Head of Growth Marketing
hace 27 días
New York
Job Description SoHo West / Hudson Square, New York City | Full-time | In-office We’re building the most loved hydration brand in the world. Be LOVE™ is building the future of hydration. Founded by Kurt Seidensticker (Founder of Vital Proteins, early investor in Ghost Energy and Koia) and Leslie Scofield (Toms, Aviator Nation, Summit Series), Be LOVE™ isn’t just another beverage brand—it’s a cultural movement for wellness, connection, and performance. Our balanced electrolyte drinks are made for everyone, every day, designed to help people feel their best. Our NYC office is the engine driving the brand forward. We’re building a team of A-players across marketing, growth, and technology—and we’re looking for a Head of Growth leader. The Head of Growth will be responsible for defining and executing the end-to-end growth strategy for Be LOVE™. You will not just manage a budget; you will be required to be hands-on in developing content, testing hooks, and establishing the systems that enable exponential scale. This role is highly cross-functional, sitting at the intersection of Content, Data, and Performance Marketing. Who You Are You design growth like an operating system. You build teams, scoreboards, and loops that compound. You balance ROAS and brand, speed and rigor, ambition and guardrails. You see the whole chessboard—Amazon to DTC to TikTok Shop to retail—and you move the right pieces at the right time. You eat TACoS for breakfast. Build Responsibilities • Develop and execute Amazon strategies, including PPC (AMS), Display (DSP), SEO, content optimization (A+ Content, Brand Story), inventory forecasting, FBA management, and ratings/reviews to drive top-of-funnel awareness and bottom-funnel conversions, • Set the growth cadence and keep one-truth dashboards current, • Build and scale a TikTok Shop affiliate program inspired by high-performing models: implement tiered commissions (e.g., scaling from entry-level to performance-based rewards), customer discounts for impulse buys, and a creator community via Discord for collaboration, onboarding, and motivation, • Accelerate content flywheel: Maintain daily posting consistency, curate hooks (e.g., underdog stories, celebrity endorsements), A/B test value props, and provide viral-ready assets for creators to remix—focusing on authentic, raw content to boost engagement and virility., • Maintain a hands-on platform presence (especially on TOF platforms like TikTok) to ensure the team is always aligned with native cultural and technical best practices., • Recruit and coach creators/affiliates: Design orientations (e.g., Notion-based videos), vet for brand alignment, and foster a tiered system with incentives like prizes, exclusive access, and custom bonuses to reward high-GMV performers, • Design and scale an in-house Creator/Affiliate Program from the ground up, prioritizing this "Creator Engine" model over reliance on external agencies., • Partner with sales, marketing, and supply chain teams on inventory management, 3PL setups (e.g., for FBM/Seller Fulfilled), and international expansion to ensure seamless D2C and marketplace operations., • Drive user acquisition through a "Speed & quantity beat polish" approach to content and perform relentless A/B Testing on all creative, landing pages, and messaging., • Manage core performance channels, including Social Media Advertising, Google PMAX, and Amazon Marketing Services (AMS), ensuring high efficiency in capturing demand and retargeting., • Define and track micrometrics (e.g., 3-second hold rate, watch time %, CTR) to provide granular, data-driven feedback to the creator team., • Manage and optimize key growth tools such as Shopify Plus (eCommerce platform) and Klaviyo (email/SMS marketing) to maximize conversion and Customer Retention., • Develop a tiered community and incentive system that leverages culture, status, and non-monetary rewards to motivate high-performing creators toward GMV goals. Data & Intelligence Leadership • Architect the Data Product: Directly oversee the AI/Data Ops Engineering team to build and govern reliable, real-time pipelines from all growth sources (Shopify, Amazon SP-API, Klaviyo, TikTok/Meta Ads) into our single source of truth (Looker/Mode), guaranteeing data freshness and accuracy for the entire organization., • Command Predictive Modeling: Direct the Growth Data Scientist to design, implement, and maintain advanced analytical models, including LTV curves, churn predictions, channel response curves, and incrementality tests (Geo Holdouts), ensuring these outputs directly inform the "next-best-dollar" budget allocation strategy., • Mandate AI-Driven Automation: Lead the strategic deployment of LLMs (e.g., GPT, Claude) and machine learning workflows to automate operational leverage, such as content tagging, review sentiment clustering, competitor analysis, and high-velocity ad copy iteration., • Govern the Testing Agenda: Own the overall test