by Elizabeth Wynn July 25, 2022

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).


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.



In the Brand GM seat, you’ll lead our marketing team and spend most of your time:

  • Leveraging your experience as a leader of people, to effectively manage, mentor, coach, and inspire the marketing team (Growth Director, eCommerce Director, Creative Director, and future Brand Owners).
  • Obsess about your team’s career goals and development.
  • As a “first who, then what” organization, you’ll strive to build a winning team that can build winning brands.
  • Allocate resources to the right project at the right time - under your leadership, scaling the marketing team will seem effortless.
  • Guide the ROAD iD marketing team through its transition from a single brand to a House of Brands structure.
  • Establish the process and discipline for setting our highest-level brand elements (RTBs, PODs, Personas/Avatars, Brand Voice, Design Elements, etc.).
  • Define long-term marketing strategy.
  • Encourage and advocate for “momentum over perfection” as you conduct experiments, test hypotheses, and explore new territory.
  • Obsess over the customer journey as we seek to build “remark-able” brands that deliver a product, service, and journey so blindingly awesome that our customers can’t help but share them.
  • Ensure that each of our brands are coming to life clearly, consistently, and authentically within their respective niches.
  • Be a role model for future Brand Owners.
  • Exude and model a passion for winning while maintaining our Collaborative, Supportive, and Adaptive culture.


In your role as Brand Owner you’ll:

  • Set the vision and strategy for your brand(s). To that end, you'll develop marketing plans, promotional calendars, and identify specific tactics to learn about, build, and grow your brands. Your talents will help us impact more lives while growing the profitability of your brand(s).
  • Work collaboratively with our internal shared services teams to execute on the marketing strategy and promotional calendar that you set. Our shared service teams include:
    • Creative
    • Growth
      • Paid Media (Primarily Facebook/Google/Bing/Amazon), Organic Social, Influencers, Owned Media (Email, SMS), Dealer Network
    • eCommerce
      •, channels (Amazon, Chewy), SEO
  • Identify, own, and cultivate authentic growth opportunities and experiments that may be outside the scope of our shared services team.
  • Own/build your brand(s), raise brand awareness, and drive business results.
  • Define what makes us unique and communicate it to our target audiences via brand-first, performance-driven tactics.
  • Leverage your strong eye for detail to make sure our brands come to life in clear, consistent, and authentic ways.
  • Monitor market trends, understand our customer via qualitative and quantitative measures, and monitor competitors’ activities.



  • Brand Growth / Lives Impacted
  • Brand Revenue
  • Brand Profitability
  • New Customer Acquisition
  • Brand Affinity as measured by
    • Star Ratings
    • Customer Compliments
  • Tests Conducted (aka “bullets fired”)


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:

  • 5+ years of related experience in Brand Ownership and/or Digital Marketing.
  • 3+ years of leading others with a proven track record of building teams and cultivating talent.
  • A strong understanding of digital commerce and the primary digital marketing landscape (SEO, SEM, PPC, Analytics, etc.)
  • A scrappy, entrepreneurial spirit with an ability to be responsive to changing priorities and emerging business needs.
  • A passion for personal growth and development. More specifically, you want to be a thought leader - one of the best in your field. You’ll be able to demonstrate that you have an obsession for learning from other brands and other practitioners. “Never Stop Learning” is a phrase that describes you.
  • You’re naturally inquisitive and unafraid to admit that you don’t know something. When you need to learn, you’ll dive in and level up so that you can better understand or ask tough questions. You rarely take something at face value and like to make sure you fully understand an issue or opportunity.
  • You’ll demonstrate a natural motivation for continuous improvement by
    • leveraging your natural curiosity to test assumptions
    • analyzing data to make improvements
    • being intentional with your inherent goal to stay abreast of the latest trends, strategies, and tactics for your field.
  • A love for eCommerce and online shopping. You enjoy analyzing what others are doing as they might inspire your next experiment or improvement.
  • A passion for winning.
  • An eye for the small stuff. It’s the details that make a good company great.
  • Strong collaboration skills, a desire to be remarkable, and a fun personality.
  • Not required, but will make you stand out:
    • Shopify Experience
    • Experience working on brands in the Pet or Outdoor categories
    • You can never watch Anchorman too many times.


● 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


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:

  • We don’t make widgets. We make a difference. We receive genuine testimonials nearly every day from our customers that keep us motivated towards our Dream: To see the day when wearing ID is as common as strapping on a seatbelt.
  • We are a great company - made this way by great people.
  • We are a great company because we try hard to be a great company
  • It’s important to provide a fun, casual, team-oriented, fast-paced environment.
  • Every member of the team is provided the opportunity to make real and significant contributions. In fact, you might say that we expect it.
  • “Word of mouth” has always been, and will always be, the most important marketing lever. To that end, it is imperative that we deliver a Product, Service, and Journey so blindingly awesome that our customers can’t help but share it.
  • Customers don’t want to do business with businesses. Rather, they want to do business with people. So, at every touchpoint, we try to talk and behave like real people.
  • In keeping things “elegantly simple.”
  • In moving fast and embracing mistakes.
  • In giving a percentage of EVERY order to charity. Our current charity partner is 4 Paws for Humanity - a very cool non-profit that provides service dogs to children and veterans in need.
  • In providing competitive compensation and benefits: Matching IRA, strong PTO policy, Health/Dental/Vision package, $25K life and AD&D insurance, Free long-term disability insurance, 9 paid holidays


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.

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.