🟥 EMPLOYERS: Separate from recruiting, I write investment‑grade recruiting briefs that walk A‑player ecommerce candidates through the real business case for your role – the market, channels, KPIs, tech stack, team, and AI issues – before they ever get on Zoom with you. I research / write it. YOU bless it. YOU own it.

RESULT: Your first‑round conversations are with 6-8 highly informed A-players who already understand where/how they can drive EBITDA. To have me write and send your posting out to this list, text Harry Joiner at (404) 281‑2025. Confidential briefs / application process are no problem. ⬇️ SEE EXAMPLE ⬇️

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HARRY’S TEARDOWN: Jackson Hole Jewelry Company is a luxury jewelry boutique and custom design studio founded in 2013 by Zachariah Turpin, a master jeweler and creative director, and David Stanko, who runs the business side. They operate from a 2,353-square-foot flagship showroom on the historic town square of Jackson, Wyoming — the most economically unequal metro area in the United States, where the average income of the top 1% in Teton County is $16.1 million and tourism generates $1.68 billion annually.

Their hero product — the Teton Stacking Ring™ — is trademarked, proprietary intellectual property. Each ring silhouette depicts the Teton mountain skyline in 14K or 18K gold with diamond pavé and naturally-colored gemstones.

It is, as far as I can tell, the only piece of jewelry on earth that lets you wear the most dramatic landscape in America on your finger. That’s not marketing copy. That’s a category of one: Product + Meaning = Brand.

The Teton skyline is what separates JHJC from every Kay Jewelers and Zales on the planet.

A few things make this a high growth opportunity:

First, the US jewelry retail market is approximately $30 billion, across roughly 21,300 establishments. The global market is growing at about 5% CAGR and is projected to hit $480 billion by 2030. Luxury jewelry — specifically independent, design-led, story-driven jewelry — is the fastest-growing segment within that market, because affluent consumers are migrating away from commodity retail toward brands that carry meaning, provenance, and a sense of place.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

Second, Jackson Hole is not a small town. It’s a $1.68 billion tourism economy with 92% visitor satisfaction and 91% intent to return. The people who visit Jackson Hole — and the people who own second homes there — are among the wealthiest consumers in North America. Four Seasons Teton Village. Amangani. Snake River Lodge …

Like, holy shit. What’s not to love?

As I was saying …

These are not budget travelers. When they walk into a jewelry store on the town square, they are emotionally elevated, spending freely, and looking for something that captures the experience of being in this extraordinary place. That is JHJC’s customer.

And that flagship showroom on the town square? Luxury stores are never stores — they’re temples to the brand. JHJC’s temple sits at the base of the most photographed mountain range in America.

Third — and this is the part that should really get your attention — the Teton Stacking Ring format is structurally a repeat-purchase engine disguised as a luxury product. There are seven main peaks. There are seasonal limited editions. There are anniversary triggers, push-present triggers, and “complete the range” milestones.

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In an industry where the average consumer buys fine jewelry once every two to five years, JHJC has accidentally engineered a product that behaves more like a collectible subscription than a one-time purchase. Loyal customers spend 67% more than new customers, and repeat customers drive 41% of revenue from just 8% of the customer base.

As always, Customer Value = Repurchase Rate × Spend per Repurchaser. The industry average annual repurchase rate among twelve-month buyers is 37%. JHJC’s stacking format — with its built-in “collect them all” incentive — should crush that number, but only if someone builds the lifecycle engine to activate it.

Just two strategies cause businesses to thrive: robust new customer acquisition plus the ability to consistently introduce and cultivate new items to best-seller status. The seasonal limited-edition stacking rings ARE that second strategy — waiting to be operationalized.

Which brings me to why this role exists …

JHJC’s product-market fit is real. Their location is irreplaceable. But their marketing infrastructure is essentially nonexistent. There is no CRM. No confirmed email service provider. No analytics stack. No Meta Pixel history. No systematic customer acquisition beyond foot traffic and organic social. The brand’s DTC ecommerce channel — which should be generating multiples of its current revenue — is dramatically underdeveloped relative to its potential.

This Director of Marketing is not being hired to optimize an existing machine. This person is being hired to BUILD the machine — and then scale it. The founders know this. They’re looking for a marketing leader who has built DTC and retail marketing infrastructure before, ideally in luxury retail, fashion, jewelry, hospitality, or high-end lifestyle brands.

