Director of Growth Marketing

Welcome to the MILK MAKEUP FAM:

At Milk Makeup, we’re all about cool clean beauty fueled by creativity. Born out of Milk, a creative hub in downtown New York City, innovation, self-expression, and community are at the heart of everything we do. We believe beauty isn’t about how you do your makeup, it’s what you do in it—and how you Live Your Look—that matters.

Who YOU are:

• Community connector : You’re always thinking about how to improve your and your community’s future. You’re passionate about building a global community where everyone can feel seen and inspired in beauty.

• Courageous but chill: Wherever you come from, you’re driven by the hardworking New York spirit that Milk embodies. You’re flexible and ready to get the job done, but you’re humble and make moves thoughtfully. You strive for quality, have fun doing it, and always have the greater good of the brand in mind.

• Fearlessly innovative: You’re not afraid to take calculated risks and enjoy problem solving. You’re down to disrupt the status quo and innovate in order to raise the bar. You value a forward-thinking space that encourages you to lead change, never follow.

• Champion of self-expression: You’re creative at heart and are always genuinely you. You live your look and want to grow with people who celebrate individuality.

• Inclusive + mindful: You believe an open mind is always the best place to start and value active listening. You embrace differences and help foster a safe working environment for yourself and your peers.

The ROLE:

The Director of Growth Marketing will spearhead the strategy and execution of all growth marketing initiatives, driving aggressive expansion across DTC, retailer e-commerce, and TikTok Shop channels. This role necessitates a full-funnel perspective, aligning objectives with the 5 key marketing pillars and assuming ownership of the entire paid media landscape. Reporting directly to the VP of Digital and Growth, this role will serve as a pivotal strategic partner to the VP — translating vision into execution, bringing forward data-driven recommendations, and acting as a trusted thought partner on the direction of the growth marketing function. They will play a pivotal role in identifying and implementing innovative growth strategies, harnessing data-driven insights to optimize acquisition, activation, retention, and revenue.

What YOU'll do:

Strategic Leadership:

• Report directly to the VP of Digital and Growth, serving as a key strategic partner — closely aligning on growth priorities, bringing data-backed points of view to the table, and helping shape the broader digital and growth roadmap.
• Lead the development and execution of a comprehensive growth marketing strategy, aligning with overall business objectives and driving aggressive growth in DTC, e-commerce, and TikTok Shop channels.
• Oversee and mentor the Growth Marketing Manager and E-commerce Manager, ensuring clear communication, goal alignment, and professional development across both functions.
• Identify and implement innovative growth strategies, staying ahead of industry trends and best practices.
• Review and approve key growth marketing strategies, performance analysis reports, and cross-functional collaboration plans, ensuring data-driven strategic innovation, optimization, and holistic campaign leadership aligned with overall business objectives and the MMU DNA.
• Conduct regular performance reviews, offer constructive feedback, and actively engage in the development of direct reports in line with the company's performance engagement expectations.
• Embody and champion the behavioral values outlined in the MMU DNA, fostering a positive and inclusive team culture that reflects the company's core principles.

Campaign Execution & Optimization

• Own and manage all paid social and paid search activity end-to-end — strategy, execution, budget, and performance — across large-scale social awareness, PPM, and PPC campaigns, collaborating with organic social, e-commerce, influencer, and external agency teams.
• Own paid and organic strategy for TikTok Shop, partnering with e-commerce and social teams to drive product discovery, conversion, and revenue through the platform.
• Develop audience segmentation strategy by media platform, tailoring targeting, messaging, and creative approach to the unique audience behaviors and best practices of each channel.
• Manage creative optimization and creative testing for all paid social assets, partnering closely with the Creative team to build and maintain a consistent testing cadence, iterate based on performance signals, and translate learnings into sharper creative briefs.
• Collaborate cross-functionally to build a holistic marketing strategy, ensuring alignment across paid tactics and owning monthly/quarterly calendars.
• Oversee international paid media execution, ensuring consistency and effectiveness across regions.
• Lead the development of all paid media campaign briefs and vehicle briefs, partnering with the creative team to align on campaign structure and content needs.
• Oversee paid influencer strategy, partnering closely with both PR/Influencer and Creative teams to ensure alignment on creator selection, content quality, and campaign integration.
• Partner with platform partners and internal stakeholders to set up, monitor, and report on A/B tests and experiments.
• Build and lead a robust measurement strategy grounded in strong analytical rigor — implementing expanded measurement capabilities and executing learning agendas that deliver meaningful insights and real-time optimizations.
• Leverage data-driven insights to optimize acquisition, activation, retention, and revenue across all channels.

Team Management & Communication

• Manage the external agency partner team, ensuring excellence in paid social and paid search activities. Act as a strategic partner with the agency for all campaign-related aspects, including spend/budget optimization and new paid programming.
• Foster strong relationships with cross-functional partners in PR, Ecomm, Brand, Social, Retail, Creative, etc., ensuring alignment and collaboration.
• Lead monthly performance recap meetings, keeping the organization informed on results, optimizations, and future plans.
• Provide guidance and support to direct reports, fostering their growth and development.

Budget & Reporting

• Clearly report on campaign changes and performance to leadership and cross-functional partners.
• Own paid media budget pacing and spend, managing budget reallocations as needed.
• Represent paid media as a subject matter expert, manage paid reporting distribution.