To drive growth, we seek a commercially focused, results-driven Marketing Director with deep expertise in digital marketing, eCommerce, and performance-driven marketing strategies. This role is central to our revenue growth, with a primary focus on Online sales, customer acquisition, retention, and maximizing ROI. The ideal candidate will have a strong background in CPG, eCommerce, digital performance marketing, and a proven track record of scaling DTC and marketplace businesses through data-driven decision-making. This role will report directly to the CEO, based in New Zealand.
ACCOUNTABILITIES
Drive Revenue Growth Through Online and Digital Marketing
- Supports our E-Commerce Director to build & execute the DTC, Amazon, Walmart, and Chewy growth strategy, ensuring strong conversion rates and customer retention.
- Lead performance marketing efforts across Google Ads, Meta, TikTok, and emerging platforms, optimizing CAC and LTV.
- Implement data-driven strategies to maximize ROI and scale customer acquisition cost-effectively.
Lead the Go-To-Market (GTM) Strategy for Online, Natural Grocery, and Pet Specialty
- Support Retail and Sales Teams with targeted digital marketing campaigns to drive in-store sell-through.
- Tailor marketing strategies for Natural Grocery and Pet Specialty channels to complement online growth.
- Develop an omnichannel approach to ensure consistency across all consumer touchpoints.
Drive Trial & Mass Sampling for Customer Acquisition
- Develop and execute trial and sampling programs to accelerate new customer acquisition and introduce consumers to the brand.
- Leverage DTC, retail partnerships, influencer collaborations, and targeted sampling programs to drive trial and awareness.
- Track and analyze conversion rates from trial to repeat purchase, optimizing the effectiveness of trial programs.
Build a Best-in-Class eCommerce Experience
- Optimize the DTC website for conversion (UX/UI, CRO, A/B testing, personalization, and mobile experience).
- Develop and implement retention strategies, including email marketing (Klaviyo), SMS, subscriptions, and loyalty programs.
- Leverage analytics to improve the customer journey, repeat purchase rates, and AOV.
Drive Rate of Sale (ROS) in Natural Grocery & Specialty Stores
- Develop marketing and promotional strategies to increase sell-through and velocity at retail.
- Work closely with sales team and retail partners to align in-store activations, trade promotions, and merchandising support.
- Implement and track retail marketing initiatives, such as end caps, in-store demos, digital couponing, and retailer-specific advertising.
- Measure product velocity and ROS performance, making data-driven adjustments to optimize sell-through.
Social Media and Community Engagement
- Develop a paid and organic social strategy to drive engagement and brand loyalty.
- Partner with influencers, ambassadors, and brand advocates to amplify reach.
- Leverage social commerce opportunities, particularly on Instagram, TikTok, and Facebook Shops.
Own Marketing Analytics and Performance Metrics
- Establish and track key KPIs (CAC, LTV, ROAS, revenue contribution by channel) to measure success.
- Use Google Analytics, Shopify data, and ad platform insights to optimize campaigns.
- Develop real-time dashboards for reporting marketing effectiveness and guiding investment decisions.
Budget Management and Profitability
- Own the marketing P&L, ensuring strategic allocation of budget for maximum revenue impact.
- Optimize trade spend, promotional offers, and digital advertising investments to deliver profitable growth.
- Continuously refine spend across channels to maximize return on marketing investment.
QUALIFICATIONS
- 7+ years of US / North American marketing experience, with a strong focus on digital performance marketing and eCommerce.
- Proven track record of scaling DTC businesses in US / North America through paid and organic growth strategies.
- Deep expertise in Google Ads, Meta Ads, Amazon Advertising, and eCommerce platforms (Shopify, Klaviyo, Attentive, etc.).
- Strong financial acumen with experience managing marketing P&L, CAC/LTV modeling, and revenue forecasting.
- Experience working in CPG, pet industry, or premium consumer brands preferred.
- Exceptional team management and cross-regional leadership abilities, with a collaborative and results-oriented approach.
- Excellent communication skills to foster collaboration across time zones and cultural differences.
LOCATION
- This is a remote position, but candidate will need to be in Pacific Time Zone, with preference to those in the Bay area.
COMPENSATION
- Targeted compensation package will be between $187,000 - $218,000
