Job Description

PLANTFUSION “2.0” OVERVIEW BACKGROUND:

PlantFusion is a Plant Based Nutrition brand primarily sold in the natural products retail channel and on Amazon. The core products are plant based nutritional powders and supplements. The founder recently repurchased the brand from investor partners with the goal of growing the brand and returning it to a role as a category leader. 

The transformation initiatives will primarily focus on the introduction of innovative products that deliver an improvement in health and wellness.  The innovation pipeline will be complimented with updated and best in class marketing tactics.  The transformation will include changing the culture and strategy while enhancing the talent and performance expectations of the team. 

PlantFusion “2.0” fosters an entrepreneurial culture that also embraces the best practices of larger “enterprise” organizations.  The founder is relocating the business and team to Colorado and looking for individuals who embrace the “Why” of PF 2.0.  (1) The challenge and opportunity to make a personal impact with healthy products, (2) fostering personal and professional growth, and (3) positively impacting the community.       

At PlantFusion we are obsessed with offering authentic, 100% plant-based, nutrient-dense products that delight the senses. This fusion of unique ingredients and flavors provides complete nourishment. 

POSITION SUMMARY:

We are looking for someone with an entrepreneurial spirit that relishes working with niche brands and the challenge of creating differentiated and breakthrough branding, marketing and messaging.  Must possess real experience and skill in utilizing data and employing the best practices common to leading CPG companies. You are passionate about a healthy lifestyle and enjoy plant-based products, and seek a career opportunity that promotes healthier lives, challenges conventional thinking, and inspires brand and category innovation. 

ESSENTIAL FUNCTIONS:

• Set the vision for go-to-market strategy across all products and identify marketing channels, solutions, ideas that will efficiently drive new customers to the brand and increase revenue.
• Must be able to architect marketing funnels from top to bottom – from first impression to first click to first purchase, and throughout the entire customer journey. 
• Measure, analyze, and share data-driven findings to efficiently improve conversion metrics throughout the marketing funnel.
• Brand campaign planning (quarterly execution plans/briefs) - able to bring insight-driven campaigns to life and work cross-functionally with internal and external partners to drive brand marketing, go-to-market strategy, and global campaign execution.
• Manage conception, development, and implementation of marketing plan and strategies, product concepts, and promotional programs to drive interest and sales.
• Collaborate with internal teams to optimize the user experience (ex. A/B testing with the checkout process, app integrations for sales and promotions, etc.).
• Ensure our brand message is strong and consistent across all channels and marketing efforts (events, email campaigns, web pages, and promotional material).
• Develop audience segmentation, determine growth narratives at personalized level and identify product funnel stage.  Value different audiences to retarget using dynamic/triggered messaging to create a relevant dialogue with subscribers.
• Bring a deep understanding of growth & optimization best practices such as A/B testing, leveraging data to conduct experiments, evaluate results, and build new features to improve the conversion funnel.
• Concentrating on new customer acquisition a must; nurturing lead systems; audit of current system; improvements and adaptations where necessary.

 REPORTING & WORKING RELATIONSHIPS:

• Reporting – CEO & Fractional CMO.  Details to be determined.
• Working Relationships - Controller, marketing agencies, consultants and marketing channel talent.

 QUALIFICATIONS:

• Deep generalist with 5-7 years of digital media experience who sees the big picture and can delegate accordingly.
• Agency management – extensive experience in creating briefs, assessing work plans, and driving best in class execution through agencies.
• Able to produce, share, and use critical metric reporting on a regular and consistent basis to ensure continuous improvement in process and results, including identifying performance drivers and implications.
• An impeccable eye for detail with outstanding analytical, problem-solving and project management skills wrapped up with the ability to juggle many tasks and projects simultaneously.
• Experience working directly in Google Ads, Google Analytics, Facebook/IG Ads, and Klaviyo
• Ability to pull data from pivot tables, perform v-lookups, match data sets from Sheets & Excel.
• An always-be-testing mentality; knowledge of the scientific method to run effective A/B tests across multiple channels.

KNOWLEDGE, SKILLS, AND TRAITS:

• A strong interest in a healthy lifestyle, nutrition, and mental and physical well-being.
• “Life learner” mentality and an intrinsically curious personality.
• A preference for an agile and entrepreneurial culture with the appreciation of “enterprise” practices. 
• Strong judgement that balances independent decision making with when to seek input. 
• Deadline conscious with the ability to meet deadlines in a time sensitive environment.
• The self-confidence to interact through-out all levels and departments of the organization.
• Must be an adaptive creative problem solver that evaluates alternatives to arrive at the optimal solution.
• General proficiency and knowledgeable in the use of Microsoft Office products.

OPTIMAL EXPECTATIONS

This position requires a highly motivated individual who envisions everything as a potential marketing channel.  The individual’s superpower is being able to adapt at the pace to today’s digital world while leveraging newly emerging technologies to engineer a highly predictable and productive sales machine.  An open-minded strategist who architects experiments, tracks results, and follows the data -  always thinking big and testing small.  They obsess day and night about improving engagement and conversions throughout the entire marketing funnel.  A key indicator of success is the ability to boost current revenue sources, while opening new sources without overburdening the business with expenses, increasing churn, or shortening customer lifetime value (LTV).

Company Description

PlantFusion is a Plant Based Nutrition brand primarily sold in the natural products retail channel and on Amazon. The core products are plant based nutritional powders and supplements. The founder recently repurchased the brand from investor partners with the goal of growing the brand and returning it to a role as a category leader. Note: this is NOT a remote position - the majority of time this position will be required to be in an office near the RINO area in Denver, CO.