Marketing Manager

DocuPet - Kingston, ON (30+ days ago)

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About DocuPet

DocuPet is a social enterprise and the foremost provider of outsourced pet licensing services in North America. Our mission is to provide a safe and happy home for every pet and we need the help of amazing people to achieve this goal. We are now seeking the services of an experienced marketer to expand the reach of our designer pet tag product and lost pet service both within the communities we serve and across North America.

We have developed the most comprehensive pet licensing program in the market as we aim to solve what our industry calls “the licensing gap” - the fact that just 13% of pet owners comply with mandatory registration laws even though licensing provides real value to pet owners and is a key funding source for local animal care and control.

DocuPet has offices in Syracuse, NY and Kingston, ON. This role may be conducted from either of those offices or from a home office if necessary or preferred.

Learn about our mission and services in this brief video:

About the Role

Part marketing manager, part brand manager this proven professional will propel the growth of our designer pet tag line of products and related lost pet service. Focusing solely on our pet tag offering, this role will act as the chief marketing strategist, planner and implementer, devising products, programs and campaigns that drive brand adoption and real sales lift.

Only DocuPet allows pet licensees to choose from over 100 designer tag options and to know that each tag is supported with our free 24/7 HomeSafe™ Lost Pet Service. We donate a significant portion of the sale of each tag to our charitable animal shelter partners in each community. Now, more than ever, we need to grow this product line and use it to drive increased funding for our shelter partners, and propel our services into the hands of more communities in need of our help.

We are expanding very rapidly expecting to nearly double the number of customers on our system in 2020. The selected candidate will begin the role conducting nearly all of the marketing functions related to our designer tag product line, but over time be able to add supporting specialists and other team members to increase the capacity of the department.

What will our Designer Pet Tag Marketing Manager do? From planning to execution, analysis to relationship growth, this senior role will be responsible for:

  • Maintaining brand integrity across all company marketing initiatives and communications
  • Guiding product development and pricing
  • Conducting competitor and customer insights analysis
  • Planning marketing efforts to increase the value and performance of our design tag brand
  • Managing the budget for advertising and promotional programs and campaigns
  • Deploying successful marketing campaigns and owning their implementation from ideation to execution
  • Leveraging a variety of organic and paid acquisition channels such as social media, online advertising, retail experiences, contest deployment, event management, publicity, and email campaigns
  • Producing valuable and engaging video, graphic and written material that attracts and converts our target groups, with the support of our full-time videographer
  • Analyzing consumer behaviour and adjusting email, event, retail, and social media, advertising campaigns accordingly
  • Building and leveraging strategic relationships with key partners (shelters) and vendors (veterinary clinics)
  • Guiding and executing designer tag retail experiences each season
  • Measuring and reporting on the performance of marketing campaigns, gaining insight and assessing against goals
  • Analyzing sales forecasts and relevant financials and reporting on product sales
  • Attracting, training and managing skilled new team members with proven organizational and empathic leadership acumen

Role Requirements

To be successful in this role, the candidate must possess the following attributes and skills:


  • Keen brand awareness - a clear understanding of how brands are grown and the importance of a balanced marketing mix
  • Excellent relationship management skills
  • Excellent communication skills - verbal and written, formal and casual
  • A strong focus on results over ideas
  • A high degree of business acumen
  • A hands on attitude - being both analytical and hard-working
  • Demonstrable experience in marketing together with the potential and attitude required to learn
  • Proven experience in identifying target audiences and in creatively devising and leading across channels marketing campaigns that engage, educate and motivate
  • Ability to think creatively and innovatively


  • BSc/MSc degree in Marketing or related field
  • Proven marketing experience with at least five years in a similar role
  • Intimate understanding of traditional and emerging marketing channels
  • Up-to-date with the latest trends and best practices in online marketing and measurement
  • A sense of aesthetics and a love for great copy and witty communication
  • Solid knowledge of modern marketing tools including:
  • Google Analytics
  • Google Adwords
  • Social Media Platforms (organic and advertising)
  • Email marketing platforms
  • Graphic editing tools
  • Office productivity tools
  • Experience in setting up and optimizing online campaigns
  • Numerically literate, comfortable working with numbers, making sense of metrics and processing figures with spreadsheets
  • Excellent references who can attest to the above

You are ideal for this role if:

  • You enjoy people and animals
  • You enjoy working in a team environment
  • You aren’t afraid to share your opinion and have “tough conversations” that lead to clarity and a better future for you and others
  • You are motivated by a start-up environment
  • You enjoy coaching and supporting others
  • You enjoy implementing and honing processes and procedures
  • You find personal success in the success of those you support
  • You think big and can execute at a national level

Our Mission and Values

Each of us at DocuPet come to work each day to move our organization closer to its ultimate mission: to provide a safe and happy home for every pet. We take our core values very seriously knowing that we only work well with those who see the working world as we do.

Go Big - We aim to do big things. We don’t aim to impress ourselves, or those around us, we aim to be the very best anywhere. We accept all challengers and we intend to win.

Whatever It Takes - We finish whatever we start. No excuses. It often means a lot of work, but it’s worth it because we are the types who don’t rest until the job is done.

Inspire - Our people and our business inspire those around us. Each employee has a job to do, and they do it with excellence and grace. They bring joy to everyone they meet.

Believe - Each of us is responsible for selling ourselves, our projects, our outcomes and our efforts. We must be individually and collectively convicted in our actions. We sell our ideas, our services and our products at every opportunity.

Respect - We work as a team. We treat each other the way we expect to be treated. We listen to all opinions and voices taking time for those with quieter personalities and those who take time to collect and share their ideas are heard. We accept differing viewpoints and are an inclusive company.

Know Your Stuff

Candidates are asked to submit their resumes along with a well-crafted cover letter outlining their relevant experience. To support applications, candidates may wish to review the following:

  • ( - Our consumer-facing website
  • ( - Our municipality-facing website
  • ( - An example of a DocuPet Licensing Portal for Stanislaus County, CA


  • Work from home opportunities

Reference ID: Docupet-MM-20-A

Job Type: Full-time

Salary: $60,000.00 to $80,000.00 /year

Work remotely:

  • Yes