Vice President Marketing

About Righteous Felon

Righteous Felon is a premium craft meat snack brand built by a small-but-mighty team that's been at it for 14 years. With bold flavors, clean ingredients, and an unapologetic voice, we're rebels with a cause in the meat snack space, taking on a $6B\+ category and helping lead the shift toward fun, better-for-you protein snacking.

We sell everywhere great snacks are sold: online, Amazon, TikTok, Costco, Wawa, Target, Kroger, and far beyond, including hotels, sports nutrition, bars, golf clubs...even at SpaceX. The momentum is real: Inc. 5000 (#1316) and Instacart's #16 Top Emerging Brand in 2025\. Even still, we're under 2% of the market, which means the whitespace is massive, and we're just getting started. We're looking to add a few key players to the team for the next stage of growth.

Our Culture

Righteous Felon is a small-but-mighty team of thinkers and doers. Everyone wears a lot of hats, and most of us are player/coaches: owning the work, leading when needed, and jumping in wherever it takes to win. We move fast, keep our heads down, and get shit done. We test often, measure closely, learn quickly, and iterate nonstop.

We recruit great people and develop great people. Many of our leaders started as order pickers in the warehouse, because growth here is earned through ownership, attitude, results, and the ability to adapt. We're employee-owned, and we genuinely care about each other and the work we put out.

We leverage tech, automation, and AI to stay efficient and keep meetings minimal: clear owners, tight decisions, and lots of action. It's a flat organization where every voice matters and the best idea wins, no matter who it comes from. If you like working hard, making cool stuff, and being nice to people, you'll fit right in.

We are highly interested in people who use AI as a force multiplier. We view AI as a management, planning, and execution tool that helps great operators move faster, think better, stay organized, and increase output without sacrificing quality. The right candidate is excited about AI, fluent in working with it day to day, and constantly looking for practical ways to apply it to improve creative development, decision-making, reporting, and workflow efficiency.

The Opportunity

You'll be building for our core consumer: the Rebel with a Code. They're a culture-aware, fast-deciding 30–40-something consumer who buys snacks as identity, not just nutrition. They want protein-centric fuel that tastes unreal, made with clean ingredients, wrapped in great art, sharp storytelling, and a point of view.

As VP of Marketing, you are the architect of how Righteous Felon shows up everywhere—on screens, on shelves, on the street, and in culture. You'll own the full marketing function: brand strategy, digital and performance marketing, social media, shopper marketing, influencer and partnership programs, IRL activations, and creative. You'll lead a growing team (including Brand Manager, Senior Social Media Manager, and Shopper Marketing), manage agency partners, and set the strategic direction that makes the brand impossible to ignore—whether someone is scrolling TikTok, walking through Costco, or standing at a festival. This is not a 'keep the lights on' marketing role. This is a build-and-scale role for someone who can think like a brand strategist, execute like a growth marketer, and move with the speed and scrappiness of a founder. You'll sit at the leadership table with the CEO and VP of Sales to co-own the company's growth strategy, and you'll use AI and automation as force-multipliers to make a lean team punch way above its weight.

Key Responsibilities:

• Marketing Strategy \& Brand Leadership
• Own the overall marketing strategy and roadmap—setting priorities, allocating resources, and driving integrated plans that grow awareness, trial, and repeat across all channels
• Serve as the senior brand steward, ensuring Righteous Felon's voice, visual identity, and positioning remain bold, consistent, and culturally relevant across every touchpoint
• Translate consumer insights, competitive intelligence, and business goals into a clear marketing plan with measurable outcomes
• Co-own the company's growth strategy with the CEO and VP of Sales—shaping 'where to play' and 'how to win' from a marketing perspective

• Digital Marketing \& Performance
• Oversee all digital marketing channels: paid social, paid search, programmatic, email/SMS, Amazon advertising, and retail media networks
• Drive a performance marketing engine that balances brand-building with demand-driving—optimizing spend across channels for CAC, ROAS, and LTV
• Own the DTC and e-commerce marketing strategy, partnering with E-comm to drive traffic, conversion, and retention on righteousfelon.com and Amazon
• Set KPIs, dashboards, and reporting cadences that give the team and leadership clear visibility into what's working and where to invest

