VP of Marketing

ABOUT THE FIDGET GAME
We’re both an educational company and a toy company. We design multisensory educational board games for Pre‑K through Grade 6, built on the science of reading and aligned with math standards, alongside collectible toys, squishies, and unboxing-driven products kids love to open, trade, and share.

Founded by a former teacher with six years of classroom experience across six countries, The Fidget Game has grown into a fast‑growing, eight‑figure consumer brand.

Used in 50,000+ schools

1,000,000+ games sold

Featured on Shark Tank

Our next chapter is ambitious: we’re building toward $50M+ in annual revenue and becoming a household name in children’s educational games and toys.

THE OPPORTUNITY
We’re hiring our first VP of Marketing to build a world‑class marketing function and help take The Fidget Game through its next major stage of growth.

We’re looking for a creative, commercially driven marketing leader who knows how to build brands, create consumer demand, develop breakthrough campaigns, and turn exciting products into household favorites.

Our dedicated growth team owns paid advertising strategy, media buying, and acquisition budgets. You’ll lead the brand, creative strategy, storytelling, marketing initiatives, and campaigns that help the growth team scale profitably.

This is a builder role. You’ll develop the team, systems, creative standards, and processes needed to run ambitious marketing initiatives independently, so the founder can step away from day‑to‑day marketing.

WHAT YOU’LL OWN
Marketing Strategy & Brand Growth
Develop and execute a comprehensive marketing strategy aligned with revenue targets across Shopify/DTC, Amazon, TikTok Shop, retail, and B2B
Create marketing initiatives that drive brand awareness, consumer demand, customer acquisition, and long‑term loyalty
Translate growth objectives into integrated campaigns, seasonal promotions, and marketing calendars
Identify new opportunities to expand reach, brand recognition, and our customer base
Manage marketing budgets for creative production, brand campaigns, influencer partnerships, and marketing initiatives

Creative Strategy & Performance Marketing
Lead creative strategy across Meta, Instagram, TikTok, and other paid channels in close collaboration with the growth team
Develop high‑performing creative concepts, hooks, scripts, UGC, product demos, and direct‑response campaigns
Own the creative testing roadmap and keep a steady pipeline of fresh ideas and variations
Partner with the growth team to understand creative performance, identify winners, and continuously improve results
Understand the numbers that matter: MER, CAC, ROAS, contribution margin, conversion rate, AOV, and LTV

Brand Strategy & Storytelling
Own brand positioning, messaging, visual identity, and creative direction across advertising, packaging, ecommerce, social, and retail
Build The Fidget Game into an iconic children’s brand spanning educational games, sensory toys, and collectibles
Develop brand stories that connect emotionally with parents, educators, and children
Strengthen our founder story, educational credibility, and product storytelling
Keep the brand consistent across every touchpoint while developing distinctive identities for each product category

Amazon & Marketplace Creative Strategy
Partner with our Amazon and marketplace teams on positioning, listing content, A+ Content, imagery, videos, Brand Stores, and launch campaigns
Develop creative strategies that improve discovery, conversion, and brand recognition across Amazon US, Canada, and UK
Collaborate on promotional calendars, product launches, and marketing campaigns
Ensure marketplace creative reflects our brand while staying optimized for each platform

(Our marketplace team continues to own Amazon advertising budgets, marketplace operations, and paid advertising execution.)

Organic Social, Influencers & Creator Marketing
Lead organic social strategy across TikTok, Instagram, Facebook, YouTube, and emerging platforms
Work closely with our Head of Creative Marketing and Partnerships on content and campaigns
Scale influencer, affiliate, creator, and UGC partnerships
Develop viral initiatives, unboxing campaigns, and community‑driven content
Lead founder‑led content strategy, production, and repurposing
Support TikTok Shop growth in collaboration with the channel operations and paid acquisition teams

School, Educator & Retail Marketing
Partner with our Head of Creative Marketing and Partnerships and B2B sales team on campaigns for teachers, schools, districts, and retail partners
Strengthen our positioning as a trusted, science‑backed educational brand
Develop materials and campaigns that support school adoption, educator recommendations, and retail demand
Build engaged communities of parents, teachers, and families

Product Launches & Go-to-Market
Lead marketing strategy and creative for frequent launches across educational games, sensory toys, and collectibles
Build launch campaigns using storytelling, teasers, preorders, influencers, and community engagement
Create repeatable launch systems that drive awareness, demand, and strong early sales
Partner closely with Product, Sales, Operations, and Growth on coordinated launches

AI-Powered Marketing Systems
Implement AI workflows across research, competitive intelligence, trend discovery, creative ideation, content, and marketing operations
Train the marketing team to become advanced AI users
Build scalable systems that increase creative output, speed, and efficiency without unnecessary headcount

Marketing Leadership & Execution
Lead three direct reports from day one, with clear ownership, creative standards, and accountability
Build, mentor, and grow the marketing department as the company scales
Manage creative production budgets, agencies, and external creative partners
Establish processes, campaign calendars, creative reviews, and performance reporting
Collaborate closely with the Head of Growth so brand and creative support profitable growth
Operate independently, with weekly strategic check‑ins with the CEO on major brand and strategic decisions

WHAT SUCCESS LOOKS LIKE
First 30 Days
Learn our business, customers, products, and sales channels
Build relationships with the marketing team, growth team, and department leaders
Take ownership of day‑to‑day marketing operations and creative direction
Audit creative performance, brand positioning, campaigns, systems, and team structure

First 90 Days
Present a 12‑month marketing strategy with major initiatives, budgets, and hiring priorities
Define a clear brand identity and storytelling direction
Set up a structured creative testing process with the growth team, and establish marketing KPIs
Implement AI‑powered workflows across research, creative, content, and operations
Create a RACI chart defining roles, decision‑making, and accountability across marketing and with the Head of Growth
Launch the first wave of new campaigns under your leadership

First 12 Months
Contribute meaningfully to strong, profitable revenue growth
Establish a distinctive, recognizable brand across our games and toy categories
Build repeatable systems for influencers, organic content, creative testing, and launches
Deliver a consistent pipeline of high‑performing creative across DTC and marketplaces
Build a high‑performing team with clear ownership and measurable results

WHAT YOU BRING
Required
8+ years in consumer brand marketing, creative strategy, or integrated marketing, including 3+ years leading teams
Experience at Senior Director level or above
Proven experience helping scale a DTC or CPG brand
Track record of marketing initiatives, brand campaigns, and creative strategies that drive measurable revenue growth
Strong DTC and Shopify experience, with an understanding of Meta ad creative, Amazon creative, and TikTok Shop
Experience partnering with paid media and growth teams to improve ad performance through creative
Proven success with influencer marketing, organic social, short‑form video, and frequent product launches
Experience building teams, developing processes, and managing creative agencies or partners
Experience with creative testing tools
Advanced, hands‑on AI proficiency, with examples of how AI improved marketing efficiency or performance
Strong commercial understanding of MER, CAC, ROAS, contribution margin, and LTV

Bonus Points
Experience at a toy, children’s product, educational product, or family‑focused brand
Experience marketing educational products to parents, teachers, or schools

Compensation: Above‑market salary, based on experience

If you’ve helped build a consumer brand people love, know how to turn creative ideas into measurable growth, and are excited to lead our next chapter, we’d love to hear from you!

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