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Sr. Growth Creative Strategist
Smalls · United States
Pay
$145k–165k
Setting
Remote
Smalls is a premium DTC cat food and cat lifestyle brand built on a single belief: the cats who matter most to their people deserve food that actually reflects that. We make fresh, human-grade food for cats, and we've spent eight years building a brand that looks and feels as considered as the product inside the bag.
We're looking for a Growth Creative Strategist to own the learning system behind our growth creative - what's resonating, with whom, and why - and to carry those answers everywhere they matter. From ads through landing pages, our lifecycle journeys, our site experience, and back into the brand itself. When a message wins with 10,000 impressions behind it, you're the person who makes sure the whole company knows and acts on it.
This is for someone who has seen enough creative win and lose, across enough contexts, to have earned genuine pattern recognition, and who has the presence to operate as a peer to channel leader and a trusted partner to a brand creative team.
WHAT YOU'LL DO
- Own the creative learning system. Run the engine that connects every channel and surface we operate & proliferates learnings throughout the business. Channel managers own performance in their channels; you make sure each of them operates with the full portfolio's knowledge instead of a partial view. You turn fragmented channel learnings into company-wide conviction about our customer—what motivates them, what objections matter, what messaging travels, and what should influence every customer touchpoint.
- Build, maintain, and grow the production engine. Stand up and scale the workflows that keep that delivers quality creatives at scale to feed Meta & across the growth engine. That includes standing up studio operations, UGC partnerships at scale, whitelisting - establishing systems where none exist today. You will own relationships with each creative workstreams, internally & externally, own quantity & quality goals for creative output for each.
- Carry learnings beyond marketing. What converts in an ad tells us something about what should greet a visitor on the landing page, how the site should sell, and even what belongs on the box. You'll translate creative and messaging insights into recommendations for site experience, landing pages, and product packaging — partnering with product and brand to make sure paid media's learnings compound across the whole customer experience.
- Maintain our brand-led messaging architecture. Own the hypothesis hierarchy, the testing roadmap, and the prioritization of creative angles and messaging territories, optimized not just for who we acquire, but for who stays. You decide what we test next and why.
- Be a bridge to brand & cross functionally across the org. Become the connective tissue between Growth, Brand, & Product—ensuring customer insights don't stop at the ad account but shape every part of how Smalls communicates.
WHO YOU ARE
You've done this long enough to see the patterns. 8+ years in creative strategy, performance creative, or growth marketing in a highly brand driven org, spanning multiple channels and formats. You've watched enough creative succeed and fail that your instincts are earned, not borrowed, and you can tell the difference between a trend and a truth.
You use data and instinct to understand not just what worked, but why it worked. You read hook rates, CPA curves, and cohort quality the way an editor reads copy. You understand why an ad worked, not just that it did, and you never mistake a noisy result for a learning.
You think beyond the ad. You see creative insight as intelligence about the customer, not just fuel for the next campaign and you're energized by carrying it into the site, the funnel, the packaging, and the brand.
You build systems, not just briefs. Testing frameworks, learning libraries, reporting structures, production workflows - you leave behind machinery that compounds, so wins get institutionalized instead of rediscovered.
You have taste and brand sensitivity. You can hold direct-response fundamentals in one hand and brand voice in the other, and you've earned the trust of brand creative teams by bridging the gap between brand and performance.
You lead without the org chart. You're direct, opinionated, and able to drive alignment across channel owners, brand, and product without formal authority. People follow your briefs because they're right, not because they have to.
You're a cat person. You care about cats and the people who love them, and you're genuinely excited to build for this community.
WHAT YOU’LL LOVE ABOUT US:
- Mission-Driven Company: We love cats and we're here to make nine lives ten.
- People-Driven Company: We treat our people like people; we're committed to Smalls, and we work hard but also respect everyone’s lives outside of work.
- Data-Driven Culture: We love using data to guide decision-making where appropriate, but we also know when to move quickly and go with our gut.
- Competitive Salary: Make some $$$.
- Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance. 4-day work week. Unlimited PTO.
- Fully Remote Office & Culture: Our team is spread across the US day to day, but we travel for department & company off-sites and retreats.
- Free Product: Free cat food every month.
Listed by Smalls for a position based in the United States. Employers on this board attest they are hiring domestically.
