Sr. Manager, Integrated Marketing

What You’ll Do

• Own the integrated creative roadmap and content calendar.
• Give Smalls one clear view of what we are saying across the brand.
• For each important moment, you’ll set the high-level creative goal and choose the audience and angle.
• You’ll then partner with the creative team to shape how that idea comes to life across paid and organic channels.
• You’ll keep timing and status current, surface dependencies, and help teams adjust as priorities change.

• Set the creative learning agenda.
• Turn the most important customer and business questions into clear learning objectives.
• Should we lead with longevity or nutritional value?
• Would another creative format work better in a particular channel?
• You’ll decide what we need to learn next and ensure that question shapes the roadmap and briefs.
• Channel and analytics specialists can guide the methodology.
• You own what it means for the creative.

• Build the creative learning and feedback system.
• Connect the work we plan to the results we see.
• Channel owners remain accountable for performance.
• You’ll work with them to understand what the creative contributed and translate that into useful feedback.
• Then you’ll share the learning across channels and feed it into the next roadmap.
• Over time, this system will give Smalls a clearer view of the customer and improve every creative decision.

• Lead ideation and briefing as a player-coach.
• Develop the core idea, message, and hook for major initiatives.
• Set a clear standard for briefs, then help channel owners apply it to their work.
• They will draft most channel-specific briefs.
• You will QA and approve every brief before production begins.
• If an idea is unclear, too familiar, or wrong for the channel, you’ll send it back and help make it stronger.

• Drive creative within our brand-led messaging architecture.
• Ground every idea in customer truth and a clear business goal.
• Know who our most valuable customers are, understand the competitive context, and make sure our claims have proof behind them.
• Help each team adapt an idea for its channel instead of using one creative playbook everywhere.

• Carry learning across the customer experience.
• What works in one place should improve the rest of the journey.
• Turn creative insights into recommendations across the customer experience, from landing pages and lifecycle to retail and packaging.
• Partner with the owners of those areas to make the work stronger and more consistent.

• Bring the Marketing, Product & Creative departments together around the customer.
• Build trust across functions and create alignment without formal authority.
• Help each team start from a shared understanding of the customer.
• The work should feel right for its channel and unmistakably Smalls.

• Protect strategic quality through execution.
• Stay close enough to the work to ensure the final creative delivers on the brief.
• Review it at key moments and flag gaps early.
• You care deeply that creative arrives on time, in full, and as expected.
• Production partners own the process of getting it there.
• You own the strategic bar and help resolve issues before they weaken the work.

Who You Are

• You’ve done this long enough to see the patterns.
• You have 8+ years of experience in creative strategy, integrated marketing, or a closely related field at a brand-driven company.
• Your work has spanned paid and organic channels.
• You’ve seen enough creative succeed and fail that your instincts are earned, and you can tell a lasting truth from a passing trend.

• You use data and instinct together.
• You’re comfortable reading channel performance and customer feedback.
• You can separate a durable insight from a noisy result, then use what you learn to ask a better question or strengthen the creative.
• You do not need to be the statistician in the room, but you do need to know what the numbers can teach us about the customer.

• You’re a capital-M marketer with strong creative instincts.
• You understand how people, products, and markets fit together.
• You can define a useful persona, find a sharp value proposition, and turn customer insight into a credible creative idea.
• Your instincts are grounded in strategy.

• You think across channels and know how to code-switch.
• You can adapt a shared strategy to very different contexts, from fast digital work to larger brand moments.
• You judge each channel on its own terms rather than pushing the same format everywhere.

• You make strategy usable.
• You can turn a roadmap into a working calendar and a learning objective into a strong brief.
• When results come back, you make them easy for others to find and use.
• The systems you build keep the company from relearning the same lessons.

• You have taste and brand sensitivity.
• You can improve response without losing the brand.
• You make work clearer and more effective without making it generic.
• Creative teams trust your judgment because you respect their craft.

• You lead without the org chart.
• You’re willing to challenge unclear thinking and generous enough to help others improve it.
• You can drive alignment without formal authority.
• People follow your direction because it is thoughtful and clear.

You’re a cat person. You care about cats and the people who love them, and you’re genuinely excited to build for this community.