Conair LLC
Vice President, Brand and Digital Marketing - Waring
Join to apply for the Vice President, Brand and Digital Marketing - Waring role at Conair LLC
About the Role
We are seeking a visionary Vice President of Marketing to lead our brand, demand generation, and go-to-market strategy across all customer segments. This leader will be responsible for building a powerful, differentiated brand in foodservice equipment while driving measurable growth through brand development, digital/eCommerce leadership, and integrated marketing execution . The VP of Marketing will shape how we are perceived in the market – by end‑users, operators, distributors, consultants, and rep groups – and will ensure we stand out in a competitive landscape. This role requires a balance of strategic vision and executional rigor , with a strong bias toward digital transformation and demand creation.
Key Responsibilities
- Define and articulate the brand positioning, value proposition, and narrative that resonates across operators, consultants, distributors, and end‑users.
- Lead marketing strategy aligned with company growth objectives – across legacy distribution network, institutional, chain, and emerging industrial kitchen segments.
- Ensure consistent brand identity across all channels, experiences, and touchpoints globally.
Demand Generation & Growth Marketing
- Build campaigns that generate end‑user demand and route leads through distribution partners.
- Partner closely with Sales to create industry and vertical‑specific programming for dealers, institutional operators, chains, healthcare, and government.
- Leverage data‑driven marketing to optimize campaigns for ROI and scalability.
Digital & eCommerce Leadership
- Own digital presence: Waring.com, eCommerce platforms, distributor portals, Amazon Business, Webstaurant, Grainger, and emerging channels.
- Drive digital merchandising, SEO/SEM, paid media, and digital content strategy to maximize brand visibility and sales conversion.
- Ensure the brand is leading in the shift toward self‑service and online discovery for light equipment.
- Ensure the brand is initiating the discussion and benefitting from the secular shift from gas powered solutions to electric.
Content & Customer Engagement
- Develop high‑quality content (video, training, case studies, culinary applications) that tells the brand story and supports specification.
- Effectively leverage legacy content and The Waring Collective, sustainability, food waste, etc.
- Lead event strategy (trade shows, culinary demos, consultant training) to reinforce thought leadership.
- Build programs that enhance customer experience pre and post‑sale, increasing brand loyalty.
Team & Cross‑Functional Leadership
- Build and lead a high‑performing marketing team across brand, digital, creative, and product marketing.
- Partner with Sales leadership on GTM alignment, channel programs, and vertical strategies.
- Collaborate with Product and Culinary teams to launch innovations with maximum market impact.
Qualifications
- 12–15+ years in marketing leadership, ideally in foodservice equipment, B2B2C manufacturing, or adjacent industries.
- Proven track record of building differentiated brands in competitive categories.
- Expertise in digital and eCommerce marketing, with hands‑on experience in SEO, paid media, and online channel management.
- Strong grasp of distributor dynamics and B2B2C selling environments.
- Demonstrated success in demand generation, vertical marketing, and sales alignment.
- Strong leadership skills with ability to build and inspire a cross‑functional marketing team.
- Excellent strategic thinking paired with operational execution capability.
What We Offer
- The opportunity to define and scale a brand that is reshaping the future of foodservice equipment.
- A seat at the leadership table with direct influence on company growth strategy.
- Competitive executive compensation, performance incentives, and long‑term career opportunity.
- The resources and autonomy to make a transformational impact on how customers experience our brand and products.