and executing integrated marketing strategies, all while optimizing the ecommerce funnel and delivering a quality, on-brand customer experience. 

This is a leadership position that will report to and work closely with our founder and CEO. We will give preference to local San Francisco Bay Area candidates, but will also consider qualified remote candidates willing to travel. Your responsibilities will include:

• Integrated and Brand Marketing
  • Oversee and lead omni-channel marketing strategy, planning and execution for The Foggy Dog
  • Ensure that brand and product ideas are brought to life across all major consumer touchpoints by creating meaningful, integrated 360 campaigns that help deliver brand awareness, acquire new customers, and drive traffic and conversion
• Retention Marketing
  • Be customer-obsessed; deeply understand our customer and serve as the voice of the customer cross-functionally
  • Develop and execute a comprehensive retention marketing strategy that drives LTV across email, SMS, direct mail, and our loyalty program
• Performance Marketing
  • Lead a performance marketing strategy encompassing paid social, paid search, and affiliates, as well as new and emerging performance marketing channels
  • Manage agencies and contractors to achieve KPIs
• Website
  • Develop and execute an ecommerce roadmap that delivers a best-in-class shopping experience with the goal of optimizing core funnel metrics
  • Continuously improve website performance through CRO and UX/UI testing; we strongly believe in a test & learn approach
  • Monitor customer reviews and partner closely with our Cx teams to ensure customer satisfaction
  • Stay current with industry trends and best practices, ensuring our ecommerce presence remains competitive and innovative. Evaluate and implement new site features and apps as needed
• Reporting and Analysis
  • Set and monitor KPIs
  • Use measurement tools (including Shopify, GA4, Daasity, ad platforms) to analyze performance and customer behavior, pinpointing areas for enhancement
  • Own testing roadmaps and conduct and track in-depth A/B testing on marketing creative, landing pages and conversion funnels to drive continuous improvement
  • Evaluate channel performance against goals, sharing critical insights with the team weekly, monthly, and quarterly
• Cross-Functional Collaboration
  • Work closely with cross-functional teams including planning, product development, Cx, finance, wholesale and operations
  • Clearly communicate crucial information that impacts our product, inventory and marketing strategies
  • Partner with the creative team to develop best-in-class marketing assets across all channels
• Ecommerce P&L
  • Develop and own the marketing and ecommerce budget, ensuring optimal allocation of resources toward high-ROI activities
  • Ensure delivery of key objectives including revenue, margin, CAC and LTV
• Team Development and Management
  • Recruit, manage, mentor and inspire direct reports
  • Foster a collaborative, transparent and open environment focused on continuous improvement, innovation and operational excellence

ABOUT YOU:

• BA/BS degree required, MBA preferred
• 15+ years of experience in ecommerce and marketing (both brand and performance marketing), including owning and strategically driving ecommerce
• Previous P&L ownership of a >$30M direct-to-consumer ecommerce business 
• Hands-on knowledge of Shopify, Google Analytics, SEO, Klaviyo, Google ads, Meta and TikTok
• Has conviction about how to build best-in-class brands and how to build an optimal full funnel customer experience that balances awareness and conversion
• Excellent presentation, organization and project management skills
• Personal qualities:
  • A thinker and a doer. You have a talent for conceptualizing new ideas and big-picture strategies, but also love putting them in motion. You feel equally comfortable building a marketing plan and analyzing a spreadsheet.
  • A strong team leader who values collaboration, communication, mentorship and transparency.
  • Data-driven and analytical. You always try to inform decisions with data. When data is not available, you’re comfortable defining and driving the necessary data collection and analysis. 
  • Meticulous by nature and detail-oriented in everything you do. You understand the need for informed decision-making.
  • Customer-obsessed: You care deeply about building the best possible experience for our customers, and leverage data, testing and market research to do so.
  • A born problem solver. You thrive when faced with tough challenges that need creative solutions. You are never satisfied with the status quo and constantly want to improve.
  • Positive and can-do attitude with a willingness to roll up your sleeves & take on any task that’s needed. A desire to get things DONE above all else.
  • A dog lover, of course! 

COMPENSATION AND BENEFITS

We offer a comprehensive package including:

• Competitive salary and bonus
• Medical, dental and vision insurance
• 401(k) with company matching
• Paid vacation, holidays and sick leave
• Generous Foggy Dog product allowance
• The ability to bring your dog to work (please do!)

TO APPLY:

To apply, please submit your resume and a cover letter to [email protected] with “VP of Marketing & Ecommerce” in the subject line. We are a small team and every hire has a huge impact on the company, so tell us what inspires you to want to join our team. Please note that we will not evaluate resumes without cover letters.

We believe a diversity of viewpoints, experiences, and backgrounds make our team stronger. The Foggy Dog is proud to be an equal opportunity employer (EEO) that welcomes applicants and employees of all genders, races, backgrounds, orientations and nationalities.

At The Foggy Dog, we believe your best friend deserves the best. That’s why we are passionate about making high-quality pet accessories that are as beautiful as they are functional. And, every order helps a pup in need: we are proud to have provided over 400,000 pounds of food to rescue shelters since our launch. Our products are available at and in over 800 brick and mortar retailers.

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