Unconventional Job Description

Written by Ahmed Alrawi, Founder & CEO

[5 min read]

The mission of the VP of Marketing is to be the owner of the ‘top of funnel’ for Calo, which includes brand awareness, content, and community.

We’re looking for a top tier marketing athlete to join our high performance team.

We believe business is a team sport. The sport is about solving the biggest customer problems. The bigger the problem, and the higher the number of people you solve it for, the more you win. The score is revenues & profits (people give you their hard earned money to reward you).

‘Build it and they will come’ is bullshit. You need to tell them for them to come. That’s the role of marketing.

One of the core positions on the court of business is marketing. Marketing is an offense position.

P.s. we are obsessed about winning.

It’s difficult to boil down the expectations of the role. I believe the best Marketing leaders don’t need anyone to break things down for them. Your job is to help the team win through your role.

I think one way to simplify my expectation of the role is to get the highest number of quality impressions possible for the least effort/investment:

Deliver an engaging story, communicate what we do
Reach to people who fit our audience, ones who are likely to convert at some point
Continue to be top of mind for them (best way to do this is IMO is to be interesting, & deliver real value)

It boils down to content, community, and brand.

A killer Marketing team can get a million views, entice lots of affinity and love, while spending $1,000 on a powerful piece of content. Great marketing is mastering storytelling. (don't worry, your budget will be bigger)

A killer Marketing VP can be strategic and think high level, while at the same time being able to get his/her hands dirty and be on the ground.

For context, we want the VP of Marketing to work with the VP of Growth, who owns the bottom of the funnel (once the message is distributed and we have traffic, growth is about converting as much of that traffic as possible through innovative distribution, incentives, etc).

The reason why we are going with this structure is because we heard 2 POVs on the topic:

As a D2C company, a strong growth engine is vital for your success
As a D2C company, a strong brand is everything you need

Reality is, we think both are important, and we don’t know which should lead. We want to have both roles initially reporting to the CEO, and within a couple of years decide whether it makes more sense to have a CMO or a CGO. Plain and simple.

High level thoughts on how to win at marketing in 2024:

Content
1. Video is king
2. Give me something useful
3. Tell me stories
Community
1. Build a cult following
2. Give a sense of belonging
3. Be real and genuinely care & support. Give without expectations
Brand
1. Lead by example
2. Values are what you do, not what you say
3. Be consistent
4. Stand out

Non-negotiables:

Super high standards. Actions speak louder than words. Show us your previous work
Professional athlete mindset (truth seeking, very objective, wants to win, etc)
Lives the brand
Experience in the field (made mistakes before, took part of a journey in growing or reviving a brand, etc)

We're on a noble mission to make healthy easy. We think this is one of the most important problems to tackle in our world today. We have global ambitions - no small thinking here. We can't promise you much, but we can promise you growth, that's for sure. If this sounds interesting to you, apply. Pitch us yourself, and if we like you, we'll pitch you what we want to do for the next 5 years and beyond. Calo will be a global success story. We hope you join us for the ride.

If the stars don't align, you're still awesome. Thank you for reading this far 💚