Director of Marketing

THE ROLE

We have great brands. We need someone who can turn them into a great business — through measurable, systematic, scalable marketing.

Hyppo Brands is a multi-brand company with products sold through manufacturing, wholesale, direct retail, and a growing franchise model. Each brand has its own audience, economics, and channel requirements. Until now, marketing has lived inside brand leadership.

We are creating a Director of Marketing — a senior individual who owns the commercial marketing function across our full portfolio. This is not a brand role, nor is it a creative director role. It is a performance and revenue role: someone who builds the infrastructure, runs the campaigns, tracks the numbers, and drives measurable growth across our brands and business models.

This person will work alongside our Brand Director, who is senior in the org and owns brand voice, creative integrity, product experience, and aesthetic standards. The Director of Marketing brings commercial discipline to everything the Brand Director builds. We expect these two roles to create productive collaboration, negotiate diverging approaches, and synthesize a cohesive brand front.

In the near term, this role is a builder role. You will be auditing what exists, establishing baselines, fixing what's broken, and standing up infrastructure that doesn't yet exist. In the long term, you will become the engine that drives revenue growth across every brand, channel, and geography we operate in.

WHY THIS ROLE EXISTS NOW

Four specific gaps are limiting our growth:

No revenue-accountable marketing function

Campaign performance and ROI aren’t measured consistently. We spend money on marketing without a clear picture of what it returns — and we can't optimize what we can't see.

Multi-brand complexity without multi-brand infrastructure

Each brand has different customers, channels, and economics. We're applying one-size-fits-all approaches to a portfolio that demands tailored strategy by brand and channel.

Local presence is underleveraged and unmanaged

Google Business Profiles, Maps advertising, local SEO, and proximity marketing are largely unmanaged across our retail locations. For foot-traffic-dependent brands, this is a direct revenue leak.

Franchise growth needs dedicated lead generation

Mayday Ice Cream is now a franchisor. Attracting qualified candidates in targeted geographies requires a specialized B2B marketing engine, including geographically targeted campaigns, a lead nurture funnel, and cost-per-lead tracking; this needs to be built.

CORE RESPONSIBILITIES

1. Revenue & Performance Marketing

• Own marketing revenue targets across brands and business lines
• Manage paid media programs across search, social, display, and local channels
• Build and maintain performance dashboards — CAC, LTV, ROAS, conversion rates
• Establish attribution frameworks that connect spend to revenue outcomes
• Continuously optimize channel mix based on performance data

2. Franchise Lead Generation — Mayday Ice Cream

• Design and execute geographic campaigns targeting qualified franchise candidates
• Build and manage the full franchise lead funnel: awareness → inquiry → qualification → handoff
• Track and optimize cost-per-lead and cost-per-qualified-candidate across channels
• Test franchise directories, trade publications, events, referral programs, and digital channels
• Evolve franchise marketing as the network grows — from lead gen into co-op programs and multi-unit support

3. Multi-Channel Campaign Architecture

• Design integrated campaign calendars tailored to each brand's audience and season
• Coordinate paid, owned, earned, and in-person channel activity into coherent programs
• Build brand-level campaign playbooks that can be repeated and improved over time
• Manage campaign production timelines and vendor/agency relationships where relevant

4. Local Search, Maps & Proximity Marketing

• Own Google Business Profiles across all retail locations — fully optimized and actively managed
• Manage Google Maps advertising and Apple Maps listings
• Build local SEO and reputation management programs across all store locations
• Use proximity data and geo-targeting to drive foot traffic to retail storefronts
• Respond to and manage online reviews as part of local presence strategy

5. Social Media Marketing

• Lead performance-focused social strategy across all brands
• Manage paid social programs including audience targeting, creative testing, and budget optimization, including UGC and influencers as appropriate
• Define platform-specific approaches — what works on Instagram differs from TikTok differs from Facebook, etc.
• Establish content cadence and testing frameworks that generate learnings, not just output

6. AI, Automation & Marketing Technology

• Build and manage the marketing technology stack across the organization
• Implement automation for email, SMS, and lead nurture workflows
• Use AI tools practically — to improve efficiency, speed, and quality of marketing operations
• Document processes and build systems that scale without requiring proportional headcount increases

7. Customer Acquisition & Retention

• Manage email and SMS programs across consumer-facing brands
• Partner with brand and operations teams on loyalty program design and activation
• Develop customer segmentation frameworks and use them to drive targeted programs
• Track and report on customer acquisition costs and retention rates by brand

8. Collaboration with Brand Leadership

• Work alongside the Brand Director to bring commercial intelligence to brand decisions
• Contribute performance data and market intelligence to brand strategy discussions
• Negotiate thoughtfully when commercial and brand priorities conflict
• Augment Brand reach and voice through integrated marketing approaches

QUALIFICATIONS

Required

• 5–10+ years of hands-on marketing experience, with direct accountability for performance outcomes
• Deep proficiency in at least 3–4 marketing channels (paid search, paid social, email, local/SEO, etc.)
• Demonstrated ability to build and read performance dashboards and reporting systems
• Experience managing marketing across multiple products, locations, or business lines simultaneously
• Strong project management skills — able to run multiple campaigns and workstreams at once
• Comfortable operating in lean environments without large support teams
• Working knowledge of Google Business Profile management and local search optimization
• Practical fluency with AI tools and marketing automation platforms

Strongly Preferred

• Experience in food & beverage, CPG, hospitality, or retail — ideally with a brand that operates multiple concepts
• Regional or multi-market marketing experience, including local activation and community marketing
• Familiarity with both B2C and B2B marketing — or a demonstrated ability to code-switch between them
• Experience with lead generation or B2B marketing for a considered-purchase product (for purpose of franchise funnel development)
• Portfolio or multi-brand marketing experience

We Are NOT Looking For

• A pure brand strategist — this role requires deep channel execution skills, not just positioning work
• Someone who is primarily a creative director — we have that leadership
• A candidate who has only worked inside large marketing organizations with big budgets and large teams
• Someone who relies primarily on agencies for execution and strategy
• A "big ideas" person who struggles to connect ideas to measurable results

HOW WE DEFINE SUCCESS

This role is not assessed on activity. It is assessed on outcomes.

First 90 Days

• Marketing channel audit complete — current spend mapped to results
• Baseline metrics established across all active brands (CAC, reach, conversion by channel)
• All Google Business Profiles and Maps listings reviewed and optimized
• First campaign shipped with attribution reporting in place
• Mayday franchise lead gen program designed and launched

Year One

• Measurable revenue growth attributed to marketing programs
• Functioning Mayday franchise lead funnel producing qualified inbound inquiries
• Repeatable campaign operations process documented and running
• Marketing budget framework tied to brand-level ROI targets
• First major integrated campaign developed and delivered with Brand Director

Long Term

• Revenue per marketing dollar tracked, benchmarked, and improving over time
• Customer acquisition trends positive across the portfolio
• Geographic market penetration increasing in core regions
• Franchise inquiry volume and quality consistently growing
• Marketing informing upstream brand and product decisions, not just executing downstream
• New brand launch marketing playbook ready to deploy from day one

Pay: $75,000.00 - $85,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Life insurance
• Paid time off
• Vision insurance

Work Location: In person