Job Details
Qualifications
- Analysis skills
- Conversion optimization
- Google Ads
- Performance marketing
- Upselling
Benefits
- 401(k) matching
- AD&D insurance
- Dental insurance
- Health insurance
- Opportunities for advancement
Job Description
Description:
Who You Are:
An experienced, digital-first leader who thrives in a fast-paced environment and challenges the status quo. Thrives on driving sustainable, profitable growth by focusing on the full customer journey from awareness to loyalty. A strategic, innovative, problem-solving thinker who can flex between long-term planning and reactive, day-to-day optimizations. Experienced in leading a data-driven, test-and-learn approach across all channels and landing pages. Naturally curious and excited to try new things but does so with a plan of action. A thought leader and growth marketing expert that effectively communicates, collaborates and influences.
What You’ll Do:
Partner and collaborate with brands, marketing, and eCommerce teams on growth strategies that align with brand goals and identities
Own, devise and execute campaigns or initiatives that result in profitable customer growth and deeper engagement, retention, loyalty and LTV, including upsell and cross-sell activities.
Define a scalable strategy and repeatable playbook for customer acquisition/lead generation and retention/loyalty, balancing cost effectiveness with a consistent growth pipeline
Analyze gaps/opportunities in the customer journey and build and implement the needed strategy and tactics to acquire and retain those audiences
Use channel expertise & insights to drive strategy across all paid channels, including paid search, paid social, display, video, shopping, affiliates, OTT, audio/podcast, as well as organic channels such as email/CRM, SMS, SEO, CRO, referrals and partnerships
Develop an omnichannel strategy and push the boundaries to maximize impact, attain revenue goals, and drive efficient performance metrics without sacrificing brand or long-term growth
Manage monthly paid ad budget through bottoms-up forecasting & drive re-allocations/optimizations to deliver revenue and acquisition & retention goals
Build monthly, quarterly and annual media plans and adjust as needed to reach revenue goals, increase LTV, AOV, purchase frequency and decrease time between purchases
Create and implement on-going, robust experiments and testing plans for audiences, copy, creative, landing pages, etc that create seamless user journeys and drives continual improvements in conversions and other key metrics.
Present clear and concise performance recaps, recommendations and plans of action to showcase the team’s work to key stakeholders
Provide first-class client service support to the brands
Manage agency relationships to align with the brands’ and MIG’s objectives and goals; Work closely with them to foster the highest levels of thinking and collaboration
Collaborate with platform partners on joint business plans, identifying cross-brand optimizations, gathering industry trends/insights, and aligning on digital strategies
Manage the digital maturity roadmaps for each brand, overseeing the implementation, partnership and collaboration needed for progression
Serve as a company-wide subject matter expert for acquisition and retention channels; share learnings, best practices, plans, and strategies
Detailed Job Description:
Own the growth and optimization of acquisition and retention channels to meet key KPIs, working closely with channel managers and agencies
Partner across the organization in the discovery of customer pain points and incremental revenue opportunities to define the most impactful marketing actions to take within acquisition and retention
Effectively manage the budget across paid channels for maximum results
Perform in-depth data analysis to spot trends/shifts in the landscape and build actionable plans to improve performance and ROI
Provide creative solutions to optimize KPI metrics, including net sales LTV, LTV to CAC.
Relentlessly analyze and optimize paid ads through A/B testing new audience segments, targeting strategies, and creatives
Deep dive into data across all different sources including platforms, Google Analytics, CRMs, etc. to understand the current landscape and find areas of opportunity across brands
Build relationships of trust with brand and Marketing/Creative teams through regular meetings and consistent communication regarding campaign performance, insights, changes, and plans to improve.
Apply innovative and highly effective end-to-end digital strategies to drive audience expansion, campaign efficiencies and conversion optimization across paid channels.
Oversee tracking, attribution and reporting of channel performance to be as accurate as possible to make solid optimization decisions and media mix allocations for maximum ROI
Stay on top of industry trends, making recommendations and launching new channels and campaigns where appropriate
Discover innovative ways to reach and activate prospects, always testing new playbooks.
Nurture and re-engage qualified leads further down the funnel to conversion and loyalty, including cross-selling, up-selling and loyalty marketing.
Create and communicate channel marketing plans with clear KPIs, and present results to key stakeholders
Collaborate and align across Brands, Marketing, eCommerce, Sales, Ops, and Finance on budgeting, forecasting and performance reporting
Manage, develop and inspire the Growth Marketing team. Develop a best in class growth marketing team that is prepared to lead and support future growth.
Identify opportunities to improve customer experiences, retention, loyalty and CLV, including through loyalty or reward programs
Maintain digital and creative playbooks, sharing new learnings and best practices
Oversee Growth marketing and creative briefs, making sure requests are aligned with media and testing plans, campaign goals, and best practices
Requirements:
Key Qualifications:
At least 5-7 years’ experience in digital acquisition, performance marketing, growth marketing or demand generation, with a minimum of 3 years demonstrated success in acquisition and retention
Deep understanding of email, SMS, CRM marketing and automation
Proven analytical ability to digest data, build reports, and derive actionable, tactical and strategic insights
Experience implementing GTM tagging/tracking to accomplish overall brand goals
Familiarity with ad serving, tracking, and attribution technologies
Experience handling a large advertising budget and reporting on the effectiveness of spend
Exceptional attention to detail and excellent written and verbal communication skills; able to write engaging and compelling ad copy
High proficiency in evaluating marketing performance and strong sense for benchmarks across, CAC, LTV, etc.
Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.
Strong partnership and influencing skills; Relationship oriented with with an ability to work effectively across departments to drive results
Results-oriented, proactive and a highly responsive individual
Self-motivated and strategic thinker with a bias towards action and getting things done while also being a strong team player.
Passion for creating compelling and engaging creative and marketing content
Ability to thrive under pressure, and ability to prioritize, manage several projects at once and work in a fast-paced environment; Comfortable dealing with ambiguity and constant change in the digital industry
A scrappy team player who is ready to hustle and pitch in wherever necessary.
High proficiency in analytics, channel/media and customer data platforms, e.g. Google Analytics, Facebook Business Manager, Google Ads Manager, Google Tag Manager
Excellent leadership skills with experience managing and developing a team
Benefits:
401(k) with company match - $ for $ up to 4%
Vacation/Holiday Leave
Medical/Dental/Vision
Life and AD&D Insurance
Access to hundreds of discounted beauty products
Opportunities for growth and advancement
About BIG:
Beauty Industry Group (“BIG”) is a leading consumer beauty products company with an exciting and growing portfolio of beauty brands. The BIG portfolio consists of several recognized, highly reputable hair extension brands that span a variety of distribution channels.
Across more than 300 team members, BIG is a unique, empowering place to work for motivated professionals who hunger to see the impact their work is making. The management team is young and entrepreneurial and has fostered a powerful culture that celebrates excellence, transparency, diversity, and integrity.
The company headquarters are located in Salt Lake City, Utah, with additional offices in Florida, California, New Jersey, Arizona, Australia, Germany, Canada, and the UK.