Vice President of Marketing

About the role

This senior position reports directly to the CEO and serves as the brand steward and marketing strategy owner for Milk Bar’s multi‑channel business. You will work closely with the heads of eCommerce, Retail and Brand Partnerships to ensure a consistent brand identity and growth‑focused marketing approach across all touchpoints.

Key responsibilities

• Build Marketing & Brand into a measurable, ROI‑driven performance engine that drives profitable revenue growth across retail and digital channels.
• Develop and own a full‑funnel growth strategy covering brand awareness, traffic generation, conversion, retention and customer lifetime value.
• Design a data‑driven KPI framework that links marketing spend to sales growth, traffic, acquisition and contribution margin.
• Lead budget allocation and optimise channel mix across paid, owned, earned, partnership, CRM and omnichannel initiatives.
• Champion a test‑learn‑optimize culture with clear attribution, incrementality measurement and continuous efficiency improvements.
• Partner with sales, finance, operations, digital and innovation teams to align marketing initiatives with overall growth objectives.
• Elevate brand equity while ensuring marketing investments translate into measurable commercial outcomes.
• Collaborate with the founder to define and refine the master brand strategy, voice, positioning and aesthetic.
• Oversee organic social, influencer and PR strategy, and lead paid media acquisition efforts.

Required profile

• Senior leader with a strategic mindset and proven ability to drive growth across multiple channels.
• Data‑driven decision maker comfortable building KPI frameworks and linking spend to revenue.
• Strong cross‑functional collaborator able to work with product, sales, finance and creative teams.
• Experience managing sizable marketing budgets and optimizing channel mix.
• Demonstrated expertise in brand stewardship and delivering measurable brand equity improvements.

Required skills