Senior Vice President Marketing

Company Description

Maisonette, founded in 2017 by two moms, is a rapidly growing, venture-backed startup that serves as a premier marketplace for baby and kids' products. Offering a curated selection of high-quality items, from stylish clothing and toys to home décor, Maisonette is dedicated to helping parents make informed decisions. The platform also provides expert guidance and inspiration, empowering families to focus on what truly matters. With a mission to bring magic and ease into everyday family life, Maisonette is redefining the way modern families shop for their children.

Role Description

The SVP Marketing (Head of Marketing) will guide the marketing function during Maisonette’s next stage of scalable, profit-minded growth.

At a high-level, the SVP Marketing will

● Drive sustainable GMV and contribution profit growth

● Build a quality customer base focused on growing customer Lifetime GMV; engage consumers across all categories, occasions and life stages

● Drive strategy and implementation of long term loyalty initiatives to improve LTV to CAC ratio

● Test and diversify acquisition channels to reduce reliance on paid marketing

● Amplify our brand story to build mindshare with our audience: the modern parent

● Lead our customer strategy; deeply know who our customer is and what motivates them, ensure the entire company is aligned around and inspired by our customer

● Weave together data-driven decision making and inspired creativity

● Mentor and build a best in class marketing team

Role & Responsibilities

Reporting to the President, the SVP of Marketing will own the development and execution of a comprehensive marketing strategy; leading all aspects of the marketing mix across Paid, Lifecycle, Brand and Creative.

Specific responsibilities include

Customer Retention / Lifecycle Marketing

● Drive strategies for improving customer LTV, inclusive of implementation of new programs (eg, Loyalty Program, Referral Program, etc) and optimization of current channels (Lifecycle)

● Leverage data driven approach to build LTV strategy rooted in cohort analysis / customer

behavior

● Develop and implement a data-driven methodology for customer segmentation and audience

strategies across channels

● Set company wide OKRs to improve customer retention with specific measurables, dashboards,

etc. Serve as Exec Sponsor on all customer retention initiatives in order to support

cross-functional nature of work.

● [Retention has historically been under-invested in at Maisonette and is the most critical area of

focus within marketing and company wide]

Brand Marketing (Earned, Owned and Integrated Marketing):

● Reduce reliance on Paid marketing by developing Earned Media strategy to drive organic growth by starting to test into new channels. Being able to measure and show ROI will be integral to this in order to advocate for increased investment from investors / Board of Directors

● Own owned media strategy (site content, organic social, etc) continuing to build brand awareness for Maisonette and evolving our brand/voice to serve older children as well

● Own integrated marketing strategy to support how Maisonette shows up across key occasions through-out the year: Holiday, Back to School, Easter, Valentine’s Day, Camp, Sitewide Sale moments and mark downs etc.

○ Inherently understand vendor mix, consumer mindset and trends to capitalize on

○ Lead the team to create brand right campaigns for each

● Develop go-to-market strategy for high priority launches (eg, Pre-Teen) to drive growth and retention, leveraging PR agency and other contractors to support launch

Paid Marketing + Analytics

● Partner with VP Growth on paid marketing strategy (paid shopping, search, social and affiliate), driving improved efficiency overtime and testing into new high ROAS, scalable channels

● Support promotional strategy as needed, particularly as we roll out loyalty program

● Partner with VP Growth and finance team on company forecasting and budgeting

● Partner with VP Growth and data team on implementation of new attribution platform to strategically scale marketing budget overtime

Creative

● Oversight of creative strategy and Creative Director to ensure strategies align with overarching

company and marketing goals

● Support on development of new creative architecture and brand strategy for pre-teen brand

● Oversight of resourceful creative budgets

Leadership

● Shepherd transition from marketing strategy focused on paid marketing and owned channels to one that is rooted in creating flywheel of healthy customer economics

● Leverage strength of Maisonette brand to drive organic acquisition and continue to build new growth streams rooted in brand, organic and high retention (pre-teen, retail, etc.)

● Manage a team of 5 direct reports, plus contract resources and agencies

Professional Qualifications

● 15+ years of full-stack marketing and senior leadership experience scaling a high-growth consumer e-commerce business; expertise in retail and/or marketplaces preferred

● An influential strategist who is also a hands-on leader who can get into the weeds and execute

● Specific experience driving customer retention, acquiring customers via high ROAS/scalable channels, and driving brand strategy for a premium yet approachable brand

● Strong understanding of the shifting digital landscape and the key levers to drive growth for a modern e-commerce business

● Passionate about Maisonette’s mission with deep understanding of the children’s space

● High integrity and empathetic leader who inspires, challenges and elevates others

Location: Hybrid, New York City. Our team is in office three days a week with Tuesdays and Thursdays being mandatory. Our office is in lower Manhattan.