ROAD iD is a company that embraces our "Why" - to save lives, provide peace of mind, and fuel adventure. This is a unique opportunity to set the Brand vision and strategy for a fun, fast-growing company that thrives on making a positive impact in the world. To that end, we are on our way to impacting over 9 million lives in the next few years.
The mission for the Brand GM is to lead our Marketing team as we transition from a single, heritage brand (ROAD iD) to a “House of Brands” architecture (ROAD iD, DOG iD, HEALTH iD…and beyond).
AREAS OF ACCOUNTABILITY
By way of background, over the last 20 years, ROAD iD has positively impacted millions of lives through a single brand, ROAD iD. Additionally, our team is built around our economic engine (image below). Our Growth Team owns Sessions, Lifetime Value and Referral Rate while our eCommerce Team owns Conversion Rate and Average Order Value. Both teams are performance-focused and supported by our internal Creative Team.
Our future vision is to impact lives across multiple brands. The Brand GM will be a marketing leader, strategist, builder of teams, and grower of people who can effectively set the vision for transitioning from a single strong brand to “House of Brands” architecture. You’ll manage, mentor, coach, and inspire our existing marketing team while layering on a digitally focused Brand Owner discipline that authentically stewards and grows our individual brands.
At the outset, you’ll fill two seats on our team:
1) You’ll lead the Marketing team in the capacity of Brand GM
2) You serve as a Brand Owner for one or more of our brands. As we grow these brands and scale the team, you’ll migrate away from direct brand ownership to sit more squarely in the Brand GM role.
WHAT YOU’LL BE DOING
In the Brand GM seat, you’ll lead our marketing team and spend most of your time:
In your role as Brand Owner you’ll:
THE MEASUREMENTS THAT MATTER
WHO YOU ARE (the ideal candidate)
Others will describe you as capable - a real go-getter (yes, that sounds corny). You are someone that knows how to grab the ball and run with it. You have passion for getting things done and a bias towards action. You’re a strong communicator who takes extra care to make sure that you understand and are understood. You’re proactive and build excitement within teams. You can take minimal direction and set a course of action.
You have a solid Brand Management and Digital Marketing Background. As such, you’re a “T-Shaped Marketer.” In the leg of the T is a deep knowledge of brand and marketing strategy. You also love building teams and have a healthy obsession with analytics. Across the top of your T is a broad set of marketing knowledge that you regularly leverage to make decisions and take informed risks.
Perhaps you were a Brand Owner in the past. You probably weren’t a circus clown, professional bowler, or a phlebotomist. You probably fit in one of our brand’s target personas (runner, cyclist, adventure seeker, devoted pet owner, etc.) Your experience will demonstrate that you are a results-driven, data-focused marketer who is always saying, “What if we tried…” A devotee of the 80/20 principle, you constantly strive to remove the complexity from your work.
You love shopping online and can spot a good customer journey from a mile away. It drives you crazy when you see brands deliver an inconsistent experience or fail to authentically deliver on a brand promise. You’re probably subscribed to a few podcasts on digital marketing and/or brand management. You likely also follow a few marketing leaders on Twitter. People describe you as fun. We should probably grab a beer. You truly enjoy analytics. You love coaching, leveling up, and you aren’t afraid to get your hands dirty when needed.
If this is you...and you can provide verifiable examples in your career where you’ve done this...then we need you...and we think you need us.
Additionally, you have (and will be able to demonstrate) the following:
● Be a part of a unique opportunity to make a real difference. At ROAD iD, we don’t make and sell widgets. Instead, we take pride in providing a product that literally saves lives.
● Competitive health, vision, dental and life insurance, with disability and FSA/DCA plans available
● Competitive 401K program you can participate in starting on the first day of work with immediate vesting
● Wellness/Fitness reimbursement of up to $400 each calendar year, annual employee purchase allowance and annual charitable donation.
