Director, Marketing Channel Strategy

Job description

## **Who We Are** The Farmer’s Dog was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care. We’re starting by radically improving the $90 billion pet food industry, replacing bags of highly-processed pellets with a personalized subscription service that sends complete and balanced, freshly-made dog food directly to customers’ doors. Our ultimate goal is to create innovative, delightful and personalized experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic culture uniquely position us to shepherd this backwards industry into the future. To date, The Farmer’s Dog has delivered over 1 billion meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to customers, health to their companions, and much-needed change to the way people feed and care for their pets. #LongLiveDogs ## **What We Stand For and Where You’ll Come In** The Farmer’s Dog is looking for a Director, Marketing Channel Strategy to be the connective tissue across every pillar of Marketing so the organization operates from one shared view of spend, priorities, and goals. Reporting to marketing leadership, you’ll partner with Finance and every marketing pillar to build and manage the budget, bring rigor and risk assessment to how we plan, and make sure every channel is pointed at the same set of goals. This role is highly quantitative and sits at the intersection of strategy, finance, and operations. **One Team:** We don’t think of ourselves as “Acquisition Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”. Beyond denoting skill sets and areas of expertise, we don’t think departments matter. We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically. **We are skeptical about everything and precious about nothing:** Ideas can and should come from anywhere, and we aren’t tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there’s a better or more impactful way to solve problems. **We consider the customer journey in all of our decisions:** We know that no interaction exists in a silo and therefore understand how important every single one is. We ensure our strategy sets prospective and new customers up for success and drives long-term retention. We answer questions and address problems early and proactively. We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically. **We Execute For Impact:** We don’t subscribe to “best practices” or “industry KPIs”. We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be. Similarly, we don’t subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience. **We Are Focused and Work Without Assumption**: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?”. We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don’t expect to be perfect the first time. ## **How You'll Make An Impact** - Own the end-to-end marketing budget process, to include planning, allocation, in-year reprioritization, and reporting, so every marketing leader and Finance partner works from a single, trusted view of spend across all pillars. - Analyze and recommend cross-channel investment optimizations using CAC, LTV, Retention, and ROI to inform the media mix approach. - Partner with marketing leadership and Finance to build annual and quarterly budget scenarios, translating business goals into funding recommendations and clearly laying out the tradeoffs behind them. - Assess and surface risk across the marketing plan by focusing on pacing, channel concentration, dependency, and forecast variance, and bring forward mitigation options before they become problems. - Build the operating cadence, encompassing planning cycles, budget reviews, cross-pillar syncs, and reporting rhythms so that every marketing channel and team is oriented around the same goals and priorities. - Serve as the analytical backbone for marketing leadership, turning performance and spend data into clear, defensible recommendations that inform investment decisions. - Partner cross-functionally with Finance, Data, and every marketing pillar, including Acquisition, Lifecycle, Brand, and Creative, to keep planning assumptions, KPIs, and definitions consistent across the org. - Lead post-mortems and forecasting reviews on major marketing investments, capturing lessons learned and feeding them back into the next planning cycle. - Build and maintain the tools, trackers, and reporting infrastructure that make marketing spend and performance visible to stakeholders at every level, from channel owners to executive leadership. ## **We're Excited About You Because** - You have 12+ years of experience in channel marketing analytics, strategic finance, FP&A, or marketing strategy and planning, ideally with exposure to a DTC or subscription business. - You’re deeply numbers-driven, are comfortable building financial models, budget scenarios, and forecasts, and translating them into clear recommendations for non-financial stakeholders. - You have experience partnering with Finance and cross-functional leaders on budget planning, allocation, and tradeoff decisions. - You know how to spot risk early in pacing, concentration, or forecast variance, and bring structured, credible recommendations to leadership. - You’ve built or run planning cadences and operating rhythms that keep a multi-channel or multi-team organization aligned around shared goals. - You have strong executive presence and can communicate complex tradeoffs simply and persuasively to senior stakeholders. - You’re comfortable being the person in the room who asks “does this add up,” and you bring structure to ambiguity. - You are able to thrive in a fast-paced and ambiguous environment, naturally curious and proactive self-starter, constantly on the lookout for new opportunities and solutions - You’re an owner, have excellent problem-solving skills and can prioritize tasks effectively, with a strong attention to detail - You are detail-oriented and proactive, you thrive as a self-starter and excel in managing multiple projects simultaneously - You're a skilled communicator and have the ability to absorb and distill complexity into simple terms to drive decision making. - You love dogs. ## Office Guidelines We are an in-office culture, made of in-office people who thrive on the collaboration and magnetism of working in a shared space. We are seeking individuals who excel in this type of environment, where being present fosters deeper connections and engagement. We ask all team members to be in office 4 - 5 days a week to build a collaborative and invested environment to foster our unique in-person culture we are proud to have. This office policy is subject to change at company discretion. ## **Our Belonging Philosophy:** At TFD, we believe Belonging is a shared commitment to creating a workplace where every person feels respected, valued, and empowered to be themselves. When people feel a true sense of belonging, they do their best work, take smart risks, and bring forward diverse perspectives — leading to stronger decisions and deeper relationships. We anchor this belief in a simple phrase: “Everyone’s welcome at the dog park.” No matter your background, identity, or role, there’s space for you here. There’s no one way to show up at the dog park— just shared space, mutual respect, and the freedom to be yourself. Being included is just the beginning, it’s about contributing your voice, growing through challenges, and building trust through shared goals. This philosophy guides how we lead, how we hire, how we communicate, and how we grow. We continuously evaluate to ensure we are creating a consistent experience that cultivates belonging for all employees, from hiring and performance reviews to talent development. We also believe Belonging happens in everyday moments of connection; lunch with a new teammate, a shared laugh, or a quick story about your weekend. Our structure includes biannual employee surveys, manager training, TFD camps, and support from Humans to ensure we’re listening and learning from our Team. Together, these efforts reflect what Belonging means at TFD: a culture where everyone can thrive. ## **A Few of Our Best Benefits** - Dog-friendly office in SoHo - Market-competitive compensation and equity packages - Comprehensive Healthcare, Dental, and Vision - Company supported mental health benefits - 12 week paid parental leave - Competitive 401k plan with company match - Flexible PTO - Discounted fresh food for your pup - Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug ## **Equal Employment Opportunity Statement** The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit [Know Your Rights](https://www.eeoc.gov/sites/default/files/2023-06/22-088_EEOC_KnowYourRights6.12ScreenRdr.pdf). ## Reasonable Accommodations TFD complies with applicable federal, state, and local disability laws and makes reasonable accommodations for applicants and employees with disabilities. If a reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact [humansops@thefarmersdog.com](mailto:humansops@thefarmersdog.com). ## We're Here to Help We’re happy to answer any questions you may have about the position or our hiring process - please reach out at [careers@thefarmersdog.com](mailto:careers@thefarmersdog.com). We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is USD annual and the compensation offered will include a robust market competitive package of base, bonus, and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change. NYC Pay Range $191,000—$210,000 USD