The VP, Consumer Marketing is responsible for driving awareness of, interest in, and advocacy for Impossible Foods’ products and mission across the globe.
The ideal candidate will aggressively leverage owned, paid, and partner marketing to accomplish these goals. They will drive strategy and execution of consumer marketing across owned and paid channels, and develop programs to communicate with consumers and influencers at scale. This role will be responsible for maximizing co-marketing relationships with strategic accounts such as Burger King, Disney, and other nationally and globally known brands.
This person will apply best-in-class approaches/processes around marketing, with a demonstrated track record of leveraging data to make informed, impactful decisions. S/he should be an accomplished marketing and business leader able to inspire credibility from day one based on their own approach and experiences. The ideal candidate has a player/coach mindset and a roll-up-your-sleeves style to thrive in an entrepreneurial, high-growth environment. This person will demonstrate creativity, drive, energy and a strong bias for action. They will lead by example and will have a reputation for driving positive change.
Further, s/he will be a team player and team builder and excel at collaborating, partnering and influencing decision making at all levels of the organization. The role will report to the SVP of Marketing in Redwood City, California.
Create strategy for and execute consumer campaigns across owned and paid channels, and in so doing, pave the path for success of Impossible’s Food Service, Retail, and DTC channels
Oversee rigorous creative testing and asset optimization to maximize media spend
Maximize impact of co-marketing with existing strategic accounts such as Burger King and Disney as well as expected new accounts
Develop and execute strategy for expanding marketing partnerships in ways that enhance Impossible Foods’ mission, brand and business
Drive content strategy to grow and optimize our social media channels
Create and nurture consumer affinity for and advocacy of Impossible including leveraging our existing Taste Place and DTC relationships
Take advantage of innovation in the marketplace to keep Impossible Foods growing quickly by identifying, testing and scaling new media formats and marketing approaches
Act as our global brand champion and ensure we deliver a compelling and consistent brand narrative across all channels
Collaborate with the creative, communications,and go-to-market teams to align on vision and approach to launching new products effectively and using seasonal campaigns to meet and exceed Impossible’s awareness and sales goals
Be a core member of the marketing leadership team
Challenge the status quo of “how things work” in the food industry to knock down barriers to grow the business faster than any food brand ever has
15+ years proven success in consumer marketing and creative leadership at top consumer brands with global reach, preferably through rapid growth phases
A reputation for taking smart risks and bringing mold-breaking ideas to life
A track record of great storytelling success
Strong project/program management skills, and adept attention to detail in management in overseeing budgets, timelines and various assets/deliverables
Experience growing brands into international markets
Proven success building effective, diverse teams and developing talent
Exceptional communication skills, both oral and written
A strong understanding of consumer mindset, consumer empathy and dedication to great consumer experiences
A genuine interest in and passion for Impossible Foods’ mission
Highly collaborative approach with ability to lead across and collaborate with all types of functions (Communications, Insights, Product, Strategy, Operations, etc.)
Proven success working independently and navigating in an ever changing and often chaotic (and exciting) high growth environment. You help others embrace and navigate change to keep the organization nimble
Passion for consumer insights and a proven background launching new products as well as growing existing platforms and portfolios
Demonstrated success using data and insights to drive programs
A positive attitude and drive to excel
A Bachelor’s degree (BA or BS); MBA preferred
About Impossible Foods
Impossible Foods is addressing the most catastrophic threats facing humanity: climate change and biodiversity collapse. A global transition to a plant-based food system will turn back the clock on atmospheric C02 levels, restore natural ecosystems and reverse meltdown in wildlife biomass.
The easiest -- if not only -- way to make our civilization sustainable is to eliminate livestock, the most dangerous technology on Earth. But humans won’t give up meat. So we need to make meat better -- more delicious and more nutritious, without animals as the underlying production technology. That means that making meat sustainably is the most important and urgent problem for the global scientific community.
Impossible Foods' mission is to completely replace the use of animals as a food-production technology by offering consumers everything they currently value about animal products -- and making products that are vastly superior to their animal analogues.
To do this, we are taking a revolutionary scientific and market-based approach. We are inventing efficient, sustainable ways to transform ingredients from plants into meat, fish and dairy foods that deliver all the pleasures and nutri...tional benefits consumers demand, without the destructive environmental or public health impact.
Our world-class R&D team has been building the know-how and technology platform to produce meat, fish and dairy foods from plants. Impossible Foods is experiencing rapid growth and is resolutely committed to leading all aspects of the plant-based food revolution—from discovery to commercial production. The only thing that will separate Impossible Foods from success and failure is our ability to recruit more world-class experts.