Whisker is the maker of Litter-Robot, Feeder-Robot, and Litterbox.com. At Whisker, we believe pet parenthood can always get better.

As leading innovators in pet tech and refined pet accessories, we work tirelessly to solve problems and deliver smarter insights for pet parents while enriching the lives of pets. Whether it’s a self-cleaning litter box that automates scooping, an automatic feeder that helps pets develop healthier eating habits, or a modern cat tree that delights both humans and felines, we strive to deliver better solutions for consumers while transforming pet care along the way. To us, having a pet is the best thing ever. At Whisker, life together just keeps getting better.

Whisker is based in Auburn Hills, Michigan and Juneau, Wisconsin with 700+ passionate team members.

What You’ll Do:

Whisker’s CMO will be a hands-on strategic marketing and brand leader, overseeing and continuing to develop Whisker’s 30-person (and growing) marketing organization; inclusive of creative, performance, e-commerce, and brand. The CMO will partner with our marketing functional leaders to head up product marketing, brand and performance initiatives across our global D2C channels, retail presence, international markets, strategic partnerships, and beyond. The CMO will join the Whisker Executive Team and report to the President & CEO. This is an in-office role and we are not open to considering remote applicants for this position. Relocation packages are available.

This is a marketing executive’s dream role as there are few opportunities as a marketer to truly shape the evolution of a category, let alone a pet care category. You’ll launch our new lineup of products, shape our brand, go-to-market strategy, and help us introduce the future of connected pet care.

You must have a cat, have had a cat, or be willing to get a cat! We’re a pet company with a focus on cats and you must have a true understanding of our consumers for this role.

Essential Duties and Responsibilities:

The CMO will join a kickass group of 30 marketers that are all passionately excited about shaping the future of pet care and creatively marketing to global pet parents! You will lead the following responsibilities:

• Performance: CMO will partner with our VP of Growth and our 10+ person growth marketing team to continually refine and hone our global D2C full-funnel and cross-channel performance marketing strategy. This requires someone who understands the nuances of how creative and website experiences engage consumers across the customer funnel, notably a longer funnel, and who is both data-driven and creative driven. The budget for annual performance marketing is $XXM (disclosed in interview).
• Brand: Automated Pet Care Products Inc rebranded to Whisker in 2021 and we have not yet introduced the brand’s primary e-commerce site at Whisker.com. We will be launching the Whisker brand this Q4. The CMO will lead the global introduction of Whisker.
• Product Marketing Strategy: Define a clear product marketing positioning for in-market and upcoming new products. Deeper integration with our product management team to define our technical product claims and marketing statements for our go-to-market strategies that align with each category.
• Team Development/HR: The CMO will lead, grow and further develop our 30-person team and will continue developing our resourcing plan to align with the company’s growth. The CMO will lead our marketing team culture and further develop internal team people processes, onboarding, accountability metrics, and beyond.
• KPI Management: Deep focus on LTV, AOV, and CAC. You will partner with the growth and business intelligence team(s) to ensure that we have the right scorecards in place with the right measurement methodologies to track our ongoing performance and testing.
• Retail: Partner with our VP of OmniChannel to support in-store marketing, signage, displays, and more as we continue our retail expansion domestically and internationally.
• International: Continue the evolution of our international marketing and brand strategy as we expand Whisker into new markets and grow the countries we’ve recently entered.
• Lifecycle/Journey Marketing – CDP: Work internally with our Director of Lifecycle Marketing to continually refine the customer experience; from the first email, through many years after, you’ll optimize our 1:1 customer journey across our sites and every customer touchpoint.
• Content Strategy & Creation: Partnering with our Senior Director of Creative and other internal stakeholders, the CMO will lead content strategy to build an ever-growing pipeline of content initiatives that align with our global brand strategy and performance marketing needs.
• Customer Insights: 40M+ US households have a cat and 100M households worldwide; we need to break out all of our customer cohorts into targeted segments to best align each customer journey with those groups of customers. This should be full-funnel, cross-channel, before and after purchase, aligning the necessary content with the right audiences. You will partner with Whisker’s Manager of Consumer Insights to enable this.
• Loyalty Program: Co-develop and launch a 1:1 loyalty program for our growing customer base. Think of an airline's Medallion program where our program is not aligned with discounts but with continued growth, spend, and loyalty, resulting in the next tier of growth and rewards.
• Technology: Work alongside our VP of IT to align our growing technology needs with our dynamic marketing strategy: CDP, CRM, and data management.
• Subscription: The CMO will support our subscription lead and product marketing team to grow our subscription business as we continue to introduce new subscription offerings and further integrate this into our product and marketing ecosystem.
• Financial Planning and Budgeting: Manage digital spend and KPIs to ensure the efficiency and profitability of digital channels. Partner with finance to build daily, weekly, monthly, quarterly, and annual financial targets. Set up dashboarding tools for the marketing team to best align spend with revenue targets and other eCommerce KPIs.
• Will perform additional duties as required.

What You’ll Bring:

• BA in Marketing, Advertising, Statistics, or Communications and / or equivalent years of experience
• 12+ years of experience in an acquisition, performance, or brand with growth marketing role for a direct-to-consumer business selling physical products
• Hands-on expertise with Meta Ads, Google Ads, and similar digital acquisition platforms
• Deep understanding of customer acquisition strategies and related CAC/LTV analysis
• Excellent analytical skills; ability to formulate logical, data-driven business insights and test new ideas to improve performance that drives growth
• Comfortable working collaboratively across multiple departments
• Exceptional multi-tasking skills and ability to see the big picture
• Detail-oriented, organized, accurate, and articulate
• Maintains confidentiality of proprietary information
• Ability to maintain a professional atmosphere in a fast-paced environment with numerous interactions and interruptions
• High degree of initiative, self-motivation and ability to motivate others
• Ability to provide a working atmosphere that is positive and productive
• Ability to establish and maintain cooperative working relationships with team members and colleagues
• Maintains confidentiality of proprietary information
• Ability to maintain a professional atmosphere in a fast-paced environment with numerous interactions and interruptions
• A high degree of initiative, self-motivation, and ability to motivate others
• Ability to establish and maintain cooperative working relationships with Team Members and colleagues

Benefits & Purrks:

Join a tenacious, inventive company that empowers team members to chart their own path, lead by grounding decisions in the “why”, and has a strong sense of empathy and openness to new perspectives. Be a part of exciting growth, work with incredible people, and create tomorrow’s pet products—plus a whole lot of extras. You will also be provided with:

• Premium Medical/Dental/Vision insurance
• Paid parental leave
• Whisker Parents Program
• 1 day "pawternity" leave for new pet adoption
• Pet Insurance Discount
• 401K match
• Flexible spending accounts
• Company-paid short-term disability and life insurance
• Employee Assistance Program (EAP)
• Generous paid time off
• 14 Paid Holidays
• Top of the line equipment
• Pet-friendly office
• Whisker products and swag
• Continuing education Support
• On-site gym with Peloton
• Referral program

Statement of Inclusivity:

We believe different perspectives make Whisker better and strive to create a place where everyone has equal opportunities to thrive.

Please ensure to regularly check your email spam folder for any communication from Whisker to avoid missing important updates regarding your application status.

#onsite1