VP, Commercial Marketing

ABOUT KATE FARMS

Kate Farms is a company with heart. Our company was founded on the belief that good nutrition leads to good health, and good health opens the door to endless possibilities. That’s why our mission is to make nutrition the cornerstone of healthcare so people can live their best lives. We are a medical food company that makes complete nutrition formulas for people who have a medical need for liquid nutrition. 

Kate Farms works to be the place where a diverse mix of talented individuals want to come, stay, and do their best work. Ensuring a diverse and inclusive workplace where we learn from each other is at the core of Kate Farms’ values. We are an equal-opportunity employer and fully focused on equality; we believe deeply in diversity of race, gender, sexual orientation, religion, ethnicity, national origin, and all the other fascinating characteristics that make us different. We invite you to do the best work of your life with us at Kate Farms.

POSITION OVERVIEW

The VP, Commercial Marketing will set the strategic vision for commercial marketing, driving go-to-market (GTM) strategy, portfolio execution, and revenue growth across medical, eCommerce, Amazon, and retail channels. This leader works in close collaboration with the VP, Brand to ensure all commercial efforts align with Kate Farms’ Masterbrand strategy, delivering a seamless and impactful brand and product experience across all touchpoints.

As a key member of the commercial leadership team, this role shapes how Kate Farms brings products to market, ensuring commercial success through strategy, cross-functional collaboration, and strong execution. This leader also partners with channel leaders to ensure a seamless commercialization process that drives immediate results and long-term brand equity.

 WHAT YOU WILL DO

Commercial Marketing & Portfolio Execution

·        Leads commercial marketing strategy, ensuring alignment with business growth targets and market expansion goals.

·        Drives GTM strategy, leading product launches, marketing activations, and demand-driving initiatives.

·        Aligns and integrates channel-specific strategies across medical, retail, eCommerce, and Amazon to support revenue and commercial objectives.

·        Owns P&L responsibility for commercial marketing, ensuring investments drive profitability and sustainable growth.

·        Owns packaging and pricing strategy, optimizing formats, positioning, and profitability across channels while ensuring brand consistency with the VP, Brand.

·        Leads portfolio evolution, ensuring product updates align with consumer needs, category trends, and commercial priorities.

·        Partners with VP, New Enterprises to commercialize new innovations, ensuring a seamless transition from concept to execution.

Omnichannel Leadership & Commercial Execution

·        Leads omnichannel strategy, ensuring a seamless, integrated experience across all customer and HCP touchpoints—including digital, retail, eCommerce, medical sales, and direct engagement—aligning marketing, service, and interactions to deliver a unified brand experience.

·        Integrates and optimizes marketing activations across digital, retail, and medical channels to enhance awareness, engagement, and conversion.

·        Uses performance data and market insights to refine strategies and improve retention, conversion, and customer experience.

Go-to-Market (GTM) Execution & Channel Activation

·        Leads GTM strategy and execution, driving product launches, marketing initiatives, and portfolio expansion to accelerate trial, adoption, and revenue growth across medical, retail, Amazon, and eCommerce.

·        Develops and implements channel-specific programs, collaborating with Sales, Retail, and Revenue Operations to optimize launch activations, promotions, and sales enablement.

·        Partners with the VP, Brand to align commercial activations with the Masterbrand strategy while tailoring execution for each channel.

Strategy & Engagement (HCP & Consumer)

·        Leads end-to-end HCP & Consumer marketing strategies that drive both prescription-based recommendations and direct-to-consumer demand.

·        Leads integrated marketing campaigns, ensuring tailored activations for HCPs, caregivers, and consumers.

·        Drives the development of educational & promotional materials, ensuring cohesive storytelling across HCP, patient, and consumer touchpoints.

·        Works cross-functionally with Brand, Sales, Medical Science, and Performance Marketing teams to refine engagement and positioning strategies.

Revenue Growth &am