Vice President, Marketing

Toronto, ON, Canada

Job Type:

Full Time

About Spinrite

Spinrite is an inspiration and education-driven crafts company in the North American market. Bernat, Red Heart, Caron,  Coats & Clark and Yarnspirations are our key brands,  supporting brick and mortar and e-commerce sales channels. Our products are available at leading retailers such as Walmart, Amazon, Jo-Ann Stores and Michaels. We take pride in what we do and are passionate about inspiring creativity for our consumers. Recently, we have grown significantly. In early 2019, we purchased Coats & Clark, which essentially doubled the size of our company. Moving to the future, our vision is to the world’s largest inspiration-driven company for makers all over the world.

About the Role

Reporting to the Senior Vice President, Marketing and as a key member of the Executive Leadership Team, the Vice President, Marketing will lead the Brand Management, Shopper Marketing, Creative and Digital teams to deliver brand growth and optimize the consumer experience.

Leading a consumer-focused, multi-brand organization, the Vice President, Marketing will continue to build and define the unique selling propositions of each brand and grow Spinrite’s leadership position in the industry. The ideal candidate for this role is results-driven, has a high level of consumer focus, and loves to mentor and lead a team. At Spinrite, we have big plans looking to the future, so this position is an excellent opportunity for anyone who thrives within an evolving and fast-paced work environment.

Duties & Responsibilities

  • Lead the brand marketing, shopper (retail accounts) marketing, in house creative, and digital marketing teams

  • Own Yarn brand P&L’s as well as the Yarnspirations P&L, making effective decisions to optimize Return on Investment (ROI) and Return on Effort (ROE).

  • Develop and implement market-leading programs and campaigns that define not only the brands but the industry

  • Evolve brand strategies and guidelines to differentiate and drive innovation and trends in the category

  • Develop omnichannel strategies and campaigns for all brands that capitalize on the many consumer paths to purchase

  • Build the email database, foster and grow the relationships with Influencers, and lead the market in social media engagement to build on the passionate and loyal consumer base

  • Execute with excellence, maximizing the return on marketing investment

  • Champion the Digital strategies that drive traffic and engagement to Yarnspirations and trigger the consumer desire to make and ultimately buy

  • Create senior-level partnerships with customers and provide them with joint marketing programs (online and in-store) that will drive retail sales

  • Work closely with the sales team to identify and pursue market opportunities

  • Work closely with the E-comm team to accelerate growth online, leveraging digital content

  • Drive consumer engagement to trigger repeat purchases on and drive the LTV of the consumer


  • Minimum of fifteen years of progressive marketing experience; ideally in a high growth, multi-branded consumer marketing organization.

  • Experience working in a multi-channel marketing company including mass, specialty stores, and e-commerce

  • Has a proven track record in driving aggressive growth in website traffic, email subscribers, and social media engagement to build brands

  • Has developed and implemented key strategies to build brands and drive consumer engagement while attracting new consumers to the category and building brand awareness and trial

  • Has a track record of building, leading, coaching, and mentoring high performing marketing teams and developing talent

  • Demonstrated training/background in digital marketing and creative teams

  • Strong ability for analytical insight, decision-making capabilities, and the ability to mitigate risk in a fashion marketplace where future trends are not defined by past results. A fashion/Craft background is an asset.

  • Understands how to lead the market and deliver shopper marketing excellence while leveraging the leadership position with all major accounts

  • Tangible successes in partnership building with customers

  • A reputation of tenacity, flexibility, and a willingness to work with enthusiasm within a constantly evolving environment.

  • Consumer focus: a tireless drive to understand the consumer and the competition

  • Results-driven, action-oriented individual

  • Creative problem solver

  • A strategic thinker who is equally strong at execution

  • A high achiever with an exceptional track record of uncovering market opportunities and delivery

  • An individual who can make an existing process better, or, create a non-existing process from scratch when required

  • An individual with an entrepreneurial mindset, who is nimble but also disciplined

  • A strong track record of achieving business objectives—excellent execution and project management skills

Spinrite is an equal opportunity employer. It is our policy to provide equal employment opportunities to all employees and all applicants for employment without regard to any status protected by the Ontario Human Rights Code, US Equal Employment Opportunity Commission, and applicable state law. If you need assistance or accommodations during any part of the application or interview process, please contact us at 519-291-3780 and ask to be directed to HR.