Growth Marketer

**Company**: Petra Brands
**Job Title**: Growth Marketer (Fractional)
**Location**: Remote (USA & Canada)
**Working Hours**: 20-25 hours a week

**About Us**:
Petra Brands is a dynamic and innovative company that encompasses a diverse range of brands. We specialize in creating unique and compelling consumer packaged goods (CPG) in the beauty, personal care, pet care, party events and lifestyle sectors. Our mission is to deliver exceptional products that evoke emotion, memories, and a sense of place through captivating brand identities and packaging.

**About This Role**:
We are seeking an experienced, data-driven Fractional Growth Marketer to accelerate the customer acquisition, retention, and omnichannel performance of our CPG/DTC brands, Fomin and House of Party. Contractor will align campaigns with retail marketing calendars, coordinate with internal teams, and produce measurable campaign dashboards aligned to Company goals.

**Main Responsibilities**:
As our Growth Marketer, you will operate as a strategic leader and executor for both brands, with a primary focus on measurable results:

- Omnichannel Strategy:
The core objective is to design and execute a cohesive strategy that treats our retail and direct-to-consumer (DTC) channels as mutually reinforcing growth engines.
- Unified Customer Journey: Design a comprehensive customer journey map that seamlessly bridges digital discovery (DTC and paid media) with the final point of purchase, whether online or in a physical retail store.
- Retail Velocity Drivers: Identify and prioritize specific digital marketing levers that demonstrably influence in-store purchase intent and increase retail sales velocity (units/store/week).
- DTC Incremental Growth: Develop and lead DTC-specific strategies aimed at achieving incremental sales and acquiring new, high-LTV customers efficiently.
- Market Opportunity Sizing: Conduct analysis to size new audience segments, geographical regions (US/Canada), or emerging digital channels for immediate testing and potential market expansion.

2. Digital Performance

You will be responsible for the hands-on management, optimization, and scaling of all performance marketing efforts with a strict focus on efficiency metrics.
- Paid Media Management: Take ownership of all paid media campaigns (Meta, Google, TikTok, Pinterest, etc.), meticulously managing daily budgets and ensuring performance adheres to target CAC and ROAS goals.
- Audience Segmentation: Conduct deep-dive analysis and continuous refinement of audience segmentation to target high-value cohorts and exclude non-performing demographics.
- Budget & Allocation: Oversee the paid media budget, dynamically shifting spend between brands and channels based on real-time performance data and marginal ROI to maximize overall return.
- Creative Testing Roadmaps: Work with the internal creative team or contractors to run structured testing on creative formats, calls-to-action (CTAs), and messaging for improved channel-specific efficiency.

3. Experimentation & Optimization

A rigorous, data-driven approach to testing is essential. You will formalize the growth process and maintain a culture of rapid iteration.
- Conversion Rate Optimization (CRO): Design, set up, and execute A/B and multivariate tests on DTC landing pages, product pages, and checkout flows to maximize site-wide conversion rates.
- Documentation & Learnings: Document results, and key takeaways in the internal marketing playbook to create a searchable, scalable knowledge base.

4. Lifecycle Marketing

Focus on turning one-time buyers into loyal, high-Lifetime Value (LTV) customers through personalized and automated communication.
- Customer Retention Strategy: Develop a robust customer segmentation model to deliver personalized messaging and offers that drive repeat purchases and increase purchase frequency.
- Loyalty & Referral Programs: Research and recommend a viable customer loyalty or referral program strategy to organically incentivize word-of-mouth growth and brand advocacy.
- Lapsed Customer Win-Back: Design and deploy re-engagement campaigns targeting lapsed customers to recapture lost revenue and reduce customer churn.

5. Retail/Creator Programs

The primary goal is to use digital influence to directly impact sales at physical retailer locations.
- Retail Support Tool Pilot: Plan and execute a Retail Support Tool Pilot (e.g., Shopkick, MikMak, or similar platform) with a key retailer to effectively measure the impact of digital media on in-store sales lift.
- Geo-Targeted UGC Program: Conceptualize and launch a retail + creator amplification program to generate User-Generated Content (UGC) that is geo-targeted to specific retail doors, driving immediate store visits and product pickup.
- Promotional Monitoring: Monitor digital campaigns supporting retail promotions and provide rapid feedback to optimize messaging for in-store signage and displays.

6. Reporting & Analysis

You are responsible for translating