Head of Marketing / Omnichannel Marketing Owner (DTC + Amazon + Retail)

About Cupkin Cupkin is a premium children's brand, hand-drawn by real artists and never AI, loved by millions of families. Our sticker, coloring, and activity books span a deep collection of themed titles, and we are growing fast across Amazon, TikTok Shop, Meta, and our own Shopify store. Cupkin Friends, our original character world, is becoming the brand kids ask for by name. As we expand into national retail, we are building the marketing engine that turns a loyal online audience into a household name on shelves. The role We are hiring an owner for our entire marketing engine, on the leadership team alongside our operations owner and brand owner, reporting to the founder. Today each channel runs well on its own. What we need is one owner who makes them work as a single system, where TikTok, Amazon, Meta, email, and social each play a defined role in the funnel instead of doing their own thing. You lead with strategy and you can also jump in and get it done. The bar is simple: take the marketing function off the founder's plate and run it better than he could, the way our ops and brand owners do today. What you will own - The entire marketing engine: cohesive strategy across every channel and its execution. TikTok and Meta as the demand and top-of-funnel engine, Amazon as the primary conversion surface, email as acquisition, nurturing, retention, and automation, and social as brand and community. - Amazon growth: set the strategy and direct our Amazon PPC and growth specialist who runs the day-to-day ad execution. - Cupkin Friends: partner with our brand owner to weave our character world through the full marketing engine. - Retail pull-through: as we enter Walmart, Target, and beyond, drive our audience into stores and broadcast that we are on shelves. - Email lifecycle: acquisition, nurturing, retention, and automation end to end. - The integrated calendar: one calendar across all channels so launches and tentpole moments like BFCM and the holidays hit as one coordinated push. - Measurement and budget: cross-channel measurement and attribution, and allocating paid budget against clear growth targets. Near-term priorities - Build and run the BFCM plan, including a limited edition Cupkin Friends gift pack, across DTC, Amazon, and social. - Stand up the omnichannel calendar and define each channel's role in the funnel in the first 60 days. - Prepare the retail pull-through playbook so our first national retail launches are backed by marketing from day one. What you must bring - You have operated at real scale: you have helped run marketing or growth for a brand doing $100M or more in revenue, so you already know the systems that carry a brand into the hundreds of millions rather than learning them on our time. - You are hands-on, not just a director: you can personally build and structure campaigns across Amazon, Meta, and email, not only manage the people who do. - You know Amazon cold: Seller Central, Sponsored ads, and DSP are second nature, because Amazon is our core and primary conversion surface. - You own outcomes, not activity: you run to a number, measure everything, hold each channel accountable, and you say no to good ideas so you can fully fund the great ones. - You think and work omnichannel: you make TikTok, Meta, Amazon, email, and social work as one system instead of competing silos. - You thrive in a lean, founder-led company: comfortable building with a small team and no large agency bench, and you get into the weeds when that is what the work needs. Bonus points - Consumer or CPG brand experience. - National retail sell-through and shopper marketing (Walmart, Target). - A kids or family brand, where the child wants it and the parent buys it. - Scaling TikTok Shop. - Character IP or brand-building. - Deep Klaviyo and lifecycle marketing. - Taking a brand from online-first into national retail. - Hiring and directing specialists and agencies. This role probably is not for you if - You prefer to set strategy from above and hand execution to someone else. This seat does both. - The biggest brand you have helped scale is under about $20M. We need someone who has already seen the next few stages of growth. - You would rather sell a monthly retainer than own a growth number. - You are a single-channel specialist. This is a whole-engine role. - You need a large team and budget already in place before you can be effective. Why this role This is an owner's seat. You take the entire marketing function and run it so well the founder does not have to think about it. You turn a fast-growing set of channels into one engine, help make Cupkin a household name as we move from online to everywhere, and own the outcome, not just the tasks.