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Head of Marketing



Marketing & Communications
Miami, FL, USA · Remote
Posted on Tuesday, October 19, 2021

We are looking for a passionate Head of Marketing to join our executive team. You will report directly to the CEO and lead our superb in-house marketing team. Your duties will include managing all marketing operations, assessing and improving existing initiatives, and devising new strategies to increase revenue.

CEO's note: This role is not for the faint of heart. It is both a strategic and tactical role designed for a marketing polymath that is not satisfied with being tied to one area of expertise. You will be responsible for the company's entire customer acquisition and retention efforts.

Who We Are
We're Caribu. We bring families, across the globe, together through virtual playdates. We’re growing quickly (1000% YoY), proudly committed to DEI (the team is 50% women and 60% POC, with LGBTQ+ Representation), and fueled by a very small team of awesome people distributed across the Americas. We've grown from humble beginnings in our hometown of Miami to being nationally recognized on outlets like the TODAY show, TIME Magazine, Forbes, New York Times, Yahoo! Finance, and being named one of the best 15 apps in the world last year by Apple. The company is backed by awesome investors like AT&T, Rise of the Rest (Steve Case’s Seed Fund), the founder of TaskRabbit, and celebrity investors like Grammy Award Winning Recording Artist Kevin Jonas and two-time NBA All-Star Baron Davis. Our last round of funding was led by a Latina and was made up of only women and Black men.

Caribu is a Miami-based, distributed-first company. The position can reside anywhere in the U.S.

Your responsibilities will lie in four main buckets:

Own Caribu’s marketing strategy and build a brand of the future (and disrupt the world of kid’s edutainment with us)
-Create Caribu’s marketing strategy: plan to drive company-wide marketing strategy for TOFU, MOFU, BOFU, and KPIs. Own the end-to-end strategy of customer acquisition: organic channels, paid social, and performance marketing campaigns, and oversee expansion into new channels. Help develop and execute on the organic growth vision, strategy, and reporting cadence for our website.
-Oversee campaign creative: uncover insights and curate creative for maximum relevance and impact.
-Co-build brand strategy and market positioning: with CEO, team, and partners.

Be inspired by data and driven by customer insights
-Be data-driven: Quantitative and qualitative data together, always wins. Everything you do is data-driven.
-Develop informed points of view on non-financial but critical measures of performance: such as brand awareness, target users, competitive positioning, etc.

Obsess over Growth Efficiency (because you know that it’s the foundation of a profitable business)
-Lead cost-efficient growth: Determine and implement metrics to measure campaign effectiveness and track/measure marketing spending ROI. -Develop channel strategies to exceed monthly, quarterly, and annual top-line revenue targets with an eye toward cost-efficient growth and improving LTV: CAC.
-Own conversion rate optimization: through the entire customer funnel from awareness through purchase and beyond. Oversee paid acquisition team: paid social, paid search (SEM), affiliate, and influencer marketing. Oversee retention/engagement efforts including messaging (email, in-app) to follow up with and incentivize users and re-targeting campaigns.
-Drive and oversee organic growth:
---Evolve into a true shopping and discovery platform for consumers.
---Launch campaigns and new web experiences that drive conversions while powerfully communicating our brand and product through relevant, engaging paid, and organic content.
---Oversee all organic marketing efforts to drive brand awareness, followership, user-generated content, community management, organic social, and to bring the brand to life in all channels.

Lead like you own the place (because you’ll own a piece)
-Collaborate: You will work across product, engineering, analytics, and marketing stakeholders to translate business needs into innovative strategies and campaigns that perform, and constantly iterate and explore new ways to drive organic growth. Collaborate with the customer success team to understand our customers’ needs, develop excellent go-to-market strategies, and develop relevant brand-enhancing campaigns. Work closely with the partnerships team on pitch development, enablement materials, top-of-funnel awareness, and lead generation programs.
-Manage and develop talent: Provide a supportive, inspiring, motivating, and empowered work environment for the existing marketing team. Mentor and lead team members with day-to-day guidance of projects/plans. Continue to build the team by attracting top talent and retaining high performers.
-Communicate: Ensure everyone is pulsing on the plan, and you’re communicating up, down, and across the organization. Lead weekly, monthly, and quarterly internal meetings; possess senior-level communication skills including synthesizing insights, calibrating to the correct audience, leading a room, steering a difficult conversation, and picking up on and adapting to sentiment.

What you will find

-Great people - We work hard, we play hard, and we attack the problem… not the people.
-Equity - That's right. To feel like an owner it's best to be one.
-Leave your comfort zone - We went from 4 to 12 people in 4 months when we 10x’d the company in March 2020. Check out the tweet by Tim Cook about us. We’ve built an amazing culture as a distributed team across 3 countries and with customers in 200+ countries and territories. We learn and grow so the company can too and so we can better serve families.
-Focus on results, not tasks - Just because you are doing a lot, does not mean that you get a lot done. We measure our impact, not work done.
-Give feedback now, directly - We ask for and give feedback.
-Do what you love - We believe if you don’t see the meaning in what you do, you should stop doing it right now.
-Come As You Are - We believe all human beings should have equal rights and opportunities, be treated with dignity and respect in all their beautiful diversity. Period.


-Mobile App marketing experience.
-Bachelor’s degree in business, marketing, communications, or related field or a Master's degree in marketing or related field or an MBA is highly desirable. (Honestly, formal education doesn’t matter as much as your results. What have you done? What have you built?)
-More than 5-7 years of results-driven experience in a marketing or brand manager role.
-Excellent analytical and leadership skills.
-Creative and entrepreneurial spirit.
-Exceptional knowledge of marketing techniques and platforms.
3-5 years of experience driving strategy and execution of impactful organic search optimization or relevant web projects.
-Strong track record of leading successful projects across in-house or agency roles working on a site with a high proportion of traffic coming from organic search.
-Experience with conversion rate optimization, including running a/b tests.
-Strong cross-functional collaboration and communications skills.
-Proactive, organized, curious, entrepreneurial problem solver with a “can-do” attitude and a testing-and-learning mentality.
-Strong organizational and time-management skills, ability to react to shifting priorities.
-Ability to be both strategic and have strong attention-to-detail.
-Experience with web analytics, optimization, and SEO tools, such as Google Analytics, Google Search Console, SEMRush, DeepCrawl, Optimizely, and Hotjar.
-Experience leading a Growth function and building a world-class team of growth hackers in the past with objectively measurable results and cross-functional Growth initiatives.
-Channel management - strategy and execution. Including go-to-market strategies for expansion / new channels.
-Experience with e-commerce or payments is a plus.

What we offer
-Competitive compensation + early-stage stock options.
-Excellent health insurance and benefits.
-Flexible work schedules and vacation policy.
-Remote-friendly / distributed team. In normal times we meet as a team 2x a year.
-High-performing, fast-paced team.
-A collaborative and supportive culture that values kindness and being a good human.

Our Commitment to Diversity and Inclusion
We're committed to growing and empowering a more inclusive community within our company, industry, and cities. That's why we hire and cultivate diverse teams of the best and brightest from all backgrounds, experiences, and perspectives. We believe that true innovation happens when everyone has room at the table and the tools, resources, and opportunities to excel. Caribu is an equal opportunity employer and strongly encourages applications from people of color, persons with disabilities, women, and LGBTQ+ applicants.