Manager, Paid Social
Smalls · United States
Pay
$120k–140k
Setting
Remote
Smalls is on a mission to make nine lives ten, building a brand that genuinely improves the lives of cats and their people. Today, many of the cat people who find Smalls find us on Meta. It's our largest acquisition channel and we’re looking for someone to fully own it.
You will fully own Paid Social performance from top to bottom. You’ll drive profitable growth by setting a sharp channel strategy and executing it in platform. You’ll be expected to run a highly efficient engine, make smart bets, and communicate performance insights clearly at all levels of the business.
This isn't a role for someone who wants to direct an agency from a dashboard, and it isn't a first time job.This is a hands-on, in-platform role for a seasoned operator who treats Meta as a craft: you know how the auction actually behaves, you have strong opinions about account structure and placement mix, and you can tell the difference between real performance signals and noise.
WHAT YOU'LL DO:
- Own the channel end to end. You’ll drive budget, pacing, forecasting, campaign architecture, in-channel creative strategy, bidding, audiences, placement mix — the full stack of decisions that drive our largest paid channel. You'll be accountable for acquiring high quality customers at efficient CACs.
- Optimize for customer quality, not just cost. You'll be responsible for driving against both volume & quality targets — conversions, customer retention, LTV — and you'll tune targeting, creative selection, and bidding toward cohorts that stay, even when that makes the topline CAC number look worse in the short run.
- Bring the channel in house. Lead the transition from our hybrid agency model to full internal ownership, leading hands-on account management with ad ops support.
- Own creative performance in-channel. Collaborate closely with the Growth Creative Strategist on translating our creative strategy to Meta — determine how we bring our value props to life, testing strategy, and the audience × message × format judgment behind those calls. You'll feed your channel's signals back into the system so wins travel beyond your channel.
- Own the measurement, skeptically. Keep our signal quality strong (CAPI, event match quality, AEM), reconcile platform reporting against internal attribution, and contribute to incrementality work — geo holdouts, lift studies — so we're spending against what really drives performance, not what Meta says is real.
WHO YOU ARE
You've run Meta at scale. You've personally managed seven-figure monthly Meta budgets, ideally at a DTC subscription or ecommerce brand, with deep hands on keys experience, not through an agency. You know firsthand how differently the platform behaves at that level of spend than at a fraction of it.
You have experience with subscription business and understand the dynamics you instinctively evaluate performance through retention and LTV, not just cost per conversion.
You're rigorous about reporting & tech. You design clean tests and you can tell a genuine performance signal from attribution noise. CAPI, EMQ, attribution windows, and view-through dynamics are familiar ground.
You have in-channel creative judgment. You understand why an ad wins for a given audience in a given placement, and you can operate within a shared creative strategy, making it perform in your channel without needing to own the whole system.
You communicate with clarity. You can explain a CPM spike to the exec team without hiding behind jargon, and you say what you think the account needs, directly.
You're a cat person. You care about cats and the people who love them, and you're genuinely excited to build for this community.
WHAT YOU’LL LOVE ABOUT US:
- Mission-Driven Company: We love cats and we're here to make nine lives ten.
- People-Driven Company: We treat our people like people; we're committed to Smalls, and we work hard but also respect everyone’s lives outside of work.
- Data-Driven Culture: We love using data to guide decision-making where appropriate, but we also know when to move quickly and go with our gut.
- Competitive Salary: Make some $$$.
- Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance. 4-day work week. Unlimited PTO.
- Fully Remote Office & Culture: Our team is spread across the US day to day, but we travel for department & company off-sites and retreats.
- Free Product: Free cat food every month.
Listed by Smalls for a position based in the United States. Employers on this board attest they are hiring domestically.
Product Manager, Growth
Smalls · United States
Pay
$155k–185k
Setting
Remote
Smalls is a premium DTC cat food and cat lifestyle brand built on a single belief: the cats who matter most to their people deserve food that actually reflects that. We make fresh, human-grade food for cats, and we've spent eight years building a brand that looks and feels as considered as the product inside the bag.
We're hiring a Product Manager to own how new customers discover, evaluate, and buy Smalls. This role sits right at the intersection of product and marketing — you'll treat our conversion funnel as your product, run experiments at high velocity, and think in terms of customer segments and experiences rather than just funnel steps. We're a lean team, so you'll also jump into platform work and whatever else needs doing when it’s the highest-leverage work.