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Someone who understands that luxury marketing is not about discounts and volume — it’s about emotional resonance, brand stewardship, and the discipline to protect a premium signal while scaling a digital channel.

Zachariah Turpin is a legitimate craftsman. He’s not a marketer playing jeweler — he’s a jeweler who needs a marketer. He’s a founder whose story IS the marketing. His creative instincts are sharp. His product is beautiful.

His brand story — “Take the Tetons With You” — is already working.

What’s missing is the operational marketing leader who can turn that story into a systematic growth engine: the CRM, the email flows, the traveler retargeting funnel, the content calendar, the influencer program with real quality controls, the concierge relationships, the shoulder-season campaigns, the “Stack Depth” metric that tells you exactly how many rings each customer owns and what they should buy next.

There are five attributes shared by every enduring luxury brand: iconic founder, artisanship, vertical integration, global reach, and premium price. JHJC already has four.

The fifth — global reach — is what the new hire builds. The candidate who figures this out — who builds first-party data infrastructure, activates the repeat-purchase engine, and scales the DTC channel without diluting the luxury positioning — will be the person most responsible for taking this brand from a beloved local jeweler to a nationally recognized luxury name. And they’ll do it from one of the most beautiful places on earth.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

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ABOUT THE ROLE

JHJC needs a Director of Marketing to lead the brand’s next phase of growth from a sub-$2M revenue base with strong product-market fit and proprietary IP. Your mission will be to:

1. Build the marketing infrastructure from the ground up — CRM, ESP, analytics, first-party data capture — so the brand finally knows who its customers are and can reach them systematically;
2. Design and execute a three-stage traveler funnel (pre-trip, in-destination, post-trip) that converts Jackson Hole’s $1.68B tourism economy into DTC customers; and
3. Activate the Teton Stacking Ring repeat-purchase engine through lifecycle marketing, clienteling, and a formal “Stack Depth” growth metric. THIS IS NOT an optimization role — this is a build-from-scratch, small-team leadership role that requires equal parts strategic vision and hands-on execution.

AREAS OF OVERSIGHT

Brand Stewardship & Luxury Positioning

• Protect and evolve the JHJC brand identity across all touchpoints — digital, in-store, packaging, editorial, and influencer. Ensuring every pixel, every piece of tissue paper, and every social post communicates luxury at the level of the Four Seasons, not Zales and Kay.
• Develop and enforce brand visual standards, packaging specifications, and content guidelines that maintain consistency as the brand scales from a single flagship showroom to a national DTC presence.
• Rewrite the affiliate and influencer program criteria with a quality floor: minimum audience household income threshold, engagement rate requirements, aesthetic alignment review, and content approval rights. The current 1,000-follower minimum is insufficient for a luxury brand.
• Ensure that no percentage-off promotions, flash sales, or discount codes are ever applied to the core Teton Stacking Rings™ line. There is danger in training your customers to delay purchases until the next deal comes along. In luxury, one discount event can permanently reset a customer’s price expectation. If entry-level pricing is needed for digital acquisition, design a separate product tier — do not dilute the hero product.

DTC Ecommerce & Digital Infrastructure

• Build the marketing technology stack from scratch: CRM platform, email service provider (Klaviyo or equivalent), SMS platform, Meta Pixel and conversion API implementation, Google Analytics 4 configuration, and UTM architecture for cross-channel attribution.
• Own the Shopify storefront experience end-to-end, ensuring the online buying journey mirrors the emotional intensity of the in-store experience. Full-bleed Teton landscape photography, product-level storytelling (geological origin, wildlife legend, peak identification), and video of each piece being hand-finished in the JHJC studio.
• Architect and launch the post-purchase lifecycle engine: automated welcome sequences, 48-hour Zachariah thank-you video delivery, “How to Stack” educational content, 6-month “Your Stack is Ready for Its Next Chapter” re-engagement, and anniversary/birthday/push-present triggers tied to original purchase date.
• Establish a “Stack Depth” metric — average number of Teton Stacking Rings owned per customer — as the primary leading indicator of customer lifetime value and repeat-purchase health. Build the data pipeline to track this from Day 1.

