About the Company
Our client has been building beauty and wellness products for almost 20 years. Family-owned, profitable, scaling deliberately. Over 5 million customers and 30,000+ reviews, sold everywhere from the client's DTC site to Target shelves.
Role Overview
This is a Director of Growth role, remote, globally distributed team, reporting to the CMO. The client needs one person who wakes up thinking about revenue. Not just ads, not just email, but the whole system: paid media, retention, offer architecture, conversion, and the launch itself, held together by a P&L owned daily.
This person will lead an existing team of media buyers and agency partners across Meta, Google, and AppLovin, own the growth number, and build the systems that make it repeatable.
Responsibilities
- Coach, develop, and mentor an existing team of high-performing growth and performance marketers, including in-house Meta buyers, an AppLovin buyer, and a Google agency lead.
- Accountable and responsible for managing KPIs including but not limited to: new customers, CPA, spend, sessions, RPS, CPM, ROAS, CAC/CLTV ratio, blended MER, and contribution margin.
- Own the full-funnel P&L.
- Own the new device brand's go-to-market on paid media end to end: offer architecture, launch plan, timeline, and post-launch performance analysis.
- Drive strategy and execution of performance and re-engagement marketing as the client scales, expands channel mix, and builds habits and loyalty for distinct customer segments.
- Own offer architecture: price point tests, bundle configurations, post-purchase upsell sequencing, checkout optimization, and free-plus-shipping or trial experiments.
- Own CRO: the test roadmap, landing page CVR, add-to-cart rate, checkout completion, upsell take rate, and the call on what becomes the new control.
- Build retention into a real function with flows, segmentation, winbacks, and cohort accountability, rather than a campaign calendar that ships emails without owning LTV.
- Maintain and evolve a testing framework that expands the volume and pace of learning. Every test needs a hypothesis, expected impact, and tracking set up before it goes live.
- Work with the team to report and analyze campaign performance daily, weekly, and monthly, and turn it into insight the buyers can act on.
- Lead reporting and analytics across all channels and own the performance of all relevant KPIs (LTV, CAC, contribution margin, channel ROAS targets, retention cohorts, churn feedback).
- Partner with the Director of Performance Creative on the feedback loop between paid performance and creative output, especially through launch.
- Build the team: hire and manage contractors and full-time talent as the business needs it, starting with an eCommerce Manager search already in flight.
Who They're Looking For
- 3+ years of digital marketing experience heavily focused on customer acquisition, ideally at a digital-first ecommerce brand in a fast-growth environment and at scale.
- Analytical and quantitative skills, including a strong understanding of online marketing, experience in a rigorous performance data environment, and a desire to test and learn (significant A/B testing experience required).
- Successfully tested into and launched at scale both upper-funnel and lower-funnel channels.
- Both direct response and branded campaign experience, with meaningful results in each.
- Expertise in Excel (SQL is a huge plus), comfort with large datasets, and an in-depth understanding of statistical analysis.
- Experience with Google Analytics and other relevant web analytics tools.
- A strong appreciation of Meta's paid advertising platform, paid search, affiliate marketing, native ads, and sponsored content campaigns.
- Agency and team management experience.
- Experience and passionate opinions about attribution model fit (MMM, MTA, MCA, incrementality testing).
- Managing marketing budget and evaluating campaign and initiative performance to determine best allocation of budget.
- Experience efficiently managing at least $1M/month in performance-focused paid media.
- Excited to work with a small interdisciplinary team in a fast-paced environment.
- Effective multi-tasker, comfortable wearing many hats.
- A strong analytical approach to customer and revenue growth.
- Naturally analytical, able to synthesize complex information into concise, compelling recommendations.
- Has worked in a high-growth environment with constantly shifting priorities and can be reactive and organized at the same time.
- Loves to think big picture and strategize, but can also roll up sleeves and execute any project at hand.
