Senior Director, Growth Marketing

Company: Beauty By Imagination

Title: Senior Director, Growth Marketing

Location: Remote or Hybrid (NYC Metropolitan area)

Department: eCommerce

FLSA Classification: Exempt

Supervises: Growth Marketing Team (Acquisition & CRM/Retention)

POSITION OVERVIEW

The ideal candidate is a full-funnel growth marketing leader who thrives on scaling the business through strategic media investment and turning every acquired customer into a long-term, high-LTV relationship through disciplined CRM and retention marketing. You're someone who gets genuinely excited about working with substantial media budgets ($20M+) and turning every dollar into maximum ROI through systematic experimentation and optimization — while building the lifecycle programs (email, SMS, push, loyalty) that keep customers coming back. Whether it's mastering emerging platforms like TikTok Shop, diving deep into complex multi-channel attribution puzzles, building a segmentation and lifecycle strategy that lifts repeat rate and LTV, or building frameworks that drive aggressive yet sustainable revenue growth, you approach every challenge with data-driven precision and creative thinking. You see growth marketing not just as campaign management, but as the art and science of discovering what makes customers tick — and keeping them — scaling those insights profitably across the full customer lifecycle, from first click to repeat purchase.

You should apply if you:

•  Have scaled paid media programs from $5M+ to $25M+ with strong ROAS maintenance

•  Love testing, iterating, and finding growth opportunities others miss

•  Can balance aggressive growth targets with performance marketing excellence

• Can turn acquired customers into repeat buyers through CRM, lifecycle, and loyalty programs

•  Have demonstrable success with social commerce and emerging platforms

•  Are passionate about performance marketing innovation and optimization

•  Want to own both acquisition and retention for a scaling multi-brand beauty company

•  Thrive in fast-paced environments with accountability for revenue growth in acquisition / retention

ESSENTIAL JOB DUTIES & RESPONSIBILITIES

Growth Strategy & Media Investment (30%)

•  Develop and execute a systematic growth experimentation framework across all digital and CRM channels

•  Identify and test new customer acquisition channels, audiences, and revenue opportunities

•  Lead quarterly growth sprints focused on 15–30% revenue increases per channel

•  Build predictive models for scaling media investments and market expansion

•  Drive Amazon advertising growth strategy across Sponsored Products, DSP, and emerging ad products

•  Spearhead TikTok Shop paid media growth through TikTok Ads Manager campaigns and paid amplification of creator content

•  Create growth playbooks for rapid channel expansion and media optimization

•  Optimize media mix modeling to maximize ROI across both acquisition and retention channels

Channel Performance & Scaling — Acquisition (25%)

•  Scale DTC revenue through advanced paid acquisition strategies and customer journey optimization

•  Master the Amazon advertising ecosystem and identify new growth opportunities within the platform

•  Build TikTok Shop into a major revenue driver through paid media campaigns and product listing ads

•  Optimize existing channels for maximum efficiency while discovering new growth levers

•  Lead cross-channel attribution and incrementality testing across all media investments

•  Execute creative testing strategies and scale winning assets across channels

CRM & Lifecycle Retention (25%)

•  Own CRM and lifecycle marketing strategy end-to-end: email, SMS, push, and loyalty/subscription programs across the brand portfolio

•  Build segmentation and automated lifecycle journeys (welcome series, winback, replenishment, loyalty) and retention campaigns that grow repeat purchase rate and LTV

•  Partner with the acquisition team to design seamless handoffs from first purchase into lifecycle nurture, maximizing CAC payback and LTV:CAC

•  Drive advanced audience segmentation and personalization at scale across both acquisition and retention touchpoints

•  Set and own retention KPIs (repeat purchase rate, LTV, retention's share of revenue, email/SMS-attributed revenue, churn and list health) alongside acquisition KPIs

•  Evaluate, select, and manage CRM/ESP, loyalty, and subscription technology (e.g., Klaviyo, Attentive, Braze, Yotpo, or similar)

•  Test and scale lifecycle offers, loyalty tiers, and subscription mechanics to deepen customer relationships

Performance Analytics & Optimization (12%)

