VP of Marketing
Auburn Hills, MI Marketing
Job Type

Whisker is the maker of Litter-Robot, Feeder-Robot, and Litterbox.com. At Whisker, we believe pet parenthood can always get better.

As leading innovators in pet tech and refined pet accessories, we work tirelessly to solve problems and deliver smarter insights for pet parents while enriching the lives of pets. Whether it’s a self-cleaning litter box that automates scooping, an automatic feeder that helps pets develop healthier eating habits, or a modern cat tree that delights both humans and felines, we strive to deliver better solutions for consumers while transforming pet care along the way. To us, having a pet is the best thing ever. At Whisker, life together just keeps getting better.

Whisker is based in Auburn Hills, Michigan and Juneau, Wisconsin with 450+ passionate team members.


We are hiring a VP of Marketing onsite in our Auburn Hills HQ (if not local, relocation will be provided). The VP of Marketing will be a hands-on and involved marketing and brand leader, overseeing and continuing to develop Whisker’s 30-person (and growing) marketing organization; creative, performance, e-commerce, and brand. The VP of Marketing will partner with our marketing leaders and will have responsibility for marketing/brand/performance initiatives across our global D2C channels, retail presence, international, product marketing, partnerships, and beyond— engaging and connecting with pet parents in a way that intrigues and delights. The VP of Marketing will join the Whisker Executive Team and report to the President & CEO. 

Partnership With CEO: Whisker’s CEO led the marketing team for the last 8 years and it’s incredibly important the VP of Marketing be located in Michigan at HQ full time with Whisker’s CEO to build the right level of partnership. This journey at Whisker is incredibly exciting as there are few opportunities as a marketer to truly shape the future of a category - let alone a pet care category - where you get to transform how pet parents think about their pet household chores. This is a marketing executive’s dream role and we look forward to partnering together to grow Whisker to its full potential. 

Oh yea, and you must have a cat, have had a cat, or be willing to get a cat! We’re a pet company with a focus right now on cats and the true understanding of our consumers is key for the head of marketing. Also, cats and cat people are awesome and if you don’t see it that way, this likely is not ‘fur’ you. 

Essential Duties and Responsibilities:

The VP of Marketing gets to join a kickass group of 30 marketers that are all passionately excited about shaping the future of pet care and creatively marketing to pet parents who do not yet know about Whisker! You get to join them and lead the following responsibilities:

