About the Company
Our client is a fast-growing, better-for-you food brand with a full fleet of products sold direct-to-consumer, on marketplaces, and through retail. The company is investing in a dedicated growth function to drive profitable customer acquisition at scale, and is looking for a hands-on leader to build and run it.
Role Overview
The Head of Growth owns every line of online growth across the company's entire product fleet. Leading the paid media and performance creative teams, this person is responsible for profitable customer acquisition at scale, combining sharp advertising execution, rigorous measurement, and relentless experimentation across channels, offers, and sales motions. They report directly to the Chief Marketing Officer and operate as a cross-functional partner across marketing, product, design, and engineering.
This is a role for someone who is relentlessly curious and always in the loop, constantly seeking out new ideas in consumer CPG and moving quickly to test, refine, and hyper-optimize what works.
Areas of Responsibility
- Own and scale paid media across the full online product fleet, holding a high bar for advertising craft and platform execution.
- Own and grow TikTok as a demand generation channel, building it into a scaled, profitable source of growth.
- Direct the performance creative team to produce, test, and iterate on ad creative at volume.
- Test and validate new media channels and audiences, standing up promising channels into reliable, scaled programs.
- Build and own growth reporting across the fleet, delivering clear, trusted dashboards and regular readouts for leadership.
- Measure the true contribution of each channel and campaign, managing to profit rather than surface-level metrics.
- Design and run incrementality testing to understand the real, incremental impact of spend.
- Maintain a working command of retention and how it interacts with acquisition economics and lifetime value.
- Run a continuous testing program across media channels, sales channels, offers, and creative.
- Experiment with new sales channels and go-to-market motions to open additional lines of growth.
- Evaluate and pilot emerging channels, including future linear and connected TV (CTV) advertising, and build the capability to optimize commercial rates.
- Treat offer design as a core growth lever, crafting, structuring, and pricing offers that drive conversion and margin.
- Build a repeatable, routine cadence of offer experimentation with clear tests and readouts.
- Partner closely with the Development team to build the tracking, tooling, and infrastructure growth depends on.
- Partner closely with the Design team to elevate creative quality and turn insights into better assets.
- Collaborate cross-functionally with the VP of Marketing and Head of Marketplaces to align growth with broader marketing and marketplace strategy.
What You Bring
- Proven track record leading paid media and performance marketing at scale, with strong advertising instincts.
- Deep fluency in measurement: attribution, contribution analysis, incrementality testing, and profit-based decision making.
- Experience managing and developing paid media and creative teams.
- Comfort partnering with engineering and design to ship growth infrastructure and creative.
- A test-and-learn operator who is equally strong on strategy, offers, and hands-on execution.
- Working knowledge of retention and lifecycle economics; exposure to CTV or linear advertising a plus.
- Insatiably curious and plugged in, staying current on consumer CPG trends and channels like TikTok, and moving fast to test and hyper-optimize new ideas.
What Success Looks Like
- Profitable, scalable online growth across the full product fleet.
- Trusted reporting and a shared, accurate view of channel contribution and incrementality.
- A steady pipeline of validated new channels, sales motions, and winning offers.