Marketing Director | Fast Growing 'Better for You' Snack Brand - Harmonic Finance Inc | Certified B : Job Details

Director/ Sr Director of Marketing | Fast Growing ‘Better for You' Snack Brand | NYC (or Remote)

Harmonic Finance are delighted to be working on a retained basis with one of the world's fastest growing snack brands in the exploding ‘better for you' category. Having launched 5 years ago in London they are on track to achieve $20m in sales in 2025. This is being driven by incredible growth in the US market.

The business has developed an incredibly strong brand centered around Health & Wellness which is particularly powerful with younger generations. Now Europe's number one ‘better for you' snack they have a product which sits at the intersection of ‘plant powered', ‘indulgent' and ‘high protein'.

Starting life as heavily D2C e-commerce they are now stocked in every single major UK retailer and are already stocked nationwide in Wholefoods, Target and Trader Joes in the US. They are in advanced with discussions with other leading grocery stores including Walmart and launch on Thrive Market in a number of weeks.

Culturally they have a team that are passionate and proud of the shift towards Plant Based healthy and sustainable alternatives and are motivated by not only the massive growth potential but also the positive impact their product and brand can have on society.

The Role:

The Director/ Senior Director of Marketing will partner closely with the CEO to define and scale a distinctive brand in the better-for-you snacking space. Already profitable and growing rapidly, the company is forecasting rapid growth in the next 24 months towards $50m revenue through a combination of strong D2C performance and rapidly expanding omnichannel retail distribution. This role is responsible for shaping the brand narrative, deepening consumer connection, and driving full-funnel growth across all channels.

Key Responsibilities:

• Lead holistic marketing strategy: Develop and execute integrated marketing plans that span D2C and retail channels—driving customer acquisition, brand awareness, and loyalty across e-commerce, Amazon, and retail partners.
• Define and amplify the brand: Own the evolution of brand positioning and storytelling, ensuring consistent voice and visual identity across packaging, digital platforms, retail displays, and advertising.
• Drive digital and social engagement: Oversee organic and paid social strategies, developing compelling content across Instagram, TikTok, and emerging platforms. Grow community engagement and leverage insights to refine performance.
• Scale influencer and ambassador programs: Build partnerships with relevant influencers, athletes, and creators to amplify reach. Craft campaigns that feel authentic and drive both brand affinity and sales lift.
• Maximize affiliate and partnership programs: Expand and optimize affiliate marketing and digital partnerships. Own performance tracking, creative testing, and partner incentives to drive incremental revenue.
• Retail marketing activation: Develop retail marketing programs (e.g., in-store displays, co-op campaigns, shopper marketing) in collaboration with key partners. Ensure brand consistency and performance at shelf.
• Performance measurement and attribution: Implement robust tracking frameworks across digital and retail touchpoints. Own the marketing P&L, monitor CAC, ROAS, and LTV, and make data-informed decisions to optimize spend.
• Team leadership and cross-functional collaboration: Build and lead a high-performing marketing team. Work cross-functionally with product, sales, operations, and finance to align on growth priorities and go-to-market strategies.
• Stay ahead of trends: Continuously scan the landscape for emerging consumer trends, channel innovations, and creative breakthroughs in the health and wellness space—bringing fresh thinking to all aspects of marketing execution.

Skills and Experience:

Essential skills:

- Proven expertise in a scaling CPG brand

- Previous experience shaping the brand story and driving growth

- Deep understanding of digital marketing channels, tools, and strategies—particularly performance marketing on platforms like TikTok, Meta, Amazon, and others.

- Strong analytical skills with the ability to interpret data and make actionable recommendations.

- Experience with analytics tools like Google Analytics and e-commerce platform, shopify or similar.

- Experience with customer acquisition, retention, and loyalty strategies.

Skills & Experience

• Experience leading Marketing within a consumer brand (ideally food, beverage, or wellness)
• Proven success scaling a consumer brand across both D2C and retail channels
• Strong experience in performance marketing, social media, influencer marketing, and lifecycle/retention marketing
• Track record of brand building and storytelling that resonates with a health-conscious or lifestyle-oriented consumer base
• Deep understanding of omnichannel strategy, marketing attribution, and how to balance spend across eComm and retail channels
• Experience managing external agencies, in-house creatives, and cross-functional project teams
• Strong analytical and financial acumen—comfortable owning marketing KPIs, P&L, and investor-facing metrics
• Excellent communication skills with the ability to inspire teams and present confidently to executives and board members
• Passion for consumer health, wellness, and disruptive challenger brands

Salary: $180,000 - $230,000 Base Salary + Bonus + Share Options

Start Date: ASAP

Location: NYC (Hybrid Model)

Please get in touch with Fin on [email protected] for more detail