Director of Growth

Job Description

Job Description

JOB DESCRIPTION

Title: Director of Growth & Ecommerce

Reports to: Vice President of Marketing

Location: California; must be available for monthly in-person meetings at the Murrieta headquarters and other key business meetings as needed

Primally Pure is a natural skincare company that inspires fresh perspectives on beauty through traditional practices. We believe that caring for your skin shouldn’t come at the expense of your health, and formulate products using fewer + better ingredients derived from nature for maximum purity and potency. We seek to improve the health, well-being and confidence of our community through powerful, non-toxic skincare products, life-changing clean living education and intentional human connection.

We're looking for a strategic, analytical, and performance-obsessed Director of Growth & Ecommerce to lead our customer acquisition, retention and ecommerce growth strategy. This role owns performance marketing initiatives, optimizes customer acquisition economics, and develops scalable growth strategies to support the company's next phase of expansion. The ideal candidate brings 8-10 years of growth marketing experience with a strong background in DTC ecommerce, subscription businesses, and performance-driven marketing environments.

Reporting to the VP of Marketing, you'll partner closely with executive leadership to shape growth plans, optimize marketing investments, uncover new opportunities, and ensure investments are optimized to support sustained business growth and brand health.

What You’ll DoPerformance Marketing

• Lead overall paid media strategy across primary search, social and retargeting channels, including: Meta, Google, TikTok, Snap, Pinterest, Programmatic, Youtube, CTV, and emerging platforms.

• Oversee agency partners, ensuring strategic alignment, accountability, and continuous optimization.

• Determine media mix allocation based on incremental business impact—not channel performance alone.

• Drive customer acquisition efficiency through ownership of CAC, ROAS, contribution margin, and payback goals.

• Build a culture of experimentation through creative testing, audience testing, landing page optimization, incrementality testing, attribution analysis, and media mix optimization.

• Evaluate which marketing investments are creating new demand versus simply capturing existing demand.

• Build and manage performance marketing dashboards, reporting regularly on KPIs, investment impact, testing results and actionable insights.

Ecommerce Growth

• Own the ecommerce growth roadmap and commercial performance of the DTC business.

• Create DTC promotional activations based revenue and profitability targets, aligned with key product milestones/launches, seasonal events and brand initiatives.

• Partner with Brand, Creative, Ops and Customer Experience to enhance every stage of the customer journey.

• Lead initiatives to optimize: conversion rate, AOV, units per transition, subscription growth, retention, LTV.

• Prioritize and partner on site enhancements that improve both customer experience and business performance.

• Provide monthly and quarterly business updates with analysis of performance metrics, testing and promotion results and opportunities for new optimizations.

• Partner with Operations and Finance to develop revenue and production forecasts.

Lifecycle & Retention Marketing

• Develop strategies to increase customer lifetime value through improved onboarding, repeat purchase behavior, subscriptions, loyalty, and win-back programs.

• Direct agency partner to optimize customer journeys across email, SMS, subscriptions, loyalty, and post-purchase experiences.

• Leverage customer insights and behavioral data to identify opportunities that improve retention, engagement, and profitability.

• Ensure balanced campaign calendar, reflecting Brand, Content and Growth campaigns that drive both audience affinity and revenue growth. .

• Measure retention performance through repeat purchase rate, subscription retention, LTV, customer cohorts, and contribution margin.

Team Leadership

• Evaluate the appropriate balance between internal capabilities and agency partners.

• Hire, mentor and develop team members while helping build a best-in-class growth organization.

• Develop scalable processes that improve execution across team functions.

• Champion a culture of curiosity, accountability, experimentation, and continuous improvement.

• Collaborate with Operations, Product, Inventory Planning, Finance, Customer Experience, Brand and Creative ensure growth strategies are operationally executable.

Qualifications

• 8-10 years of progressive experience, with at least 4 years in leadership roles, working for a consumer-facing brand in Growth Marketing, Performance Marketing, and/or Ecommerce.

• Proven success scaling high-growth direct-to-consumer brands.

• Deep expertise across paid social, paid search, lifecycle marketing, SEO, and ecommerce growth.

• Strong understanding of attribution, incrementality testing, media mix modeling, customer acquisition, and marketing measurement.

• Experience owning significant marketing budgets and accountability for revenue, CAC, ROAS, and profitability.

• Experience with Shopify Plus and modern ecommerce technology stacks.

• Advanced analytical skills with the ability to translate complex data into actionable business strategies.

• Demonstrated success leading agency partners and cross-functional initiatives.

• Strong executive communication and presentation skills.

• Experience within beauty, skincare, health & wellness, consumer products, apparel, or subscription businesses is highly preferred.

Who You Are

• You’re as comfortable setting business strategy as you are reporting on campaign performance.

• You think like an owner and make decisions based on long-term business impact—not channel silos.

• You challenge assumptions, ask thoughtful questions, and use data to guide decisions.

• You're naturally curious, love testing, and constantly looking for new opportunities to drive growth.

• You thrive in collaborative environments and enjoy bringing teams together around a common goal.