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VP of Marketing

Peepers by PeeperSpecs is an omnichannel brand that is the leading designer of innovative, upbeat eyewear.  We are reinventing the spectacle, and having fun doing it!  Our parent company, Sammann Company, is a 4th generation family owned business that has skyrocketed ever since the latest generation took over 6 years ago.

If you want the security of a family owned company with the feel of a startup, Peepers is the place for you.   We pride ourselves on our amazing team, made up of people who share our core values and believe in our brand. We are a strategic, we are tactical, we are fun.  We work hard…we play hard…we really can’t help ourselves, it’s the foundation of our culture.  

Job Description: VP of Marketing

Reports to:  President & CEO

FLSA Status:  Full-time; Exempt


Purpose:  The VP of Marketing will have strategic responsibilities for all Peepers marketing efforts. S/he is responsible for developing and implementing the strategies required for building the Peepers brand and supporting growth for our consumer direct and wholesale channels. As the company continues to grow, this position will assure the brand has a clear voice, stays true to our target consumer, and remains consistent in messaging across channels.


This position will be located at our headquarters in Michigan City, IN.



Ensure brand consistency through all mediums;

  • Includes the development of campaigns to support product and company brand initiatives
  • Reviews and refines target consumer. Ensures the brand speaks to them and delivers a consistent look and feel across all mediums, including social media
  • Assures all packaging is consistent with the brand identity and updates or eliminates any outdated packaging
  • Oversees the execution of digital and trade print advertising


Lay out a comprehensive go-to-market plan to support product initiatives each season, detailing how these initiatives will be supported and what marketing strategies will be used to reach each of the consumer segments;

  • Ensures sales teams are armed with supportive collateral detailing the season's marketing strategies
  • Develop a strategic calendar of events that allow the overall business understand where and when marketing campaigns will be launched
  • Create a marketing guide for sales team at every product launch, detailing the marketing strategies for the season and any supporting collateral the sales reps can utilize


Support in-store sales and merchandising;

  • Accountable for all in-store fixturing and merchandising, including pricing, design, refreshes, and inventory assortment
  • Partner with key accounts to ensure their fixtures are up to date and fit their unique needs
  • Manage and supply all in-store marketing to retailers and showrooms, including in-store POP, such as posters, signage, counter topers, etc.
  • Continuously research new innovations in this area, finding insipiration from aspirational retailers


Develop Key Performance Indicators (KPI's) for all marketing campaigns;

  • Track and analyze campaign effectiveness and optimize as required to ensures overall success
  • Leverage quantitatived/qualitative data sources to drive recommendations for current and new campaigns
  • Establish and maintain budget for marketing development
  • Identify means and incentives for increasing customer retention and repeat purchase, including content, rewards program, and communications


Conduct ongoing competitive analysis to become well-versed in competitive landscape, including campaigns, fixtures, packaging, and messaging;

  • Keep well-informed of industry and competitive trends and effectively communicate these trends to the organization and make necessary recommendations, as appropriate for marketing approaches


Support and manage PR communication;

  • Develop marketing assets and plans in support of partnerships and program launches
  • Ensures production of assets to support events, awards, and any PR campaign reflect the brand
  • Manages any ambassador or spokesperson program including contact and salary/royalties


Knowledge, Skills, Abilities:

  • Demonstrated experience in creating successful marketing campaigns across multiple channels
  • Proven business analysis and judgment with the ability to proactively manage department budget
  • Bachelor's degree and at least 8 years marketing management experience within consumer product industry
  • Demonstrated ability to achieve a cohesive outcome from a number and variety of sources
  • Proficient understanding of the following Adobe creative suite applications: InDesign, Photoshop, and Illustrator
  • Strategy development, project management, problem solving, and change management skills
  • A solid understanding of the sales process and market channels; including trends, technologies used, and market players
  • Ability to build positive working relationships, both internally and externally
  • Ability to effectively present information
  • Demonstrated strong executive level oral and written communication skills
  • The ability to manage multiple priorities independently
  • Self-directed, exceptional organizational and time management skills and high attention to detail


Physical Demands and Working Conditions

  • Face-to-face, telephone, email, 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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