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VP of Marketing


Job Description: VP of Marketing

Reports to:  President & CEO

FLSA Status:  Full-time; Exempt


The VP of Marketing is responsible for overseeing the specific areas of business-to-business marketing (B2B) and branding.  The B2B portion will involve carrying out marketing strategies through Peepers wholesale channels and close collaboration with the in-house Sales team.  The branding portion will involve developing a consistent Peepers brand voice and clear communication across all mediums.  This position requires superb organization to oversee the workflow of the Marketing team, ensuring all projects, deadlines, and budgets are met.

This position will be based at our company headquarters, located in Michigan City, IN, or our satellite office in San Diego, CA.



  • Create, design, and execute all company branding:
    • Develop all components of branding, such as taglines, colors, logos, campaigns, and copy
    • Partner with Marketing Manager to create and manage Brand Book, Vendor Guides, and Marketing Bank (approved photos, logos, taglines) Assure these assets are accessible to the company
    • Assure all outgoing communication (emails, digital ads, etc.) carries out the approved brand taglines, logos, colors, messaging
    • Create seasonal campaigns that support brand directives such as holiday, BFCM, and wholesale campaigns
    • Approve all copy to ensure it meets brand guidelines, voice, and grammar
    • Oversee all packaging (tissue paper, shipping boxes) making sure it fits all brand parameters
    • Continue to revisit the target consumer profiles and adjust as needed to fit the company
  • Create B2B marketing to support wholesale initiatives:
    • Sales Decks and Presentations
    • Sales Tools, such as new account inserts and sell sheets
    • Account specific needs, such as supplements and account specific sales decks
    • Welcome packet and new account inserts
    • Point of Purchase Signage
    • Planograms as needed for specific accounts or fixtures
  • Oversee In-Store Collateral:
    • Responsible for all instore displays and fixtures. This includes sourcing any new fixtures and collaborating with Inventory Management on number of fixtures to purchase
    • Submit and manage all instore fixture POP (point of purchase signage)
  • Manage all outside vendors, including, but not limited to: Creative, Photo, PR, Copywriter, and any new agencies that will support team initiatives:
    • Manage vendor budgets, contracts, vendor relationships, and deadlines
    • Oversee all projects managed by Marketing Manager that are carried out by outside agencies
    • Partner with PR Manager to oversee the content, relationship, and contract with outside PR agency
  • Create bi-annual GTM presentations:
    • Create a clear and concise presentation of Marketing’s seasonal efforts
    • Collect any necessary information from other departments to include in GTM
  • Oversee all components of tradeshow management and promotion
    • Book and negotiate freight, show booths, and meeting spaces
    • Partner with tradeshow designers to execute tradeshow booth design and create planograms for Sales to set up showroom
    • Support Sales with any showroom assets including selling PDF’s, etc.
    • Collect post-show feedback from Sales and CEO and make any necessary adjustments
    • Track expenses and manage a tradeshow budget
    • Manage all tradeshow advertising
  • Oversee catalog process from start to finish:
    • Responsible for communication and feedback with Sales during the catalog creation process to assure catalog meets Sales needs
    • Oversee Marketing Manager’s efforts in catalog creation and pagination
    • Responsible for final sign-off of catalog for printing, including coordination of multiple rounds of proofing
    • Manage costs of catalog/printing
    • Initiate and oversee any additional printed brand supplements or lookbooks
  • Oversee all logistics of photoshoots:
    • Reach out to Sales and Ecommerce for any necessary shots prior to shoot
    • Support Product team’s direction on styling, models, and location
    • Oversee Marketing Manager’s shot list assuring all shots are completed
    • Assure all needed samples arrive on time
    • Manage and meet all budget guidelines and deadlines for photoshoots
  • Review any ambassador, influencer, or spokesperson programs, vetting out their backgrounds and crafting any pricing and contracts in collaboration with PR team.
  • Conduct ongoing competitive analysis, becoming well-versed in the competitive landscape in terms of campaigns, fixtures, packaging, and messaging
  • Manage the Marketing budget and ensure all projects stay within the assigned budget

Knowledge, Skills and Abilities

  • Bachelor’s Degree in Marketing, Business, or related field
  • 15+ years traditional Marketing experience in fashion or consumer products with a proven track record
  • Excellent organizational skills
  • Energy, enthusiasm, and high attention to detail
  • Ability to manage multiple projects simultaneously without getting overwhelmed
  • Self-starter with a can-do attitude that takes initiative
  • Strong writing and editing skills
  • Clear, concise communication style
  • Thrives in a team environment and enjoys building relationships; easy to get along with
  • Current with fashion and trends


    Physical Demands and Working Conditions

    • Face-to-face, telephone, email, Microsoft Teams, and formal written communication with vendors and all levels of coworkers requires an ability to clearly express oneself, as well as perceive and exchange ideas
    • The employee is required to maintain a calm and professional demeanor while handling multiple priorities
    • The employee is not exposed to adverse environmental conditions, working primarily in an office environment


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