Open Opportunity

VP Marketing – Winc

Playa Vista, CA

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Overview

In the wine business, direct-to-consumer (DtC) offers by far the most explosive growth opportunities. Winc is perfectly positioned to capitalize on those opportunities and build a billion-dollar brand.

In a little over three years, Winc has built the market’s largest stand-alone DtC wine business. The company’s asset light model is highly flexible and capital efficient. It has been highly effective at optimizing sourcing and production, and inventory efficiency is best in class.

Responsibilities

  • Own overall marketing with an emphasis on GROWTH – driving revenue and enhancing already attractive metrics (CAC, rapid payback on initial acquisition investment and LTV) in growing the company’s rapidly scaling subscription business (currently among the Top 50 wine producers in the USA).
  • Drive Digital Product Strategy & Marketing Tech Stack – Winc is defining the templates for digital (subscription and a la carte) commerce in the wine business, and the VPM has the opportunity to adapt best practices to a unique industry and category.
  • Instill Analytical Excellence – Deepen the culture of data-driven decision making across every company function. Lead the charge to deeply understand the customer and our product offering and turn that into strategy. Help the company ask the right questions and look for answers to those questions in the right places.
  • Take Winc’s overall Creative to a new level. The value proposition and brand tone/guidelines have been articulated, and when creative assets have nailed it on the head, the company has seen great results. What’s needed going forward is a steady guiding hand to ensure that the company produces marketing and long-form content assets that meet that bar, while continuing to refine the brand tone over time.
  • Digital Innovation: Winc is heavily focused on digital commerce. But the digital world is in constant flux. The VPM must understand how things are changing; be adaptive and find/select the right channels (whether it’s purely digital, or offline driving to online) and growth levers that will work for Winc going forward. Always be thinking: What should Winc be doing differently?
  • As in most startups, “our own best thinking has gotten us to where we are” and the board, leadership and marketing team are eager to embrace strategic and tactical change from branding to landing pages. The selected VPM will bring new structure, process and rigor to the marketing function and the company.

Requirements

  • Digital Direct Marketer: Demonstrated success w/ DRM; multi-channel consumer acquisition & retention across search, email/CRM, social, affiliate, influencer, etc.
  • True Leader & Culture Builder with the presence, confidence and gravitas to take a seat at the table and enhance the senior leadership team while mentoring, coaching and developing a youthful team
  • Instill Analytical Excellence – Deepen the culture of data-driven decision making across every company function. Lead the charge to deeply understand the customer and our product offering and turn that into strategy
  • Drive Digital Product Strategy & Marketing Tech Stack – Winc is defining the roadmap for digital (subscription and a la carte) commerce in the wine biz; VPM has the opportunity to adapt best practices to a unique industry and category
  • Digital Innovation: Winc is heavily focused on digital commerce. But the digital world is in constant flux. The VPM must understand how things are changing; be adaptive and find/select the right channels (whether it’s purely digital, or offline driving to online) and growth levers that will work for Winc going forward.
  • Passion for food, wine and creating great customer experience! Hospitality and/or CPG experience and Subscription business models are a + but not required.