Vice President of Marketing - Pets Best

�

� Description

• • Own the end-to-end marketing engine for Pets Best, a fast-growing pet-insurance brand that exists to give younger, value-conscious pet parents peace of mind. You will architect and execute a full-funnel strategy—paid, owned, earned, and partner channels—designed to accelerate customer acquisition, deepen retention, and maximize lifetime value.
• • Translate ambitious growth targets into an actionable, data-driven marketing plan. You will set quarterly OKRs, allocate eight-figure media budgets, and continuously re-forecast spend based on real-time performance signals, ensuring every dollar is traceable to policy sales and renewals.
• • Build and protect the Pets Best brand. From value prop refinement to visual identity governance, you will ensure that every touchpoint—whether a TikTok ad, a vet-clinic poster, or a post-purchase email—reinforces a consistent, differentiated story that resonates with digital-first pet parents.
• • Segment, model, and micro-target customers. Using first-party data, third-party enrichment, and predictive analytics, you will define high-value cohorts, personalize creative, and orchestrate lifecycle journeys that reduce churn and increase cross-sell/upsell opportunities.
• • Lead omni-channel campaign development. You will brief creative teams, brief media agencies, and own the testing roadmap (A/B, multivariate, incrementality) across search, social, programmatic, affiliate, email, SMS, and emerging channels like CTV and audio.
• • Drive B2B2C excellence. You will co-create demand-generation programs with agency, broker, and employer-partner channels, equipping external sellers with digital toolkits, co-branded assets, and performance dashboards that make Pets Best the easiest pet-insurance product to recommend.
• • Partner tightly with Product, Underwriting, Operations, and Distribution to ensure marketing campaigns accurately reflect coverage options, pricing changes, and claims experiences—turning customer feedback into rapid product and messaging iterations.
• • Establish rigorous KPI architecture. You will define CAC, LTV, MER, retention curves, and incrementality standards, then build executive-level dashboards that give the President and Board clear line-of-sight into marketing ROI and forward-looking scenario planning.
• • Foster a culture of experimentation and learning. You will mentor a high-performing team of channel leads, analysts, designers, and CRM specialists, instituting playbooks for creative testing, attribution modeling, and cross-functional knowledge sharing.
• • Champion a customer-centric mindset across the organization. From VOC insights to NPS tracking, you will ensure that every strategic decision—whether about pricing, digital UX, or claims service—starts with the pet parent’s emotional and financial needs.
• • Leverage marketing technology to scale. You will evaluate, implement, and optimize the martech stack (CDP, ESP, DMP, attribution, MMM) so that data flows seamlessly across acquisition, onboarding, servicing, and renewal touchpoints.
• • Serve as a visible thought leader. Whether presenting at industry conferences, publishing data-driven POVs, or collaborating with pet-health influencers, you will amplify Pets Best’s authority and trust in the pet-insurance category.