Vice President Marketing

VP Marketing 

Candidates Scorecard

About smarTrike

At smarTrike, we are a global leader in child mobility. We design innovative, modular products that grow with children and foster an early love of outdoor play. With over 20 million families worldwide enjoying our products, we are committed to creating solutions that evolve with families, ensuring years of active fun and cherished memories.

About the Position

The VP of Marketing will be a core member of our executive team, reporting to the Chief Revenue Officer (CRO) and collaborating closely with senior advisors. This role is instrumental in driving smarTrike’s global marketing strategy across both B2C and B2B channels, leading efforts to strengthen our global brand, expand into new markets, and launch innovative products.

As VP of Marketing, you will oversee the development and execution of a comprehensive marketing strategy that integrates global brand building, demand generation, product marketing, and channel-specific initiatives. This role requires extensive experience in scaling brands internationally, crafting go-to-market (GTM) strategies, and managing the complexities of a multi-channel, global consumer goods operation.

You will manage end-to-end marketing efforts, from developing a global marketing roadmap to executing targeted campaigns across digital, traditional, and B2B platforms. The role encompasses brand equity building, market penetration strategies, product launches, partnerships, and aligning marketing efforts with business KPIs to achieve revenue growth and market leadership.

Key Responsibilities

1. Global Strategy and Leadership

• Develop and implement a cohesive global marketing strategy and roadmap, aligning with overall business goals.
• Lead cross-functional collaboration with sales, product, and logistics teams to ensure marketing alignment across all markets.
• Guide B2B initiatives, including partnerships with distributors, retailers, and strategic alliances.

1. Brand Marketing

• Strengthen smarTrike’s global brand equity, focusing on messaging, positioning, and category leadership.
• Oversee the creation and execution of brand awareness campaigns across multiple regions.
• Ensure consistent application of brand guidelines across all touchpoints.

1. Product Marketing

• Lead go-to-market strategies for new product launches, ensuring market readiness and alignment with consumer needs.
• Develop product positioning and messaging that resonate with both B2C and B2B audiences.
• Collaborate with product teams to align on features, benefits, and promotional opportunities.

1. Demand/Growth Generation

• Drive user acquisition through a mix of paid and organic growth strategies.
• Build and optimize digital channels, including SEO, paid media, content marketing, social media, and affiliate marketing.
• Leverage data-driven insights to enhance customer journeys and conversion rates.

1. Operational Excellence

• Own the global marketing budget, ensuring optimal allocation of resources across initiatives.
• Track and report on marketing performance, using key metrics to inform strategy adjustments.
• Develop and lead a high-performing marketing team, including internal staff and external partners.

Qualifications and Requirements

• Experience: Minimum of 4 years in leading global marketing teams, with a proven track record in consumer goods or e-commerce industries.
• Leadership: Experience managing large teams (6+ members) and significant budgets (6-figure media spend annually).
• B2B & B2C Expertise: Demonstrated success in building strategies for both B2C and B2B markets, including partnerships and channel marketing.
• Brand Building: Deep expertise in brand strategy, category design, and global market penetration.
• Product Marketing: Proficiency in managing product launches, GTM strategies, and lifecycle marketing.
• Digital Proficiency: Advanced knowledge of SEO, social media, paid acquisition, affiliate marketing, and analytics tools.
• Analytical Skills: Strong ability to interpret data, evaluate ROI, and optimize marketing efforts.
• Communication: Exceptional written and verbal communication skills; native or near-native English required.

Join smarTrike to shape the future of child mobility and make a global impact through innovative marketing leadership.