The VP of Growth will be responsible for establishing and leading FFF’s growth function. The ideal candidate is well versed in the marketing model (building awareness and driving acquisition through various digital channels). However, s/he can extend this basic model to drive total revenue growth, including activation, retention, upsell, recovery and referrals by leading cross functional teams of product, technology, and data resources.
As the Growth Marketing Leader, you will be accountable for engagement, conversions, and retention of our customers. You’ll be a key contributor to the marketing strategy in partnership with executive leadership. You will envision and execute on a growth strategy and drive highly impactful programs to drive demand generation for our services and be accountable for the acquisition and growth of our customer base. Specifically:
- Develop and own the marketing plan to raise awareness, drive demand, increase conversions, grow usage and reduce churn across all our offerings.
- Design and implement marketing campaigns using paid, owned, and earned media channels, with a focus on experimentation methods to grow consumer activation, engagement, and retention – all in a data-driven and efficient manner.
- Lead paid media, influencer marketing, SEO/SEM and CRM functions. Lead cross functional team of product managers (for A/B testing), and data team
- Manage our mobile app download and usage metrics and propose tactics to drive higher engagement and retention across our surfaces.
- Be the primary driver of the mar-tech roadmap for the company
- Measure the impact of work by establishing the right KPIs, developing reports and communicating results with leadership and cross-functional stakeholders.
- Create co-marketing assets, content marketing, inbound marketing, self-service campaigns, marketing toolkits, and tools that our partners can use to market our services.
- Create written documentation to communicate experiments and their results with the rest of the team and company, including lessons, action items, and recommended optimizations.
Ideal candidate attributes
- Inspire confidence and be influential with a diverse group of stakeholders to create strong buy-in with technical, creative, and operational groups.
- Self-motivated; willing to be proactive and take initiative on open-ended projects with little oversight.
- Marketing visionary; with experience launching & scaling consumer apps, products, or services for a range of consumer brands.
- Creative and ideas-oriented and have a strong record of consumer-centered campaigns that propel usage, adoption, and market momentum.
- Motivating and challenging teams and individuals at all levels of an organization, both directly and cross-functionally.
We believe the successful candidate has these qualifications and experience:
- 10+ years’ experience in marketing or growth with a focus on consumer marketing, performance marketing
- 5+ years of management experience, leading a teams of marketers
- Experience in growth marketing / lifecycle marketing.
- Technical knowledge and marketing automation technology experience.
- App marketing, eCommerce, CPG, Retail, or Marketplace experience is a plus.
- Passion for and experience in lifestyle brands is a plus
- Master’s degree in a related field is a plus