CMO Search
Everyday Dose (Provenance Portfolio)
The Mandate
Everyday Dose is a DTC-native functional mushroom coffee brand based in Austin, TX. Products include Coffee+ and Matcha+ with Lion's Mane, Chaga, collagen, and L-theanine. Subscription-first model, 95K+ reviews, strong TikTok/social presence. The president has departed, a new CEO is stepping in, and the marketing function needs a dedicated leader. Provenance Consumer sees this as the right moment to bring in a CMO who can own the full marketing org, professionalize what's been founder-led, and architect the brand's expansion from DTC into omnichannel while protecting what's already working.
Competencies That Matter
Full-stack marketing leadership across brand, growth, and content in a DTC consumables environment. Performance marketing fluency (Meta, TikTok, influencer/creator ecosystems) at meaningful spend levels. Experience building and managing subscription-first customer acquisition and retention programs. Ability to translate a clinically-validated, science-backed product story into consumer-facing brand narrative. Emerging channel innovation.
Experience Profile
10-18 years in consumer marketing. At least one tour at a DTC-native consumable brand (supplements, functional food/beverage, wellness) that scaled past $20M. Must have managed a team spanning brand, growth, and content. Prior experience navigating the DTC-to-retail transition is a strong differentiator. Tech-fluent marketers from product-led growth backgrounds are viable. The best consumer CMOs increasingly come from tech, not legacy CPG.
Cultural Indicators
Builder, not inheritor. Comfortable with ambiguity during a CEO transition. High ownership, low ego. Willing to get hands-on with creative and media buying while also presenting to investors. Must thrive in a lean, fast-moving wellness startup where the founder's vision and product authenticity are central. Science-forward mindset. Everyday Dose runs clinical trials and the CMO needs to translate that into trust-building consumer messaging.
Target Geography
Austin, TX preferred (HQ). Open to remote for the right candidate with regular travel to Austin.
Target Compensation Band
$225K-$300K base + 20-30% bonus + meaningful equity. Total comp $300K-$425K.
Target Start Date
Q3 2026
Lindsay
STRETCHWhy this profile
Deliberately included as a junior stretch. Tests whether the board would invest in someone who has scaled DTC paid acquisition at a premium wellness brand but has never held the CMO title or owned full-stack marketing. The gap is brand leadership, team-building beyond growth, and wholesale readiness.
✓Green Flags
- •Global DTC paid acquisition at massive scale
- •Wellness/fitness category native
- •Loyalty and app experience
- •Digital-first mindset
- •Performance marketing muscle
⚠Yellow Flags
- •Never held CMO title
- •No brand or content ownership
- •No omnichannel/wholesale experience
- •Based in Canada (relocation or remote question)
- •Stepping down from a $1B brand to a smaller stage
Mia
MIDWhy this profile
Tests whether Everyday Dose values deep health/wellness category expertise and startup scaling experience over big-brand pedigree. Has operated across the exact product categories adjacent to functional mushroom coffee. Supplements, sleep, hormone health, nootropics. The question is whether someone coming from multiple shorter-tenure roles signals versatility or lack of commitment.
✓Green Flags
- •Health and wellness category depth across multiple brands
- •Startup scaling track record (3 years ahead of plan)
- •Series B fundraising support
- •SVP/CMO-level scope
- •Brand + DTC + product-led growth expertise
⚠Yellow Flags
- •No single brand at $50M+ scale
- •No TikTok/creator-native experience
- •May over-index on traditional digital channels vs emerging social commerce
John
SENIORWhy this profile
The archetype closest to the full scope of the role. Serial CMO who has done it across supplements, fitness, and DTC at meaningful scale. The question is whether he would leave a $125M brand for equity upside at Everyday Dose, and whether functional mushroom coffee is different enough from sports nutrition to require ramp-up time.
✓Green Flags
- •Serial CMO with HPB nutrition pedigree (C4 Energy, Cellucor)
- •DTC at $100M+ scale
- •Content marketing and digital acquisition expertise
- •Team leadership across brand and growth
- •20+ year category track record
- •Bootstrapped company experience
⚠Yellow Flags
- •Current role is at a much larger company. Culture fit in a lean startup is the open question.
- •Compensation expectations may exceed budget.
- •May want to delegate hands-on creative and media buying work.
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