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:

1. 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.

• Automated Flow Deployment: Define, build, and fully launch essential automated email/SMS flows, including Welcome, Abandoned Cart/Browse, and Post-Purchase sequences.
• 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 complex data into simple, actionable insights that drive the business forward.

• Dashboard Establishment: Build and maintain standardized weekly/monthly performance dashboards to track progress against all core business metrics, clearly separating DTC and Retail performance.
• Deep-Dive Velocity Analysis: Conduct detailed analysis of units/store/week data, cross-referencing this metric with geo-targeted campaign data to provide precise optimization strategies for retail partners.
• Performance Reporting: Deliver a structured 3-month performance report summarizing insights by channel and retailer, complete with a clear set of recommendations for the next phase of growth.
• Benchmark Definition: Define and track "Evergreen DTC Campaign Performance Benchmarks" and channel-specific efficiency targets to ensure all marketing activities are running at optimal levels.

7. Cross-Functional Alignment

You will act as the key marketing liaison, ensuring all teams are operating with the same data and toward the same strategic objectives.

• Retail Calendar Integration: Proactively coordinate all marketing campaign launches with the official retail marketing calendars and internal sales goals to ensure seamless execution and eliminate channel conflict.
• Sales Team Sync: Establish a weekly or bi-weekly sync with the sales and product teams to share growth insights, discuss inventory needs, and align on seasonal campaigns.
• Marketing Documentation: Serve as the owner of the shared internal marketing wiki/playbook, ensuring that all growth playbooks, performance benchmarks, and calendars are centralized, up-to-date, and accessible to leadership.

Required Experience & Qualifications

• Experience: 3+ years of hands-on experience in a Growth Marketing, Performance Marketing, or Acquisition role, specifically within DTC E-commerce or CPG brands.
• Channel Expertise: Proven success in managing and scaling paid channels (Meta Ads, Google Ads, TikTok/Pinterest Ads) and expertise in email/SMS marketing strategy and automation.
• Data Proficiency: Highly analytical and data-driven, comfortable building and interpreting dashboards, defining attribution models, and using tools like Google Analytics 4 (GA4), Shopify, and CRM/BI systems.
• Fractional Mindset: Demonstrated ability to drive strategic outcomes and manage multiple projects efficiently within a defined 20-25 hours per week engagement.
• Market Knowledge: Deep understanding of the consumer and retail landscape, especially in the US and/or Canada.
• Soft Skills: High level of autonomy, results-oriented, strong communication skills to convey complex ideas clearly to stakeholders.

Petra Brands is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.