What You'll Own
Funnel ownership and experimentation. Own the conversion funnel from first site visit through first box. Find the friction, form hypotheses, ship improvements, and drive sustainable new-customer growth. You'll run our experimentation program at a high tempo — a prioritized backlog of A/B tests and landing page experiments, shipped constantly, with a real record of what won, what lost, and why.
Marketing and data partnership. You'll work the seam between marketing and product, partnering on our tracking and signals layer — attribution, pixel and event quality, MarTech tooling. You'll design for segments, not just steps, using behavior data and customer feedback to build experiences personalized to who someone is, not just where they are in the funnel.
Commerce evolution. You'll help shape how purchasing works at Smalls as we grow beyond subscription into one-time purchase and new commerce paths.
Platform and execution. You're a force multiplier — when a high-priority problem shows up, including platform or internal tooling work, you scope it fast and drive it to completion, partnering closely with engineering on tradeoffs between speed, quality, and long-term maintainability.
End-to-end scope. CRO — on-site experience, LP testing, and the experimentation program — is yours start to finish, alongside MarTech tooling and the tracking/signals layer (with marketing), and e-commerce purchase paths, including one-time purchase as we evolve.
Conversion funnel ownership. Own the end-to-end conversion funnel, executing data-driven product strategies to lift CVR and AOV while improving core unit economics.
What We're Looking For
You have a strong A/B testing track record and think in hypotheses, not hunches.
You understand marketing signals infrastructure — attribution, pixels, event quality — well enough to improve it, not just work around it.
You've run real CRO programs with LP testing, and you know e-commerce fundamentals cold: PDP, CLP, checkout.
You learn fast, decide with partial information, and get energized by a broad remit rather than overwhelmed by it.
You're a strong executor — someone who drives projects, not just plans them.
You come from a digitally native retailer with a strong digital product, not big tech.
Nice to have: subscription DTC experience, Shopify, SQL/analytics tooling fluency (Heap, Segment), and personalization or segmentation experience.
The Team You're Joining
You'll partner closely with Marketing on tracking, attribution, and MarTech, and with Engineering on technical tradeoffs across speed, quality, and long-term maintainability. You'll report to the Sr. Director, Product. This is an individual contributor role with no direct reports — built for someone who wants ownership and impact, not headcount.
What You'll Love About Us
Mission-Driven Company: We love cats and we're here to make nine lives ten.
People-Driven Company: We treat our people like people; we're committed to Smalls, and we work hard but also respect everyone's lives outside of work.
Data-Driven Culture: We love using data to guide decision-making where appropriate, but we also know when to move quickly and go with our gut.
Competitive Salary: Make some $$$.
Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance. 4-day work week. Unlimited PTO.
Fully Remote Office & Culture: Our team is spread across the US day to day, but we travel for department & company off-sites and retreats.
Free Product: Free cat food every month.
Listed by Smalls for a position based in the United States. Employers on this board attest they are hiring domestically.
Chief Financial Officer
Smalls · United States
Pay
$150k–270k
Setting
Remote
Smalls has built something rare: a subscription-first pet food business with genuine customer love, durable unit economics, and a retail expansion underway. We've grown from a pure-play DTC brand into an omni-channel operation, and the financial complexity has grown with us: subscription cohorts alongside wholesale margin structures, a perishable supply chain, a growing retail footprint, and a financing facility that requires active stewardship.
The CFO who built this infrastructure is stepping back. What we need now is someone who has lived inside a consumer business at scale, has managed the tension between growth and profitability and, at least once, sat at the closing table for a significant transaction. In short, not a career dealmaker but rather a career operator who has done deals.
This person will be the senior financial executive of the company — end accountable for financial results across the business, the health of the balance sheet, the discipline of the operating plan, and the readiness of the business for its next chapter.
The CFO leads two functions: Finance, managed day-to-day by the SVP Strategic Finance and encompassing FP&A, operating model, cohort analytics, and board financial materials; and Accounting, managed day-to-day by the Director of Accounting and encompassing general ledger, close, GAAP financial statements, accounts payable/receivable, payroll, and external audit. Both functions report directly to the CFO.