slate, prioritizing hypotheses from the team to maximize marginal return on media and on-site changes, and ensuring every test adheres to rigorous Experimentation Discipline (KPIs, lift thresholds, and clear start/stop/scale rules). Management Responsibilities • Lead omnichannel growth across Amazon, TikTok Shop, DTC (Shopify), and emerging marketplaces optimizing for ROAS, GMV, and LTV., • Design and Lead the Growth org, define roles and ladders across Ads, Amazon, DTC, Data/AI, and Performance, • Publish the quarterly plan with targets, budget mix, response-curve guardrails, and clear stage gates by channel, • Set allocation guardrails, approve in-quarter rebalances to highest marginal return, and document tradeoffs in plain English, • Own forecast governance with weekly rollups by channel with risks, upsides, and inventory constraints, tied to cash goals, • Standardize measurement by unifying last-click, halo, and incrementality into one read with confidence notes and caveats, • Set the testing agenda and prioritize hypotheses, define KPIs and lift thresholds, and enforce start/stop/scale rules, • Align Amazon, DTC, and TikTok Shop on price integrity, offers, bundles, and promo eligibility against stock, • Partner with Sales/Retail on velocity goals, creator-to-retail amplification, and sell-in stories backed by performance reads, • Ship executive-ready dashboards—MER/CAC/LTV, TACoS/ROAS, rank/CVR, retention cohorts—and empower teams with self-serve tools, • Coach leaders with clear scoreboards, constructive reviews, hiring loops, and onboarding that gets ramp in weeks, not months, • Brief the exec team with concise variance-and-actions, next-best-dollar calls, and scenario plans if X or Y moves, • Protect pace and compliance, enforce claims guardrails and platform policies, maintain rights/usage logs, keep audit-ready records You’ll Thrive If You… • Love turning scattered wins into a machine that compounds, • Can defend a budget shift in three bullets and a chart, • Default to lift over lore and prove it cleanly, • Keep the plan tight, the pace high, and the culture kind, • See around corners and flag risks before they cost us margin Tech Stack You Might Touch • Amazon Seller or Vendor Central and Ads, • TikTok Shop and Ads Manager, • Shopify, GA4, Looker or Mode, Search Console, • Helium10, DataDive, UTM and feed tools, • Google Sheets, Notion, Slack, Frame.io What Really Matters • Documented channel growth with ROAS, LTV, and contribution margin gains, • Plans and forecasts that matched reality and guided better allocations, • Programs that scaled from creator spark to retail velocity, • Dashboards and one-pagers leaders actually used to decide faster, • Teams you hired and coached that now ship at a higher bar Requirements Helpful Degrees: BS/MS in Data Science, Statistics, Mathematics, Economic, or Computer Science Alternatively Physics, Engineering, or Quantitative Finance • 8+ years of experience in Growth or Digital Marketing, with 2+ years specifically at the Director level for a DTC brand., • Proven expertise in building and scaling a TikTok-centric marketing strategy and managing a creator/affiliate network., • Experimentation Discipline with hypotheses, KPIs, lift thresholds, and start-stop-scale rules, • Creator-Economy Fluency to translate culture signals into performance programs that compound, • Financial Acumen on CAC, LTV, payback, contribution margin, and cash-aware planning, • Strong analytical skills with an obsession for A/B Testing and interpreting granular, non-standard growth data., • Expertise in setting up and managing a modern marketing tech stack, specifically Klaviyo, Shopify, and Google Analytics., • Proven Ownership of Amazon, DTC, and Social Commerce under one scoreboard, • Track Record reallocating budgets by marginal return and improving MER and profit, • Forecast Governance with models that hold up against actuals and inventory constraints, • Measurement Literacy across last-click, halo, and incrementality with clear judgment on trust, • Experience in Strategic Content Development and orchestrating content-first partnerships that yield immediate, repurposeable assets., • Executive Communication that turns complex reads into three bullets and a chart, • Team Builder who hires well, coaches leaders and ICs, and raises the bar fast, • Operator Mindset with tight cadences, one-truth dashboards, and crisp variance-and-actions, • High proficiency in managing paid performance channels across Meta (Instagram/Facebook), Google (PMAX), and AMS., • Demonstrated ability to maintain ruthless focus by selecting and saturating key market segments., • Retail Partnership Savvy linking creator demand to velocity, price integrity, and promo health Comprehensive medical, dental, vision, FSA/HSA, commuter benefits; 401(k) with dollar-for-dollar match; life & disability; monthly wellness and connectivity stipends. This is an in-office role in SoHo West / Hudson Square, NYC—five days a week. We move fast together.
