Head of Growth Marketing

THE ROLE:

The Head of Growth Marketing (Or Head of Growth & Retention) is responsible for the media,

revenue and growth of the online channels in an omni-channel environment. Our ideal

candidate is a data-driven professional who is experienced in media and creative strategy,

acquisition testing, retention marketing and influencer marketing. In this role, you will be

responsible for expanding existing paid channels, scaling our influencer programs, and opening

up new channels to drive reach and scale.

As a crucial member of our team, you will spearhead strategic planning, including creating

detailed forecasts for our direct-to-consumer (DTC) business growth and developing plans to

surpass forecast targets and return on ad spend (ROAS) goals. You will lead conversion rate

optimization and devise strategies to improve customer retention and lifetime value. As an

integral part of our brand's evolution, you will help us guide brand positioning and audience

strategy to refine and expand our messaging and product-market fit. Additionally, you will

manage the profit and loss (P&L) for the online division and gradually build out an internal team

to support our growth objectives.

What we’re looking for

• Highly motivated digital leader with broad media management experience; ideally with a track record of aggressively growing a start up brand within the CPG space
• An expert in scaling, budgeting and managing advertising campaigns and/or agencies specific to Meta, TikTok and other key platforms
• Proven experience and knowledge in growing brand awareness and Influencer programs (TikTok/IG specifically)
• A strong strategic thinker and planner - understands how to model and forecast different growth scenarios with ease; able to prioritize initiatives and tactics that will drive the most impact and value to the brand, and articulate the goals to executive team
• Strong knowledge of media agencies, industry leading tools, testing best practices, creative processes and internal + external talent within the digital space

Responsibilities

• Quickly evaluate, and put in process a media improvement plan and strategy to grow

existing paid channels, while expanding to additional growth channels

• Manage and direct agency, marketing and creative teams while putting in place processes

and procedures to drive success metrics

• Lead strategic planning, including detailed forecasting of the DTC business and establishing

the resource plan to hit and exceed forecasts

• Create a comprehensive CRM/retention strategy including development of email & SMS to

drive revenue, AOV and LTV

• Establish customer feedback process and establish NPS

• Develop a program, resources and goals with our brand manager to aggressively grow our

TikTok brand ambassador and influencer programs

• Help us navigate brand positioning and audience strategy to deepen and expand on our

product-market fit

• Develop creative advertising testing strategy and develop an ongoing pipeline of creatives

including copy, videos, photos, graphics, and animation

• Spearhead the ideation of ongoing Kevin Hart creatives and content plans with the support

of the marketing and creative teams

• Develop and execute a creative process to establish effective and compelling brand

messaging that drives interest and trial with prospective customers

• Present test learnings, hypothesis and results to creative team and CEO and help direct

content to optimize best-in-class assets with breakthrough performance

• Generate growth strategies (activations, partnerships, social, gamification) to expand the

company’s fan base and community engagement

• Lead the marketing director and brand manager in the online strategic initiatives, goals,

priorities and reporting structure

• Implement best practices for testing frameworks, analysis, attribution and reporting

methodologies

Experience and Key Attributes:

• 3-5 years’ digital experience in a direct-to-consumer business
• Strong analytical skills and experience with web analytics programs
• Solid understanding of media buying practices and related KPIs
• Experience in scaling influencer programs and developing UGC
• Creative growth marketer with institutional knowledge of best practices
• Passion for health and wellness products
• Enthusiastic and self-motivated