Vice President, Marketing
Farm Supply Retail | Pacific Northwest | 28 Locations
Position Summary:
The Vice President of Marketing is a senior executive responsible for building and stewarding a unified brand across 28 retail locations in Oregon, Washington, and California. This leader drives customer acquisition, retention, and lifetime value through an integrated mix of brand strategy, loyalty programming, customer experience, and multi-channel marketing. The VP of Marketing serves as the company's chief marketing strategist and is expected to balance creative vision with rigorous data-driven decision-making. A defining priority for this role - particularly in the first 12-18 months - is leading the organization through a significant marketing transformation: shifting from a historically print-centric model to a digital-forward approach. The successful candidate will bring proven change management experience and the ability to build internal confidence in digital channels while thoughtfully managing the transition away from print dependency. This role is a key member of the senior leadership team and partners closely with Merchandising, Operations, Human Resources, and Finance to align marketing investment with business performance and growth objectives.
Reports To: Chief Executive Officer
Direct Reports: Director of Marketing Operations and Director of E-Commerce
Key Responsibilities
Brand Strategy & Management
- Own the company's brand architecture, visual identity, voice, and positioning across all retail store locations and digital channels.
- Provide strategic direction to the Director of Marketing Operations, setting direction for brand and demand activation.
- Develop and enforce brand standards that create a consistent, differentiated customer experience from rural storefronts to online touchpoints.
- Lead brand evolution initiatives, including market research, competitive analysis, and periodic brand health assessments.
- Partner with Operations and Store Leadership to ensure brand standards are consistently executed at the store level.
E-Commerce & Digital Marketing
- Provide strategic leadership to the Director of E-Commerce, setting direction for online revenue growth, digital customer acquisition, and omnichannel integration.
- Ensure e-commerce strategy is tightly aligned with in-store traffic and promotional calendar.
- Champion digital innovation - identifying new platforms, tools, and capabilities that strengthen the company's competitive position.
Loyalty Program
- Oversee strategy, design, and ongoing optimization of the company's customer loyalty program, driving repeat purchase frequency and basket size.
- Use behavioral data and segmentation to develop targeted member communications and personalized offers.
- Define KPIs for the loyalty program and report regularly on enrollment growth, engagement rates, redemption behavior, and program ROI.
- Evaluate and manage loyalty platform technology and vendor relationships.
Customer Experience
- Champion the end-to-end customer journey - from awareness through purchase and post-sale - ensuring a cohesive, high-quality experience across all channels.
- Oversee customer research, Net Promoter Score (NPS) programs, and voice-of-customer initiatives to continuously improve satisfaction and loyalty.
- Collaborate with Operations to translate marketing insights into in-store experience improvements.
Integrated Marketing & Media
- Lead the company's strategic shift from a print-heavy marketing model to a digital-forward approach, serving as the primary architect and champion of this transition across the organization.
- Develop a phased digital transformation roadmap with clear milestones, budget realignment targets, and measurable outcomes - presenting progress to senior leadership on a regular cadence.
- Audit existing print spend (circulars, direct mail, newspaper inserts) and build a data-backed case for reallocation toward higher-ROI digital channels, while managing the transition in a manner that protects near-term revenue.
- Develop and execute annual marketing plans with a digital-first orientation, encompassing email, social media, paid search and display, SEO/SEM, streaming audio/video, and targeted digital promotions.
- Manage the ongoing evolution of print and broadcast spend - including circulars, direct mail, in-store signage, radio, and TV - responsibly reducing reliance on traditional print over time as digital channels demonstrate measurable performance.
- Manage media planning, buying, and optimization across all paid channels, ensuring efficient allocation of marketing spend against defined ROI targets.
- Oversee content strategy, production, and calendar management across all owned and paid media.
- Lead seasonal and promotional campaign planning in close collaboration with Merchandising, ensuring digital execution keeps pace with promotional velocity.
- Identify and close capability gaps - including technology, talent, and agency partnerships - required to execute a modern digital marketing program at scale.
- Build organizational buy-in by educating internal stakeholders on digital channel effectiveness and the long-term customer behavior trends driving this shift.
Analytics, Planning & Reporting
- Establish a data-driven marketing culture with robust attribution modeling, campaign performance reporting, and marketing mix analysis.
- Lead the development and ongoing use of marketing mix modeling (MMM) to quantify the incremental contribution of each channel - including print, digital, and broadcast - and inform strategic budget allocation decisions.
- Use MMM insights to build a compelling, evidence-based case for the digital channel mix shift, and to monitor the revenue impact of changes to spend allocation over time.
- Build and manage the annual marketing budget; monitor spend efficiency and proactively reallocate investment based on performance data.
- Present marketing performance, strategic recommendations, and market insights to the executive team and Board as required.
- Partner with Finance on forecasting, budget reconciliation, and the financial modeling of marketing-driven revenue programs.
Team Leadership & Agency Management
- Lead, develop, and retain a high-performing marketing team, including two direct reports and their respective teams.
- Manage relationships with external agencies, creative partners, media buyers, and technology vendors; ensure accountability and value delivery.
- Foster a culture of collaboration, accountability, and continuous improvement within the marketing function.
Qualifications
Required
- Bachelor's degree in Marketing, Business, Communications, or a related field; MBA preferred.
- 10+ years of progressive marketing leadership experience, with at least 4 years in a senior director or VP-level role.
- Demonstrated experience leading a marketing channel transformation - specifically shifting an organization from traditional/print-heavy marketing toward digital-first execution.
- Proven track record managing integrated marketing programs across digital (email, paid search/social, SEO, programmatic) and traditional (print, broadcast) channels.
- Strong change management skills; able to build alignment and momentum across an organization that may have varying levels of digital fluency.
- Demonstrated experience leading loyalty programs or CRM-driven retention marketing.
- Strong analytical skills with experience using data to set strategy, optimize campaigns, and measure ROI.
- Experience managing and developing direct reports and cross-functional teams.
- Proficiency in marketing analytics platforms, CRM systems, and digital marketing tools.
- Excellent communication and presentation skills; comfortable presenting to executive leadership and external stakeholders.
Preferred
- Experience in retail, farm supply, agriculture, outdoor, or home improvement sectors.
- Familiarity with regional and rural PNW markets and consumer behaviors.
- Experience overseeing or closely partnering with an e-commerce function.
- Background in managing co-op or vendor-funded marketing programs.
Success Metrics
- Performance in this role will be evaluated against the following outcomes:
- Year-over-year growth in comparable store traffic and sales influenced by marketing activity.
- Progress against the digital transformation roadmap: channel mix shift, print spend reduction milestones, and digital channel adoption rates.
- Digital channel performance: growth in email list size, open and click rates, paid media ROAS, organic search visibility, and social engagement.
- Loyalty program enrollment growth, engagement rates, and measured incremental revenue contribution.
- Customer satisfaction and NPS scores across stores and digital channels.
- Marketing efficiency metrics: cost per acquisition, return on ad spend, and marketing as a percentage of revenue.
- E-commerce revenue growth and digital channel performance against plan.
- Brand health metrics, including awareness, preference, and consideration within core markets.
Compensation & Location
- This is a full-time, exempt position based at the company's headquarters in Mt. Angel, OR.
- Position is hybrid and will have on-site requirements for 2-3 days/week.
- Regular travel to store locations across the region is expected.
- Compensation includes a competitive base salary commensurate with experience, annual performance bonus, and a comprehensive benefits package.
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