VP of Marketing

🎲 ABOUT THE FIDGET GAME

We're both an educational company and a toy company. We design multisensory educational board games for Pre-K through Grade 6, built on the science of reading and aligned with math standards, alongside collectible toys, squishies, and unboxing-driven products kids love to open, trade, and share.

Founded by a former teacher with six years of classroom experience across six countries, The Fidget Game has grown into a fast-growing, eight-figure consumer brand.

✅ Used in 50,000+ schools

✅ 1,000,000+ games sold

✅ Featured on Shark Tank

Our next chapter is ambitious: we're building toward $50M+ in annual revenue and becoming a household name in children's educational games and toys.

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🚀 THE OPPORTUNITY

We're hiring our first VP of Marketing to build a world-class marketing function and help take The Fidget Game through its next major stage of growth.

We're looking for a creative, commercially driven marketing leader who knows how to build brands, create consumer demand, develop breakthrough campaigns, and turn exciting products into household favorites.

Our dedicated growth team owns paid advertising strategy, media buying, and acquisition budgets. You'll lead the brand, creative strategy, storytelling, marketing initiatives, and campaigns that help the growth team scale profitably.

This is a builder role. You'll develop the team, systems, creative standards, and processes needed to run ambitious marketing initiatives independently, so the founder can step away from day-to-day marketing.

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🎯 WHAT YOU'LL OWN

▸ Marketing Strategy & Brand Growth

• Develop and execute a comprehensive marketing strategy aligned with revenue targets across Shopify/DTC, Amazon, TikTok Shop, retail, and B2B
• Create marketing initiatives that drive brand awareness, consumer demand, customer acquisition, and long-term loyalty
• Translate growth objectives into integrated campaigns, seasonal promotions, and marketing calendars
• Identify new opportunities to expand reach, brand recognition, and our customer base
• Manage marketing budgets for creative production, brand campaigns, influencer partnerships, and marketing initiatives

▸ Creative Strategy & Performance Marketing

• Lead creative strategy across Meta, Instagram, TikTok, and other paid channels in close collaboration with the growth team
• Develop high-performing creative concepts, hooks, scripts, UGC, product demos, and direct-response campaigns
• Own the creative testing roadmap and keep a steady pipeline of fresh ideas and variations
• Partner with the growth team to understand creative performance, identify winners, and continuously improve results
• Understand the numbers that matter: MER, CAC, ROAS, contribution margin, conversion rate, AOV, and LTV

▸ Brand Strategy & Storytelling

• Own brand positioning, messaging, visual identity, and creative direction across advertising, packaging, ecommerce, social, and retail
• Build The Fidget Game into an iconic children's brand spanning educational games, sensory toys, and collectibles
• Develop brand stories that connect emotionally with parents, educators, and children
• Strengthen our founder story, educational credibility, and product storytelling
• Keep the brand consistent across every touchpoint while developing distinctive identities for each product category

▸ Amazon & Marketplace Creative Strategy

• Partner with our Amazon and marketplace teams on positioning, listing content, A+ Content, imagery, videos, Brand Stores, and launch campaigns
• Develop creative strategies that improve discovery, conversion, and brand recognition across Amazon US, Canada, and UK
• Collaborate on promotional calendars, product launches, and marketing campaigns
• Ensure marketplace creative reflects our brand while staying optimized for each platform

(Our marketplace team continues to own Amazon advertising budgets, marketplace operations, and paid advertising execution.)

▸ Organic Social, Influencers & Creator Marketing

• Lead organic social strategy across TikTok, Instagram, Facebook, YouTube, and emerging platforms
• Work closely with our Head of Creative Marketing and Partnerships on content and campaigns
• Scale influencer, affiliate, creator, and UGC partnerships
• Develop viral initiatives, unboxing campaigns, and community-driven content
• Lead founder-led content strategy, production, and repurposing
• Support TikTok Shop growth in collaboration with the channel operations and paid acquisition teams

▸ School, Educator & Retail Marketing

• Partner with our Head of Creative Marketing and Partnerships and B2B sales team on campaigns for teachers, schools, districts, and retail partners
• Strengthen our positioning as a trusted, science-backed educational brand
• Develop materials and campaigns that support school adoption, educator recommendations, and retail demand
• Build engaged communities of parents, teachers, and families

▸ Product Launches & Go-to-Market

• Lead marketing strategy and creative for frequent launches across educational games, sensory toys, and collectibles
• Build launch campaigns using storytelling, teasers, preorders, influencers, and community engagement
• Create repeatable launch systems that drive awareness, demand, and strong early sales
• Partner closely with Product, Sales, Operations, and Growth on coordinated launches

▸ AI-Powered Marketing Systems

• Implement AI workflows across research, competitive intelligence, trend discovery, creative ideation, content, and marketing operations
• Train the marketing team to become advanced AI users
• Build scalable systems that increase creative output, speed, and efficiency without unnecessary headcount

▸ Marketing Leadership & Execution

• Lead three direct reports from day one, with clear ownership, creative standards, and accountability
• Build, mentor, and grow the marketing department as the company scales
• Manage creative production budgets, agencies, and external creative partners
• Establish processes, campaign calendars, creative reviews, and performance reporting
• Collaborate closely with the Head of Growth so brand and creative support profitable growth
• Operate independently, with weekly strategic check-ins with the CEO on major brand and strategic decisions

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📈 WHAT SUCCESS LOOKS LIKE

First 30 Days

• Learn our business, customers, products, and sales channels
• Build relationships with the marketing team, growth team, and department leaders
• Take ownership of day-to-day marketing operations and creative direction
• Audit creative performance, brand positioning, campaigns, systems, and team structure

First 90 Days

• Present a 12-month marketing strategy with major initiatives, budgets, and hiring priorities
• Define a clear brand identity and storytelling direction
• Set up a structured creative testing process with the growth team, and establish marketing KPIs
• Implement AI-powered workflows across research, creative, content, and operations
• Create a RACI chart defining roles, decision-making, and accountability across marketing and with the Head of Growth
• Launch the first wave of new campaigns under your leadership

First 12 Months

• Contribute meaningfully to strong, profitable revenue growth
• Establish a distinctive, recognizable brand across our games and toy categories
• Build repeatable systems for influencers, organic content, creative testing, and launches
• Deliver a consistent pipeline of high-performing creative across DTC and marketplaces
• Build a high-performing team with clear ownership and measurable results

🧩 WHAT YOU BRING

Required

• 8+ years in consumer brand marketing, creative strategy, or integrated marketing, including 3+ years leading teams
• Experience at Senior Director level or above
• Proven experience helping scale a DTC or CPG brand
• Track record of marketing initiatives, brand campaigns, and creative strategies that drive measurable revenue growth
• Strong DTC and Shopify experience, with an understanding of Meta ad creative, Amazon creative, and TikTok Shop
• Experience partnering with paid media and growth teams to improve ad performance through creative
• Proven success with influencer marketing, organic social, short-form video, and frequent product launches
• Experience building teams, developing processes, and managing creative agencies or partners
• Experience with creative testing tools
• Advanced, hands-on AI proficiency, with examples of how AI improved marketing efficiency or performance
• Strong commercial understanding of MER, CAC, ROAS, contribution margin, and LTV

Bonus Points

• Experience at a toy, children's product, educational product, or family-focused brand
• Experience marketing educational products to parents, teachers, or schools

Compensation: Above-market salary, based on experience

If you've helped build a consumer brand people love, know how to turn creative ideas into measurable growth, and are excited to lead our next chapter, we'd love to hear from you! 👋