Full-time · Hybrid (3 days minimum in office)

Reports to: Alex Jackson, VP Product and Marketing & Cofounder

Location: Park City, Utah or London

About Carv

Carv produces a wearable ski motion sensor paired with an AI coaching app. It measures biomechanics in real time, scores skiing ability across disciplines, and delivers personalised audio coaching on snow. We are leading the personal sport coaching market, with growing retention, strong word-of-mouth acquisition, and a dedicated community of skiers who rely on Carv throughout their season.

We need a marketing leader to own the brand, messaging, and growth engine as we scale, in particular focussing on how we move from the early adopter to the early majority, and lead product expansion with a phone-only product.

In practical terms, this means owning the positioning for a major product launch, redesigning the funnel around a new acquisition model, and leading the team to execute against it. The brand positioning, messaging architecture, channel strategy, and team structure are all open to be defined. This is a leadership role with genuine scope to shape how Carv grows through the market at one of the most consequential points in the company’s trajectory.

The Challenge

Carv’s customers range from dedicated improvers who seek structured coaching and performance data, to recreational skiers who want to progress without ‘learning’ dominating their day. What unites them is that they are invested in their skiing and want more from their time on the mountain, whether that is measurable progression, greater confidence, exploration or social experiences.

Historically Carv has positioned itself based on technical improvement and data science. It resonates with skiers who already understand what motion sensing and biomechanics mean for their skiing, but we are now scaling into a broader market. That market needs a different entry point, one rooted in what Carv as a personalised co-pilot, rather than powerful, technical tool.

Your challenge will be to straddle both the Carv 2 sensor and Carv app-only product, own positioning for both, and ultimately manage the acquisition funnel. As part of this you will need to help Carv build on its heritage as a analysis tool to become a personalised skiing copilot: coaching when the user wants it, mountain intelligence, session tracking, social features, and recognition of their best moments on snow. Marketing must translate that evolving product into something customers immediately understand and respond to, lowering barrier to try it.

The current stack

Carv’s marketing currently operates across two established functions: content marketing, which drives organic reach through social, video, and community engagement; and performance marketing, which manages paid acquisition and optimises against CAC and ROAS within a direct-to-consumer ecommerce model. Both functions have team leads in place. This role inherits and directs them.

Your job will be to own strategic layer above: brand positioning, messaging architecture, funnel investment. You will be accountable for where to invest and for achieving growth outcomes. 

This role would also shape the next phase of the marketing capability. With an phone-only product, we can expand into new areas, and rebuild our funnel in new ways. That includes real-world activation, placing Carv in the hands of skiers on the mountain through resort partnerships, demonstration experiences, and events. Skiing is a physical, social sport, and the brand must be present where its customers are, not only in digital channels. It also includes product-led growth, Carv is an app-only experience post-purchase, which creates meaningful opportunities for referral mechanics, social sharing, and in-app conversion paths that compound alongside traditional marketing investment.

Skiing is a seasonal business. The primary selling window is concentrated in a few months, pre-season is where anticipation and conversion are built, and the off-season requires deliberate effort to maintain retention and community engagement. That rhythm shapes everything from campaign planning to budget allocation to hiring timelines. The right candidate will treat this as a discipline that focuses effort rather than a limitation.

What This Role Owns

Brand & Messaging

• Define and evolve Carv’s brand positioning, across both Carv 2 and a phone proposition. 
• Develop messaging architecture to connect with customers. 
• Own market research - help the team identify and close gaps in both customer understanding, how much our messaging and creative resonates, and measurement of brand equity over time.
• Own the brand voice across all touchpoints, packaging, communications, social, product copy, and support. 
• Set strategic direction for campaigns, product launches, and brand moments, working with the Content Lead on creative direction, production and execution.

