Director, Brand Marketing

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. 

PetPlace, a subsidiary of IPH, is building a digital first destination for pet lovers, providing trusted advice, engaging stories, and expert tips and solutions. We’re passionate about improving the lives of pets and the people who love them – offering everything from expert-backed articles to original video content, all centered around the unique bond between pets and their humans.

Job Summary:

PetPlace is seeking a dynamic and strategic Marketing Brand Director to lead and evolve the PetPlace.com brand. This individual will own the brand’s positioning and narrative across all consumer touchpoints, ensuring consistency and impact through editorial content, creative direction, social media, public relations, and communications.

This is a high-impact leadership role that will collaborate cross-functionally and report directly to the VP Marketing. The ideal candidate is both a storyteller and strategist—someone who can translate brand values into compelling campaigns and content that engage pet parents everywhere.

Key Responsibilities:

Brand Positioning & Strategy

• Own and evolve the PetPlace.com brand strategy, voice, and visual identity across platforms.

• Develop and implement a cohesive brand positioning that resonates with our audience and differentiates us in the marketplace.

• Ensure consistency and alignment across all brand expressions and channels.

Editorial Content & Video Production

• Lead the editorial and video content strategy, overseeing the creation of pet-focused articles, videos, and multimedia assets.

• Partner with internal teams and external contributors to deliver content that is engaging, informative, and aligned with brand tone and standards.

• Monitor performance and continuously optimize based on audience insights and data.

• Explore and integrate AI tools to enhance editorial planning, trend identification, personalization, and content production efficiency.

Creative Direction

• Direct the development of creative assets across campaigns, content, product launches, and digital properties.

• Manage relationships with designers, copywriters, photographers, and videographers to ensure high-quality, on-brand creative.

• Maintain and evolve brand guidelines to reflect current trends and growth.

Consumer Search Optimization

• Ensure all content is optimized for search performance and discoverability, driving sustainable traffic growth.

• Explore, test and optimize content for new search behaviors, including GEO / AI engine inclusion, voice search and visual search.

• Stay ahead of digital trends, search algorithm changes, and emerging technologies to maintain a competitive edge.

Organic Social Media

• Oversee the organic social strategy across all platforms, driving brand awareness, community engagement, and loyalty.

• Collaborate with the social media team to create platform-specific content and campaigns that reflect cultural moments and pet trends.

• Monitor performance metrics and adjust strategy accordingly.

Public Relations & Communications

• Lead PR strategy to build brand reputation, secure media coverage, and elevate PetPlace.com as a leader in pet health and lifestyle.

• Oversee communications planning, including press releases, brand partnerships, influencer collaborations, and thought leadership.

• Act as a key brand spokesperson as needed.

Basic Qualifications:

• Bachelor’s degree in marketing or relevant field

• 8+ years of experience in marketing, ideally with a focus in editorial, content, or lifestyle brands.

• Proven experience developing and executing multi-channel brand strategies.

• Ability to lead a team of 1 full time employee, 2 contractors, agencies and freelancers

• Possess in-depth knowledge of digital marketing best practices, including SEO, SEM, PPC, and social media marketing

• Strong creative vision with the ability to inspire and manage content and design teams.

• Passion for storytelling, content creation, and pets!

• Strong leadership, problem solving, strategic thinking, and analytical skills

• Excellent written, verbal, and presentation skills and effective in interactions with internal executives and external partners

• Strategic mindset, with ability to make difficult decisions in partnership with cross-functional teams

• Experience with budgeting, cost estimating, vendor contract negotiations, and fiscal management principles and procedures

• Experience in pet or animal health industry is a strong asset

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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)