SVP, Marketing

Smalls is a premium cat food company scaling toward $300M in revenue across DTC, e-tail (Amazon, Chewy), and a rapidly expanding retail footprint. We've built something rare: a brand with genuine cultural resonance among cat parents — a community that's deeply engaged, fiercely loyal, and underserved by an industry that has historically treated cats as an afterthought in a dog-first world. Our products are genuinely changing how cats eat, and our customers know it.

We are looking for a senior leader to own full-market, full-funnel demand generation across every channel — DTC, e-tail, and retail. This person will translate strategic vision into a demand plan that hits revenue targets, architect the marketing mix across the entire funnel, shape the commercial direction of our digital product experience, and create the accountability structures that connect performance data to creative execution.

WHAT YOU'LL OWN

DEMAND STRATEGY & FULL-FUNNEL ARCHITECTURE

- Set a data-informed but philosophically-grounded view of how marketing investment should be allocated across the funnel. Design upper funnel brand, mid funnel (podcast, direct mail, inserts, lifecycle), and lower funnel performance to drive DTC growth, e-tail, and brick & mortar retail sales.

- Own the transition from a performance-heavy media mix driving to DTC to a balanced full-funnel omni-channel engine without cratering short-term results — sequencing upper funnel investment intelligently, measuring blended impact over 60–90 days, and reallocating as the pipeline proves out.

- Think outside the box. Where can we show up, what can we do, that drives the brand forward and builds demand? Partner with the creative team to bring these concepts to life.

- Define measurement frameworks and success criteria for marketing as we expand beyond direct response, lower funnel advertising

- Own the holistic marketing calendar: hero product moments, campaign timing, promotional events, and seasonal planni...