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VP of Growth Marketing

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Published
October 30, 2020
Location
Detroit, MI
Category
Job Type

Description

 The VP of Growth will be responsible for Acquisition, Retention, and CRM of the company’s direct-to-consumer channel. They will be responsible for revenue growth and all things acquisition and retention – leading and scaling our customer acquisition efforts across all paid and non-paid digital channels. This is a core leadership role that will be responsible for leading a team (both internal and external) with specialty in automated marketing, marketing analysis, search, paid social, and affiliate.

Success will be measured by your ability to efficiently acquire new customers, while deepening customer engagement and retention, hit and manage growth revenue targets, and deliver insights to the CMO and CEO. This role will be able to manage profitable growth and understand payback periods, unit economics, profit and loss and cash flow of their channel. The role will be based in Detroit and will work closely with the Executive Leadership Team, reporting directly to the CMO.

 

RESPONSIBILITIES

  • Grow + champion a growth marketing/performance marketing strategy to diversify revenue.
  • Work in a fast-paced, start-up environment.
  • Constantly test and trial your ideas to unlock new channels.
  • Apply data driven insights to drive performance marketing strategies across all channels.
  • Work closely with CEO, CMO and finance to set growth goals and drive best-ROI marketing tactics and investments.
  • Creating, executing and evolving a strategy for acquisition and retention across all digital marketing platforms.
  • Defining customer acquisition goals and own execution, analyze performance and inform decisions for how, when, and where to spend our marketing budget.
  • Develop methodologies for allocation and optimization of budgets and bidding to drive up sales volume and drive down customer acquisition costs.
  • Managing our forth-coming multi-touch attribution model.
  • Planning, executing and leading paid campaigns with our growth team on various paid channels, including SEO/SEM, paid social, display, video, referral, direct mail, affiliate, retargeting and more.
  • Testing and thinking outside the box with new channels — resourcefulness and drive to explore new territory online and offline growth channels to test.
  • Analyzing and reporting on marketing KPIs (ROI, CAC, CVR, LTV, etc), tracking performance and taking remedial actions as appropriate.
  • Owning the relationship and collaborating with external agency partners, working to ensure they’re aligned with our overall business strategies, goals and are driving results.
  • Work with internal creative partners and Brand Director, generating briefs and helping to drive the development of campaign assets, promotions and plans.
  • Overseeing the retention focused email and SMS program, managed internally, to build automated segmentations, and marketing campaigns.
  • Project manage testing of landing pages, and audiences to improve conversion and scale campaigns efficiently and also execute testing plans for new/emerging ad formats and channels.
  • Work with Marketing + Tech Team to improve on-site conversion via landing pages, sign-up flow, A/B testing and cart optimizations.
  • Scrutinize and analyze all ongoing initiatives and strategies, reacting appropriately to pivot spend and capitalize on opportunities.
  • As an executive team member, partnering closely with the Executive Team to develop and drive company OKRs and overall strategy.

 

QUALIFICATIONS

  • A full stack digital growth marketer that has a hungry for growth and opportunity with a B.A. and 6-8+ years of leadership experience in growth, acquisition, CRM, Retention, and email growth in consumer e-commerce companies and a proven track record of scaling growth.
  • You’re highly analytical with the ability to turn insights into actionable changes that optimize performance.
  • A working knowledge of how to navigate our data platforms: Holistics, Google Analytics and other LTV, CAC and attribution measurement tools.
  • Analysis of detailed & high level analytics generated from our own internal tools as well as external resources.  Our focus is on:  repeat and churn breakdown by cohort, sales & velocity by product category as it relates to acquisition channel, AOV and LTV health per channel.
  • Well versed in performance tracking and measurement tools with expert fluency in Google Analytics; ability to manage large datasets and perform both qualitative and quantitative analysis.
  • Are a strategic thinker with the ability to build innovative marketing campaigns, combined with tactical ability to execute simultaneously against multiple competing priorities.
  • Have a natural ability to collaborate well with others across the organization and thrive in a dynamic, fast-paced start--up environment.
  • Are decisive, action-oriented, and able to motivate, inspire, and lead cross-functional teams to leverage resources effectively.
  • You’re comfortable wearing many hats and overseeing both strategy and execution in the beginning as we operate lean and equally excited to evolve your role to build and manage a team as we grow.
  • Have a strong drive for results, with the ability to manage independently and take calculated risks.
  • A positive attitude and great collaborator.

Skills and Experience:

  • Bachelor’s Degree required, M.S or MBA degree is highly preferable.
  • Proven experience in a DTC brand, in a customer acquisition, performance marketing or growth marketing role.
  • You will be used to working in a fast-paced, start-up environment.
  • Exposure to the digital advertising space, a genuine curiosity for digital data (Google Analytics, Adobe Analytics, DCM, DSP’s, DMP’s, Attribution tools).  
  • Experience across all digital marketing channels (display, paid social, paid search, programmatic, native, SEO, email).
  • Experience in loyalty marketing and retention.
  • Ability to present findings and ideas to stakeholders.
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