WHAT YOU'LL OWN
OPERATING FINANCE & BUSINESS PERFORMANCE
- Direct the annual operating plan process, including revenue and contribution margin targets by channel, headcount planning, operating expense budgets, and capital expenditure schedules; present the approved plan to the board of directors
- End responsibility for development and fidelity of the rolling forecast, incorporating actuals-to-plan variance analysis across P&L, balance sheet, and cash flow; translate variance findings into forward-looking operational recommendations
- End responsibility (in partnership with the CRO) for unit economics management and threshold-setting: CAC and payback period by acquisition channel, cohort LTV curves, contribution margin by SKU and channel, gross margin by co-manufacturer, and blended LTV:CAC ratio; establish and hold thresholds that govern ongoing acquisition investment decisions
- Design and direct omnichannel P&L architecture — particularly retail and wholesale margin reporting inclusive of trade spend, slotting, co-op, spoilage, and incremental fulfillment costs; evaluate new retail placements against defined return and payback thresholds
- Drive financial accountability with supply chain and operations on co-manufacturing cost structure, freight and fulfillment cost-per-order, inventory turn targets, and the financial implications of formulation or sourcing changes
- Oversee variance analysis against plan and forecast across all cost centers; develop and implement corrective action plans where performance deviates materially from targets
- Design and manage capital allocation decisions across the business — marketing channel investment, CapEx (freezer infrastructure, co-manufacturing capacity, ERP and systems), new SKU development, geographic expansion — against established ROI and payback thresholds
- Own the financial systems roadmap — ERP, OMS, and EDI — ensuring infrastructure supports accurate multi-channel and multi-category profitability reporting as the business scales
- Define and own the company's path to positive operating cash flow: establish milestones, identify the cost structure and revenue productivity levers required to achieve them, and track progress against plan
FINANCIAL REPORTING, CONTROLS & ACCOUNTING
- Own the accuracy and timeliness of GAAP financial statements, including income statement, balance sheet, and statement of cash flows
- Oversee monthly and annual close process through the Director of Accounting; ensure close completes within established timelines with full account reconciliation and variance commentary
- Maintain documented accounting policies covering all judgment-sensitive areas: revenue recognition, subscription deferred revenue, lease accounting (ASC 842), warrant liability treatment, inventory valuation, and co-manufacturing accruals
- Design and maintain an internal controls environment appropriate for a VC-backed, pre-transaction business; ensure controls are audit-ready and consistently applied
- Own the external audit relationship; oversee preparation of audited financial statements and coordinate timely completion of the annual audit and required tax filings
- Oversee sales tax compliance, indirect tax obligations, and regulatory reporting requirements across all operating states and channels
TREASURY, WORKING CAPITAL & DEBT FACILITY MANAGEMENT
- End responsible for accurate 13-week and rolling cash flow forecasting; maintain visibility into cash conversion cycle dynamics specific to perishable goods, including inventory carrying costs, AP payment terms, subscription billing timing, and retail payment lag
- Evaluate, structure, and manage non-dilutive financing instruments as the business scales, including inventory-based facilities, receivables factoring, and revenue-based financing alternatives
- Optimize working capital across AP, AR, and inventory; develop and implement programs to improve days payable outstanding, reduce inventory days on hand, and accelerate cash conversion
BOARD & INVESTOR GOVERNANCE
- End responsible for financial materials for the board of directors, including operating results, variance to plan, updated forecasts, liquidity position, and key risk factors
- Serve as the primary management liaison to the audit committee; maintain responsibility for all financial representations made to the board
- Oversee cap table management, equity administration, and all board-level financial disclosures in coordination with legal counsel
- Build independent relationships with board members as a financial steward — not as a proxy for the CEO, but as the board's own trusted source on the integrity of financial representations, risk posture, and governance
TRANSACTION READINESS & M&A
Transaction readiness is a consequence of running the business well, not a separate workstream. The CFO who keeps clean books, maintains defensible accounting judgments, and manages toward durable unit economics is the CFO who makes a transaction go smoothly.
