Vice President of Marketing - Pets Best

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America.

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands. 

Pets Best is a rapidly growing pet insurance provider committed to offering financial security to pet parents through comprehensive coverage and outstanding service. Pets Best targets younger, value-conscious consumers who wish to purchase and service accounts digitally.

Job Summary:

Pets Best is seeking a Vice President of Marketing who will report to the President. The Vice President will be responsible for developing and executing a comprehensive marketing strategy to drive brand growth, customer acquisition, and policy retention. This leader will oversee full-funnel marketing execution, ensuring alignment with business objectives while optimizing efficiency and ROI.

This role requires expertise in analytical and performance marketing in a digital marketing / e-commerce environment.  Brand management, customer segmentation, and experience with B2B2C models are a plus. The successful candidate will bring deep experience in people leadership, data-driven decision-making, and full-funnel media investment stewardship to enhance the company’s market presence and long-term growth.

Job Location: Remote / virtual

Main Responsibilities:  

• Manage full-funnel media investments, ensuring efficient allocation across paid, owned, and earned channels to maximize brand visibility and customer engagement.
• Own the marketing performance KPI’s, with responsibility for optimizing spend efficiency and driving measurable business growth.
• Develop and lead the brand marketing strategy, ensuring strong positioning, differentiation, and alignment with the company’s growth objectives.
• Lead customer segmentation and targeting efforts, leveraging data insights to refine acquisition and retention strategies.
• Oversee the development and implementation of high-impact, multi-channel campaigns that drive awareness, engagement, and conversion across digital, direct, and traditional media.
• Strengthen customer retention and LTV through best-in-class customer journey orchestration, including personalized communications, lifecycle management, and experience optimization.
• Collaborate closely with Product, Underwriting, Operations and Distribution teams to ensure alignment between marketing strategies, insurance product offerings and retention strategies.
• Develop and execute both DTC and B2B2C strategies, working with agency, broker, and partner channels to drive demand and adoption, leveraging technology for digital product design.
• Establish KPIs and performance measurement frameworks to evaluate marketing effectiveness and continuously refine strategies.
• Foster a data-driven culture, integrating marketing analytics, attribution modeling, and customer insights into decision-making processes.
• Lead a high-performing marketing team, ensuring capability development and best practices in marketing execution.

 
Qualifications & Experience

• 10+ years of experience in digital marketing, with deep expertise in performance and analytical marketing, brand management, marketing strategy, and customer segmentation.
• 5+ years of experience with digital insurance (or other service) distribution is required.
• Experience with UX design and digital product design, development, implementation and monitoring in an e-commerce environment. 
• Experience leading full-funnel media investments, with a track record of optimizing budgets.
• Strong B2B2C marketing experience.
• Proficiency in account retention and customer journey orchestration, with a data-driven approach to improving LTV and reducing churn.
• Ability to align marketing efforts with financial outcomes, including KPI development and marketing effectiveness measurement and reporting.
• Excellent collaboration and communication skills, with the ability to collaborate effectively across Product, Underwriting, and Sales teams.
• Strong analytical and strategic thinking skills, with the ability to translate insights into actionable growth strategies.
• Experience managing high-performing marketing teams and fostering a culture of innovation and execution excellence.

  
This role will play a critical leadership function within Pets Best, ensuring that marketing efforts drive measurable business impact while reinforcing the company’s position in the market. The ideal candidate will be an innovative, data-driven, and results-oriented leader with a passion for brand growth and customer engagement.

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All of our jobs come with great benefits including healthcare, parental leave and opportunities for career advancements. Some offerings are dependent upon the location of where you work and can include the following:

• Comprehensive full medical, dental and vision Insurance
• Basic Life Insurance at no cost to the employee
• Company paid short-term and long-term disability
• 12 weeks of 100% paid Parental Leave
• Health Savings Account (HSA)
• Flexible Spending Accounts (FSA)
• Retirement savings plan
• Personal Paid Time Off
• Paid holidays and company-wide Wellness Day off
• Paid time off to volunteer at nonprofit organizations
• Pet friendly office environment
• Commuter Benefits
• Group Pet Insurance
• On the job training and skills development
• Employee Assistance Program (EAP)