Director of Brand Marketing

Description

Whisker is the maker of Litter-Robot, Feeder-Robot, and Litterbox.com. At Whisker, we believe pet parenthood can always get better.

As leading innovators in pet tech and refined pet accessories, we work tirelessly to solve problems and deliver smarter insights for pet parents while enriching the lives of pets. Whether it’s a self-cleaning litter box that automates scooping, an automatic feeder that helps pets develop healthier eating habits, or a modern cat tree that delights both humans and felines, we strive to deliver better solutions for consumers while transforming pet care along the way. To us, having a pet is the best thing ever. At Whisker, life together just keeps getting better.

Whisker is based in Auburn Hills, Michigan and Juneau, Wisconsin with 700+ passionate team members.

What You’ll Do:

Whisker is at a transformative moment, preparing for our major rebrand to Whisker from Automated Pet Care, and the introduction and launch of innovative new connected pet care products to shape the future of the category. With millions of passionate customers, we have an exceptional opportunity to deepen engagement and cultivate vibrant social communities within existing and new audiences. Our forthcoming initiatives will involve an orchestrated PR, media, and influencer strategy, partnering with over 500+ content creators this year to amplify our message and bring our exciting new products to life. As Whisker's brand marketing evolves, the Director of Brand Marketing will play a pivotal role in integrating the brand team deeply into every facet of our rapidly growing organization.

Role Overview: The Director of Brand Marketing will lead critical areas of Brand Management and Marketing, Go-To-Market (GTM) Planning and Execution, and Product Marketing Initiatives, bringing a strong POV to all of our work from the lens of the consumer. Reporting to the CMO, this role will help guide all direct-to-consumer (DTC) marketing activities across funnel phases and channels, including digital, brand storytelling, and creative content strategy. You will own annual brand and demand planning, quarterly GTMs, brand insights, and monthly KPI reporting. Your leadership will elevate our masterbrand Whisker and renowned product lines such as Litter-Robot, as well as our new products, enhancing consumer perceived value and driving brand equity.

You must have a cat or be willing to get a cat! We’re a pet company and the Director of Brand Marketing must live this customer experience to fully capture the essence of the role. This is also an in-office role and we are not willing to consider remote applicants. Relocation packages are available. 

Essential Duties and Responsibilities:

This list of duties and responsibilities is not all-inclusive and may be expanded to include other duties and responsibilities as deemed necessary.

• Develops and executes a comprehensive DTC marketing strategy to align our cross-functional team, accelerating brand and P&L growth and optimizing each phase of the customer journey
• Leads annual brand and demand planning, quarterly GTM strategies, and ongoing insights and KPI reporting in collaboration with senior leadership
• Oversees brand marketing channels, including Influencers, Public Relations, Organic Social, Brand Partnerships, Offline channels, and Blog, ensuring alignment with brand vision
• Directs the Creative Team in developing compelling content that resonates globally and aligns with our brand and performance objectives
• Refines audience and consumer cohorts into targeted segments, customizing the consumer journey to maximize engagement and retention
• Defines and drives the brand strategy for the Whisker masterbrand and all sub-brands, ensuring consistency and relevance across channels and touchpoints
• Crafts and articulates captivating brand stories and narratives for Whisker and key product lines, like Litter-Robot, enhancing brand equity and guiding content creation
• Establishes clear and impactful product marketing roadmaps for lines including Litter-Robot, Feeder-Robot, Accessories, and Subscription offerings
• Leads Marketing Operations across innovation, digital and offline activations, websites, packaging, vendor management, and new product launches
• Manages Web Marketing, site merchandising strategies (including seasonal initiatives), Membership programs, pricing strategies, and promotional activities
• Drives continuous development of corporate and product branding, ensuring alignment across voice, visual identity, messaging, and brand essence
• Collaborates actively in Sales & Operations Planning (S&OP) meetings, adapting strategies to meet evolving business needs
• Designs and implements strateg