About the Role Karma and Luck is seeking a dynamic and visionary Vice President of Marketing to lead the brand’s creative and growth strategy. This leader will be responsible for amplifying the company’s spiritual story, building meaningful customer relationships, and driving revenue through innovative marketing campaigns. The ideal candidate combines brand storytelling and creative strategy with a strong performance marketing background, excelling in customer acquisition, retention, and profitable growth. This role requires a hands-on leader who can balance big-picture vision with day-to-day execution. Key Responsibilities Brand, Storytelling & Spiritual Narrative • Define and articulate Karma and Luck’s spiritual story across all consumer touchpoints. • Lead campaigns that inspire and connect emotionally with customers. • Ensure brand consistency across DTC, retail, wholesale, and partnerships. Creative & Performance Growth Strategy • Develop and execute innovative strategies across digital, social, paid media, influencer, UGC, PR, and experiential channels. • Oversee performance marketing with a focus on optimizing CAC, LTV, and ROAS. • Implement A/B testing frameworks to continuously optimize messaging, offers, and funnel performance. Collaborations & Partnerships • Identify, negotiate, and manage collaborations with influencers, celebrities, and aligned spiritual or lifestyle brands. • Lead co-branded activations, events, and experiential campaigns that elevate awareness and acquisition. Customer Engagement & DTC Excellence • Own the DTC customer journey: acquisition, retention, loyalty, and advocacy. • Oversee CRM, email, SMS, and loyalty programs to maximize LTV. • Scale e-commerce performance through a balance of storytelling and high-performing campaigns. Leadership & Team Development • Build, inspire, and mentor a high-performing marketing team spanning brand, creative, growth, influencer, and communications. • Foster a culture of creativity, spirituality, accountability, and innovation. • Partner cross-functionally with Product, Retail, E-commerce, and Finance to align strategies with overall business goals. Qualifications • 10+ years of progressive marketing leadership experience in DTC lifestyle, fashion, jewelry, or consumer brands. • Proven success in building and scaling storytelling-driven brands with spiritual or lifestyle relevance. • Strong expertise in performance marketing and data-driven growth. • Demonstrated success in brand collaborations, influencer partnerships, and creative campaign execution. • Hands-on operator with deep knowledge of digital channels, analytics, and performance metrics. • Excellent leadership, communication, and team-building skills. • Experience in fast-paced, entrepreneurial environments. KPIs of Success • DTC revenue growth and profitability. • Brand awareness and share of voice in the spiritual and lifestyle markets. • CAC to LTV ratio optimization and strong ROAS. • Execution of high-impact collaborations and partnerships. • Increased customer retention and loyalty adoption. • Marketing team performance and retention.