- Maintain the business in a continuous state of transaction readiness: clean audited financials, documented accounting policies, reconciled cap table, and no unresolved quality of earnings exposure
- Serve as CFO-level financial principal in any M&A, recapitalization, or secondary transaction process: lead quality of earnings preparation and defense, own rep & warranty positioning, and execute purchase price adjustment and working capital peg frameworks
- Lead financial due diligence on potential acquisition or strategic partnership opportunities; develop and present buy-side financial thesis and integration cost analysis to the CEO and board
- Develop capital structure recommendations — equity, debt, earnout, and rollover structures — in advance of and during any transaction process
HOW THIS ROLE WORKS CROSS-FUNCTIONALLY
- SVP Strategic Finance — the SVP owns the operating model, FP&A infrastructure, board financial materials, cohort and investor-grade reporting, and analytical partnership to the CEO and COO. This is a highly capable executive with deep context on the business. The CFO sets financial philosophy and signs off on outputs; the SVP builds and maintains the analytical engine.
- Director of Accounting — the Director of Accounting owns the day-to-day close process, GL management, accounts payable and receivable, payroll, and external audit coordination. The CFO owns the controls environment and audit relationship at the executive level; the Director executes the work.
WHAT WE’LL LOVE ABOUT YOU
- Experience with physical/inventory businesses. A SaaS or purely digital background will not translate to the complexity of a perishable goods supply chain, retail margin structures, and working capital dynamics at Smalls.
- Transaction experience (principal role). Has served as the CFO-level financial principal in at least one completed sell-side M&A transaction, recapitalization, or significant financing. Demonstrated ownership of quality of earnings preparation, purchase price mechanics, and closing documentation — not advisory or supporting participation.
- Growth-stage operating experience. Has served as CFO at a consumer, CPG, DTC, or subscription business at meaningful scale ($75M–$300M) and scaled revenue significantly under their financial leadership; has built or substantially rebuilt FP&A infrastructure, management reporting, and financial controls in a high-growth environment.
- Systems infrastructure leadership. Has led or co-led at least one full-cycle ERP implementation or migration (NetSuite, SAP, or equivalent), inclusive of chart of accounts design, process mapping, data migration, and go-live. Experience with OMS and EDI systems in an omnichannel or CPG context is a strong plus — Smalls operates across DTC, e-tail, and retail, and the CFO will be expected to own the financial systems roadmap across all three.
- Demonstrated operational financial outcomes. Has a verifiable record of improving business results outside of a transaction or fundraise — examples include achieving positive operating cash flow, executing a cost structure reduction, materially improving gross margin, or leading a financial turnaround. Can articulate the specific levers they controlled and the quantified outcomes achieved.
- People leadership in a lean, high-stakes environment. Has a track record of developing finance talent — not just managing it. The team you'll inherit is capable and deeply embedded in the business. They need a CFO who makes them better, not one who creates a ceiling above them. If your instinct is to consolidate decision-making rather than build judgment in your team, this isn't the right seat.
- Genuine comfort with lean. Smalls' finance function is intentionally small: a CFO, an SVP Strategic Finance, a Director of Accounting, and a handful of supporting roles. This is not a gap to be filled — it's a structural choice. The right CFO is energized by this, not quietly planning a headcount expansion. If you've spent your career managing large teams and derive authority from org size, this will be a frustrating mismatch. If you want to thrive in a lean environment and know how to punch above your weight, it will feel like a feature.
NICE TO HAVE
- Experience in pet, food, subscription CPG, or other perishable goods categories
- Deep familiarity with omnichannel or retail-expanding DTC businesses — having navigated the transition from DTC-first to omnichannel with both a retail and e-tail component
- Background in investment banking or private equity with a subsequent track record as a full-function operating CFO
- Experience managing a debt facility with active covenant compliance and lender reporting
WHAT YOU’LL LOVE ABOUT US
- Mission-Driven Company: We love cats and we're here to make nine lives ten.
- People-Driven Company: We treat our people like people; we're committed to Smalls, and we work hard but also respect everyone’s lives outside of work.
- Data-Driven Culture: We love using data to guide decision-making where appropriate, but we also know when to move quickly and go with our gut.
- Competitive Salary: Make some $$$.
- Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance. 4-day work week. Unlimited PTO.
- Fully Remote Office & Culture: Our team is spread across the US day to day, but we travel for department & company off-sites and retreats.
- Free Product: Free cat food every month.
