Vice President, Growth

2 weeks ago

Remote, Canada Knix Full time

Knix is a direct to consumer intimate apparel brand that is re-inventing intimates for real life. Through our innovative products and our engaged community, we are empowering people everywhere to be unapologetically free. Launched in 2013, we are one of the fastest growing companies in Canada and globally recognized as an innovator within the apparel space.

We’re looking for a **VP of Growth (Acquisition + Retention)** to lead our omni-channel retention and acquisition efforts for Knix and KT by Knix. This role is responsible for paid and permission-based marketing and is focused on maximizing reach, awareness, and engagement while maintaining an efficient CAC:LTV ratio. The VP of Growth will lead a talented group of marketers to achieve profitable scale, working towards doubling revenue over the next three years.

**The Opportunity**:

- Lead a marketing channel diversification strategy to improve reach, awareness, engagement and traffic, ultimately leading to high-value customer acquisition and sustained engagement across retail and online channels
- Align customer acquisition and retention plans to the P&L budget through forecasting and management of LTV, CAC, ROAS, new/repeat customer revenue, customer growth and sustained engagement rate
- Partner with FP&A to forecast, track and report on results, identifying opportunities for scale and/or improvement
- Lead and develop a team of performance marketing and lifecycle experts, driving a culture of continual analysis, testing, experimentation, optimization and accountability
- Work with Analytics on segmentation strategies and optimal categories/products through which to acquire new customers to optimize CAC:LTV
- Distill complex aggregate and channel-level data into overarching performance narratives to communicate business performance to business partners
- Refine attribution strategies, employing a mix of MMM, MTA and incrementality measurement to drive efficient growth
- Accelerate lifecycle personalization through the loyalty program and advanced segmentation to improve LTV
- Partner with Brand on awareness strategies to increase reach, awareness and market share through paid advertising
- Partner with Merchandising, Merch Planning and Brand to inform the product roadmap, investment and GTM plans

**Qualifications**:

- 15+ years experience in paid marketing and customer acquisition, ideally with omni-channel apparel brands with a strong online presence
- Direct experience managing multi-million dollar marketing budgets
- Experience with customer journey mapping and advanced segmentation strategies
- Successfully scaled full funnel media budgets across a number of platform channels including paid social, Google (Search, PMax, YouTube), TV (linear, streaming), audio (radio, podcasts, radio), forums (Reddit, Quora), direct mail, OOH, SEO and affiliate
- Experience with marcom and reporting technology such as Segment, Klaviyo, Attentive, GA4, Amplitude, Rockerbox, Measured and Looker
- Experience with attribution and mixed media models
- An adaptable leader with a collaborative and positive attitude, with a keen ability to build relationships across functions and at all levels of an organization
- Excellent analytical, critical thinking, and problem-solving skills with a test-and-learn mindset
- Agile decision-making and ability to formulate a strong POV and adjust plans strategically in a changing environment

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