Functional areas:

1. Innovation: Conceptualize, validate, iterate, and scale the brand thru content creation and amplification. Leverage traffic on properties, create communities (influencers, Whatsapp Mommy groups), gamify, etc to amplify and create massive top of mind recall
2. Bring the consumer to the center of decision making: Continue to research and understand the primary and secondary customers. Work cross functionally with teams to serve her in everything we do. Spearhead and partner across functions in the org (buying, assortment, category, engineering, operations, customer care,etc) to deliver a consistent message and experience
3. Manage the tension across marketing, brand, and revenue on the storefront: Work with category and creative orgs to accurately position company as a trusting brand that serves head to toe fashion for all kids 0-10
4. Visual merchandising: Elevate the brand not just offers relevant and functional merchandise to being aspirational and experiential. Be data driven and ensure the content used engages the  mom and makes her visit the store more frequently
5. Design and brand: Define brand guidelines, web comms, studio and standardise brand assets while identifying ways to ensure these perform online
6. Communication:
7. Customer: Deliver consistent visual and written content across customer touch points - TOF (social channels, all performance marketing channels), MOF (stores), and BOF (packaging, packaging collaterals, customer care)
8. PR: Customer, employee, investor (we invest here when we decide this is a priority. Putting this out there because it is something that flows into you)

Skill & Qualifications required:

1. 5+ years of experience in a marketing function at a consumer business:
a. Creative skill gained at experiential brands who do more hard hitting events than spend on media
b. Media businesses focused on identifying audiences to drive content dissemination
d. CPG players is fine provided the person is comfortable being very hands on
2. Minimum of 3 years experience in a tech business understanding how different channels can be leveraged. Commerce platforms, social media businesses, gamification based startups and established companies or DTC Universe is good

Goals & KPIs

1. Traffic Growth:
• Understand consumer pain points, drive consistent messaging across all TOF marketing and increase TOF marketing recall CTR on paid campaigns by 3x

2. Brand: Create a highly aspirational brand at the sweet spot of aspiration and affordability