Location
Milwaukee, WI | United States
Job description
MISSION:
Accelerate customer acquisition while minimizing cost per acquisition (CAC) by implementing high-value growth strategies that align with the company's overall goals and objectives.
Job Description
As the Director of Growth Marketing, you will lead the charge in driving customer acquisition and scaling our paid search and social campaigns, with total budget accountability across various paid digital media channels such as Google, Meta, TikTok, YouTube, Pinterest, Snapchat, and more. You are a growth marketing expert with a deep understanding of data-driven decision-making, iterative marketing practices, and performance optimization. You don’t shy away from challenges, hard work or being connected to manage paid media outside of traditional business hours.
Your primary focus will be to develop and execute cross-channel experiments, leveraging audience targeting, creative testing, and keyword expansion to drive conversions and build brand awareness for our rapidly growing company.
Expected Outcomes:
- Consistently achieve or surpass a $55 or less blended CPO for customer acquisition for the edit business and a $25 or less blended CPO for the eCommerce business.
- Conduct quarterly strategic planning sessions with clear agendas and outcomes, including 1-2 testing variables/plans per month and 1-2 key campaign improvements based on past performance and current trends.
- Develop and test customer journey experiences to increase site conversion rates by 0.5% - 1%.
- Evaluate weekly campaign performance, identify top and bottom performers, derive insights, and share iteration direction and strategic insights with marketing, photo, and creative partners.
- GROW: Grow Private Brand Businesses and SMS subscriber list through growth channels.
The ideal candidate for this role...
- Possesses deep expertise in paid digital media, specifically Google Ads and paid social platforms (Facebook, Instagram, TikTok, Pinterest, LinkedIn).
- Demonstrates strong analytical skills, and proficiency in Google Analytics, Data Studio, Tableau, and spreadsheets.
- Has experience in site operations and CRO.
- Excels at executing, experimenting, optimizing, and testing in a hands-on manner.
- Displays a passion for using data insights to drive action and inform growth strategies.
- Proactively identifies opportunities for iteration and efficiency to accelerate performance.
- Can quickly impact acquisition and customer engagement KPIs.
- Exhibits insatiable curiosity about cutting-edge trends, emerging channel developments, and direct response strategies.
- Is highly motivated, self-driven, detail-oriented, feedback-driven, exceptionally organized, empathetic, curious, and caring.
- Thrives in a fast-paced, startup environment and can quickly pivot to support new initiatives.
- Is a supportive and enthusiastic team player, eager to contribute to growth and success at our company.1. Strategic Marketing:
- Ability to develop and implement a comprehensive marketing strategy aligned with the company's goals and objectives.
- Conduct market research and competitor analysis to identify opportunities and threats.
- Create marketing plans and budgets.
- Proficiency in the following marketing channels: SEO, SEM, email marketing, SMS marketing, content marketing, Paid and Organic social media, and affiliate marketing.
- Understanding of e-commerce-specific digital marketing tactics, such as retargeting, cart abandonment strategies, and product listing ads (PLAs).
- Understanding and experience with A/B or multi-variant testing
- Ability to analyze data and key performance indicators (KPIs) to measure the effectiveness of marketing campaigns and make data-driven decisions.
- Curious and data-driven - you have an insatiable curiosity about our businesses and how what your team does impacts other teams and understand the data and KPI’s of our business as well as your department.
- Familiarity with web analytics tools like Google Analytics (GA4) and Tableau
- Optimize the e-commerce website for better conversion rates, focusing on improving product pages, checkout processes, and user experience. Understanding of copywriting, images, site speed and other factors that improve and affect conversion rates.
- Proficiency in Shopify, Magento, WooCommerce, or others, depending on the company's chosen platform.
- Knowledge of how to set up and manage online stores, including product listings, inventory management, search, and categorization.
- Ability to create engaging and relevant content that resonates with the target audience.
- Understand the importance of storytelling and content distribution across different platforms.
- Ability to understand what is required to maintain and build a strong brand identity that aligns with the company's values and resonates with customers.
- Lead and manage a team, including hiring, training, and performance evaluation.
- Foster collaboration and teamwork among staff including working with other managers and staff to address issues such as budget, contracts and marketing plans
- Asses skills and address gaps through development or replacement.
- Manage a budget efficiently, allocating resources to the most effective channels and campaigns and adjusting for profitability or other key ROI targets.
- Understand how to track expenses and ensure ROI on marketing spend
- Ability to comprehend the correlation between expenditures and Wantable's overall Profit and Loss statement.
- Ability to implement and manage CRM systems to track customer interactions and improve customer retention and loyalty.
- Stay up-to-date with the latest e-commerce trends, technologies, and industry best practices.
- Excellent written and verbal communication skills for conveying marketing messages and collaborating with other departments.
- Precision in formulating strategic direction through concise, data-driven analysis and research-backed decision-making.
- Awareness of and adherence to e-commerce industry regulations and data privacy laws.
- Must possess a fierce negation style, understand how vendors negotiate and can get the best price for products and services.
Responsibilities:
- Develop and execute comprehensive growth marketing strategies across paid search and paid social channels, including planning, budgeting, daily execution, and optimization.
- Use data-driven insights to drive channel experimentation and aggressively improve performance.
- Stay updated on technical enhancements such as CAPI and iOS14 updates to ensure optimal acquisition performance across paid social and paid search. Collaborate with internal and external resources to implement required changes.
- Lead efforts to explore and implement alternative attribution structures to drive paid acquisition strategy, forecasting, and reporting.
- Serve as a subject matter expert on performance marketing optimization. Research and implement emerging trends and competitive analysis to drive growth.
- Collaborate with the Lifecycle & Retention team to develop cross-channel campaigns, customer segmentation, business rules management, landing page optimization, and personalized customer experiences.
- Support the development of our affiliate program, organic social strategies, white-labeling influencer campaigns, and other performance media strategies aimed at accelerating growth.
Requirements
- 5-7 years of experience in a growth marketing role, with a minimum of three years managing paid search programs.
- Expertise in paid search and paid social management with a broad understanding of iterative marketing and direct response ad strategies.
- Google Adwords Certification
- Facebook Blueprint Certification
- Expertise managing campaigns through native ad techs (Google Adwords, Bing, Facebook Ads Manager, Facebook Catalog Manager)
- Experience reporting through native platforms (Google Analytics, Facebook Ads Reporting) and third-party reporting tools (Tableau, Supermetrics)
- Minimum of a Bachelor’s degree (or equivalent experience) in marketing, communications or a related field
- Extremely detail-oriented with laser focus on project management skills
- Resilient, ambitious, overachiever, flexible, humble, kind, and shows initiative
- Team player with strong communication & organization skills and a can-do attitude
- Can work independently and is a strong problem solver
Bonus Points
- Previous experience working in a D2C or retail company
- Experience with affiliate and display marketing
- Experience with SEO tools such as Moz, SEM Rush and Yoast
Benefits
Medical
Vision
Dental
401K
PTO
Job tags
Salary
