Responsibilities
- Lead and develop a high-performing team dedicated to customer acquisition, creative direction, analytics, forecasting, and conversion improvement.
- Collaborate with Brand, Customer Experience, Product, Operations, and Finance teams to ensure company-wide strategic alignment.
- Establish a structured growth operating rhythm including weekly sprints, idea generation, creative development cycles, and data analysis reviews.
- Communicate growth strategies, progress, and outcomes to senior executives and the board of directors.
- Manage overall performance strategy, daily budget pacing, and distribution of spend across marketing channels.
- Demonstrate hands-on expertise across major advertising platforms including Meta, Google, AppLovin, CTV, linear TV, podcasts, and influencer partnerships.
- Drive efficient scaling of marketing spend while meeting customer acquisition cost and marketing efficiency ratio targets.
- Oversee an annual paid media budget exceeding $60 million.
- Design and execute a testing roadmap covering creative assets, audience segments, landing pages, and promotional offers.
- Develop and maintain a portfolio of consistently high-performing, evergreen advertising creatives.
- Lead creative strategy development for both paid and organic growth initiatives.
- Work closely with Brand and Content Studio teams to produce hundreds of new creative variations weekly.
- Analyze and identify performance trends related to ad fatigue, hooks, scripts, pacing, and storytelling effectiveness.
- Coach creators and video editors on performance drivers and optimization opportunities in content.
- Build and refine CAC/LTV models, financial scenario planning, and revenue projections.
- Manage integration and alignment between Northbeam and platform-specific attribution methodologies.
- Translate performance insights into actionable weekly testing plans and media investment decisions.
- Create comprehensive dashboards that measure both direct-to-consumer and retail channel impact.
- Supervise testing of landing pages, conversion funnel improvements, and product merchandising approaches.
- Collaborate with Brand and Web teams to redesign and enhance product detail pages and address user friction points.
