ABOUT US
Founded by Dr. Bill Rawls, a renowned expert on chronic Lyme and related illnesses, Vital Plan is on a mission to help people overcome chronic health challenges and reclaim vibrant wellness. Backed by science and rooted in nature, Vital Plan offers premium herbal supplements, education, and personalized support. Vital Plan is proud to have led over 12,000 customers to regain their health with our signature Restore Kit. In Spring 2025, we will build on our success with the Restore Kit as we unveil a new & improved programmatic offering with significant potential for growth and impact.
JOB DESCRIPTION
We seek an experienced and enthusiastic Marketing Director to lead Vital Plan’s next growth phase. In this role, you will develop and execute a comprehensive strategy to drive brand visibility and customer acquisition.
Our ideal candidate has a proven history of managing marketing and e-commerce, focusing on serving the customer. You should have a strong track record of scaling e-commerce operations, building high-performing teams, and executing integrated marketing strategies—while optimizing the e-commerce funnel and providing a high-quality, on-brand customer experience.
This leadership position will report directly to our Founder and CEO. While we prioritize local candidates, we are open to considering qualified remote applicants willing to travel.
RESPONSIBILITIES:
Strategic Marketing Leadership:
- Develop and execute a comprehensive marketing strategy to increase brand awareness and expand the customer base for our products and programs.
- Establish and manage relationships with third-party digital vendors, ad agencies, and other partners.
- Oversee all aspects of marketing campaigns, ensuring alignment with the company’s brand, business objectives, and target market.
- Develop test plans to gather critical insights for constant funnel improvement. These plans should include tests on channels, ad copy, design, audience segmentation, and landing pages.
- KPI : New Revenue Growth & Return on Ad Spend (ROAS) – Ensure sustainable revenue growth and optimize ad performance for profitability.
Email Marketing & CRM Management:
- Oversee email marketing efforts that drive customer engagement, education, and sales.
- Oversee the development of automation workflows to nurture leads, retain customers, and promote product launches, new offerings, and sales.
- KPI : Retention & Email Marketing Performance – Improve subscription growth, repeat purchase rate, and optimize email open rates, CTRs, and revenue per email.
E-commerce Platform Optimization:
- Oversee the Shopify store optimization for improved customer experience, product discoverability, and conversion rates.
- Work closely with the content team to ensure that product descriptions, landing pages, and site copy are optimized for SEO and conversions.
- Ensure proper integration of third-party tools, apps, and analytics for maximum sales performance.
- KPI : Conversion Rate Optimization (CRO) – Improve website conversion rates through UX enhancements and A/B testing.
Paid Media Management:
- Lead the planning, execution, measurement, and optimization of paid media campaigns across Google Ads, Meta Ads, retargeting, and affiliate marketing platforms.
- Optimize ad copy and creatives for maximum engagement and performance, ensuring adherence to advertising guidelines for health-related products.
- KPI: ROAS, new customer acquisition cost, optimized for the flagship product
SEO Strategy & Optimization:
- Implement and optimize SEO strategies to increase organic traffic to the site.
- Ensure all web and content copy is optimized for search engine visibility and customer engagement, including blog posts, product descriptions, and promotional content.
- KPI: YoY increase in non-paid website traffic through improved keyword rankings and content marketing.
Social Media Strategy & Campaigns:
- Oversee the creation and execution of social media strategies and campaigns across platforms (Facebook, Instagram, YouTube, TikTok, etc.) to increase engagement, brand awareness, and customer loyalty.
- Ensure social media content aligns with the overall marketing strategy, resonates with the target audience, and complies with industry guidelines.
- Optimize copy for social media posts to drive engagement and conversions while maintaining brand voice and adhering to platform best practices.
Public Relations & Affiliate Marketing:
- Oversee PR strategies to build brand authority and credibility.
- Oversee affiliate partnership strategies that build relationships with industry influencers, bloggers, and affiliate partners to drive traffic and sales.
Team Management & Collaboration:
- Lead, mentor, and grow the internal marketing team to ensure the smooth execution of marketing campaigns.
- Collaborate cross-functionally with the product, sales, and customer service teams to ensure consistent messaging and a seamless customer journey.
- Manage the marketing calendar, status reports, and budgets and produce media schedules and forecasts.
- Oversee marketing projects, ensuring timely delivery, alignment with business objectives, and quality of execution.
- Use project management tools to organize resources, track progress, and ensure effective stakeholder communication.
Analytics & Reporting:
- Use data-driven insights to optimize marketing performance, including monitoring key performance indicators (KPIs) like traffic, conversion rates, customer lifetime value (CLV), and ROI.
- Regularly report on campaign performance to key stakeholders, providing actionable recommendations for ongoing optimization.
- Monitor social, cultural, and industry trends and their impact on our industry and consumer behavior.
- Perform competitive analysis, research new opportunities, using data to provide recommendations.
REQUIREMENTS:
- 5+ years of hands-on experience in digital media planning, execution, measurement, and optimization for direct-to-consumer e-commerce.
- Strong communication, leadership, and team-building skills with proven ability to manage and lead cross-functional teams and external agencies.
- Strong analytical skills and experience using Google Analytics, Meta Ads, and Google Ads to measure and optimize campaign performance.
- Strong experience with Shopify and e-commerce platform management.
- Proven success in email marketing, with expertise in Klaviyo and automation best practices.
- Knowledge of SEO, keyword research, on-page optimization, and content strategies.
- Project management skills, with the ability to plan and prioritize a diverse workload in a fast-paced environment.
- Preferred experience marketing herbal supplements or health-related products, with an understanding of our industry’s regulatory environment.
- Relentless passion and drive to create something that will have a positive impact on the world.
Why Join Us?
- Competitive salary and benefits package.
- Flexible schedule with options for remote work.
- Work for a growing company in the fast-paced and impactful health and wellness sector.
- Collaborate with a passionate team to deliver trusted health products that make a real difference for our customers.
TO APPLY
To apply, please send your resume and cover letter to marketing@vitalplan.com with “Marketing Director” in the subject line. As a small team, every new hire makes a big impact, so we’d love to hear what motivates you to join us.
Vital Plan is proud to be an equal opportunity employer (EEO), welcoming applicants and employees of all genders, races, backgrounds, orientations, and nationalities. We believe that a wide range of viewpoints, experiences, and backgrounds strengthens our team and we support an inclusive environment for our employees and customers. We are committed to comply with all Federal, State and local laws providing EEO and all other employment laws and regulations.