Scale new customer acquisition within healthy CAC parameters, balance short-term efficiency with long-term contribution margin, and drive full-funnel growth across our highest-leverage channels: Influencer partnerships (primarily YouTube), TikTok, and Paid Social. This is a hands-on leadership role for a performance marketer who can manage team dynamics, deploy six-figure monthly ad budgets ($100K+/month), and ride the line between creative instinct and data-driven optimization. You'll own the new customer acquisition number and the team that delivers it.
About the Role
- Lead a team of 2 to 4 direct reports plus manage external agencies and consultants across influencer, paid social, and paid search.
- Report directly to the Senior Director of Marketing and partner with Success & Retention, eCommerce, Brand, Marketplaces, and Analytics.
- For the right candidate, this role offers significant growth potential — expanding into global markets and partnering with leadership on strategic growth projects.
YouTube & TikTok — Content Marketing
- Lead the team building and scaling our network of YouTube and TikTok creators to drive awareness and new customer acquisition.
- Build a continuous creator-content pipeline that fuels paid and organic channels — turning best-performing creator assets into scalable ad inventory across Meta, YouTube, and TikTok.
- Own TikTok as a full growth channel, scaling revenue through an integrated playbook of creator partnerships, TikTok Shop affiliates, GMV Max campaigns, and promotional strategy.
- Analyze campaign data — views, CPAs, content type, creator type, and budget — leveraging AI/ML tools to inform how to allocate weekly, monthly, and quarterly channel spend.
Performance Marketing — Strategy & Execution
- Own channel strategy and execution across Paid Social, Paid Search, and YouTube.
- Manage agencies accountable for day-to-day campaign execution.
- Direct budget allocation, targeting, bidding, and creative testing to balance efficient CAC with long-term subscription growth and contribution margin.
- Research and lead testing efforts on emerging advertising platforms.
- Analyze campaign data and viral trends — leveraging AI/ML tools — to identify winning hooks, angles, and formats that shape creative briefs.
- Provide actionable feedback to internal and external creative teams to produce output that drives both acquisition and brand equity.
Cross-Functional Partnership
- Partner with UX + Tech on landing pages, offers, and gift-with-purchase strategies that improve CvR and RPU.
- Align with Brand & Organic Social so paid campaigns reinforce broader content strategy.
- Work with Analytics tools to refine attribution and reporting, driving net revenue growth while keeping MER within guardrails.
What You Bring
- DTC Product Marketing Experience (Required): Direct experience marketing a physical DTC product to consumers. Subscription DTC experience is a significant plus.
- Performance Marketing Expertise: 5+ years managing performance marketing campaigns at scale, with consistent ownership of six-figure monthly ad budgets across paid and creator-driven channels, and a proven track record of optimizing CAC efficiency.
- Influencer & TikTok Fluency: Hands-on experience building creator programs and scaling TikTok as a growth channel — including TikTok Shop, GMV Max, and affiliate strategy.
- Tech-Savvy & AI Enthusiast: Experienced with attribution tools, analytics dashboards, and marketing automation platforms, always seeking innovative ways to improve performance.
- People & Agency Leadership: Track record of managing direct reports and holding external agencies/consultants accountable to performance goals.
- Creative Eye + Analytical Mind: Skilled at translating campaign data into actionable insights that inform creative direction and messaging that resonates.
- Hands-On Operator: Comfortable in platform ad managers — this role requires practical execution, not just strategy.
- Bachelor's or Master's degree in Marketing, Business, Economics, Statistics, or a related field preferred.
Compensation & Location
- Salary: $125,000 – $135,000 plus great benefits.
- Hybrid schedule: 3–4 days in-office, 1–2 days WFH (subject to change).
- Office located at 2023 W. Carroll Ave., Chicago, IL 60612.