  • Performance: VP will work to support our Director of Performance Marketing and performance marketing team (5) to continually refine and hone our global D2C full-funnel, cross-channel, multi-touch performance marketing strategy that supports each product offering. This requires someone who innately understands the nuances of how creative and website experiences engage consumers across the customer funnel, and who is both data-driven and creative driven, with an ability to learn from the data and the story behind  the data—what’s not on paper is just as important as what is. The budget is $XXM (disclosed in interview) annually in performance. 
  • Brand: Automated Pet Care Products Inc rebranded to Whisker in 2021 and we have not yet introduced the brand’s website: Whisker.com. We will be introducing the Whisker brand in a more meaningful way in 2024 as we introduce our new robots.  Whisker.com needs to be developed and we want this SVP to lead the development of our global brand, Whisker! 
  • KPI Management: Deep focus on LTV, AOV, and CAC. You will partner with the performance and business intelligence team(s) to ensure that we have the right scorecards in place with the right measurement methodologies to track our ongoing performance and testing. 
  • Retail: Co-lead the launch of our big in-store experience rollout alongside our VP of OmniChannel. This includes retail in-store designs, signage, marketing, and beyond.
  • Lifecycle/Journey Marketing – CDP: Work internally with our Manager of Lifecycle Marketing to continually refine the customer experience; from the first time they hear of Whisker through many years after, you’ll optimize our 1:1 customer journey across our sites and customer touchpoints.
  • Content Strategy & Creation: Aligning with our Head of Video Content, Creative Director - Creative, Creative Director - Copy, Brand Director, and other internal stakeholders, the SVP of Marketing will lead content strategy to build an ever-growing pipeline of content initiatives that align with our global brand strategy. This should include a healthy focus on UGC, as we have a large passionate customer base obsessed with their robot! 
  • Customer Insights: With 40M+ US households having a cat, and 100M households worldwide, we need to break out all of our customer cohorts into targeted segments to best align each customer journey with those groups of customers. This should be full-funnel, cross-channel, before and after purchase, aligning the necessary content with the right audiences. You will partner with Whisker’s Manager of Consumer Insights to enable this. 
  • Product Marketing Strategy: Define a clear product marketing roadmap for our product lines in-market and in-development. Historically, we’ve lumped all marketing together and we now need to build specific go-to-market strategies that best align with our internal KPIs to make each business unit a standalone success. 
  • Loyalty Program: Co-develop and launch a 1:1 loyalty program for our growing customer base. Think of the airline’s Medallion program where our program is not aligned with discounts but with continued growth, spend, and loyalty, resulting in the next tier of growth and rewards. 
  • Technology: Work alongside our VP of IT to align our growing technology needs with our dynamic marketing strategy: CDP, CRM, and data management.
  • Subscription: The VP of Marketing will support our subscription lead and product marketing team to grow our subscription business as we continue to introduce new subscription offerings and further integrate this into our product and marketing ecosystem. 
  • Financial Planning and Budgeting: Manage digital spend and KPIs to ensure the efficiency and profitability of digital channels. Partner with finance to build daily, weekly, monthly, quarterly, and annual financial targets. Set up dashboarding tools for the marketing team to best align spend with revenue targets and other eCommerce KPIs. 
  • Team Development/HR: The VP of Marketing will lead our 30-person team and will continue developing its resourcing plan to align with the company’s continued growth. The VP will lead our marketing team culture and further develop internal team HR processes and onboard, and beyond.

Leadership Responsibilities

Directly supervises department Teams. Carries out supervisory responsibilities following Whisker policies and applicable laws. Responsibilities include interviewing, training, and hiring, planning, assigning and directing work, appraising performance, addressing team issues, and upholding safety and quality guidelines. 

Requirements & Qualifications - 

  • BA in Marketing, Advertising, Statistics, or Communications or equivalent.
  • 12+ years of experience in an acquisition, performance, or brand with growth marketing role for a direct-to-consumer business selling physical products.
  • Hands-on expertise with Meta Ads, Google Ads, and similar digital acquisition platforms.
  • Deep understanding of customer acquisition strategies and related CAC/LTV analysis.
  • Excellent analytical skills; ability to formulate logical, data-driven business insights and test new ideas to improve performance that drives growth.
  • Comfortable working collaboratively across multiple departments.
  • Exceptional multi-tasking skills and ability to see the big picture.
  • Detail-oriented, organized, accurate, and articulate.
  • Maintains confidentiality of proprietary information
  • Ability to maintain a professional atmosphere in a fast-paced environment with numerous interactions and interruptions
  • High degree of initiative, self-motivation and ability to motivate others
  • Ability to provide a working atmosphere that is positive and productive
  • Ability to establish and maintain cooperative working relationships with team members and colleagues
  • Maintains confidentiality of proprietary information
  • Ability to maintain a professional atmosphere in a fast-paced environment with numerous interactions and interruptions
  • A high degree of initiative, self-motivation, and ability to motivate others
  • Ability to establish and maintain cooperative working relationships with Team Members and colleagues

Benefits & Perks:

Join a tenacious, inventive company that empowers team members to chart their own path, lead by grounding decisions in the “why”, and has a strong sense of empathy and openness to new perspectives. Be a part of exciting growth, work with incredible people, and create tomorrow’s pet products—plus a whole lot of extras. You will also be provided with:

  • Premium Medical/Dental/Vision insurance
  • Life Insurance
  • PTO
  • 14 Paid Holidays
  • Paid Parental Leave
  • 401K with 4% Match
  • Flexible Work Arrangements
  • Top of the line equipment

Statement of Inclusivity:

We believe different perspectives make Whisker better and strive to create a place where everyone has equal opportunities to thrive.