[Role Fulfilled] GM of Wisdom Panel | Kinship

Sector: Petcare

At Kinship, we envision a world where everyone cares. So, we use data, tech, and compassion to help everyone bring the best care to their pets. This is an exciting role for someone who wants to sit on the leadership panel & lead multiple business units such as CX, product, engineering, sales, and growth marketing while making a meaningful impact.

Meet Kinship:

Kinship is here to help everyone pet parent like a pro. We’re a data-driven collective, building the future of pet care with interconnected solutions that reimagine every experience across the pet parent journey. We combine insights, products, and services to help people be the best pet parents they can be, and ultimately create a better world for pets. That includes:

  • Adopt-a-Pet, a leading destination that helps pets in animal shelters, humane societies, SPCAs, pet rescue groups, and pet adoption agencies find new home.
  • Our world-leading Wisdom Panel genetic health screening and DNA testing for dogs
  • The award-winning Whistle GPS dog tracker and health monitor,
  • Pet Insight Project, our ground-breaking science team that uses AI to turn billions of data points into actionable insights,
  • PetStory our platform that curates top services for pet parents in Russia,
  • FluffyGo, the mobile-first platform is a one-stop solution for science-minded pet parents in China,
  • Vet Insight our expert-driven, on-demand pet health platform,
  • The Wildest, the destination that helps you keep your cool in the wild world of pet parenting,
  • GoodFriend, our about-to-launch marketplace for all your pet’s people, and
  • Partnerships like the LEAP VENTURE STUDIO accelerator that supports innovators and start-ups, allowing Kinship to bring new solutions to pet parents.
  • Kinship is a business division of Mars Petcare, the global leader in pet health, nutrition, and services, and dedicated to one purpose: A Better World for Pets. Learn more at

Kinship Leadership

Role Responsibilities:

The purpose of the GMs in Kinship is to oversee the Sales and Marketing efforts of our brands. The GMs are ultimately accountable for brand performance – whether financial or other performance metrics such as user growth, subscription churn, or engaged pet parents as examples.

The GMs have a critical role in developing, planning and implementing strategic and tactical plans to ensure the brand delivers periodic, annual and longer term OKRs for growth and value creation. This may include potential integrated data, business models, partnerships and BD strategies.

While each GM has a core focus on their brand ownership, the GMs should work in tandem as we integrate our products and services and jointly agree priorities and trade offs with the Kinship Leadership team.


  • Partner with the KLT and KLC to help set the strategic direction for the company.
  • Establish and execute overall business objectives. Develop long-term (3Y) and annual operating plans. Translate this into rolling 3-6 month critical business priorities.
  • Deliver the brands annual operating plan, including responsibility for P&L top line items and budgets.
  • Work with the business to define strategies and drive execution of complex, cross-functional and high impact initiatives.
  • Build a growth oriented business team to be proficient in all key business areas with a focus on sales, marketing and closely with customer success.
  • With Business Development and Partnerships, support the constant scanning of the environment to identify key potential business partners, both within Mars Petcare and externally.
  • Develop and implement a strategic plan for further expansion of the brand(s). Identify opportunities and challenges for each channel in targeted markets and devise strategies capitalize on the former and mitigate the latter.
  • Be a beacon of our purpose for Pet Parents, with an exceptional focus on pet parent obsession (or customer success).
  • Continue to develop a growth-oriented culture, and a highly proficient direct to consumer businesses (albeit utilizing multiple sales channel.

Job requirements:

As Kinship people, we have three pillars, our Cultural Pillars, that set out how we aim to be–in our everyday work, and in how we approach each other. In all of the roles that we hire for, we look for people who are Optimistic, Purposefully Inquisitive, and Open to All. And for this role, you’ll need these skills to knock it out of the dog park:


Kinship Leadership Competencies

  • You Have Courage: a willingness to bring forth a new idea, engaging others across Kinship to support you, and taking risks and action will full accountability.
  • You Learn at Pace: a consistent and fast work ethic to meet growth goals, and the ability to evolve and pivot quickly from what you’ve learned.
  • You Value Difference: a genuine belief in inclusion and diversity is in your DNA, and it shows up in your work, and how you work.

Role Specific Leadership Requirements

  • Open minded and culturally sensitive.
  • Entrepreneurial, innovative, and growth- oriented.
  • Highly motivated, self-directed, and must thrive in a fast-paced, high growth setting.
  • Comprehends the big picture, and stays on top of current and future trends.
  • Ability to identify opportunities and threats and turn them into actionable initiatives.
  • Ability to influence senior stakeholders and drive decisive action on process improvement issues.
  • Be able to effectively communicate vision, purpose, and plan to senior leaders, associates, and external and internal stakeholders.
  • Experience managing and influencing a diverse & cross functional teams in order to deliver an operating plan (required.)
  • Strategic Agility: Develop the mission, vision, and strategic plan.
  • Comfortable navigating ambiguity and willing to step up to drive clarity.

Advantageous Functional Experience

  • Experience in proven brand growth building roles (preferential) – Indicatively 6+ years of experience in Commercial, Sales or Trade Marketing leadership roles.
  • Experience in high growth SaaS business and/or digital/online marketplace, digital commerce, data as a service, hardware businesses.
  • Successful track record partnering with and influencing exec-level stakeholders.
  • Experience managing or working in a start-up environment, especially through utilization of partnerships with other organizations (large or small) (preferential.)
  • Financial Acumen; Deliver agreed upon financial metrics in the yearly plan within budget and time constraints.
  • Consumer/Channel Insights; Understand key consumers and channels, and trends within the market.

Why Join Us?

  • Unique opportunities for a customizable career within pet care.
  • A super collaborative, flat work environment with direct access to our senior leadership team.
  • Work from the hottest cities across the world.
  • Dog-friendly workplaces.
  • Medical, dental, vision, 401k match, and pet benefits for you and your family.
  • Unlimited paid time off.
  • Flexible work opportunities.
  • Parental leave for the birth or adoption of your new human child (and fur baby.)
  • Discounts on pet products, services, nutrition and veterinary wellness plans.
  • Welcome kits with pet merch & Kinship swag.
  • An extensive onboarding program with a chance to meet all of our leaders across Kinship.

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