VP of Marketing

The Fidget Game

16h

About The Position

The Fidget Game is hiring its first VP of Marketing to build and lead a world-class marketing function as the company grows toward its goal of $50M+ in annual revenue. The company creates multisensory educational board games for Pre-K through Grade 6, as well as collectible toys, squishies, and other products. Its products are used in more than 50,000 schools, and the company has sold more than one million games. This is a builder role for a creative, commercially driven marketing leader. The VP will own brand, creative strategy, storytelling, marketing initiatives, and campaigns across Shopify/DTC, Amazon, TikTok Shop, retail, and B2B. The dedicated growth team retains ownership of paid advertising strategy, media buying, and acquisition budgets; the VP will collaborate with that team to support profitable growth through effective brand and creative work. The role will develop the marketing team, systems, standards, and processes, lead three direct reports from day one, manage creative production budgets and external partners, and operate independently with weekly strategic check-ins with the CEO on major brand and strategic decisions.

Requirements

At least 8 years of experience in consumer brand marketing, creative strategy, or integrated marketing, including at least 3 years leading teams.
Experience at Senior Director level or above.
Proven experience helping scale a DTC or CPG brand.
A 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 in 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.

Nice To Haves

Experience at a toy, children's product, educational product, or family-focused brand.
Experience marketing educational products to parents, teachers, or schools.

Responsibilities

Develop and execute marketing strategy aligned with revenue targets across Shopify/DTC, Amazon, TikTok Shop, retail, and B2B.
Create initiatives that build brand awareness, consumer demand, customer acquisition, and long-term loyalty; translate growth objectives into integrated campaigns, seasonal promotions, and marketing calendars.
Identify opportunities to expand brand recognition, reach, and the customer base; manage budgets for creative production, brand campaigns, influencer partnerships, and other marketing initiatives.
Lead creative strategy across Meta, Instagram, TikTok, and other paid channels in collaboration with the growth team.
Develop creative concepts, hooks, scripts, UGC, product demos, and direct-response campaigns; own the creative testing roadmap and maintain a pipeline of fresh ideas and variations.
Partner with the growth team to assess creative performance, identify successful concepts, and improve results; apply relevant commercial metrics to marketing decisions.
Own brand positioning, messaging, visual identity, and creative direction across advertising, packaging, ecommerce, social, and retail.
Build brand stories that connect with parents, educators, and children; strengthen the founder story, educational credibility, and product storytelling while maintaining brand consistency and distinct product-category identities.
Partner with Amazon and marketplace teams on positioning, listing content, A+ Content, imagery, videos, Brand Stores, and launch campaigns across Amazon US, Canada, and the UK.
Collaborate on marketplace promotional calendars, product launches, and campaigns, ensuring creative is on-brand and optimized for each platform.
Lead organic social strategy across TikTok, Instagram, Facebook, YouTube, and emerging platforms.
Work with the Head of Creative Marketing and Partnerships on content and campaigns; scale influencer, affiliate, creator, and UGC partnerships; develop unboxing, viral, and community-driven initiatives.
Lead founder-led content strategy, production, and repurposing; support TikTok Shop growth with channel operations and paid acquisition teams.
Partner with the Head of Creative Marketing and Partnerships and the B2B sales team on campaigns for teachers, schools, districts, and retail partners.
Develop marketing materials and campaigns that support school adoption, educator recommendations, retail demand, and communities of parents, teachers, and families.
Lead marketing strategy and creative for frequent product launches; build campaigns using storytelling, teasers, preorders, influencers, and community engagement; create repeatable launch systems.
Coordinate launches with Product, Sales, Operations, and Growth.
Implement AI workflows for research, competitive intelligence, trend discovery, creative ideation, content, and marketing operations; train the marketing team to use AI and build scalable systems that increase output, speed, and efficiency.
Lead three direct reports, establish clear ownership and accountability, and build, mentor, and grow the marketing department.
Manage creative production budgets, agencies, and external creative partners; establish processes, campaign calendars, creative reviews, and performance reporting.
Collaborate with the Head of Growth so brand and creative work supports profitable growth; operate independently with weekly strategic check-ins with the CEO on major brand and strategic decisions.
During the first 30 days, learn the business, customers, products, and sales channels; build relationships across teams; take ownership of day-to-day marketing operations and creative direction; and audit creative performance, brand positioning, campaigns, systems, and team structure.
Within the first 90 days, present a 12-month marketing strategy with major initiatives, budgets, and hiring priorities; define brand identity and storytelling direction; establish creative testing and marketing KPIs; implement AI workflows; create a RACI chart; and launch the first wave of campaigns.
Within the first 12 months, contribute to profitable revenue growth, establish a recognizable brand, build repeatable systems for influencers, organic content, creative testing, and launches, deliver a pipeline of high-performing creative, and build a high-performing team with measurable results.