VP, Growth Marketing

VP, Growth Marketing The VP, Growth Marketing will directly influence the vision and roadmap for goop kitchen's growth strategy, leading performance marketing and marketing intelligence across first-party and third-party businesses. Reporting directly to the CEO, this role will partner closely with our VP of Brand Marketing, CFO and Sr Director of Technology + Insights. The role owns performance across paid media, first-party digital channels, and delivery marketplaces, driving the strategy and roadmap to accelerate sales performance across those channels. The position spans both analysis and decision-making: channel and location performance, dashboard development, trends in guest behavior and PMIX, incrementality and ROI evaluation, and translating complex datasets into clear recommendations for company leadership. It also builds data-driven go-to-market strategies for new restaurant openings, establishing launch benchmarks and identifying where goop kitchen should invest to accelerate restaurant-level sales. The role also helps modernize how we work, applying best-in-class analytics, automation, and AI to make our Marketing efforts smarter, faster, and more measurable. Growth Strategy + Performance Marketing Own goop kitchen's performance marketing strategy across the full funnel, with accountability for profitable customer and revenue growth. Manage performance across first-party and third-party channels (Doordash, UberEats), developing a holistic view of where and how Marketing can most effectively drive demand. Own paid media across Meta, Google, and emerging channels, including management and accountability of our performance marketing agency. Establish clear KPIs, targets, budgets, and measurement frameworks across channels, markets, and campaigns. Continuously optimize spend based on CAC, ROAS, incrementality, LTV, frequency, conversion, and contribution to revenue. Develop testing roadmaps across audiences, creative, offers, channels, and markets. Identify opportunities to shift guests toward higher-value behaviors and channels, including first-party ordering. Analytics + Marketing Intelligence Serve as Marketing's source of truth for performance, connecting customer, transactional, media, marketplace, and restaurant-level data into actionable insights. Build and maintain dashboards that give Marketing and leadership clear visibility into performance by location, market, channel, campaign, customer segment, and menu category/item. Develop reporting around key metrics including sales, transactions, AOV, CAC, ROAS, LTV, frequency, retention, churn, PMIX, and first-party versus third-party mix. Analyze customer behavior and identify the drivers of acquisition, frequency, retention, and lifetime value. Go beyond reporting what happened to explain why it happened, what it means, and what we should do next. Develop forecasting, benchmarking, and measurement frameworks that allow Marketing to evaluate performance across restaurants and markets. Create clear, executive-ready reporting and regularly present insights and recommendations to senior leadership that influence where we spend, what we promote, who we target, and how we grow Partner with Finance and Operations to connect marketing activity to restaurant-level sales and profitability. Identify and implement analytics, automation and AI tools that make Marketing smarter, faster, and more measurable Develop a clear framework for understanding incrementality and ROI, not simply attributed revenue. Partner with Tech to build and maintain a scalable data and analytics stack that supports reporting, measurement and automation as the business grows Support CRM, Loyalty and Retention Strategy Own the strategy for evolving our Loyalty program - diagnosing why enrollment, engagement, or repeat behavior fall short today, and using customer data to drive measurable increases in first part adoption, frequency and ROI Analyze customer behavior and segmentation to identify opportunities to increase frequency, retention, and LTV. Partner with the Content and Tech team to inform testing strategies across messaging, offers, cadence, audiences, and channels. Measure and report on CRM performance, connecting engagement metrics to incremental customer behavior, revenue, and LTV. Surface trends, opportunities, and actionable recommendations that help Brand and Content optimize lifecycle marketing performance. New Restaurant + Market Growth Build data-driven go-to-market and media strategies for new restaurant openings by translating real estate playbooks through a performance marketing lens, building scalable market-specific playbooks to support each opening Establish benchmarks for launch performance and use learnings across markets to continually improve the opening playbook. Analyze customer acquisition, channel mix, PMIX, geographic behavior, and repeat rates following launch. Identify market-specific growth opportunities and recommend where Marketing should invest to accelerate restaurant-level sales. Leadership & Influence Lead a recurring performance and growth review with executive leadership, turning analysis into decision the business acts on Set the growth agenda for goop kitchen, bringing a clear point of view on where we invest and why and ensuring there is alignment across Marketing, Finance, Operations and Technology Elevate the analytical capability of the broader Marketing team through coaching, shared frameworks, and a data driven approach Define the roadmap for building out the growth and analytics function over time, including the structure and roles required to scale it Requirements 10+ years of experience in growth, performance marketing, marketing analytics, or a combination of the three, ideally within restaurants, marketplaces, e-commerce, retail, or another multi-location consumer business. Experience building a growth and analytics function with measurable results that drove revenue growth Proven experience owning meaningful performance marketing budgets and driving measurable revenue growth Demonstrated fluency with AI tools and automation, with examples of using them to improve analysis, decision-making, or team efficiency. Strong understanding of attribution, incrementality, experimentation, CAC, ROAS, LTV, retention, and unit economics. Deep understanding of performance marketing across Meta, Google, CRM, and digital marketplaces. Experience architecting and evolving best-in-class loyalty programs, with a track record of partnering cross-functionally across marketing, brand, technology, and operations to bring the customer experience to life. Familiarity with restaurant and delivery technology—including Olo, DoorDash, Uber Eats, and related platforms Experience in high growth, fast paced environments Dashboarding and data visualization experience using tools such as Looker, Tableau, Power BI, Sigma, or similar platforms. Strong working knowledge of digital analytics and measurement platforms such as GA4, Amplitude, Mixpanel, or similar. Paid media platforms including Meta Ads Manager, Google Ads, and delivery marketplace ad platforms Experience with CRM/CDP platforms such as Attentive, Klaviyo a plus Skills Able to move fluidly between detailed analysis and executive-level storytelling with comfort executing and building simultaneously Exceptional analytical skills with demonstrated ability to turn large or disparate datasets into clear business insights and recommendations. Naturally curious and commercially minded—you don't stop at what happened; you want to understand why and what we should do about it. Strong cross-functional communicator who can influence Marketing, Finance, Operations, Tech and senior leadership Demonstrated ability to pivot, adapt and be nimble in changing environments Benefits Competitive salary and benefits package Bonus potential Medical, Dental and Vision insurance Paid time off 401k match Annual cell phone reimbursement Free goop kitchen lunch every day in the office. goop beauty + kitchen employee discount. Opportunity to build and work in a dynamic and innovative environment. A chance to make a meaningful impact on a rapidly growing brand. About goop kitchen goop kitchen is an upscale fast-casual concept, founded by Gwyneth Paltrow in 2021, serving real, clean, and delicious food made-to-order. The brand focuses on Goop Kitchen