Director, Social Creative

Who We Are

The Farmer’s Dog was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care. We’re starting by radically improving the $90 billion pet food industry, replacing bags of highly-processed pellets with a personalized subscription service that sends complete and balanced, freshly-made dog food directly to customers’ doors. Our ultimate goal is to create innovative, delightful and personalized experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic culture uniquely position us to shepherd this backwards industry into the future.
To date, The Farmer’s Dog has delivered over 1 billion meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to customers, health to their companions, and much-needed change to the way people feed and care for their pets.

#LongLiveDogs

What We Stand For and Where You’ll Come In

The Director, Social Creative will lead creative for the Paid Social group at The Farmer’s Dog. You’ll manage a group of creatives across video and design, optimizing for performance while maintaining a high brand standard. You’ll be empowered to push one of our most impactful channels to reach new heights by speaking to dog owners in a strategic, compelling, and action-provoking way.

One Team: We don’t think of ourselves as “Acquisition Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”. Beyond denoting skill sets and areas of expertise, we don’t think departments matter. We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically.

We are skeptical about everything and precious about nothing:  Ideas can and should come from anywhere, and we aren’t tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there’s a better or more impactful way to solve problems.

We consider the customer journey in all of our decisions:  We know that no interaction exists in a silo and therefore understand how important every single one is.  We ensure our strategy sets prospective and new customers up for success and drives long-term retention.  We answer questions and address problems early and proactively.  We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically.

We Execute For Impact: We don’t subscribe to “best practices” or “industry KPIs”. We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be. Similarly, we don’t subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience.

We Are Focused and Work Without Assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?”. We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don’t expect to be perfect the first time.

How You'll Make An Impact

• Set strategic goals (OKRs) for the Paid Social working group, laddering up to Brand function and The Farmer’s Dog business goals for customer acquisition. Drive progress and guide prioritization to accomplish these goals.
• Oversee the weekly and monthly cadence of production for a high volume of assets across Meta, TikTok, YouTube, and additional channels as we scale.
• Work closely with the creative group to concept against messaging strategies, interpret trends, and iterate quickly to react to performance, creating a diverse range of videos and static ads to target a broad spectrum of potential customers.
• Manage a team of video and other creatives, using strong mentorship, feedback, and guidance to lead them in producing high-quality and performance-oriented content with speed.
• Own the creative relationship with external creative partners, including creator agencies, freelancers, and individual influencers, as needed.
• Partner closely with team members in Acquisition to workshop ideas and develop hypotheses according to conversion goals and data insights.
• Maintain tight communication with Legal, staying on top of claims and messaging guidance while evaluating possible risk with reward.
• Work with Brand Operations along with internal and external production partners to balance quick-turn edits with longer-lead productions.

We're Excited About You Because

• You've had 7 or more years of hands-on experience in an agency or brand-side social studio, leading social creatives.
• You’re deeply enmeshed in the world of social media. You see the patterns of engagement, track trends, and can visualize how our core messages and creative concepts can best come to life in a social environment.
• You’re experienced in working with acquisition teams or media teams, and have a proclivity — and appetite — for using data to help guide creative decision-making.
• You’ve led creative teams, and consider your greatest point of impact to be enabling your reports to do their best work.
• You thrive in quick-moving, high-stakes environments. You have a natural drive to work hard. You maintain early-stage startup intensity at any scale.
• You’re an owner, have excellent problem-solving skills and can prioritize tasks effectively, with a strong attention to detail
• You’re not afraid to disagree, and yet you can also comfortably admit when you were wrong.
• You're a skilled communicator and have the ability to absorb and distill complexity into simple terms to drive decision making.
• You’re able to travel occasionally for production as needed.
• You love dogs.

Office Guidelines

We are an in-office culture, made of in-office people who thrive on the collaboration and magnetism of working in a shared space. We are seeking individuals who excel in this type of environment, where being present fosters deeper connections and engagement.

Our DEI Philosophy:

Our company’s mission is rooted in deep, genuine care for dogs – and for the people who love them. As an organization we are full of individuals who are unique in many ways, but all united in a mission of providing true peace of mind to dog lovers everywhere. Fixing this industry and improving the lives of pets and their people will be a difficult, decades-long endeavor. We believe the best use of our time, energy, and resources as a collective team is to focus on this mission, and on supporting our team to do their best work and be their best selves. In support of this we’re committed to hiring and supporting a diverse workforce, and investing in internal structures, opportunities, hiring/promotions processes, and training that create and sustain an inclusive team. We strive to provide an experience at TFD that will be invested, meaningful and memorable as we progress on the journey to reimagine how we feed and care for our pets.

A Few of Our Best Benefits

• Dog-friendly office in Greenwich Village
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO 
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is $150,000.00 - $170,000.00 USD Annual and the compensation offered will include a robust market competitive package of base and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

Equal Employment Opportunity Statement

The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit Know Your Rights.

Reasonable Accommodations

TFD complies with applicable federal, state, and local disability laws and makes reasonable accommodations for applicants and employees with disabilities.  If a reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact [email protected].