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Customer Acquisition & Traveler Funnel

• Design and execute a three-stage traveler acquisition funnel: pre-trip (Pinterest, Instagram Reels, Google travel-intent keywords targeting Jackson Hole trip planners), in-destination (geofenced mobile display within 5 miles of Jackson Hole Airport, programmatic CTV at the Four Seasons and Amangani, concierge referral programs), and post-trip (retargeting, email nurture, DTC conversion for travelers who visited the store but didn’t purchase).
• Identify and activate high-signal, low-waste acquisition channels appropriate for a sub-$2M luxury brand. Prioritizing organic social, editorial content, local partnerships, and precision-targeted paid media over broad awareness campaigns that burn budget without conversion signal.
• Build and manage a concierge gifting and referral program with the Four Seasons Teton Village, Amangani, and Snake River Lodge & Spa. Including standing offers of in-store credit for referrals that convert, seasonal collateral updates, and relationship management through concierge staff turnover cycles.
• Launch “The Teton Edit” as JHJC’s editorial content platform: a branded content hub on the website featuring quarterly features on conservation stories, Teton geology, and wildlife narratives. (e.g., “The Story of Grizzly 399 and Why She Lives on Your Finger”), cross-published as native content in Jackson Hole Magazine and the Jackson Hole News & Guide.

Content, Social Media & Founder Storytelling

• Operationalize Zachariah Turpin as the brand’s editorial voice through a “Forged in the Tetons” content series. 60-90 second Instagram Reels and YouTube Shorts showing the making process, a quarterly “Letter from the Studio” email to the owned list, and a bookable “Meet the Jeweler” consultation product on the website.
• Make founder content production operationally effortless. Pre-scripted shot lists, 30-minute filming blocks, one-take formats, and a content calendar that requires no more than 2-3 hours per month of Zachariah’s time.
• Manage the in-house Social Media Coordinator and the “Capsule Jewelry Box” editorial video series. Ensuring content output is consistent, on-brand, and aligned with the seasonal marketing calendar.
• Build and grow an owned email and SMS list as the brand’s primary owned media asset. The number-one function of an ecom website is to collect an email address from a visitor before they leave. Right now, JHJC is letting thousands of high-intent visitors — both in-store and online — walk away without capturing any contact data. That ends on Day 1.

Sales Alignment, Clienteling & Repeat Purchase

• Collaborate with in-store sales ambassadors to implement a formal clienteling system. Capture every customer’s stack configuration at point of sale, record purchase occasion and gifting context, and feed this data into the lifecycle marketing engine for personalized follow-up.
• Develop programs to increase repeat purchase rate, including a “Complete the Teton Range” milestone program (certificate or experience unlock when a client owns all 7 main peaks), seasonal limited-edition drops limited to 50-100 numbered units, and VIP “Jeweler’s Evening” invitation-only preview events 2-3 times per year. Brand communities that deliver self-expressive and social benefits represent an ultimate level of engagement and loyalty. The stacking ring collector community IS that brand community — it just needs to be formalized and activated.
• Support the corporate and group sales channel (B2B gifting) with dedicated collateral, outreach sequences, and a streamlined inquiry-to-close process.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

Performance Analysis & Reporting

• Establish baseline KPIs for every marketing channel and report results monthly to leadership. New DTC customers acquired by channel, in-store referral source attribution (“How did you hear about us?” asked of every customer), cost per first purchase by channel, repeat purchase rate within 24 months, and social share rate among purchasers.
• Develop and manage the annual marketing budget (estimated 5-12% of revenue, scaling with growth). Allocating spend across media, tools, content production, events, and agency/vendor support with full transparency on ROI by line item.
• Run small-scale tests with a 60-day kill threshold — measure ruthlessly, scale what works, kill what doesn’t. Consistent with the Nordstrom luxury advertising principle: “The health of your advertising is the number of tests you STOP because customers hated them.”

Qualifications

Education & Certification

• Bachelor’s degree in marketing, communications, business, or a related field — or equivalent professional experience in luxury retail, fashion, or lifestyle brand marketing.

