Growth Director

2 weeks ago

los angeles, United States CÉCRED Full time

OVERVIEW

The Growth Director will lead Cécred’s cross-channel customer acquisition strategy in order to meet our brand acquisition, retention and revenue goals though our DTC channel. With a highly measured, data-driven understanding of performance marketing and CRO you will own the performance marketing budget driving ACQ efforts across SEM, Paid Social, Affiliate and more. In partnership with CRM you will help scale both new customer rates and revenue from our existing customer base to drive LTV. The Director of Growth will drive and execute the entire Cécred customer journey funnel making data informed decisions on how to ensure profitable Brand growth.


Cécred creates a place to show up as you choose and gives the foundation to express your hair in all ways that make you feel good. Its products honor the love and connection of hair traditions while delivering what hair craves: rich conditioners and fortifying protein, patent-pending technology and fermentation, sensorial luxury, and exceptional performance for moisture, strength, and transformational hair health.


RESPONSIBILITIES

  • Own the Paid Media creative and copy testing roadmap, in partnership with the Director of Digital, to drive sustained acquisition through paid channels and scale the DTC business.
  • Oversee Paid Social, SEM, SEO, Affiliate and all other paid media investments.
  • Collaborate with Digital and Creative teams to create testing and ad production cadence including performance creative, paid landing page production, new audience capture, etc.
  • Develop and oversee the brand Growth Strategy and drive the paid media channel roadmap.
  • Lead with a test and learn approach across everything you do to ensure you stay at the forefront of the ever changing world of performance marketing
  • Optimization of media mix to ensure we remain at the forefront of all acquisition opportunities
  • Management of our digital agency, continuously challenging them to deliver best in class acquisition strategies
  • Partner with our retention marketing team driving loyalty amongst new recruits held against strict repeat rate targets
  • Collaborate with all trading channels (wholesale, digital, retail & marketplace) to deliver excellent customer journeys focused on driving conversion
  • Collaborate closely with the digital & dev teams to implement advanced analytics & tracking capabilities across all digital properties.
  • Guide & challenge product development teams on what is required to achieve acquisition goals producing insightful analysis to support future buying decisions
  • Continuously monitor LTVs, dependant on recruitment product and channel to fine tune how we acquire our customers as categories & assortment grows within the brand
  • Partner with marketing on campaign briefs throughout the year to drive integrated results and collaborate closely with the site, creative, product, marketing, and data analytics teams to build execute campaigns effectively
  • Keep data at the center of everything focusing on how to better capture and produce information so that the organization can consume and utilize and support our profitable growth ambitions
  • Oversee and drive the evaluation, implementation, and management of marketing technology systems (e.g., incrementality, attribution, analytics).
  • Lead and mentor a high performing team to achieve strategic goals and objectives
  • With our eComm team, scale organic search engine (SEO) and website optimizations as a major driver of Tia new member growth
  • Analyze and manage performance benchmarks at a market-level to recommend updates to channel mix, audiences, and creatives
  • Define and track KPI goals for paid acquisition performance channels and work with internal and external agency teams to execute strategy and ensure delivery of those KPIs
  • Work with our Paid Media AOR to scale and optimize investment, focusing on acquiring new customers while achieving efficiency (LTV/CAC and ROAS) goals.
  • Work with our Paid Media AOR and Analytics lead to develop paid media KPI reporting and forecasted spend and ROI
  • Work alongside our CRM lead to drive both ACQ and encourage repeat customer behavior increasing LTV.
  • Own Paid Media briefing process and track content development with the creative team to optimize ad performance
  • Identify and secure necessary outside services as required to drive results or solve strategic questions/ initiatives to accelerate acquisition and retention targets.
  • Evaluate and clearly communicate performance to leadership and stakeholders, as well as maintain a real-time reporting dashboard, on conversion performance, attribution, improvement opportunities, and growth strategies


QUALIFICATIONS

  • Experience owning growth strategy - including creative and landing page strategy. Growth marketing experience not limited to media buying.
  • 7+ years of experience leading paid digital media and/or growth/performance marketing 5 yrs at a DTC brand
  • Ability to manage both current performance goals and strategizing long-term plans to drive brand awareness as we execute best-in-class marketing campaigns to fuel the business growth
  • Advanced understanding of direct response metrics and ability to measure program/campaign ROI across Meta, Google Ads, TikTok and other platforms specific to customer acquisition.
  • Deep understanding and proven track record of managing acquisition campaigns, strategies, and benchmarks.
  • Strategic thinker with the ability to develop long-term plans and execute them effectively but also able to lean in and be executional when required
  • Highly collaborative and able to build cross functional partnerships with data, creative, brand and DTC teams.
  • Experience managing an annual performance marketing budget
  • Proven track record of driving scale and revenue at e-commerce companies.


Cécred is an Equal Opportunity Employer and provides reasonable accommodation to employees in accordance with applicable laws.

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