Listed by Smalls for a position based in the United States. Employers on this board attest they are hiring domestically.
Senior Art Director
Smalls · United States
Pay
$168k–185k
Setting
Remote
Smalls is a premium DTC cat food and cat lifestyle brand built on a single belief: the cats who matter most to their people deserve food that actually reflects that. We make fresh, human-grade food for cats, and we've spent eight years building a brand that looks and feels as considered as the product inside the bag.
We're a focused team building a category-defining brand. The people here are good at their jobs, take the work seriously, and care about getting it right. We're growing into new categories and new channels, and we need our creative function to grow with us.
WHAT YOU'LL OWN
- Visual creative leadership. Brand standards, taste, and final say on what ships. You are the visual authority at every touchpoint. When something doesn't look like Smalls, you catch it and fix it.
- Art direction across all surfaces. You'll concept and direct shoots, oversee creative production, and ensure the visual system holds across growth creative, retail displays, packaging, site, social, merch, physical product design, campaign, OOH, email, and collabs — whatever the context, the brand is recognizable and right.
- Meta and performance creative. You own social creative as a distinct creative domain, not just another channel in the list. That means the full marketing creative lens — photo, video, creator-style content, captions, audio — and the strategy that ties it together. You'll set what good looks like in feed, lead the art direction for performance work, and hold the bar for social-native craft. This is one of the primary reasons we're hiring this role; the CBO is leaning into it as a learning area, and the SAD is expected to lead it.
- Agency oversight and decision-making. Ultimate decision-making on creative agency work sits with you. You lead agency selection, own the overall briefing, and make the final call on what ships. The CBO will weigh in on direction and review assets, but the decision lives with the SAD — you pick the partners, you set the brief, you call the work.
- Team leadership. You'll manage our Senior Designer, Graphic Designer, and two Product Designers day to day. This means real creative oversight, not just people management. You'll give direction on work, make calls on large design decisions, and keep the product designers brand-aligned rather than purely conversion-focused. You're comfortable working across both graphic design and product/UX contexts — you don't need to be a UX practitioner, but you understand the discipline well enough to direct it and hold the brand bar within it.
- Creative process ownership. You'll define and maintain the creative processes that govern how work moves through the team — from brief to production to final output. You'll set the standards, own the oversight, and ensure the creative function operates with rigor and consistency.
- Cross-functional bridge work. You'll move work through the org, resolve misalignment between creative and other departments before it becomes a bottleneck, and be the creative voice in rooms where brand logic needs an advocate.
- Evolving the system. Smalls is entering new categories. The visual system needs to expand to meet them. You'll evaluate what the brand demands in new contexts, write briefs, connect the dots across departments, and make the case for or against creative decisions with confidence.
WHAT WE'RE LOOKING FOR
You have 7+ years of experience, with meaningful time in-house at a brand where you had to hold visual standards across channels without a large team or agency infrastructure doing it for you. You've art directed shoots. You've managed designers. You've been the person who catches drift before it ships.
You think in systems, not assets. You can look at a brief, a collab proposal, or a new product category and ask: what does the brand demand here? And then answer that question with conviction.
You have strong enough design instincts to give the design team real creative direction, not just approvals. You understand the difference between a brand-led product experience and a conversion-optimized one, and you know how to hold the former while respecting the latter.
You have working fluency in both graphic design and UX/UI contexts — enough to direct product designers meaningfully and hold the brand standard across digital surfaces, not just print and campaign.
You manage well. The team here is talented, detail-oriented, and tends toward caution. You bring clarity and creative energy without creating anxiety. You can make a decisive call and move on.
You have a cat, or you're genuinely willing to get one. This isn't a culture fit checkbox — it's functional. You'll be briefing, directing, and evaluating work about cat food, cat behavior, and the cat-owner relationship every single day. The feedback loop of living with a cat is real and it matters.
You're a communicator. You can write a brief, explain a direction, push back on a request, and present your thinking to a founder without hedging everything into mush.
You're comfortable being the operational creative center of the function. The CBO is a strategic leader who comes in for direction, taste, and high-level decisions. The day-to-day runs through you.
WHAT WE DON'T NEED
Someone who wants to rebuild everything. The visual system is strong and the team knows it. Your job is to evolve it, not replace it.