•  Develop sophisticated attribution modeling for complex multi-touch customer journeys spanning acquisition and retention

•  Create automated reporting and alerting systems for campaign and lifecycle performance

•  Lead incrementality testing and media mix optimization studies

•  Build predictive models for customer lifetime value and acquisition cost optimization

•  Drive competitive analysis and market opportunity identification

•  Establish unified growth marketing KPIs and success metrics spanning acquisition and retention

Team Leadership & Growth Culture (8%)

•  Build and develop a high-performing growth marketing team spanning acquisition, CRM/retention, and growth analytics

•  Lead agency and platform partner relationships (media agencies, CRM/ESP, loyalty/subscription vendors) focused on scaling growth

•  Foster a culture of experimentation, data-driven decision making, and rapid iteration across both acquisition and retention

•  Drive knowledge sharing and best practice development across channels

REQUIRED SKILLS & QUALIFICATIONS

Growth Marketing Expertise

•  Proven track record of 2x+ revenue growth through strategic media investments in DTC or e-commerce

•  Advanced customer acquisition and scaling expertise across multiple digital channels

•  TikTok Shop paid media scaling experience — demonstrable revenue growth results

•  Growth experimentation methodology with a systematic approach to testing and iteration

•  Experience building and scaling paid media programs from $5M to $25M+ annual spend

•  Advanced audience targeting and segmentation across platforms and customer lifecycles

CRM & Retention Expertise

•  Proven ownership of CRM/lifecycle marketing with measurable impact on repeat purchase rate & LTV

•  Experience building segmentation and automated lifecycle journeys (welcome, winback, replenishment, loyalty)

•  Hands-on fluency with CRM/ESP platforms (e.g., Klaviyo, Attentive, Braze, or similar) and loyalty/subscription tooling

•  Ability to unify acquisition and retention data into a single view of customer LTV and payback

Performance Marketing Mastery

•  Expert-level campaign optimization and bid management across all major platforms

•  Attribution modeling and incrementality testing experience with complex customer journeys

•  Advanced analytics capabilities for growth modeling and forecasting

•  Creative testing and optimization strategies for scaling winning assets

•  Customer lifetime value optimization and cohort analysis expertise

Platform Expertise

•  Amazon advertising mastery; Sponsored Products, DSP, CTV, Affiliates, and emerging ad products

•  TikTok Ads Manager and TikTok Shop paid media — advanced performance campaign experience

•  Meta Ads Manager, Google Ads (Search, Shopping, Display, YouTube)

•  Retail media networks (Ulta, Walmart, Target) and emerging commerce platforms

•  CRM/ESP and loyalty platforms (e.g., Klaviyo, Attentive, Braze, Yotpo, or similar)

•  Performance marketing tools — attribution platforms, analytics, automation, and optimization tools

EDUCATION / EXPERIENCE REQUIREMENTS

•  Bachelor's degree required, MBA or relevant certifications preferred

• 10+ years digital marketing / 6+ years in growth-focused roles across acquisition & retention/CRM

• 5+ years team management experience

•  Proven track record in beauty/personal care or similar consumer products

•  Demonstrated success scaling Amazon business

•  TikTok Shop paid media scaling experience highly preferred

•  History of identifying and scaling 0-to-1 growth opportunities across the full customer lifecycle

SUCCESS METRICS

•  ROAS improvement across channels

•  New customer acquisition targets

•  Revenue growth objectives

•  Repeat purchase rate and customer LTV growth

•  Retention's share of total revenue

•  Email/SMS-attributed revenue and list health

•  Channel efficiency metrics

•  Team development goals

•  Social commerce revenue targets

•  Social platform ROAS

•  Cross-channel attribution improvements

TECHNICAL PROFICIENCIES

•  Media buying platforms

•  Analytics and BI tools

•  Attribution platforms

•  Social commerce platforms

•  CRM/ESP systems (e.g., Klaviyo, Attentive, Braze)

•  Loyalty and subscription platforms

•  Marketing automation tools

•  Content management systems

SALARY: up to 185k per year base salary, DOE, bonus & benefits

This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the role. Employer reserves the right to amend and change responsibilities to meet business and organizational needs as necessary.This is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.