Head of Growth Marketing

About the Job

About Us

At The Foggy Dog, we believe your best friend deserves the best. That's why we are passionate about making high-quality pet accessories that are as beautiful as they are functional. And, every order helps a pup in need: since launch, we are proud to have provided over 500,000 pounds of food to rescue shelters. Our products are available at and in over 1,000 brick-and-mortar retailers.

We are a small (but mighty!) female-founded team based in San Francisco. As a family-owned business, we are invested in finding the best people to join our tightly knit team. We are looking for candidates who thrive in a creative, energetic, data-driven environment and share our values of collaboration, communication, and positivity. This role is an exciting opportunity to make a huge impact at a fast-growing ecommerce company from the ground up.

Overview

We are seeking a highly strategic, data-driven Head of Growth Marketing to power The Foggy Dog's next phase of growth. This role owns demand generation, retention, and marketing performance across channels and is accountable for driving profitable, sustainable growth.

In this role, you will be responsible for building and optimizing a full-funnel marketing engine that increases acquisition efficiency, strengthens retention, and builds brand equity through high-impact campaigns that resonate with our devoted customers and fans.

This position complements our brand and creative team by grounding marketing initiatives in strategic clarity, analytical rigor, operational discipline, and a test-and-learn mindset. This is a builder role: focused on designing systems, establishing processes, scaling what works, and developing a high-performing team that can grow with the business.

The ideal candidate has a proven track record of innovating and scaling DTC brands through a deep understanding of both performance and brand marketing. S/he is energized by ownership, thrives in a founder-led, high-growth environment, and is excited to leave a real mark on a category-defining lifestyle brand.

This position is based in San Francisco (we are currently hybrid and come into the office twice a week).

Responsibilities:

Growth and Acquisition:

• Develop and execute a comprehensive growth strategy to acquire new customers and scale revenue.
• Own all paid acquisition channels (Meta, Google, direct mail, affiliates, emerging platforms) with a sharp focus on efficiency, CAC and contribution margin.
• Build a deep understanding of our customer to inform marketing and creative strategy, messaging, and product positioning. Continuously synthesize consumer insights, competitive intel, and channel performance to guide strategy and drive growth.
• Explore and execute emerging channel opportunities that we have not yet tested into, supporting our broader goal of channel diversification.

Retention, Loyalty and CRM:

• Lead retention marketing across email/SMS, direct mail, and loyalty to increase customer lifetime value.
• Champion the customer experience across the full lifecycle, ensuring customer feedback and insights meaningfully shape strategies to enhance engagement, retention, and brand loyalty.

Strategy, Planning & Analytics:

• Own the marketing P&L and growth economics; manage a $5M+ annual marketing budget with accountability for ROI and capital allocation.
• Establish disciplined planning and operating processes, including annual and quarterly planning, KPI alignment, budget modeling, reporting, and hindsight reviews.
• Develop marketing analytics and measurement frameworks that power decision-making across acquisition, retention and the ecommerce experience.

Ecommerce:

• Own the ecommerce strategy and funnel performance with accountability for conversion, AOV, and lifetime value.
• Define and execute a test-and-learn ecommerce roadmap that continuously improves the customer journey, optimizes conversion and drives revenue growth.

Integrated Marketing & Go-to-Market:

• Partner closely with the Head of Brand & Creative to shape integrated marketing strategies that balance brand ambition with growth targets, budget priorities, and measurable performance outcomes.
• Establish clear measurement and feedback loops for integrated campaigns, using insights to guide future planning and investment decisions.
• Align performance marketing efforts with broader seasonal campaigns, ensuring consistent brand messaging and a cohesive customer journey across all touchpoints.
• Direct our influencer and affiliate team to support revenue goals and source high-performing paid social creative.

Team and Cross-Functional Leadership:

• Build, lead, and inspire a high-performing marketing team.
• Act as the executive voice of marketing across the organization, partnering closely with product, merchandising, and planning to align growth strategy, launches, and investment decisions.

About You:

• 15+ years of progressive marketing experience, including leadership in acquisition, retention and digital marketing; experience managing $5M+ marketing budgets strongly preferred.
• Proven track record of scaling DTC-native ecommerce brands through marketing strategies that balance brand building with measurable revenue impact. Experience with Shopify is a plus; fashion or other consumer trend-driven vertical strongly preferred.
• Exceptional strategic thinker with sharp prioritization skills and strong judgment; energized by accountability for ROI and outcomes.
• Thrives in fast-paced, dynamic environments; an entrepreneurial leader who isn't afraid to push the envelope, challenge our thinking, and take calculated risks to drive big wins.
• Strong foundation in performance marketing, with the judgment to guide acquisition strategy, improve spend efficiency, and continuously test and scale. Deep experience in paid search and paid social is required.
• Bright, kind and goal-oriented leader with demonstrated ability to build, mentor, and scale high-performing teams; a collaborative player-coach who creates alignment, empowers talent, and inspires accountability.
• Data-informed, customer-obsessed operator with a bias toward decisive action, experimentation, and continuous learning.
• BA/BS degree required, MBA a plus.
• A dog lover, of course!

About the Company

At The Foggy Dog, we believe your best friend deserves the best. That's why we are passionate about making high-quality pet accessories that are as beautiful as they are functional. And, every order helps a pup in need: we are proud to have provided over 500,000 pounds of food to rescue shelters since our launch. Our products are available at thefoggydog.com and in over 1,000 brick and mortar retailers.