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VP of Marketing



Marketing & Communications
San Francisco, CA, USA
Posted on Saturday, June 22, 2024
Kindred is a members-only home swapping network that unlocks the ability to live a travel-rich lifestyle through the power of community. By exchanging primary residences with trusted peers, renters and owners alike can match with Kindred spirits and explore new destinations without breaking the bank.
We are on a mission to build a sharing economy that lives up to the name, and we’ve raised $26.5M+ from some of the best investors in Silicon Valley to do so, including Andreessen Horowitz, New Enterprise Associates, Bessemer Venture Partners, Caffeinated Capital, Elad Gil, and the founders of Opendoor, Figma, ClassPass, Clubhouse, Divvy, Gem, and Homebound.
The co-founders are proven leaders from the early team at proptech company Opendoor ($15B+ exit), and have each separately built and scaled products that today do $1B+ annual revenue combined.
We’re looking for the world’s top builders, executors, and believers to join us on this ride.
You can learn more about us in Forbes and TechCrunch.
The Role:
Bay Area Hybrid Role
We're seeking an outstanding executive-level marketing leader to join Kindred’s early team. This role will report directly to the CEO and will be responsible for developing and driving Kindred’s marketing strategy end-to-end across all channels, owning key results around acquisition and CAC. You’ll manage one full time employee and several contractors initially, with the expectation that you will build your team over time as you validate channels and develop your strategy. You will work in close partnership with cross-functional product, engineering, and design partners to deploy our performance marketing budget, structure tests, lead creative iterations, and diversify our channels to develop a resilient, sophisticated, and efficient acquisition engine.

What You’ll Own:

  • Marketing Strategy: You’ll develop Kindred’s overarching strategy for customer acquisition and re-engagement. You will communicate a vision for how we will experiment and iteratively develop diversified channels over time, you’ll articulate a compelling philosophy on how to make brand or CAC tradeoffs, and you’ll set near and long term targets.
  • Channel Testing & Early Execution: You’ll structure, prioritize, and execute on paid marketing tests and initiatives across multiple channels. While you will have the resourcing to build your team over time, you are expected to execute yourself first in order to deeply understand the opportunity. This is not the right role for you if you are not happy to execute yourself on early tests.
  • Building the Team: As you validate various channels, you will build a team of world-class employees, contractors, and agencies to accelerate and scale proven efforts.
  • Budget Deployment & Management: You will own Kindred’s marketing budget, with ultimate discretion over where and how to deploy capital. You will have the support of paid media consultants, but you are responsible for scoping the campaigns and ensuring high quality execution. You should know exactly where each dollar is going, and put in place the reporting infrastructure needed to tightly monitor and manage this paid spend.
  • Production of Marketing Creative: You will lead the process for developing new creative assets for marketing campaigns, instituting an efficient workflow informed by both data insights and company brand goals. You’ll provide feedback and direction to designers and creative consultants to ensure only the highest quality assets are shipped.
  • Earned Media: You will develop Kindred’s Earned Media strategies, including press and public reviews, overseeing efforts to scale awareness and credibility.
  • Marketing Reporting & Analytics: Initially, you will be responsible for all marketing reporting and performance monitoring, mining the data for critical insights, and distributing those insights effectively to relevant stakeholders.
  • Brand Strategy & Communications Strategy, in partnership with CEO: You’ll work closely with the CEO to develop Kindred’s Brand strategy, core positioning, and communications strategy. You’ll have the opportunity to shape Kindred’s identity, and ensure that this identity is richly represented in every touchpoint across online and offline surface areas.

You may be a fit for this role if you:

  • Have at least 12-15 years of experience in a senior growth marketing role at a consumer company with functional excellence in this area.
  • Have operated at one or more technology startups through periods of hyper-growth. You’re energized by the fast pace and thrive in environments with little structure.
  • Can independently orient yourself to the areas of highest priority and craft your own work plan, even when (or especially when!) there is a lot going on with a ton of ambiguity.
  • Fall in love with problems, seeing them as exciting opportunities for improvement.
  • Are highly analytical and data literate. You are very comfortable pulling your own queries and closely monitoring results and don’t need analysts to do this for you.
  • Are an executor at heart, though you have been in senior/manager roles. You aren’t above rolling your sleeves up, and stay extremely close to the details of execution. You don’t need to hire a large team to be effective – in fact, you’d rather stay close to the execution yourself in the beginning to better develop your intuition on what we’ll need to build out.
  • Have extremely high velocity. You are the pace-setter on your teams. You manage time effectively and get a lot done.
  • Are relentlessly resourceful and bust through walls, finding ways to get things done even when you don’t have the perfect resourcing available to you.
  • Are strategic, with a clear vision for where to invest marketing resources and why.
  • Have enough experience in high-performing marketing organizations to know what excellent looks like across talent, best practices, and industry benchmarks.
  • Have a trained eye for pixel-perfect design, and a high taste level for great copywriting. You set a high bar for the quality of creative that are produced under your direction.
  • Have strong intuition for positioning, and can even chip in with copywriting when in a pinch.
  • Excel in communication, especially written communication. You write with clarity, structure, and logic.
  • Tend to simplify things vs. complicate things.
  • Are an excellent project manager, nailing follow through and holding others accountable to follow through as well. You proactively communicate on the status of the many efforts you oversee.
  • Are highly organized, data-driven, and meticulous in your approach.
  • Have experience managing teams of employees and consultants. You are a thoughtful leader who can inspire and motivate others to produce their best work.
  • Above all, you put the customer first. You think about absolutely everything from their perspective, and believe deeply that if we can always prioritize adding real value to our members’ lives, success will follow.

Bonus points if you:

  • Are a Kindred member!

Our Benefits:

  • At Kindred, we know that good things happen when we look out for one another. We offer teammates the following benefits:
  • Our openings span more than one career level. The starting salary for this role is between $210,000 and $280,000 USD. The provided salary depends on many factors, such as work experience, and transferable skills, business needs and impact, and market demands.
  • A vibrant, inclusive, and highly skilled team that ferociously protects team chemistry
  • A culture of championship (vs. just mentorship), feedback, and continual development
  • Competitive cash compensation and equity
  • Unlimited vacation policy
  • Full health benefits
  • UNLIMITED free stays at Kindred homes during your time as an employee
  • $4,000 annual stipend to use toward personal travel costs related to trips in which you are staying at a Kindred home
  • Hybrid work environment with a San Francisco based office, but the ability to work remotely when needed, including for months at a time. We encourage team members to travel and adventure!
  • Global WeWork passes so you can work comfortably from wherever you are
  • Regular offsites to co-locate with the team
At Kindred, we embrace diverse perspectives, ideas, and backgrounds. We’re committed to providing equal employment opportunities for all applicants and employees. Kindred doesn’t discriminate on the basis of any protected characteristic, including race, color, ancestry, national origin, religion, creed, age, disability, sex, gender, sexual orientation, gender identity, gender expression, medical condition, genetic information, family care or medical leave status, marital status, domestic partner status, military and veteran status, or any other characteristic protected by US federal, state or local laws, or the laws of the country or jurisdiction where you work.