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