VP of Marketing

Faherty is seeking a highly strategic, data-driven Fractional VP of Marketing to lead growth, retention, omni-channel marketing performance, and operational excellence for the brand. Reporting to the EVP of Marketing, this leader will be responsible for building and optimizing a full-funnel marketing engine that increases customer acquisition efficiency, strengthens retention, accelerates repeat behavior, and drives sustainable business growth across retail, e-commerce, and wholesale.

This role complements a creative Marketing Leadership Team by bringing strong analytical thinking, operational discipline, forecasting rigor, and a test-and-learn mindset to the marketing function. The ideal candidate is a structured, metrics-focused leader who thrives in a founder-led, high-growth environment and knows how to translate brand energy into measurable commercial impact. They also understand creative strategy and can marry product messaging to the most effective touchpoint in the funnel.

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What you’ll do:

Full-Funnel Growth & Acquisition Leadership

• Own strategy and execution across paid media, organic social amplification, affiliate, influencer performance, partnerships, and upper funnel initiatives that ladder into efficient acquisition.
• Drive channel mix optimization, forecasting, customer acquisition cost (CAC) reduction, and new customer growth targets in partnership with Finance and E-Commerce.
• Develop scalable frameworks for media planning, attribution, creative testing, A/B experimentation, and funnel conversion.
• Partner with the EVP of Marketing to align brand storytelling with measurable growth outcomes.
  

Retention, Loyalty & Customer Lifecycle

• Lead the retention, CRM, email/SMS, and loyalty strategy with a focus on segmentation, personalization, and lifetime value (LTV) growth.
• Use customer insights, behavior patterns, and cohort performance to build and optimize lifecycle journeys (onboarding, post-purchase, reactivation, VIP, etc.).
• Build quarterly retention roadmaps and partner with Merchandising, Retail, and E-Commerce to align messaging with inventory, category priorities, and business goals.
• Champion improvements in loyalty program structure, customer tiers, win-back strategies, and omnichannel recognition.
  

Marketing Operations, Planning & Measurement

• Lead a disciplined marketing operations framework, including quarterly and annual planning, KPI alignment, budget modeling, reporting cadences, and post-mortem analyses.
• Create dashboards and reporting that translate data into clear actions for senior leadership.
• Ensure attribution models are accurate and constantly improving; partner with Data, Finance, and E-Com to refine insights and measurement.
• Build processes that enable cross-functional visibility, on-time delivery, and results-driven decision-making.
  

Integrated Marketing & GTM Execution

• Drive the translation of seasonal priorities, creative direction, and commercial needs into clear, measurable omni-channel GTM plans.
• Build alignment with Merchandising, Product, Retail, and Wholesale to support sell-through, category expansion, and key product stories.
• Own the integrated marketing calendar from a performance and operational lens — ensuring sequencing, handoffs, and KPIs are clear and grounded in business impact.
• Partner with Creative/Brand teams to ensure campaign assets ladder into performance strategy and drive measurable results.
• Build and oversee the global marketing calendar, consolidating initiatives across PR, events, digital, social, retail, wholesale, and private client to ensure cohesive storytelling, alignment between creative direction and marketing activation, and timely execution.
• Lead the development of 360 go-to-market strategies for collections, launches, store openings, seasonal initiatives, and key market entry.
• Partner with the EVP of Marketing to translate creative concepts into market-ready programs across all physical and experiential channels
  

Cross-Functional Partnership & Leadership

• Act as the cross-functional hub for the marketing organization, providing planning rigor, prioritization, and operational alignment for all teams.
• Partner closely with Retail and Wholesale to build localized and seasonal strategies that drive traffic, conversion, community engagement, and commercial outcomes.
• Manage and develop high-performing teams across growth marketing, retention/CRM, performance media, integrated planning, and marketing operations.
• Bring structure and clarity to a fast-paced, entrepreneurial environment while enabling creativity from the EVP of Marketing to scale effectively.

What you’ll have:

• 12+ years in performance marketing, growth, retention, CRM, or full-funnel integrated marketing at a premium or lifestyle brand.
• Proven success owning CAC, LTV, revenue contribution, retention, and media efficiency at scale.
• Expertise in attribution, audience segmentation, lifecycle marketing, and marketing technology stacks.
• Background partnering closely with Creative/Brand teams to bring storytelling into measurable frameworks.
• Experience leading and scaling marketing teams through periods of high growth and organizational change.
• Strong analytical skills with experience using BI tools, modeling, multi-touch attribution, and experimentation frameworks.
• Strategic thinker with strong operational chops; brings order, focus, and rigor.
• Exceptional communicator who can simplify complexity, influence cross-functionally, and drive alignment.
• Highly collaborative, especially in founder-led and creative-led cultures.
• Data-driven mindset with the ability to translate insights into action.
• Deeply customer-centric with a passion for building meaningful lifecycle relationships.
• Commercially oriented, comfortable with financial modeling, KPIs, and forecasting.

We aim to pay competitively for our size and industry. The hourly rate range for this position is $100 - 130/hr USD, but we will consider location, skill level and experience to determine the final offer.

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How to Apply

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