• Social Media \& Content Strategy
• Lead the social media function (directly managing the Senior Social Media Manager), setting the strategic direction for Instagram, TikTok, YouTube, X, Reddit, and emerging platforms
• Ensure content strategy is platform-native, culturally tapped-in, and designed to drive both engagement and conversion
• Push creative boundaries—Righteous Felon's social presence should be the envy of the snack category

• In-Store Presence \& Shopper Marketing
• Oversee shopper marketing strategy and execution (through the Shopper Marketing \& Trade Spend Manager), ensuring the brand shows up with impact at shelf, in-store displays, demos, and retail media
• Partner with Sales to develop compelling retail sell-in materials, new item launch kits, and promotional programs that drive velocity
• Ensure brand presence at retail feels premium, disruptive, and consistent with the broader brand strategy

• IRL Activations, Partnerships \& Influencer
• Build and scale the brand's real-world presence through experiential activations, event sponsorships, sampling programs, and cultural partnerships
• Oversee the influencer and creator marketing program—from micro-influencer seeding to larger partnership deals—ensuring authenticity, reach, and ROI
• Identify and execute brand partnerships and collaborations that extend Righteous Felon's reach into adjacent communities (fitness, outdoor, gaming, music, sports, food culture)
• Own the brand's presence at trade shows, festivals, and community events

• AI \+ Automation as a Marketing Force-Multiplier
• Embed AI into the marketing team's operating system: ideation, briefing, content repurposing, campaign analysis, competitive research, reporting, and creative development
• Build and maintain a prompt and template library tied to brand standards, messaging pillars, and campaign frameworks
• Set up automations that reduce manual work across marketing ops—content scheduling, performance reporting, influencer tracking, and cross-functional coordination
• Foster an AI-first culture within the marketing team—coaching team members on how to use AI tools effectively while maintaining originality, brand voice, and quality control
• Stay ahead of emerging AI tools and marketing technology, evaluating and adopting what drives real impact

• Team Leadership \& Budget Management
• Lead and develop the marketing team: Brand Manager, Senior Social Media Manager, Shopper Marketing \& Trade Spend Manager, and future hires
• Manage agency and vendor relationships (creative, media, PR, experiential, packaging, research)
• Own and manage the total marketing budget—allocating spend across brand, performance, shopper, influencer, and activations with discipline and accountability
• Build scalable processes, workflows, and rituals that keep the team aligned, fast, and focused on outcomes

Required Qualifications:

• 10\+ years of progressive marketing experience in CPG food \& beverage, with at least 5 years in a senior leadership role managing a cross-functional marketing team
• Proven ability to lead both brand marketing and performance/digital marketing—you're fluent in building brands and driving measurable commercial results
• Deep experience across retail marketing, e-commerce/DTC, social media, influencer, and experiential/IRL activations
• Track record of building and scaling marketing functions at high-growth or challenger brands
• AI \+ automation passion (non-negotiable): You actively use AI to move faster, think better, and amplify output. You've embedded AI into your team's workflows and you're excited to build the systems—prompts, templates, automations—that make a lean team operate like a machine.
• Strong analytical mindset with fluency in marketing analytics, attribution, and ROI measurement across channels
• Excellent leadership skills—you can recruit, develop, and retain high-performing marketers
• Outstanding written and verbal communication skills, including ability to craft compelling brand narratives and present to leadership, retailers, and partners
• Bachelor's degree in Marketing, Business, Communications, or a related field
• Willingness to travel as needed for activations, trade shows, and retailer meetings

Preferred Qualifications:

• MBA preferred
• Experience in snacks, protein, meat snacks, or adjacent better-for-you categories
• Background at brands sold in major retail (Costco, Walmart, Target, Kroger, convenience, natural)
• Experience building influencer and creator programs at scale
• Deep familiarity with Amazon advertising, retail media networks (Criteo, CitrusAd, etc.), and e-commerce growth levers
• Experience managing total marketing budgets of $2M\+ and allocating across brand, performance, and trade
• Experience with marketing automation and workflow tools (Zapier, Make, n8n, Klaviyo, etc.)
• Strong creative instincts with a portfolio of bold, category-disrupting work

Benefits \& Perks

• Competitive salary
• 401K with 4% Company Match
• Performance bonus opportunity
• Health, dental, and vision insurance
• Flexible PTO policy
• Hybrid work environment (Philadelphia area)
• Free snacks (obviously)

How to Apply

• Submit an application and resume at https://www.righteousfelon.com/pages/careers