VP of Marketing and Impact

Job Title

Vice President of Marketing and Impact

Department

Marketing

Reports To

Chief Executive Officer

Location

Baltimore, MD

Travel

Up to 25%

Role Overview

The Vice President of Marketing and Impact is a senior executive responsible for driving measurable business growth, brand strength, and social impact across LifeStraws global portfolio. This role owns the full marketing and impact vertical, spanning brand strategy, demand generation, digital and ecommerce marketing, retail and wholesale marketing, consumer insights, analytics, and LifeStraws sustainability and humanitarian impact programs.

This leader is accountable for building and executing a high performance, data driven marketing engine that delivers ROI across the entire funnel, from awareness and consideration through conversion, retention, and lifetime value, while ensuring LifeStraws impact work remains credible, integrated, and core to the business.

The role leads a multidisciplinary team and accountabilities across brand, creative, content, digital marketing, ecommerce, retail marketing, and impact and sustainability, and serves as a key strategic partner to the CEO, VP of Global Sales, and LifeStraws Leadership team.

Core Responsibilities

Marketing Strategy, Growth, and Accountability

• Own the global marketing strategy across channels and customer touchpoints, ensuring alignment with company growth targets, revenue goals, and profitability objectives.
  Lead full funnel marketing execution including awareness, acquisition, conversion, retention, and loyalty across digital, ecommerce, retail, wholesale, and international markets.
  Establish clear goals, KPIs, and accountability for marketing performance, including ROI, CAC, LTV, conversion rates, retention, and channel efficiency.
  Build a rigorous, data driven marketing operating cadence using analytics, dashboards, testing, and insights to continuously optimize performance.
  Partner closely with Direct-to-Consumer ecommerce, sales, product, and finance to ensure marketing investments are aligned to demand planning, inventory strategy, and financial outcomes.

Digital, Ecommerce, and Performance Marketing

• Lead digital and performance marketing across paid media, marketplaces, and emerging platforms, with clear accountability for results.
  Oversee ecommerce marketing strategy including Amazon, and key retail digital platforms, ensuring strong traffic quality, conversion, and customer retention. (DTC is managed collaboratively but in another vertical).
  Drive experimentation, testing, and optimization across channels using data, attribution, and consumer insights.
  Ensure marketing technology, data infrastructure, and analytics capabilities support scalable, high-quality decision making.

Brand Strategy and Brand Building

• Define and evolve LifeStraws global brand strategy, positioning, and narrative in a way that strengthens differentiation, trust, and long-term brand equity.
  Ensure brand expression is consistent and effective across packaging, campaigns, retail environments, digital experiences, partnerships, and communications.
  Balance short term performance goals with long term brand building investments.
  Lead integrated product launches with a clear go-to-market strategy, and major campaigns in collaboration with product, sales, and operations.

Retail, Wholesale, and Brick and Mortar Marketing

• Own marketing strategy for brick-and-mortar retail, wholesale, and distributor channels, including in store storytelling, merchandising, retail media, and shopper marketing.
  Partner with sales and retail partners to drive sell through, velocity, and brand presence in physical environments.
  Ensure marketing strategies are adapted effectively for different channels and geographies.

Impact, Sustainability, and Purpose Leadership

• Lead LifeStraws impact and sustainability strategy as an integrated business function, not a standalone initiative.
  Oversee all impact programs including the LifeStraw Give Back program, Safe Water Fund emergency response work, and sustainability and climate initiatives.
  Ensure impact programs are credible, measurable, transparent, and aligned with LifeStraws brand, values, and commercial strategy.
  Partner with external NGOs, governments, and institutions to scale impact responsibly and effectively.
  Translate impact outcomes into clear, authentic storytelling that strengthens trust with consumers, partners, and stakeholders without compromising integrity.

Leadership and Team Development

• Lead, coach, and develop a high performing, lean, multidisciplinary team including creative, content, ecommerce marketing, retail marketing, and impact teams.
  Set clear expectations, accountability, and performance standards across the organization.
  Foster a culture that balances creativity with discipline, experimentation with rigor, and mission with results.
  Build strong cross functional relationships with product, sales, finance, supply chain, and operations.

What We Are Looking For

• 12 plus years of progressive leadership experience in marketing, with demonstrated ownership of growth, performance, and ROI.
  Deep expertise across digital marketing, ecommerce, performance marketing, brand strategy, and retail or wholesale marketing.
  Proven ability to build and lead data-driven marketing organizations with clear accountability and execution discipline.
  Strong analytical mindset with experience using data, dashboards, and insights to inform decisions and optimize results.
  Experience integrating brand building and performance marketing in a way that drives both short term results and long term value.
  Demonstrated ability to lead purpose-driven or sustainability-focused initiatives with credibility, rigor, and real-world impact.
  Strong executive presence with the ability to influence across teams, partners, and senior stakeholders.
  Passion for LifeStraws mission and belief that impact and profitability can and should reinforce one another.

Education

• Bachelors degree in Marketing, Business, Communications, or a related field required.
  MBA or advanced degree preferred.