Someone who needs a lot of management to function. You'll have the CBO's attention for the things that matter. The rest is yours to run.
Someone whose creative confidence only shows up in a portfolio. We need it in how you talk about work, how you give feedback, and how you hold a position when someone pushes back.
THE TEAM YOU'RE JOINING
You'll be working alongside ACD, Copy and Director of Integrated Brand Ops, and managing a design team of four including Sr. Designer, Graphic Designer, and two Product Designers. You'll report to Chief Brand Officer.
Smalls is fully remote with occasional travel for shoots, company offsites, and key creative moments.
WHAT YOU’LL LOVE ABOUT US:
- Mission-Driven Company: We love cats and we're here to make nine lives ten.
- People-Driven Company: We treat our people like people; we're committed to Smalls, and we work hard but also respect everyone’s lives outside of work.
- Data-Driven Culture: We love using data to guide decision-making where appropriate, but we also know when to move quickly and go with our gut.
- Competitive Salary: Make some $$$.
- Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance. 4-day work week. Unlimited PTO.
- Fully Remote Office & Culture: Our team is spread across the US day to day, but we travel for department & company off-sites and retreats.
- Free Product: Free cat food every month.
Listed by Smalls for a position based in the United States. Employers on this board attest they are hiring domestically.
SVP, Marketing
Smalls · United States
Pay
$275k
Setting
Remote
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 planning integrated across all channels.
OMNICHANNEL DEMAND INTEGRATION
- Lead marketing across all channels — DTC, e-tail, and retail — as a unified demand engine, not siloed programs.
- Implement an omni-channel marketing engine that builds demand at retail as well as online. Create marketing programs specifically for brick-and-mortar.
- Own e-tail as a direct accountability. Amazon, Chewy, and emerging e-tail platforms are yours — you understand how to drive velocity and visibility on those platforms, how their algorithms and promotional mechanics work, and how to build a winning e-tail playbook that complements DTC and retail.
- Think about demand generation as an integrated system — understanding how marketing investment in one channel creates halo effects in others, and how retail distribution functions as top-of-funnel brand awareness.
- Coordinate with the COO (who owns retail sales relationships) to ensure marketing strategy supports retail velocity — one engine, not siloed budgets.
- Participate in total business revenue planning alongside the CSO, COO, and CFO — bringing the demand perspective to target-setting conversations.
CREATIVE PARTNERSHIP & MARKET POSITIONING
- Come to the table with a strong point of view on market positioning — who our customer is, what stories resonate with them, and why. You don't own the creative output, but you bring the commercial and consumer intelligence that sharpens it.
- Through media buying and marketing, help Smalls build a brand that is bigger than the products we sell. Build a deep belief in our mission and point of view that supports our wider vision as the cat care brand.
- Work with the creative team to tell great stories that resonate with consumers and speak to a differentiated product. This is how great brands are built. While obsessed with the numbers, you are equally passionate about building a brand that stands for something, and carries cultural weight.
- Partner with the brand and creative team to develop core messaging and market positioning strategies, feeding acquisition data, messaging performance, and customer insights back to creative as inputs, not directives.
- Be an opinionated partner on what's working commercially and how to drive home a message to a consumer — without trying to own or approve creative output. The CBO and Creative Director do that. The right candidate sees this as a feature, not a limitation.
- Architect and continuously improve the ways of working between marketing and creative — from briefing quality to feedback cadence to approval workflows. This is a leadership responsibility, not a one-time project.
- Hold direct reports accountable to brand standards — brand alignment is a spectrum, and this team must understand why it matters.
DIGITAL BUSINESS & CUSTOMER EXPERIENCE
- Own the revenue number for the digital business: smalls.com http://smalls.com, Amazon, Chewy, and e-tail marketplaces — conversion rate, AOV, merchandising, subscription flows, and the evolution toward a multi-category, multi-channel business.
- Own the commercial roadmap for the site — how it's structured, what it prioritizes, how it's merchandised. The strategic vision comes from leadership; you define how we get there commercially and provide clear direction to the product and engineering team on what to build and why. This isn't about small optimizations and conversion rate optimization. This is about strategically positioning our site experience for success.
- Guide the digital product of smalls.com http://smalls.com with strong instincts and philosophy — not just conversion mechanics, but how the site tells our story, builds trust, and advances a multi-channel commercial strategy.
