Vice President of Marketing

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good culture

WebsiteLinkedInAll Job Openings

11 - 50 employees

Founded 2014

🍽️ Food & Beverage

👥 B2C

🌍 Social Impact

Food & Beverage • B2C • Social Impact

Good Culture is an American food brand that makes organic, thick-and-creamy dairy products — primarily cottage cheese, sour cream, and cream cheese — marketed to consumers as high-protein, real-ingredient options with live & active cultures and no artificial ingredients. The company emphasizes sourcing from family farms, offers lactose-free options, engages consumers via social channels and recipes, and highlights sustainability and farmer-support efforts (partnering with 1% for the Planet and donating a percentage of organic revenue toward regenerative agriculture and pasture improvements). Good Culture's products are sold at retail and promoted directly to consumers; the brand cites strong customer reviews and social-media-driven growth since about 2015. Based in Austin, Texas.

📋 Description

• Develop and execute a consumer-insight led marketing strategy to support Good Culture's long-term growth ambitions and business objectives. • Lead and integrate all marketing functions, including Brand Management, Marketing & Communications, Creative, and Innovation. • Own the Good Culture brand strategy, ensuring a consistent and compelling brand experience across all consumer touchpoints, including retail, digital, social, influencer, partnerships, media, packaging, innovation, and earned channels. • Lead annual brand planning and portfolio strategy, aligning marketing priorities with company growth objectives and category opportunities. • Develop and execute integrated 360° marketing campaigns that drive brand awareness, trial, household penetration, loyalty, and revenue growth. • Oversee all brand, innovation, retailer, seasonal, and product launch campaigns from strategy through execution, ensuring alignment across paid, owned, earned, shopper, experiential, and retail channels. • Lead innovation commercialization efforts, partnering cross-functionally to successfully position, launch, and scale new products in the marketplace. • Develop product positioning, value propositions, messaging frameworks, and go-to-market strategies that differentiate Good Culture and drive consumer adoption. • Leverage consumer insights, category trends, competitive intelligence, and market analysis to develop an obsessive understanding of the Good Culture consumer, identify whitespace opportunities, inform innovation priorities, and strengthen brand competitiveness. • Partner closely with Sales and Commercial teams to develop retailer-specific growth strategies and maximize in-market performance. • Champion a modern approach to brand building that combines best-in-class CPG fundamentals with digital marketing, creator partnerships, community engagement, cultural relevance, and emerging consumer trends. • Oversee creative development and ensure all consumer-facing communications, campaigns, packaging, and brand experiences reflect the quality, authenticity, and energy of the Good Culture brand. • Bring a genuine creative point of view to the brand, a philosophy about what makes Good Culture distinct, and the conviction to protect and evolve that identity over time. • Foster brave creative work by setting a high bar for what’s beautiful, original, and culturally relevant, and create the conditions for great work to happen across teams and agency partners. • Establish clear performance metrics and ensure marketing investments deliver measurable business impact across brand and commercial objectives. • Build, coach, and develop a high-performing marketing organization through three direct reports and their respective teams. • Foster a culture of collaboration, accountability, continuous improvement, consumer obsession, and high performance. • Serve as a key member of the leadership team, partnering cross-functionally to align priorities, drive growth, and help shape the future of Good Culture.

🎯 Requirements

• 15+ years of progressive marketing leadership experience within consumer-packaged goods organizations. • Proven success building and scaling CPG brands sold primarily through retail channels. • Demonstrated track record leading significant business growth, ideally helping scale an emerging or challenger brand into a large national business. • Deep expertise across brand management, innovation, shopper marketing, consumer insights, and integrated marketing. • Strong understanding of both traditional CPG marketing and modern consumer engagement strategies, including social, content, influencer, partnerships, and digital media. • Experience leading and developing high-performing teams and senior-level talent. • Experience operating successfully in founder-led, PE-backed, and high-growth environments. • Strong strategic thinking, analytical skills, and business acumen. • Ability to balance long-term vision with hands-on execution. • Exceptional communication, collaboration, and influencing skills. • Demonstrated ability to lead with humility, build trust, and create alignment across teams. • Passion for building brands that make a positive impact on consumers and the world around them. • Bachelor's degree required; MBA preferred.

🏖️ Benefits

• Equal opportunity employer • Diverse, equitable, and inclusive workforce