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Director Of Marketing
Los Angeles CA
Madre Mezcal was launched in 2018 in Venice CA and has grown to become the fastest growing mezcal in the USA and the second fastest growing agave spirits brand.
Madre is made in Oaxaca, Mexico by a network of family mezcaleros and farmers who form our producer community.
We are currently distributed in 13 states in the USA, Canada, UK and available direct to consumer in Europe.
Our brand has been built on the pillars of taste, community and authenticity.
Starting with a product which blends two types of agave into a lightly smoked, botanical mezcal ensamble, we have created an accessible mezcal which has brought many new people into the category. We sell a 750ml and 200ml version of this, our anchor product.
We are also launching a new mezcal in 2021 as well as a range of RTD canned cocktails under the MADRE DESERT WATER name. These canned drinks fuse mezcal with mineral water and fresh herbs, aromatics and fruits.
We’ve developed a core following in Instagram and have a deep level of engagement with our community of artists, creative, bar industry and musicians. Our base is the aspirational influencer base many brands seek, but we’ve developed this organically.
We want people to explore the world, challenge themselves and step into the unknown.
We have a progressive view of the world and believe our brand is a platform to help amplify key values we as founders hold dear, such as gender rights, social justice, women’s rights and broad values of tolerance.
We are currently a team of 13 based primarily in LA, but with brand ambassadors across the country.
The Marketing Director will be one of five people on the executive team: CEO, CFO, COO, CMO, Creative Director.
We need a head of marketing who can coordinate between our sales function and our creative team, to develop plans that can build our business and meet the challenges of rapid growth in the fastest growing category of spirits and RTD.
As a founder group that grew mainly out of creative industries and the arts, we are looking to balance our team with someone who has a strong analytical approach to marketing, while being fully versant with our aesthetic and have a high appreciation of cultural branding in the arts, fashion, music and nightlife.
The biggest opportunity for many brands in the spirit sector is to build optimized d2c models as eCommerce is challenging in the prohibition-era alcohol 3-tier system. We have a vision to be the world’s first digitally native spirits brand and while we have developed a strong cultural core in digital, translating this positive brand equity into sales has been elusive and we need an expert marketer that can drive this part of our business.
Success in this role will translate the business needs into actionable plans for our creative teams to drive against, without wasting energy on projects that don’t build the brand or business.
We have a steep growth plan and need a brand builder that is focused on results that can realize market share and velocity while continuing to work to build an authentic connection with our audience.
ROI / Metrics
Management of eCommerce business (bottle shop and merchandise store)
Management of d2c platforms
Social Media Optimization
SEO / SEM
Management of external agency
Events Marketing (virtual / analog)
Partnerships (in association with creative teams)
Sales tools development
Trade shows and events
Communication strength and interpersonal skills
Manage and direct teams (direct or indirect reporting)
High attention to detail
High level of follow through and project management strength
Understands balance between business and creative
High level of empathy
Analytical and able to extract business concepts from data
Affinity for the arts without needing to have professional experience therein
10-12 years experience in a consumer brand marketing environment
5 years hands on experience of digital marketing and ecommerce
Experience of small-co and big-co
Managed agencies and creative studios
Spirits, alcohol experience is preferred but not essential
We prefer someone who is based in, or can relocate to, Los Angeles although this is not a deal-breaker for the right candidate.
We are an equal opportunities employer and invite applications regardless of:
Race / color
National origin / ethnicity
Sex / gender / sexual orientation
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