Growth Outcomes & Funnel

• Accountable for marketing OKRs: customer growth, acquisition cost, sales volume, lead generation, and funnel conversion.
• Own the end-to-end funnel strategy from awareness through conversion and retention, identifying how customers move through each stage and where the highest-impact opportunities exist.
• Support the Performance Lead on paid channel strategy and budget allocation. Support the Content Lead on organic and editorial strategy. Hold both accountable for outcomes against shared targets.
• Develop and optimise the conversion experience, website, pricing, and purchase flow.

Team & Resourcing

• Lead the marketing function, managing the Content Lead and Performance Lead and teams below - building the team as the business scales.
• Define the team roadmap: capabilities to develop in-house versus those to outsource, and how to sequence hiring against business priorities and the seasonal calendar.
• Own the marketing budget and make investment decisions across brand, content, performance, and activation.

Market Insight

• Serve as the primary voice of the customer within the organisation, channelling qualitative and quantitative insight from marketing back into product and commercial strategy.
• Monitor competitive landscape, category developments, and market sizing to inform positioning and investment decisions.
• Establish a feedback loop between marketing performance data and product direction — ensuring that what resonates in market informs what is built.

How Success Looks

Year One

• The new phone product launches with clear positioning and a go-to-market strategy that delivers. Customers understand the proposition and the funnel converts.
• Carv’s brand positioning is clearly articulated and consistently expressed across all channels.
• You invest in use of AI to speed up team processes. Creating agentic workflows to improve funnel performance.
• You make the current acquisition funnel more efficient. The funnel is mapped, and improved, with clear data identifying where customers are lost and what interventions are effective.
• You find new ways to reach customers beyond the historic digital mix Carv has used. 
• Growth OKRs are established and being achieved: acquisition targets, CAC benchmarks, and conversion rates are tracked and trending positively.
• The marketing team is structured and performing effectively, with the Content and Performance aligned behind a coherent strategy with defined ownership.

Ongoing

• Brand awareness and consideration grow measurably within the target demographic.
• Customer acquisition cost holds steady as we scale - with in resort, endemic, and product-led channels being developed alongside existing paid digital and content investment.
• The proportion of customers acquired through word-of-mouth, and product increases.
• Marketing and product operate in close alignment — product launches are supported by effective positioning, and customer insight from marketing informs product decisions.

Who You Are

Experience

• Brand and creative direction. You have built or significantly evolved a consumer brand, not simply managed an established one. You have set creative direction, defined identity, and have experience ensuring a brand is distinctive and resonates. You understand brand as a commercial asset and growth lever.
• Funnel strategy for D2C. You bring a deep understanding of the full acquisition funnel for a direct-to-consumer product, from awareness through to conversion. You can diagnose where a funnel underperforms, identify which levers to apply at each stage, and implement the measurement framework to demonstrate impact.
• App and hardware D2C business. You have operated within a business that sells a consumer product, ideally with ecommerce experience or app-growth experience. You understand the dynamics of consumer purchase decisions, app onboarding and engagement, and how the physical and digital propositions reinforce one another. 

Qualities

• Learning agility. You acquire new domain knowledge rapidly and operate effectively. You are comfortable navigating ambiguity and forming sound judgements with incomplete information.
• Customer understanding. You are highly driven by directly in understanding customers behaviour, attitudes and mindsets. You engage with communities, analyse behaviour, and develop an intuitive understanding of what motivates purchase and loyalty.
• AI first. You are on top and regularly using a suite of the latest tools and can demonstrate examples of use to unblock process, create outcomes, or lead better.
• Problem-solving under constraint. You have demonstrated the ability to solve complex commercial and creative problems with limited resources. You are comfortable with challenging solutions and can identify opportunities that others do not see.
• Initiative. You operate with a high degree of autonomy and pace. You identify what needs to be done and execute without waiting for direction or consensus.
• High standards. You hold a high standard for the detail of brand execution, from creative to messaging - across language, tone and consistency. You believe that the quality of these details compounds into commercial advantage over time.