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Vice President, Brand

Peggy

Peggy

Toronto, ON, Canada · Remote
Posted on Friday, June 30, 2023

About you:
You love art, design and culture. You're excited to deepen this interest into a passion. You are plugged into the latest trends in the world, what's going on. You thrive on understanding complex concepts but then communicating them in a simple way. Being a strong storyteller is in your DNA. You have a natural affinity to relate to people (and to Peggy's target customers and influencers).

Mission:

  • Invite the uninitiated into the magical world of art
  • Make investment-grade art from Peggy the must-have, shareable, covetable showpiece
  • Establish demand side of the marketplace (collectors and influencers), resulting in liquidity (primary transactions, secondary transactions, and pegboarding)

Roles & Responsibilities:

  • Get your hands dirty, crafting a hyper-relevant brand strategy for Peggy that includes target customer profiling, selecting and onboarding agency partners, campaign development, defining influencer personas and partnerships, flawless execution and iteration, measuring ROI and paving the way (while leading by example) for future team members
  • Define influencer personas, generating lists, and conducting reachouts, and execute on influencer campaigns
  • You have a "Major" in Brand, and a "Minor" in Growth – i.e. expertise, leadership and an ability to get-stuff-done™ within Brand, and the potential/capability to hire and mentor a Manager (or Director) of Growth, to round out your experience-set
  • Hire, manage and enable a Manager (or Director) of Growth who reports to you, who will run ads and help optimize and measure your team's influencer and other marketing strategies
  • Collaborate with VP Art to ensure successful match of collectors and artists, and quality of demand side (collector) user base
  • Collaborate with Design team to inform and shape product (mobile-only) and website (non-product landing page / campaign-oriented) iterations
  • Manage agency relationships, to develop marketing collateral: video, ads, campaigns
  • Unlock pools of demand within “white hot centre” community
  • Enable future growth including international
  • Recruit and manage team members to ensure collector success, and high NPS

Outcomes:

  1. Define specifics of target consumer persona
  2. Define target influencer personas, within “hot centre” strategic focus of diverse underrepresented artists & collectors (Female, BIPOC, LGBTQIA+)
  3. Generate, rank and prioritize list of influencer leads
  4. Collaborate with VP Art to identify Artists & Galleries already collected by influencers, and develop collaboration strategies
  5. Develop influencer package, messaging, and outreach strategies
  6. Leverage Growth Marketing team members to launch channels (e.g. Facebook ads, Instagram ads (we own the @peggy handle!), Google ads)
  7. Double down on ROI positive influencers, cull underperformers, iterate
  8. Hire a Manager (or Director) of Growth who will lead growth efforts
  9. Define Lead and Lag measures (OKRs) for Manager/Director of Growth

Career track:
The ideal candidate will have had pre-Peggy experience primarily in Brand roles (bonus if Growth or other exposure).

Peggy values her people and their careers. The following is an example career track within Peggy - you don't need to have had these prior roles, but it shows upward mobility for those on your team as the team grow, and upward mobility in your future at Peggy:

  • Marketing Coordinator
  • Manager, Growth
  • Manager, Brand
  • Director, Growth
  • Director, Brand
  • Sr. Director, Growth
  • Sr. Director, Brand
  • VP, Marketing
  • SVP, Marketing
  • CMO
  • Options for growth in “expert track” (individual contributor) vs “manager track”
  • Options for lateral moves into Art (supply side), strategy, operations, product management

Working at Peggy
Peggy is a remote-first company. We are building the company this way so we can curate a team with the best talent from anywhere in the world, and to create flexibility for team members.