Head of Customer Acquisition Strategy

2 weeks ago

Tempe, Arizona, United States My Little Mascara Club Full time
Are you a results-driven professional with a strategic mindset?

Do you possess a hands-on approach to various marketing disciplines?

Have you successfully motivated new customers to engage and convert?

If you resonate with these qualities, My Little Mascara Club is in search of a seasoned Head of Customer Acquisition Strategy. This position encompasses elements of marketing, sales, leadership, and collaboration. As a pivotal member of the leadership team, your insights into customer engagement, acquisition, and conversion will be invaluable in aligning business objectives and ensuring they are effectively communicated and executed.

KEY RESPONSIBILITIES

Prepare to:
  • Direct the strategy, forecasting, and implementation of new customer acquisition across both digital and traditional marketing avenues.
  • Craft innovative acquisition marketing strategies and funnels tailored to our expanding product lines.
  • Oversee, drive, and analyze key performance indicators related to Customer Acquisition Cost (CAC), channel/campaign Lifetime Value (LTV), and overall channel expansion.
  • Enhance new customer acquisition channels through paid digital (FB/IG/Snapchat/TikTok, PPC, affiliate, Pinterest, app partners, display), traditional (TV-linear & streaming, direct mail, out-of-home, podcasts), and organic marketing methods (email, referrals, ambassadors, and SEO).
  • Formulate a strategic roadmap that employs a multi-channel approach, leveraging the company's unique strengths and value propositions.
  • Collaborate closely with the Customer Experience and Loyalty Manager, Performance Marketing Manager, and Brand Marketing Manager to consistently enhance channel and campaign LTV, driving revenue growth and surpassing demand targets.
  • Fill in gaps across performance, brand, and customer experience marketing as the team evolves, while guiding the selection and development of marketing team members.
  • Work with the team to establish a top-tier SEO strategy to generate and capture organic demand.
  • Set benchmarks for rapid A/B testing, experimentation, and iteration to continually enhance campaign effectiveness.
  • Develop performance measurement reports and media mix models to illustrate the impact of activities throughout the funnel.
  • Identify optimization opportunities within the customer journey and advocate for changes that facilitate growth channels.
  • Discover and implement new marketing technologies and vendors that will enhance reach and efficiency.
  • Build and nurture a talented Growth Marketing team dedicated to understanding and delighting our customers through exceptional marketing experiences.
  • Essentially, embody excellence daily while contributing to a positive team environment.
QUALIFICATIONS

If you believe you meet the criteria, we would appreciate your insights in your cover letter. We value diverse experiences and backgrounds. The ideal candidate will possess:
  • 10+ years of progressively responsible experience in digital marketing, growth, and revenue generation within direct-to-consumer sectors, particularly with private label subscription products.
  • 5+ years of marketing experience in the cosmetics or beauty industry, ideally with a blend of indie and large brand experience.
  • Expertise in developing and optimizing large-scale direct-to-consumer campaigns, with comprehensive knowledge of digital, traditional, and organic marketing channels.
  • Proficiency in establishing attribution methodologies and financial models based on CAC/LTV and payback periods.
  • A proven track record in conversion rate optimization, split testing, and enhancing conversion rates at every stage of the funnel.
  • Experience leveraging web analytics for marketing effectiveness, utilizing tools such as Google Analytics, Segment, Google Tag Manager, and others.
  • Strong communication skills, capable of engaging at all organizational levels.
  • Proven ability to collaborate cross-functionally, achieving success with retention, brand, creative, product, and other teams.
  • A blend of creativity and analytical thinking, with a strong inclination towards data-driven decision-making.

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