Head of Growth Marketing

What you will own Growth strategy and commercial planning. Translate revenue goals, product launches, promotional calendars, inventory availability, and channel priorities into quarterly and annual growth plans. Balance short term revenue, efficient customer acquisition, long term customer value, profitability, and brand health. Direct to consumer strategy and leadership. Lead and scale the company’s direct to consumer business model, including an audit and mapping of the full customer journey from first digital touchpoint through product purchase, membership, retention, and advocacy. Partner closely with marketing, ecommerce, IT, sales, product, and external agencies to create a seamless customer experience and diversify how the company sells products and connects directly with customers. Paid media and customer acquisition. Plan, launch, manage, and optimize campaigns across Google Search, Shopping, Performance Max, Meta, YouTube, Microsoft Ads, display, programmatic, and emerging acquisition channels. Develop audience, keyword, bidding, feed, placement, remarketing, and sequential messaging strategies across the customer journey. Website, ecommerce, and conversion optimization. Own the performance of the path from first impression through website engagement, lead capture, dealer or distributor referral, ecommerce conversion, membership, and repeat purchase. Partner with ecommerce, web, creative, product, and technology teams to improve landing pages, product pages, content, offers, forms, merchandising, and conversion flows. Organic growth, SEO, AEO, and GEO. Develop a forward looking organic strategy for traditional search engines and AI driven discovery. Improve technical and content SEO, Generative Engine Optimization, site messaging, organic traffic, visitor to customer conversion, and the company’s share of voice across search and answer platforms. Performance measurement and data quality. Own the marketing data stack and maintain a clear measurement framework across revenue, new customer growth, qualified leads, cost per lead, customer acquisition cost, return on ad spend, contribution ratio, marketing efficiency ratio, conversion rate, average order value, and lifetime value. Maintain reliable full funnel tracking across GA4, Google Tag Manager, Meta Pixel and Conversions API, platform pixels, product feeds, UTM standards, CRM data, and executive reporting dashboards. Attribution and experimentation. Build a structured test and learn roadmap for audiences, creative, messaging, offers, landing pages, calls to action, and conversion flows. Partner with analytics resources on attribution, incrementality testing, geographic holdouts, marketing mix modeling, and customer cohort analysis as the data and investment level mature. Creative performance. Translate channel insights into clear creative briefs with defined audiences, value propositions, formats, hooks, calls to action, and success measures. Establish a consistent testing pipeline, analyze results by concept and audience, scale winners, and retire weak assets quickly. Lifecycle and customer value. Coordinate with CRM and content partners on email, SMS, lead nurture, remarketing, retention, loyalty, and win back programs. Develop useful customer segments based on customer segment, ownership status, product interest, purchase behavior, engagement, and lifetime value. Build customer lifetime value models and cohort analyses that identify which channels and programs produce the most loyal, profitable customers. Connected customer platform growth. Build integrated campaigns that accelerate customer acquisition, app installs, Monthly Active Users, premium memberships, and overall platform engagement. Connect platform behavior and membership data to broader product, ecommerce, CRM, and lifecycle strategies. Retail and distributor growth. Align campaigns with product launch calendars, retailer promotions, distributor programs, SKU priorities, merchandising plans, and product availability. Connect consumer demand generation with retailer and distributor sell through and share insights that help channel partners improve conversion. Budget, forecasting, and partner management. Own channel budgets, pacing, forecasts, performance scenarios, and spend reallocation recommendations. Manage agencies, freelancers, technology vendors, and media partners against clear objectives, deliverables, timelines, budgets, and performance thresholds. Executive reporting and operating rhythm. Deliver concise weekly reporting and monthly business reviews that explain what happened, why it happened, what is changing, expected impact, and where leadership decisions are needed. Create a disciplined operating rhythm for campaign planning, launch readiness, post launch analysis, testing, and knowledge sharing. Market intelligence and responsible innovation. Monitor competitors, category trends, customer behavior, platform changes, automation, and new acquisition opportunities. Use artificial intelligence tools responsibly to accelerate research, analysis, creative iteration, reporting, and workflow efficiency while maintaining human review and brand standards. How success will be measured Direct to consumer revenue and revenue growth increase through a more complete, measurable customer journey and stronger product launch execution. Website and organic performance improve across conversion rate, organic search traffic, SEO visibility, and AI search share of voice. User acquisition improves across new customer volume, qualified leads, cost per lead, customer acquisition cost, contribution ratio, and creative testing velocity. The connected customer platform grows across Monthly Active Users, premium subscriptions, app installs, retention, and overall engagement. Required Qualifications 7+ years of hands‑on experience in growth marketing, performance marketing, digital marketing, user acquisition, paid media, or ecommerce growth, including meaningful ownership of a direct to consumer business model. Demonstrated experience owning meaningful paid media budgets and delivering measurable revenue, profitability, and customer growth in a business to consumer or direct to consumer environment. Direct platform expertise in Google Ads and Meta Ads, plus working knowledge of YouTube, Microsoft Ads, display, programmatic, retail media, or other acquisition channels. Advanced command of GA4, Google Tag Manager, Meta Pixel, Conversions API, CRM platforms, Excel or Google Sheets, and business intelligence tools such as Looker, Tableau, or Power BI. Experience with conversion optimization, landing page testing, audience strategy, creative testing, and full funnel analysis. Financial and analytical ability to build lifetime value models, conduct cohort analysis, and connect channel metrics to revenue, profitability, customer value, launch performance, and business priorities. Excellent written, verbal, and data storytelling skills, with the judgment to present concise recommendations to executives. Bachelor’s degree in marketing, business analytics, economics, or a related quantitative field, or equivalent practical experience. Preferred qualifications Experience with physical products, direct to consumer ecommerce, consumer electronics, gaming, entertainment, collectibles, hobby products, or enthusiast communities. Experience supporting retail, distributor, dealer, marketplace, or channel partner marketing programs. Working knowledge of CRM and lifecycle platforms, ecommerce platforms, product feeds, customer data platforms, and marketing automation. Familiarity with attribution, incrementality, marketing mix modeling, SQL, cohort analysis, or customer segmentation. Experience managing agencies or helping build an internal performance marketing capability. Experience leading direct to consumer growth initiatives and partnering across ecommerce, technology, sales, product, and marketing teams. What makes this role different This is not a campaign management role removed from the product or customer. You will see the direct connection between media decisions, customer behavior, product launches, retail demand, ecommerce performance, and premium consumer products enjoyed by customers around the world. The environment is fast moving, highly collaborative, and gives this leader a visible opportunity to shape how the company grows. #J-18808-Ljbffr Abrazo Group