Application Guide

How to Apply for Sr Director, Performance Marketing

at Beyond Meat

🏢 About Beyond Meat

Beyond Meat is pioneering the plant-based protein revolution with a mission to sustainably feed the planet's future. Unlike traditional food companies, they combine food science innovation with environmental purpose, creating products that appeal to both health-conscious consumers and climate advocates. Working here means contributing to a tangible solution for global sustainability while operating in a fast-growing, mission-driven market.

About This Role

As Sr Director of Performance Marketing at Beyond Meat, you'll lead data-driven marketing strategies to drive revenue growth across digital channels in a competitive plant-based food market. This role is impactful because you'll directly influence customer acquisition and retention for a brand at the forefront of food innovation, requiring you to balance performance metrics with brand mission alignment. You'll manage a team while collaborating with product and creative teams to optimize campaigns that convert health and sustainability-minded consumers.

💡 A Day in the Life

A typical day involves analyzing performance data from recent campaigns across digital channels, meeting with your team to optimize ad spend and creative based on real-time metrics, and collaborating with product managers on upcoming launches. You might review marketing automation workflows for customer retention, discuss budget allocation with finance partners, and strategize with creative teams on performance-driven content that maintains Beyond Meat's brand voice.

🚀 Application Tools

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Interview Prep

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🎯 Who Beyond Meat Is Looking For

  • 10+ years specifically in performance marketing with documented success driving revenue growth in CPG, food, or direct-to-consumer sectors
  • Proven experience managing high-performing teams in data-driven environments, with examples of coaching marketers on analytics platforms and optimization techniques
  • Deep expertise with marketing automation and data management systems applied to subscription models or repeat purchase cycles common in food/CPG
  • Demonstrated ability to collaborate with product teams on lifecycle marketing and with creative teams on performance creative that aligns with Beyond Meat's brand values

📝 Tips for Applying to Beyond Meat

1

Quantify your performance marketing achievements with specific metrics (ROI, CAC, conversion rates) from CPG or food-related roles, emphasizing growth in competitive markets

2

Highlight experience with sustainability or mission-driven brands, showing how you've balanced performance goals with brand values in past campaigns

3

Demonstrate knowledge of Beyond Meat's product portfolio and competitive landscape by referencing specific products or market challenges in your application materials

4

Showcase cross-functional collaboration examples, particularly with product development teams on go-to-market strategies or with creative teams on performance creative

5

Reference specific marketing automation platforms (like Klaviyo, Braze, or Salesforce Marketing Cloud) and data systems you've used to manage customer journeys in food/CPG

✉️ What to Emphasize in Your Cover Letter

['Specific examples of driving revenue growth through performance marketing in competitive food or CPG categories', 'Experience managing teams in data-driven environments and mentoring marketers on analytics and optimization', "Understanding of Beyond Meat's sustainability mission and how you've aligned performance marketing with brand values in past roles", 'Cross-functional collaboration experience with product and creative teams on integrated marketing campaigns']

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🔍 Research Before Applying

To stand out, make sure you've researched:

  • → Beyond Meat's recent product launches and how they position against competitors like Impossible Foods in retail and foodservice channels
  • → The company's sustainability reports and ESG commitments to understand how marketing aligns with their environmental mission
  • → Recent performance marketing campaigns from Beyond Meat (social media, email, digital ads) to identify their current approach and opportunities
  • → Industry trends in plant-based food marketing, including regulatory challenges and consumer behavior shifts in the alternative protein space

💬 Prepare for These Interview Topics

Based on this role, you may be asked about:

1 How would you approach performance marketing for Beyond Meat's newer products like Beyond Steak or plant-based jerky in a competitive meat alternative market?
2 Describe a time you optimized marketing budget allocation across channels to maximize ROI for a CPG or food brand
3 How do you balance data-driven decision making with maintaining brand authenticity in performance marketing for a mission-driven company?
4 What metrics would you prioritize for measuring performance marketing success at Beyond Meat, and how would you report these to leadership?
5 How have you managed relationships with media agencies or vendors to improve performance marketing outcomes in past roles?
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⚠️ Common Mistakes to Avoid

  • Applying with generic performance marketing experience without CPG or food industry context
  • Focusing solely on digital metrics without connecting performance marketing to broader business goals like retail distribution or brand building
  • Failing to demonstrate how you've managed marketing budgets with clear ROI accountability in past roles

📅 Application Timeline

This position is open until filled. However, we recommend applying as soon as possible as roles at mission-driven organizations tend to fill quickly.

Typical hiring timeline:

1

Application Review

1-2 weeks

2

Initial Screening

Phone call or written assessment

3

Interviews

1-2 rounds, usually virtual

✓

Offer

Congratulations!

Ready to Apply?

Good luck with your application to Beyond Meat!

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