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Chief Marketing Officer


Hoffman Estates, Illinois
posted January 25, 2021

The chief marketing officer is responsible for strengthening the brand and driving sales growth. The CMO leads the development of brand strategy (including positioning, target audience, etc.), creating brand awareness through advertising (digital and ATL), social media, public relations and, ultimately, demand generation across all channels of distribution (wholesale, direct to consumer, e-commerce, etc.).

Awareness and demand generation strategies sit across both new customer acquisition as well as the retention of current customers. The CMO directly manages marketing leaders and their teams, as well as third-party agencies and resources to drive creative. This position reports to the CEO and contributes to the strategic framework and decision making in an effort to set long-term corporate strategy.

Roles and Responsibilities

Responsibilities/Skills/Experience Requirements

  • Lead the development and implementation of integrated marketing and communications plans, including strategies and tactics that increase brand awareness, relevancy, and generate demand.
  • Lead a customer-first mindset, developing a data-informed position on who current and target customers are, and implementing strategies and tactics that help us acquire and retain valuable customers. Retention strategies include ownership and development of loyalty programs.
  • Manage and develop team members across Marketing, Brand, Product Marketing, Public Relations, and Customer Experience. Coach team members to be accountable, and maximize their effectiveness with specific goals and measurable key performance indicators.
  • Financial responsibility for the marketing function, including managing the marketing budget, coaching marketing leaders towards effective budget allocation across content creation, paid advertising, digital marketing, partnerships, PR, agency fees, etc., with a goal to maximize return on investment.
  • Collaborate with all internal teams to deliver brand experience across all consumer touchpoints, including point of sale, D-to-C, wholesale/distribution, e-commerce, and customer service for all categories as well as across franchisee, license and distribution arrangements.
  • Work collaboratively with the Product team to develop compelling product marketing that helps consumers understand key features and benefits to motivate purchase.
  • Collaborate with Commercial teams to develop comprehensive and cohesive go-to-market strategy.
  • Set KPIs, measure and report on the impact of marketing efforts.
  • Represent the company in the media and at industry, marketing, advertising, public relations, and technology conferences/events.
  • Stay on top of current marketing practices, and implement test-and-learn initiatives to identify breakthrough new strategies that can drive sales, maintain brand relevance, and have positive brand impact.
  • Manage external creative resources to ensure we develop imagery, voice, and content that's compelling and true to the brand.
  • Serve on the executive leadership team and play a direct role in company planning, major decisions, and policy making.

Experience and Requirements

  • Bachelor’s degree required (MBA is a plus)
  • Fifteen-plus years in marketing, with experience at a senior level managing large, complex teams and environments
  • High EQ with the ability to motivate, manage and develop talent
  • Experience managing brand strategy, media, creative, customer acquisition and retention, digital/e-commerce marketing
  • Experience managing brand strategies with significant experience connecting those strategies to business results. Proven experience leading marketing with a commercially oriented mindset
  • Demonstrated experience managing brand strategy, media, digital/e-commerce, social media, creative development, customer acquisition and retention
  • Strong communication skills, both written and verbal. Able to understand and synthesize complicated scenarios and output easy-to-understand, effective strategies. Great storytelling is a must (internal and external).
  • Persuasive, collaborative — able to work across multiple stakeholders and influence brand-right implementation. Great at building and maintaining relationships, fostering an environment of mutual respect, understanding and trust.
  • Nimble and fast — able to balance priorities and move quickly in a rapidly changing environment with tight deadlines.