Digital Marketing Lead - Back to the Roots - Official Site®

Digital Marketing Lead

This is an exciting opportunity to work directly with the co-founders and be at the helm of growing one of the industry’s most exciting brands. Back to the Roots has grown through great community-focused marketing that has helped build a passionate and loyal customer base that has fueled our growth. Back to the Roots is launching new products in 2015 and key to the success of these new products will be our digital marketing - rapidly scaling brand awareness, encouraging product trial, forging deep customer loyalty and dispersing key product information through fun, on-brand campaigns.

You’ll be creating and executing a diverse range of online acquisition strategies to bring more customers to Back to the Roots. This is an amazing opportunity to help establish and drive the digital customer acquisition and retention function at one of the most exciting and fast-growing consumer brands out there.

About Back to the Roots

Back to the Roots is an Oakland, California based company founded in 2009 by two UC Berkeley seniors, Alejandro Velez and Nikhil Arora, who gave up corporate jobs to become urban mushroom farmers. Since that time, Back to the Roots has evolved from a single product to a thriving business dedicated to the disruptive proposition of "undoing food" through the creation of innovative products that inspire curiosity and reconnect families to their food.

Our first product was the Mushroom Kit that allowed anyone to grow fresh, organic mushrooms right out of a little brown box in just ten days. Today, we offer a variety "ready-to-grow" and "ready-to-eat" products which are sold in thousands of locations including Whole Foods, Costco, Nordstrom, The Home Depot, Target, World Market, Petco, Loblaw, Wegman's, Fresh Market, Safeway, Kroger, Urban Outfitters, Sam's Club, Crate & Barrel and many other fine retail locations nationwide. Back to the Roots was a Martha Stewart American Made Awards winner and named as one of Forbes 25 Most Innovative Consumer Brands.

Back to the Roots is now working towards re-defining the "future of food" - one that is all about the "undoing of food" back to its simplest ingredients and least processed versions. How do we create and promote food that is made in a kitchen not a lab, and reconnect families back to their food? Our R&D team isn't biochemists and food scientists, it's our grandparents! We think there's a powerful movement that's just starting up around simplicity and un-doing. It is our vision that what "organic brands" were for baby-boomers, radically transparent and simple brands will be for millennials and our kids. Food is the most personal thing there is - it's what we put into our bodies 3x a day - and yet we're so disconnected from it and have so much trust around "new invented foods". We know what works, simple, real food and ingredients - we want to inspire a whole new generation to get excited about that! :)

To learn more, visit


  • Develop online strategies through various media to grow Back to the Roots customers cost-efficiently through both subscription and a la carte sales
  • Create content campaigns, SEO, Social, CRM and more; help design and launch successful paid marketing pilots
  • Lead paid digital advertising campaigns on Google AdWords, Amazon, Facebook, Pintrest, Twitter, etc.
  • Plan, execute, monitor and optimize online customer acquisition and retention efforts through data gathering and analysis and create a feedback loop on which tactics and campaigns are most successful
  • Work closely with our co-founders to shape the content and strategy of online campaigns
  • Ensure all online efforts and messaging are consistent with the values, overall story, voice, and brand personality of Back to the Roots
  • Collaborate effectively with other teams


  • Extremely bright, high-energy person who can work hard and have fun at the same time
  • Visual oriented – you take pride in the way things look
  • Very curious and self-motivated with an inner-drive to get better each day
  • Flexibility and agility in response to changing priorities
  • Capacity to be detailed-oriented while also prioritizing in the context of the bigger picture
  • At least 3+ years of digital marketing work; ideally food related or agency work but not required
  • Familiarity with a wide range of acquisition channels (SEO, social media, email/CRM, referrals, paid media, etc.) and experience driving campaigns across each of them
  • Proficiency with Gmail, Google Calendar, Google Docs, and MS Office
  • Experience working developing and maintaining websites and blogs
  • Deep understanding of the current digital marketing world and constantly evolving technology that will allow us to more efficiently reach our community
  • Very analytical – passionate about tracking marketing efforts with a focus on ROI
  • A college degree
  • You can multi-task efficiently and work in a fluid and fast paced environment
  • Most importantly, you are passionate about food, the “un-doing of it” and what we’re working on at Back to the Roots!

How to Apply

To apply please send your resume and a brief cover letter outlining why you would be a good fit to with "Digital Marketing Lead" as the subject line. Feel free to include links to any other relevant work samples (blog, videos, website, etc.).