Vice President of Growth Marketing

Vice President of Growth Marketing

Aaron's is looking for a Vice President of Growth Marketing to join our team to be a strategic leader focused solely on driving growth. You will spearhead marketing strategy and tactical plans for demand generation and revenue growth across the family of brands.

This role is ideal for a growth marketing executive with significant experience in eCommerce. As an expert in budgeting and ROI management, you will collaborate with data teams to track growth progress and identify areas of opportunity, constantly seeking to improve conversion and ROI.

The Aaron's Company, Community Choice Financial, and Katapult, have combined under a unified enterprise, bringing together complementary brands and capabilities to better serve our customers and communities.

What We Offer

Benefits and Perks*

• Uncapped Flexible Paid Time Off.
• Paid on-the-job training and a comprehensive new hire program.
• Access to a robust learning management system, full of e-learning modules to help boost your professional and personal development.
• Performance-based career advancement.
• Educational Reimbursement Program.
• Multiple coverage choices for medical insurance, all include telemedicine and medical spending account options (HSA/FSA).
• Traditional 401(k) and Roth 401(k) Retirement plan with a generous Company match program.
• Company-Sponsored Life and AD&D Insurance.
• Basic and Enhanced Voluntary benefits so you may choose the right coverage at the right price for you and your family. Plans include dental, vision, short-term and long-term disability plans, supplemental life and AD&D insurance, accident, critical illness, hospital indemnity, ID theft protection, legal services program, and pet insurance.
• Free access to mental health resources, life coaching, and more for you and your family members through our Employee Assistance Program.
• Free access to exclusive discounts from nationwide and local retailers through our Discount Marketplace.

*Based on current benefit offering, which is subject to change with or without notice. Certain benefits are subject to the terms and conditions of the governing plan documents which should be consulted for additional details and eligibility requirements.

What You'll Do - Essential Duties and Responsibilities

• Strategy & Growth
  • Develop and execute a comprehensive demand generation strategy aligned with the company's growth objectives, leveraging offline and digital channels coupled with data-driven insights to acquire new customers
  • Leverage deep eCommerce and digital customer acquisition expertise to drive online conversion, customer growth, and revenue across multiple brands and channels.
  • Optimize the end-to-end digital customer journey, including traffic acquisition, conversion, retention, and lifetime value.
  • Scale the business through continued evolution and improvement of existing growth levers and new growth opportunities
  • Develop acquisition strategies that optimize customer lifetime value, acquisition costs, portfolio quality, and long-term profitability
  • Monitor lead quality and conversion rates; optimize lead generation efforts accordingly
  • Drive optimizations for demand generation KPIs and metrics, such as conversion rates, CAC, and ROAS
  • Establish a scalable growth operating model that balances experimentation, performance optimization, customer acquisition, and long-term enterprise value creation
  • Assess marketing tech stack and data capabilities; identify and implement systems and tools that maximize customer insights and growth opportunities
  • Develop, enhance and maintain lead scoring and lead nurturing processes to improve the quality and productivity of leads
• Financial & Performance Management
  • Own enterprise acquisition forecasting, scenario planning, channel mix optimization, and growth investment decisions across the portfolio
  • Ensure your division meets revenue, efficiency, and operational goals
  • Create and manage the marketing plan and budget to achieve demand generation goals
  • Connect growth marketing strategy directly to monthly target & annual plans
  • Leverage data and analytics to make data-driven decisions and optimizations at the intersection of the marketing, operations and credit risk teams.
  • Measure and analyze channel and campaign performance; adjust strategies accordingly
  • Articulate and regularly socialize the key performance indicators that indicate the health of our demand generation and growth strategies
  • Make data driven decisions to enhance performance
  • Plan & manage the growth marketing budget effectively, including annual AOP planning, forecasting, spend tracking, and measuring impact for all dollars spent; ensuring resources are allocated efficiently to maximize ROI
• Strategic Leadership
  • Serve as an internal subject matter expert for all things acquisition / growth marketing
  • Define and refine long‑term growth marketing strategy
  • Translate organizational goals into actionable plans
  • Identify growth opportunities and areas for improvement
  • Drive rigor of execution, and improve velocity of tests, agility, and insight feedback loops
• Department Oversight
  • Lead Growth Marketing Team, including Affiliate, B2B, Media and Paid Search Teams
  • Lead and develop a team of functional marketing leaders while establishing organizational capabilities required to support future growth
  • Optimize team structure, priorities, and processes to maximize the team's contribution and impact to the organization
  • Set performance targets and ensure the team meets them
  • Oversee budgeting and resource allocation for your teams
• Executive Decision Making
  • Provide input to executive leadership on major company decisions
  • Help shape policies, organizational structure, and priorities
• Team Leadership & Talent Development
  • Build, lead, manage and develop a high-performing demand generation team
  • Hire, mentor, and develop leadership talent
  • Create a positive, inclusive, and high-performing culture
  • Foster a collaborative learning environment
• Cross-Functional Collaboration
  • Build relationships and partner with other VPs / senior leaders and departments to ensure alignment
  • Collaborate with other departments to drive customer acquisition and revenue growth
  • Lead cross department initiatives and companywide programs
  • Break down silos and promote effective internal communication
• Risk Management & Compliance
  • Identify risks within your division and create mitigation plans
  • Ensure policies, regulations, and ethical standards are upheld
  • Work with legal and compliance teams to ensure all campaigns are compliant with regulatory standards.
• Identify, hire, and manage external partners/vendors.
• Other duties as assigned.

What We're Looking For – Qualifications and Skills

• Bachelor's Degree in Marketing, or a related field.
• 12+ years of progressive experience leading customer acquisition, growth marketing, and demand generation programs, preferably within eCommerce, direct-to-consumer, marketplace, fintech, retail, or other transaction-focused businesses.
• 5+ years of senior leadership experience.
• Experience leading customer acquisition and growth initiatives for e-commerce, fintech, marketplace, direct-to-consumer, or other transaction-oriented businesses.
• Demonstrated success driving online customer acquisition, digital conversion optimization, and revenue growth in an eCommerce or highly digital business environment.
• Deep understanding of eCommerce metrics and performance drivers, including conversion rates, customer acquisition cost (CAC), customer lifetime value (LTV), return on ad spend (ROAS), and customer journey optimization.
• Proven leader with deep experience leading demand generation and growth marketing campaigns, across multiple marketing sub-functions.
• Proven progression of increasing responsibility.
• Demonstrated ability to operationalize multiple world-class teams and manage multi-million-dollar budgets.
• Impeccable quantitative ability and analytical skills.
• High affinity for drawing insights out of numbers.
• Proof of rigorous process around metrics, data, insights, and action.
• Full of curiosity and creativity, willingness to take