VP, D2C Marketing and Revenue

About Purple Carrot

Founded in 2014, Purple Carrot delivers clean, long-lasting energy through the power of plants. As the only company in America devoted entirely to plant-based eating, we have spent over a decade perfecting the balance of protein and fiber that only plants can provide. Offering chef-crafted, dietitian-designed meals delivered right to your door, we make plant-forward eating effortless, flexible, and endlessly exciting. Our menu spans quick weeknight dishes, occasion-worthy dinners, breakfast, lunch, snacks, and ready-to-eat meals. 

Purple Carrot prioritizes taste and flexibility, convenience through a subscription with no membership fees, the freedom to skip or unskip weekly deliveries whenever you want, and a no-pressure, cancel-anytime policy. We pride ourselves on doing plants better than anyone else - and we have the receipts to prove it.

Vice President, D2C Marketing and  Revenue

The VP, Marketing and Revenue is a senior leadership position responsible for defining and executing comprehensive strategies that drive customer acquisition, engagement, and profitable revenue growth through direct channels. This role is a blend of traditional marketing leadership and a performance-oriented, data-driven approach focused on measurable financial outcomes in a direct-to-consumer eCommerce environment. 

While positioning Purple Carrot as the leader in delivering clean, long-lasting energy through plant-based eating, this individual will lead a high-performing team across acquisition, loyalty, brand, partnerships, and new channels, merchandising analytics, and culinary, as well as partner cross-functionally as part of the Senior Leadership Team to align the organization on priorities and deliver on KPIs. 

This leader will leverage their strong analytical skills and storytelling expertise to create impactful campaigns that resonate with our target audience. They will play a crucial role in strengthening partnerships, enhancing our digital presence, and ensuring executional excellence across all marketing initiatives. Additionally, this role will place a strong emphasis on customer research, insights driven by data analysis, and identifying market opportunities to continuously refine our approach and optimize marketing effectiveness.

Location: 

• This role will be on-site in our Chicago, IL office, working a hybrid schedule. 
• Our hybrid approach includes 2-3 in-office days each week, giving teams the best of both flexibility and collaboration. Many team members choose to come in more often - it’s a great way to stay inspired and engaged with the team.

On the Plate:

• Marketing Strategy: Shape the vision for an integrated, multi-channel marketing strategy that drives brand awareness, engagement, and growth, aligning teams around shared objectives and long-term impact. 
• Digital & E-Commerce Focus: Partner with Product leadership to shape digital and e-commerce strategies that enhance the customer experience and drive lifetime value.
• Team Leadership: Inspire, develop, and empower a high-performing marketing organization. Create a culture of ownership, curiosity, and continuous improvement while aligning team structure and capabilities to business needs.
• Performance Marketing: Guide the acquisition and loyalty strategy with a focus on sustainable, long-term growth. Align marketing performance with customer lifetime value and business KPIs. Oversee the development of a performance marketing framework that empowers data-driven decisions. Drive accountability through robust marketing analytics, ROI analysis, and media mix modeling.
• Partnership Development: Identify and cultivate strategic partnerships that expand brand reach, unlock new audiences, and enhance customer engagement.
• Merchandising & Menu Development: Lead product marketing and menu strategy in collaboration with Culinary and Product teams, ensuring offerings align with customer demand, brand identity, and margin targets. Provide vision and support to the Culinary team, with crave-worthy food as the heart of our organization, fostering innovation and excellence in product development aligned with marketing objectives.
• Brand Leadership: Champion the evolution of Purple Carrot’s brand positioning to strengthen differentiation, deepen customer affinity, and ensure relevance in a dynamic market. Inspire compelling brand narratives and creative direction that reflect the company’s mission, values, and customer needs, reinforcing brand equity at every touchpoint.
• Customer & Market Insights: Elevate the voice of the customer across the organization by advocating for research integration into product, brand, and culinary strategies. Ensure insights are consistently informing innovation and refinement. Lead the organization’s approach to customer understanding by embedding a culture of insight-driven decision-making. Translate research into strategic opportunities that guide messaging, campaigns, and product direction, leveraging your strong understanding of digital marketing, e-commerce, and online shopping behaviors.
• Execution & Accountability: Drive operational excellence across marketing initiatives by setting clear goals, establishing KPIs, and ensuring cross-functional alignment. Oversee marketing budgets and collaborate with FP&A to ensure fiscal responsibility.

Main Ingredients for the role

• 10+ years of D2C, eCommerce marketing expertise, subscription service preferred (food product or other consumables a plus!)
• Bachelor's degree in Marketing, Business or related field, or equivalent experience.
• Proven success in leading and scaling a marketing team in a high-growth, consumer-focused company, with a track record of optimizing marketing ROI through effective media planning and data-driven decision-making.
• Exceptional people leadership skills with a focus on aligning company strategy to functional priorities, driving team execution and accountability, and individual development.
• Extensive experience in conducting customer research and analyzing market dynamics with the ability to translate insights into actionable product and marketing strategies.
• Ability to work effectively with product and engineering teams to advance the technology of the company, enhancing marketing capabilities, digital engagement, and testing of MVPs.
• Strong communication and storytelling abilities to articulate the brand’s vision and value proposition.
• Experience in developing strategic partnerships and collaborations.
• Experience with budgeting, forecasting, and managing large marketing spend to ensure financial discipline.

Extra Special Sauce:

• Passion for bringing ideas to life
• Ability to manage multiple competing priorities and align a team to deliver 

Compensation

The anticipated base salary range (part of the total compensation package) for this role is $200,000 - $250,000. Compensation is based on experience and qualifications, and the posted range is not a guarantee of any specific offer.

Garnish

We love our staff, and show it with benefits (including but not limited to medical, dental, vision, FSA, and life insurance), matching retirement plan, generous and flexible paid time off, Purple Carrot box delivery credits, professional development, and the opportunity to work in collaboration with teammates who are passionate about food!

Final Touches

We are committed to a safe and inclusive work environment, free of discrimination based on race, color, religion, sex, gender identity or expression, sexual orientation, genetics, national origin, ancestry, age, medical condition, mental or physical disability, handicap, veteran status, or marital status.