Vice President of Growth Marketing

3 weeks ago

Old Toronto, Canada Tbwa ChiatDay Inc Full time
Vice President of Growth Marketing

We are seeking a highly analytical and results-driven Vice President of Growth Marketing to drive the brand's accelerated growth. As a key member of our marketing team, you will be responsible for developing and leading a comprehensive growth marketing strategy across paid, organic, and digital channels to ensure the acquisition and retention of high-value customers.

Key Responsibilities:

  • Develop and execute a growth marketing plan to achieve revenue goals, including ownership of prospect and lead email marketing campaigns.
  • Develop acquisition and retention strategies across channels such as paid search, SEO, email, affiliate marketing, TV, podcasts, influencer marketing, and direct mail.

Customer Acquisition & Optimization:

  • Optimize customer acquisition channels and conversion strategies while aligning acquisition and retention plans with the P&L budget.
  • Forecast and manage CLV, CAC, ROAS, new/repeat customer revenue, customer growth, and engagement rates.
  • Collaborate with UX/UI, sales, and marketing teams to identify, test, and roll out improvements in messaging, pricing, and user experience.
  • Identify and foster partnerships with luxury brands aligned with our vision.
  • Partner with FP&A to forecast, track, and report on results, identifying opportunities for scale or improvement.
  • Work closely with stakeholders to ensure marketing initiatives are communicated, tracked, and optimized for success.

Data-Driven Campaign Management:

  • Lead a data-first approach by continuously analyzing marketing performance with advanced analytics tools like Google Analytics, HubSpot, and Google Tag Manager.
  • Ensure end-to-end campaign tracking processes are in place and provide data-driven insights to senior leadership.
  • Lead and mentor a team of performance marketing professionals, providing guidance and support to drive individual and team success.

SEO & Organic Growth:

  • Oversee SEO strategy and execution to ensure content is optimized and activated effectively.
  • Leverage data insights to inform SEO tactics and drive organic growth.
  • Manage and scale initiatives across digital and offline channels using strategies such as A/B testing, audience segmentation, and ad performance optimization.
  • Drive traffic and leverage partner co-op opportunities to expand reach and increase site traffic.
  • Distill complex aggregate and channel-level data into overarching performance narratives for business partners.

Candidate Profile:

We are looking for a highly analytical and results-driven growth marketer with a deep understanding of digital marketing and customer acquisition strategies. This role requires significant expertise in paid media, performance marketing, and customer retention, with experience leading growth marketing initiatives in fast-growing DTC companies, service-based industries, or luxury brands. You should be an innovative, hands-on leader, comfortable working in a dynamic, fast-paced environment.

  • Strategic Acumen & Execution:
    Ability to develop comprehensive growth marketing strategies, particularly in paid search, and drive strong business outcomes using data-driven insights.
  • Technical Expertise:
    Strong understanding of marketing analytics, ad metrics, and optimization tools like Google Analytics, Tag Manager, and HubSpot.
    Experience managing large-scale media with a focus on performance improvement.
  • Leadership & Collaboration:
    Proven leadership in managing high-performing teams and collaborating with cross-functional stakeholders.
    Ability to inspire and influence direct reports and organizational teams.
  • Communication & Influence:
    Excellent written and verbal communication skills, capable of presenting complex strategies and performance updates to senior leadership with clarity and confidence.
  • Adaptability & Agility:
    Experience thriving in a fast-paced, evolving environment, with the ability to switch between high-level strategic thinking and hands-on execution.

Qualifications:

  • 15+ years of experience in digital, performance, and growth marketing with a focus on user acquisition and customer retention.
  • Adaptable leader with a collaborative and positive attitude, with a strong ability to build relationships across functions and levels within an organization.
  • Proven success managing a marketing budget of $20 million or more, with a strong track record of optimizing CAC and CLV.
  • Successfully scaled full-funnel media budgets across multiple platform channels, including paid social, Google (Search, PMax, YouTube), TV (linear and streaming), audio (radio, podcasts), forums (Reddit, Quora), direct mail, OOH, SEO, and affiliate.
  • Expertise in paid search, SEO, and cross-channel marketing, with experience administering large-scale accounts and leading comprehensive campaigns.
  • Experience with attribution and mixed media models.
  • Strong analytical skills with experience building dashboards to track ad performance and key marketing metrics.
  • Experience with CRM tools like HubSpot and managing audience segmentation strategies.
  • Experience in travel, luxury, or service industries is preferred.

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