Job Details

The Director/ Senior Performance Marketing Manager will report to the Chief Marketing Officer at Primal Pet Group and will be instrumental to the success and management of Primal Pet Food's Direct to Consumer business launching in May. You'll lead the development and execution of comprehensive growth strategies to drive consumer acquisition, engagement and retention to deliver revenue objectives. This role will demonstrate deep experience in data analysis and data-driven decision making across a range of digital marketing channels. The Director/Senior Performance Marketing Manager must have a proven track record of revenue scaling where retail and DTC businesses must grow in tandem. You'll work closely with the brand marketing team and cross-functional team to ensure alignment and achievement of brand goals.

The ideal candidate for this position will have an entrepreneurial mindset, delivering big picture thinking while executing with a detail-oriented focus. This role will require a strong sense of ownership, initiative and organizational partnership.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Formulate and execute detailed growth strategies that align with Primal's business goals, utilizing attribution modeling, market insights, customer data, and industry trends.
• Accountable for achieving new customer acquisition targets and spearheading efforts to attract new customers through targeted marketing campaigns, partnerships, and various acquisition channels, while optimizing cost per acquisition (CPA) and maximizing return on investment (ROI).
• Align customer acquisition strategies with the P&L budget by forecasting and managing metrics such as CAC, LTV:CAC ratio, ad spend, ROAS, new customer revenue, and new customer count.
• Lead agency partners in achieving business goals, fostering a culture of continuous analysis, testing, experimentation, and optimization.
• Oversee budget in collaboration with brand team to track, forecast, and report on results. Guide the strategic direction of paid performance initiatives, optimizing the channel, campaign, and journey mix to meet company targets while ensuring efficient allocation of resources.
• Develop a testing roadmap that scales marketing budgets and channels while maintaining core performance metrics and manage first-party data strategy.
• Own and execute DTC related customer lifecycle strategy, including marketing automation journeys, email, SMS and loyalty programing.
• Develop and execute site merchandising strategies to optimize product placement, navigation, and discoverability, lead A/B testing initiatives, and manage product availability planning.
• Own and execute the digital merchandising calendar, partnering with the brand team to ensure alignment with key product launches, promotions, and brand campaigns.

EDUCATION and EXPERIENCE

• Bachelor's degree in marketing, Business or a related field.
• 6+ years of experience in CPG growth marketing, with direct experience managing brands with both retail and DTC businesses.
• Extensive experience across the full marketing funnel, overseeing multiple channels such as paid social, Google platforms, affiliate marketing, and SEO.

OTHER QUALIFICATIONS

• Proficiency in digital marketing tools and platforms and hands-on experience managing e-commerce platforms—Shopify Plus experience is a strong plus.
• Experience with attribution and mixed media models.
• Strong understanding of customer lifecycle management, journey mapping, customer segmentation, and personalization.
• Excellent analytical, critical thinking, and problem-solving skills with a test-and-learn mindset.
• Highly motivated self-starter and creative problem-solver who demonstrates curiosity and passion.
• Strong communication and relationship-building skills, with the ability to effectively collaborate with cross-functional teams and influence key stakeholders.
• Excellent project management skills, with the ability to prioritize tasks, manage multiple projects simultaneously, and meet deadlines in a fast-paced environment.

OTHER DETAILS TO CONSIDER

• Location of Position: Primarily remote with occasional travel up to 10%.
• Compensation: $120,000-175,000 (salary offered will be determined based on experience level, location, and other qualifications).

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The employee will regularly spend time sitting at a desk. The noise level in the work environment is usually moderate. All other duties as assigned.

Primal Pet Group is a Drug Free Workplace and an Equal Opportunity Employer.

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