Head of growth - health

Taily is a science-first, pet-obsessed wellness brand that creates thoughtfully formulated products for dogs. We focus on real concerns such as joint discomfort, allergies, skin health, and healthy aging. Our goal is simple: make pet wellness products that owners can trust, and dogs will actually enjoy.
We’re hiring a Head of Growth to own Taily’s customer acquisition and retention. You’ll set the strategy for paid acquisition, retention, and marketplace growth, and you’ll also run it — there’s no media team to hand things to yet. You decide where the budget goes, you build the tests, and you know within days whether a bet is working.
You won’t have a large team to delegate to, and you won’t have a founder who stays out of the details. You’ll work closely with our Operations Manager, who keeps the execution calendar and cross‑functional work on track — you own the growth number; they make sure the trains run on time.
This is not a role for someone who wants a strategy deck to be the deliverable. It’s for someone who wants to own a number — CAC, LTV, MER, contribution margin — and is comfortable being judged by it every week.
What you’ll own:

Growth strategy across paid acquisition, retention/lifecycle, and marketplace channels (Amazon, TikTok Shop), built around CAC, LTV, MER, and contribution margin targets
Paid media strategy and execution across Meta, Google, and TikTok Ads — you set the bets and run the day‑to‑day
Retention and lifecycle marketing (email/SMS via Klaviyo), including flows, segmentation, and subscription/repeat‑purchase strategy
Amazon and TikTok Shop growth, working with outside specialists where needed but owning the strategy and the results
Budget ownership. You decide where dollars go, and you kill what isn’t working before it becomes a habit
A disciplined testing roadmap: new channels, creative angles, offers, and audiences, run as real tests, not guesses
Creative strategy and briefing. You don’t need to design assets yourself, but you know what a winning angle looks like and can brief creators, freelancers, or agencies to get there
Landing pages, offers, and promotional mechanics for major pushes (launches, Black Friday, seasonal campaigns), coordinated with the Operations Manager’s calendar
Reporting and performance visibility — dashboards and read‑outs that tell us what’s working, what’s not, and why, without anyone having to ask
Managing outside performance marketing agencies, freelancers, or contractors: scoping work, holding them to targets, and cutting them when they don’t perform
Beyond that:

• 6+ years in growth or performance marketing, with direct ownership of a budget or P&L, not just support of one
• Experience in ecommerce or DTC strongly preferred; a repeat‑purchase or subscription product (pet, health, beauty, CPG) is a plus
• A track record of scaling paid acquisition profitably — proof you can grow CAC:LTV in the right direction, not just spend
• Fluency with CAC, LTV, MER, ROAS, contribution margin, and payback period. You think in these numbers by default
• Genuine comfort being hands‑on: you’ll personally run campaigns, review creative, and dig into the data, not just direct people who do
• A track record of managing agencies or freelance specialists, with the authority to redirect or cut them
• Strong judgment about what to test, scale, or kill, backed by data rather than instinct alone
• The ability to work without much existing process, and build what’s missing
• Strong written communication. Your briefs, feedback, and reporting give people what they need to act, and give the founder(s) a clear read without the spin

Experience with Amazon Seller Central, TikTok Shop, or retail/marketplace growth
Familiarity with Klaviyo, Meta Ads Manager, Google Ads, TikTok Ads Manager, or Shopify
Experience with creator‑led or UGC‑heavy growth strategies
Background in a regulated or trust‑sensitive category (health, wellness, supplements, pet) where claims and compliance matter
Bilingual English and Spanish
Don’t apply if:

You want a team and a big budget in place before you’ll commit to a strategy
You measure success in impressions or “brand awareness” with no line to revenue
You need a quarter to “ramp up” before you’ll stand behind a growth bet
Direct feedback rattles you, or you need a compliment sandwich to hear it
You’ve supported a media budget but never actually owned one
You think the strategy deck is the deliverable, not the result
Do apply if:

You’ve owned a growth number before and can point to exactly what you did to move it
You have a dog; we make exceptions for cats, but…
You’d rather run a real test than debate a hypothetical one
You can be wrong out loud, fix it, and move on the same day
You get restless when a channel is left on autopilot
You want to build the growth engine for a brand people actually love, not add another logo to your resume
The annual salary for this position ranges from $130,000 to $170,000, with the final offer reflecting the candidate’s relevant experience, depth of industry knowledge, and demonstrated track record.
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