- Oversee the experimentation roadmap — ensuring tests are prioritized against commercial outcomes and that learnings flow back into strategy.
- Own the retention number and the acquisition-side retention strategy — measuring against payback targets that require understanding predicted LTV and what drives it.
- Collaborate with the CSO's customer experience function on retention, recognizing that proactive CX outreach is a retention lever you influence but don't directly control.
HOW THIS ROLE WORKS CROSS-FUNCTIONALLY
- Chief Strategy Officer (CSO) — Sets revenue targets for the total business. Owns voice-of-customer, analytics, and macro market positioning. You participate in target-setting, buy in, and then build the demand strategy to deliver.
- Chief Brand Officer (CBO) / Co-Founder — Owns brand, creative, cultural positioning, and brand voice across all channels. You have a dotted-line relationship to the CBO and are the creative team's most important internal client and partner. The quality of your briefs and the strength of the feedback loop directly determines the quality of the output.
- Chief Operating Officer (COO) — Owns retail sales relationships, account management, and supply chain. You bring the trade and retail marketing POV; the COO manages the account relationships. Amazon and Chewy e-tail revenue sits with you, not the COO.
WHAT WE’LL LOVE ABOUT YOU
- You have built and owned demand strategy at a DTC or subscription-first business doing $100M+ in revenue — you've seen the complexity that comes at scale and know how to navigate it.
- You have a genuine omnichannel orientation — you've thought about demand generation across DTC, e-tail, and retail as an integrated system, not siloed programs.
- You have strong upper funnel instincts and philosophies. You have a point of view on market positioning, on what stories matter to customers and why, and on how to build the brand equity that lower funnel captures. You can articulate and defend an upper funnel investment thesis when the results aren't visible in week-one CAC.
- You have direct experience with e-tail platforms — Amazon, Chewy, or comparable marketplaces. You understand how to drive velocity, visibility, and profitability on those platforms, not just how to report on them.
- You have a point of view on trade spend — how retail marketing dollars should be allocated, what good ROI looks like, and how in-store presence connects to the broader demand strategy.
- You understand that if you spend all the money in the world on upper funnel and the creative doesn't resonate, it won't work. You believe brand strategy, messaging, and creative are essential to commercial success — and you know how to partner effectively with a creative team to get there.
- You have directed product and engineering teams on what to build commercially, with a customer-first, commercial-vision orientation — not technical management.
- You are a partner to creative, not a passenger and not a driver. You bring data and advocate for what's working without trying to own the creative output. You write excellent briefs and care deeply about the quality of the partnership.
- You are comfortable operating within a founder-led brand with a strong CBO — you receive the vision and build the machine that monetizes it.
- You have managed teams of 10+ and can develop commercially-minded thinking in people who haven't had it modeled for them before.
- You are naturally customer-first in your thinking — you understand who the customer is, what they care about, and how to reach them, not just how to optimize a media dashboard.
- You are low-ego about titles and turf, high-conviction about commercial rigor and accountability.
NICE TO HAVE
- Experience in pet, food, or subscription CPG categories.
- Deep familiarity with omnichannel or retail-expanding DTC businesses — having navigated the transition from DTC-first to omnichannel with both a retail and e-tail component.
- Background in product marketing or commercial experimentation (pricing, offer testing, site optimization).
- Experience working alongside a separate brand/creative function in a structure where marketing does not own creative.
- Experience running Amazon Vendor Central / Seller Central or Chewy supplier programs at meaningful scale.
WHAT YOU’LL LOVE ABOUT US
- Mission-Driven Company: We love cats and we're here to make nine lives ten.
- People-Driven Company: We treat our people like people; we're committed to Smalls, and we work hard but also respect everyone’s lives outside of work.
- Data-Driven Culture: We love using data to guide decision-making where appropriate, but we also know when to move quickly and go with our gut.
- Competitive Salary: Make some $$$.
- Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance. 4-day work week. Unlimited PTO.
- Fully Remote Office & Culture: Our team is spread across the US day to day, but we travel for department & company off-sites and retreats.
- Free Product: Free cat food every month.
Listed by Smalls for a position based in the United States. Employers on this board attest they are hiring domestically.
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