VP of Growth and Performance Marketing
hace 1 día
Denver
Who We Are Woof is building the next great American pet brand - bringing new life to the industry through elegant, intuitive product design. Proudly recognized among America’s fastest growing CPG companies (#3 on the Inc 5000), Woof is reinventing stagnant sectors to solve real problems for pets and their people. This is evidenced by our four award-winning product ecosystems - The Pupsicle, Bite n’ Brush, HonestChew, and BullySafe - all revolutionizing dog care by providing wellness solutions in a fun and engaging way. Today, we are experiencing extremely rapid growth, and as such we’re seeking experienced people to take the company to the next level. If you’re passionate about meaningful work, have a bias towards action, and love dogs as much as we do we’d love to have you on our team. The Opportunity We are seeking an experienced leader with a track record of scaling efficient acquisition and managing high performing teams to join Woof as our VP of Growth & Performance Marketing. As our growth marketing leader, you will be the architect of our customer acquisition engine and the guardian of our marketing efficiency. You will be responsible for strategy and execution driving towards industry-best growth and efficiency. This includes overseeing paid media spend across all channels and strategically optimizing the entire customer journey. Optimizing paid media is key not only to DTC growth, but also to our entire omnichannel business strategy. This role requires a rare blend of analytical rigor, creative intuition, and a forward-thinking approach to AI-integrated workflows. The ideal candidate knows how to scale paid and organic growth channels, improve customer economics, identify new opportunities for expansion, and partner closely with brand, product, and creative teams to drive sustainable growth. What You’ll Own You will own our growth engine and the team driving it. This team is a core component to the continued performance of the business across ALL channels. The core channels you will manage include Meta, Google, YouTube, and Connected TV (via MNTN). As the architect of our digital engine, you will also oversee the strategy and budget allocation for Marketplace advertising (Amazon, Chewy, etc.), ensuring a unified approach to our total digital spend. Furthermore, you will be responsible for exploring whitespace opportunities, including Podcast/Audio advertising, emerging platforms like TikTok and Pinterest, and untapped growth levers beyond the standard ads playbook. Omnichannel Media Ownership: • Oversee a full-stack budget across core channels (Meta, Google) and marketplaces (Amazon, Chewy), as well as emerging platforms (CTV, YouTube, Audio). You will be the primary architect of our capital allocation, ensuring every dollar is optimized to drive both immediate DTC revenue and the broader digital "halo" across our entire ecosystem, • Develop and execute a comprehensive growth plan focused on identifying levers and driving scale and efficiency, • Chart the customer journey in order to identify opportunities for increased leverage and performance, • Evolve investment strategy to balance demand generation with demand capture, prioritizing medium/long-term growth over immediate channel-specific ROAS, • Partner closely with brand, product, and design teams to optimize the full acquisition funnel — from ad creative to landing page experience through to purchase and post purchase journeys, • Own, execute & report on strategic tests to improve overall performance., • Identify new opportunities for performance marketing expansion, including untapped platforms, advertising strategies, and “green pasture” growth territories Measurement & Analytics • Architect an omnichannel measurement system to define the efficiency and incrementality of our media spend across ALL sales channels (online, marketplaces, retail sales), • Develop a consistent reporting structure to ensure data is readily available and communicated consistently and accurately to relevant stakeholders., • Own, track, & report the core KPIs that will dictate decision-making over our future marketing investment and growth roadmap, • Utilize measurement & reporting system to drive decision making, specifically in critical budget allocation investment decisions across the portfolio, • Translate performance data into insights to inform broader business strategy, including marketing strategy, product strategy, and creative strategy, • Elevate brand and organic health tracking (e.g., organic search, Amazon demand signals) to measure the interplay between paid and organic growth. Creative Storytelling • Lead an insight-driven creative strategy, ensuring every asset is anchored in a clear customer truth, product benefit, or cultural tension that further engages our audience, • Oversee the development of creative that is distinct, memorable, and thumb-stopping, regardless of funnel stage, from awareness storytelling to conversion-driven offers., • Build a high-velocity creative testing system that iterates quickly on hooks, narratives, and formats, with AI as a force multiplier., • Understand ad performance and its impact on the business to ensure the creative not only drives clicks and conversions but also builds lasting equity in the brand., • Guide resource needs for creative development, when to invest in new creative, how to build your creative stack, and in-house vs. agency vs. AI, • Ensure fast-paced creative output. Eliminate obstacles for nimble, efficient, and strategic creative output AI-Driven Growth • Leverage AI into existing workflows: creative development, media buying, testing roadmaps, channel optimizations, and predictive modeling, • Use AI to scale creative iteration, automate campaign optimization recommendations, and accelerate decision-making across channels What You’ll Bring to the Table • Experience:, • 10+ years of experience in e-commerce growth roles with a primary focus on managing paid media in high growth DTC and omnichannel environments, • Multi-Channel Mastery: Deep expertise across the full marketing stack, including Paid Social (Meta, TikTok), Search (SEM/SEO), Affiliate, Influencer/Creator programs, and Offline channels (TV/Radio/OOH)., • Category Expertise: Previous experience in a fast-paced consumer environment (e.g., High-growth D2C, E-commerce) where rapid pivot and high-velocity execution are the norms., • Technical Skills:, • Data Fluency: Mastery of modern data stacks and attribution methodologies (MMM, MTA, and incrementality testing). You should be comfortable working with SQL, Tableau, Looker or similar to pull insights without constant reliance on a data team., • MarTech Stack Architecture: Experience selecting and implementing growth technology, including CDPs (Segment, Klaviyo), attribution tools, and AI-driven optimization platforms., • Product-Led Growth: A strong understanding of how to influence product roadmaps to improve the "growth loops" within the user experience, rather than just driving top-of-funnel traffic., • Leadership Skills:, • Strategic Storytelling: The ability to translate complex data sets into a clear narrative for executive consumption, • Hiring & Mentorship: A proven ability to recruit "A-player" talent and build a culture of high accountability and continuous learning, • Creative Intuition: While data-driven, you must possess a strong "creative gut" to identify high-potential brand narratives and creative concepts that will resonate with the target audience Bonus points if you ….. • Have worked in the pet industry, • Are a dog parent What We Offer • Hybrid work environment (2-3 days in office in Denver), • Relocation Support offered for the right candidate, • Flexible PTO Policy, • Comprehensive benefits package, • Employer sponsored 401K, • Annual compensation range: $175,000-$200,000, • Additional performance based incentives Equal Employment Opportunity Woof is proud to be an Equal Opportunity Employer. We are committed to fostering an inclusive, respectful, and productive work environment. Employment decisions at Woof are based on merit, qualifications, performance, and business needs without regard to race, color, religion, ancestry, sex, citizenship, national origin, marital, military and veteran status, age, disability, medical condition, genetic information, gender identity, gender expression, sexual orientation, family status, pregnancy, or any other characteristic protected by federal, state, or local law. Our commitment to equal opportunity applies to all aspects of employment.
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