Functional Competencies — Skills, Knowledge & Experience

• 7+ years of progressive marketing leadership experience, with a strong preference for candidates from luxury retail, jewelry, fashion, hospitality, or premium lifestyle brands. Candidates from adjacent luxury or high-AOV DTC categories (beauty, home, wellness, outdoor) will also be considered if the brand sensibility aligns.
• Demonstrated experience building marketing infrastructure from scratch — specifically, implementing a CRM, ESP (Klaviyo strongly preferred), analytics platform, and paid media stack at a small or early-stage DTC brand. If you’ve only ever inherited a mature tech stack, this probably isn’t the right fit.
• Proven ability to build and manage a DTC ecommerce channel on Shopify, including product page optimization, conversion rate optimization, and post-purchase lifecycle automation.
• Hands-on experience with paid social (Meta, Pinterest), paid search (Google), and ideally geofenced or location-based mobile advertising. Spend levels will be modest initially — this is about precision and signal, not scale and volume.
• Strong understanding of email and SMS lifecycle marketing: welcome flows, abandoned cart/browse sequences, re-engagement campaigns, anniversary triggers, and segmentation strategy. Experience building these flows from zero is a significant plus.
• Experience managing influencer and affiliate programs with a luxury or premium positioning. Specifically, the ability to curate creator relationships based on audience quality and brand alignment rather than follower count.
• Familiarity with luxury pricing strategy and the discipline to protect premium positioning online. Think Patek Philippe: “You never actually own a Patek Philippe. You merely look after it for the next generation.” That campaign carved an entirely new positioning space by associating with values, not the category. The new hire must own “Wear the Tetons” with the same conviction — no discount culture, no race to the bottom, no percentage-off promotions on hero products.
• Working knowledge of content marketing, editorial strategy, and founder-led storytelling. The ability to turn a craftsman’s passion into a systematic content calendar without making it feel corporate.

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Leadership & Management Competencies

• Experience managing a small internal marketing team (1-3 direct reports) while coordinating with external agencies, freelancers, and strategic partners. This is a player-coach role — you will execute as much as you delegate, especially in Year 1.
• Ability to lead through influence across a founder-led organization where creative authority is shared with the founder/Creative Director. Diplomatic persistence and the ability to earn creative trust through demonstrated results.
• Strong project management discipline — the ability to prioritize ruthlessly when budget, headcount, and time are all constrained. This is a resource-limited environment where sequencing decisions matter more than strategy decks.
• Comfortable presenting marketing performance, budget requests, and strategic recommendations directly to ownership in plain English. No jargon walls, no 40-slide decks.

Personal Characteristics

• High integrity and intellectual honesty. You tell the founders what they need to hear, not what they want to hear, especially about what’s working and what isn’t.
• Self-directed and resourceful. You don’t wait for permission, budget approval, or a perfect plan to start moving. You find a way.
• Genuine appreciation for craftsmanship, design, and the emotional power of luxury products. A brand is essentially a reputation — not a logo or a product. It’s not built by the company, but by customers. It’s what customers say it is, not what the company says it is. You understand why a $2,500 ring that tells a story about a mountain range is worth more to the right customer than a $5,000 ring from Tiffany that doesn’t — and you know how to get those customers telling that story for you.
• Comfort with ambiguity and small-company dynamics. There’s no playbook, no predecessor’s files, no “how we did it last year” to lean on. That excites you.
• Resilient and patient. Building from scratch takes time, and results in a luxury brand with seasonal revenue concentration don’t arrive in 30 days. You think in 6-month and 12-month arcs.
• Physically present and community-oriented. This is an on-site role in Jackson Hole, Wyoming. You need to be in the showroom, at the local events, and embedded in the community. Remote is not an option.
• A strong communicator who writes well and speaks clearly. In a company this size, the Director of Marketing IS the marketing department’s voice, externally and internally.
• Entrepreneurial orientation. You treat the marketing function as if it were your own small business inside the business.

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🟥 EMPLOYERS: Separate from recruiting, I write investment‑grade recruiting briefs that walk A‑player ecommerce candidates through the real business case for your role – the market, channels, KPIs, tech stack, team, and AI issues – before they ever get on Zoom with you. I research / write it. YOU bless it. YOU own it.

RESULT: Your first‑round conversations are with 6-8 highly informed A-players who already understand where/how they can drive EBITDA. To have me write and send your posting out to this list, text Harry Joiner at (404) 281‑2025. Confidential briefs / application process are no problem.