Director, Growth Marketing, Laura Geller (New York City Metropolitan Area)

About AS Beauty

AS Beauty is one of the fastest-growing cosmetic companies in the market today. We are a family-run business based in New York, NY, focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. AS Beauty’s portfolio includes renowned brands Laura Geller Beauty, Bliss, and Julep Beauty. We are continually developing products that are innovative, effective, and ensure that our customers feel beautiful inside and out.

About the Role

AS Beauty is looking for a Director of Growth Marketing to lead growth for Laura Geller. Reporting to the Head of Growth, this role will own the day-to-day growth strategy and paid media performance for Laura Geller, with responsibility across Paid Social, Paid Search, TV/CTV, and emerging acquisition channels.

This is a highly visible role for someone who can operate as both a strategic business owner and a hands-on growth marketer. You will own the Laura Geller growth number and the system behind it — media allocation, team leadership, testing, measurement, and execution.

We’re looking for someone who is highly analytical, deeply curious, comfortable moving quickly, and excited to challenge assumptions about how a scaled DTC brand should grow.

What You’ll Do

• Own Laura Geller’s growth marketing strategy , with accountability for efficiently scaling new customer acquisition and driving profitable DTC growth.
• Lead strategy and performance across Paid Social, Paid Search, and emerging channels , including Meta, TikTok, Google, Bing, AppLovin, Pinterest, and other new opportunities.
• Own media budgets, forecasts, and channel allocation , proactively shifting investment based on performance, marginal efficiency, business goals, and growth opportunities.
• Lead the daily and weekly performance management of the business , identifying changes in performance quickly, diagnosing root causes, and turning insights into action.
• Build and own the growth testing roadmap across channels, including bidding, audiences, campaign structure, creative, landing pages, new platforms, and other growth levers.
• Partner closely with Performance Creative to develop a systematic creative testing program and translate performance learnings into stronger concepts, angles, and briefs.
• Partner with Ecommerce/CRO to improve the full acquisition journey, from ad click through landing page and conversion.
• Use a combination of MMM, incrementality testing, attribution models, platform data, and first-party analytics to evaluate performance and make better investment decisions.
• Own and evolve our approach to measurement and experimentation , including geo tests, lift studies, holdouts, and channel incrementality.
• Manage and develop an in-house paid social team , creating clear ownership, strong operating rhythms, accountability, and career development.
• Oversee external specialists and partners across Paid Search , ensuring strategy and execution are tightly aligned.
• Stay close enough to execution to audit accounts, challenge platform recommendations, troubleshoot performance issues, and identify opportunities that may not surface in top-line reporting.
• Partner cross-functionally with Finance, Analytics, Ecommerce, Creative, Brand, Merchandising, and Retention to ensure growth plans reflect broader business priorities, promotions, inventory, and customer economics.
• Present performance, learnings, risks, and opportunities to senior leadership with clear recommendations rather than just reporting the numbers .
• Help shape the future structure, capabilities, processes, and technology needed to build a best-in-class growth organization.

We’re Looking For

• 7+ years of experience in performance or growth marketing, ideally within a scaled DTC or ecommerce business or agency.
• Deep expertise in Paid Social , with recent hands-on experience in platforms such as Meta and a strong understanding of how scaled accounts operate.
• Strong working knowledge of Paid Search and the ability to effectively lead specialists across Google and Bing.
• Experience managing eight-figure annual paid media budgets and making cross-channel investment decisions at meaningful scale.
• Proven experience owning growth against new customer acquisition and efficiency goals , with fluency in metrics such as CAC, new customer ROAS, LTV, CVR, AOV, contribution margin, and marginal efficiency.
• Strong understanding of modern marketing measurement, including MMM, incrementality, geo testing, attribution, and platform measurement .
• Experience building structured creative and campaign testing programs and turning results into actionable learnings.
• Strong analytical skills and comfort working across multiple data sources to diagnose performance rather than relying on a single attribution model.
• Experience managing and developing high-performing in-house teams as well as agencies, freelancers, and platform partners.
• Strong cross-functional operator who can work effectively with Creative, Ecommerce, Analytics, Finance, Brand, and Merchandising .
• Comfortable operating at both the strategic and tactical level — from building an annual growth plan to opening Ads Manager when something doesn’t look right.
• Someone who is naturally curious, moves quickly from question → analysis → action , and is comfortable challenging both internal assumptions and external partners.
• A strong communicator who can simplify complex performance questions and make clear recommendations to senior leadership.

What Success Looks Like

• Laura Geller has a clear, measurable growth strategy with investment consistently moving toward the highest-value opportunities.
• Performance issues are identified and acted on quickly rather than discovered weeks later.
• Paid Social, Search, and emerging channels operate as one portfolio rather than isolated channel silos .
• Testing produces repeatable learnings across creative, media, measurement, and landing pages.
• Leadership has a clear understanding of what is driving incremental growth, where the next dollar should go, and why.