XYON Health Inc. ("XYON") is a DTC company in the men's health and vitality market offering innovative consumer product offerings based on a proprietary technology. XYON is at the leading edge of e-health and e-commerce having developed a high-end brand and best-in class topical formulation offerings. Our topical products are developed in partnership with leading formulation development and manufacturing firms world-wide.

The Executive Vice President, Marketing will focus on (i) building the XYON brand and creative including for online, social and B2B channels, (ii) driving revenue growth across ecommerce and digital marketing, and (iii) leading the end-to-end customer experience.

This executive will play the key role driving the growth of our direct channels while delivering against our financial targets through KPIs such as ROAS, CAC, LTV, traffic, conversion and AOV.

The role will be to develop and lead through their team the broader marketing strategy, including but not limited to: brand and creative, GTM in support of new product launches, onsite content, campaigns, day-to-day ecommerce (including on-site, Amazon and affiliates) and managing marketing staff, partners and marketing-related budgets and operations.

The ideal candidate will enjoy leading within an entrepreneurial environment, being equally comfortable building the P&L, driving strategy as well as being in the details of the business with a keen oversight of KPIs.

The Marketing Department will work cross-functionally to drive growth of product sales, website traffic, conversions and to enhance consumer experiences to foster acquisition, loyalty and retention. And all the while, doing so in an environment where business culture is deemed to be very important.

Strategy, Execution and P&L Management

• Manage all marketing related P&Ls; achieve top line and bottom-line results. Optimize the advertising budget/spend for marketing & promotional programs to maximize ROAS and CAC.
• Support the development and execution of the seasonal ecommerce and digital marketing strategy for key retail moments and necessary sales mitigations, ensure all projects support the owned site(s), marketplace(s) and retail channel growth respectively.
• Develop, measure, and track the KPIs for success across the marketing organization and its members. Further a culture obsessed with these success factors while determining the necessary levers to improve them within the business.
• Continually analyze and recommend tactics to drive top-line growth and profitability for the DTC channels.
• Research industry trends, competitors, seeking opportunities to fuel business growth.
• Report pertinent learnings to key stakeholders in GTM post-mortems and ad hoc as required.
• Lead the annual budgeting and forecasting process and development for the Marketing P&L.
• Provide leadership and direction to the team on all aspects of the yearly workplans and effectively manage workload, vendors, and related projects.
• Be vigilant in coordination with the R&D/clinical and regulatory team to ensure our marketing materials and website meets all necessary requirements for claims related to XYON offerings.
• Serve on the XYON Executive Team, developing and monitoring business strategy and budgets, managing to KPIs and reporting to Board and investors.

Digital Marketing

• Lead the implementation of seasonal paid digital marketing calendar(s) that link sales, product plans and marketing initiatives across all digital sales channels.
• Leverage insights from post-campaign/program ROI analysis to make recommendations on future actions based on results to increase sales, subscriber growth, AOV, NCA, LTV, CAC and repeat rate.
• Oversee and manage paid spend allocation to ensure profitability targets are met.
• Partner with Operations and R&D/clinical and shepherd the privacy and compliance regulations and standards through the digital marketing department adhering to the highest worldwide practices protecting our customers' data and our brand.
• Influence website content and SEO strategy to support the customer shopping journey, customer service journey, and SERP.
• Manage the appropriate 3rd party vendors and digital marketing tech stack for Personalization, CRM, ESP and AOR to scale efficient growth and facilitate learning and development.

Product Catalogue & Merchandising

• Work with Operations to ensure merchandising plans are in lock step to support marketing initiatives and GTM calendar.
• Own the strategic onsite content plan, product messaging hierarchy and asset needs through brand/creative.

Website Development & UX/UI

• Drive a comprehensive roadmap for building a best-in-class website for performance and customer experience.
• Lead Product Ownership and steer Sprint planning while coordinating with the Web Development team.
• Oversee county-specific integrations on the digital platforms.
• Partner with IT, R&D/clinical, finance and other external resources to scope support needs and prioritize resources for e-commerce functionality improvements and user experience.
• Obsess about the user experience and lead continuous site optimization across all digital and other marketing platforms.
• Analyze market, competitors and user group trends to improve experience and business performance.

Amazon and Affiliates

• Manage the Amazon and Affiliate agencies to ensure the channel profitably scales quickly across both Canada and USA.
• Oversee the enhancement of product listings, including SEO, imagery, and content, to improve discoverability and conversion rates.
• Collaborate with supply chain and fulfillment teams to ensure stock availability and streamlined logistics
• Oversee Amazon Affiliate strategies, including Sponsored Products, DSP, and other ad solutions to drive traffic and boost sales.

Analytics and Business Intelligence

• Summarize salient data analytics such as performance trends and provide narrative for ongoing, day-to-day strategy guidance across marketing and e-commerce relative to spend and revenue forecasts.
• Help develop and maintain stakeholder dashboards and real-time data for the digital marketing business empowering executives with relevant data to help identify opportunities and tactics to scale.

Team Leadership/Management

• Lead, empower and motivate your direct team to continued success ensuring all team members have robust development plans to support learning and development in their respective career paths.
• Assess, develop, and elevate the capabilities of the team to create a high performing, best in class marketing team.
• Work across the entire organization to execute the marketing plan serves the company's needs.
• Work across the organization to help with development and growth of managers across all departments.
• Take pride in owning the development of the Brand and hold all efforts to a high standard.

Board and Investor Engagement

• Direct line to the Board with responsibility for presentations of Marketing updates to the Board of Directors at quarterly board meetings and ad-hoc meetings.
• Responsibility with EVP, Finance, to develop investor presentations and with the executive team, will be involved in investor relation activities including meetings, conferences, AGMS.

REQUIRED QUALIFICATIONS:

• 10+ years related experience in marketing with a strong emphasis in ecommerce, Amazon and Digital Marketing
• BS/BA college degree required; MBA preferred
• Proven ability leading a team within a high-growth Direct to Consumer business.
• Must have strong skills in strategy and planning, budget and P&L management, forecasting, merchandising, customer experience, digital marketing, and vendor selection and management
• Understanding of Amazon and Affiliate businesses operations
• Expert knowledge and skill with data and data management, particularly as it relates to eCommerce and consumer analytics
• Demonstrated success enhancing site functionality and design in order to improve user experience and conversion
• Have a credible understanding of technology infrastructure and expertise to leverage it to support business and brand objectives
• Proven leadership, team management and development skills derived from having responsibility for building and managing a cohesive, high-performing team that partners well with other teams in the organization.
• Exceptional written and verbal communication skills. Ability to communicate complex concepts to a non-digital/marketing audience.
• Highly collaborative across different stakeholders in a matrixed environment
• A results-driven entrepreneur who is a servant leader.