● Professional Development Opportunities – including the ability to unlock $2,500 budget to attend a conference or other relevant training upon completion of 3 certifications within our digital marketing training database and tuition discounts through UC Online
● 9 paid holidays per year, a 36-Hour/week Summer 2022 Schedule & competitive PTO
● Culture of inclusivity, collaboration, and flexibility for work/life balance
WHO WE ARE
We exist to Save Lives, Provide Peace of Mind, and Fuel Adventure. We do this by improving the outcome of accidents and emergencies. Our products include elegantly simple, Wearable ID & Technology that connects you to friends and family when it matters most.
We believe:
AT OUR CORE
Be Remark-able
When you interact with us, you’re going to want to tell people about it. That’s because we work really hard to deliver a product, service, and journey so blindingly awesome that you can’t help but share it. When you talk about us, you’ll use adjectives like fun, honest, dependable, super fun, personal, passionate, enthusiastic, funny, tenacious, and really exceptionally fun. Oh, and the font on this core value is larger...for a reason. It’s the core value that all the others ladder up to.
Fanatically Personal - Our Special Sauce
We believe that people don’t want to do business with businesses. Instead, they prefer to do business with people. Real people. At ROAD iD, you’re going to interact with people that have personality, heart, and soul. You’re not just a number, and we’re not just another faceless company. To that end, we’re gonna treat YOU the way WE want to be treated. It's just that simple. Be warned - you’re gonna want to strap your socks on tight because this fanatical dedication to keeping it real has a tendency to to blow socks clean off.
Care Deeply
We care deeply. Like, Grand Canyon deep. We stand behind everything we do and every product we sell. No shortcuts. No excuses. We’re going to work really hard to do things right the first time. When we make a mistake, we’re gonna own it, and make it right. We’ve got your back.
Ear to the Ground, Eye to the Sky
Like Vanilla Ice said, “if there was a problem, yo I’ll solve it.” (we know you still have the cassette tape in a box somewhere). We’re never completely satisfied and realize there’s always room for improvement. We listen more than we talk because we know most great ideas come from those closest to the issue. To this end, our ears perk up when someone has a problem or experiences friction, as this usually indicates room for improvement. See something that needs fixin’? Let us know.
Whoop it Up
Yeah, ROAD iD is a serious product, and we have some very serious goals. That doesn’t mean we’re going to be boring or stuffy. We’re going to have fun, use too many puns, be a little weird, and laugh as much as possible. We realize that if we take ourselves too seriously, nobody else will.
Purpose over Profit
It’s not about the money. Yes, we have to care about the lines (specifically the bottom one) mostly because our staff likes to get paid...and rent is due on the 1st. But, at ROAD iD, we put our purpose first. More specifically, we’re laser focused on Saving Lives, Providing Peace of Mind, and Fueling Adventure. Our philosophy is this: If we fervently and ethically pursue our purpose, put our customers first, and put forth our best effort, then the bottom line will take care of itself. Furthermore, we commit to being good corporate citizens by financially supporting non-profits that we believe in. But we DON’T simply make donations with extra profits that are laying around at the end of the year. Instead, we put that commitment first. Donations come out of revenue, not profit. Giving back is not an afterthought. By way of example, ROAD iD Gives Back is an ongoing promise to donate a portion of every (yes, EVERY) order to charity. Our current charity partner, 4 Paws for Ability, is a remarkable non-profit that provides service dogs to children and veterans in need. Like ROAD iD, they’re saving lives and fueling adventure every day. Check 'em out.
FINER DETAILS & HOW TO APPLY
This is a full-time role located in the Arts District of Covington, KY. You will report to the Integrator (COO) and work directly with the Growth Director, Creative Director, eCommerce Director, and the CEO.
ROADiD is an equal opportunity employer. We are committed to an inclusive and respectful work environment where all team members can thrive. Every team member is seen at ROADiD, and empowered to be the best version of themselves.
