1. Growth Strategy, Forecasting & Performance Ownership
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Own the growth forecast across DTC, TikTok Shop, and paid social channels (Meta, TikTok, Google).
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Build and manage weekly/monthly performance forecasts aligned with CAC, MER, and contribution margin targets.
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Manage channel scaling plans aligned to revenue, margin, and inventory constraints.
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Partner with Finance Lead to deliver accurate forecasts and channel-level P&Ls.
2. Performance Marketing & Media Buying
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Lead all paid acquisition efforts across Meta, TikTok, Google, and emerging channels.
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Build a systematic testing framework across hooks, angles, landing pages, offers, and formats.
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Manage budgets aligned to CAC, payback window, LTV, and contribution margin targets.
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Collaborate with creators to amplify winning content via Spark Ads/whitelisting.
3. Creator Partnerships & Influencer Ecosystem
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Own the creator pipeline across TikTok, Instagram, and Amazon Influencers.
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Build a predictable flow of content for ads, organic, TikTok Shop, and Amazon PDP assets.
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Implement scalable creator seeding, UGC programs, and paid creator partnerships.
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Partner with Marketplace on TikTok Shop integration and creator-driven selling.
4. Creative Strategy & Content Engine
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Lead the creative strategy roadmap—messaging, hooks, visual identity, storytelling.
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Collaborate with internal/external creative teams to increase content velocity.
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Build formats for high-performing repeatable video ads, UGC, and landing page content.
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Own the creative feedback loop: insights → testing → optimization → deployment.
5. Landing Pages, CRO & Retention
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Own landing page conversion strategy across all acquisition flows.
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Run continuous CRO experiments to improve CVR, AOV, and payback metrics.
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Partner with email/SMS to improve repeat purchase rates, retention, and LTV.
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Ensure clean attribution between paid social, DTC, TikTok, Amazon, and retail halo effects.
6. Cross-Functional Leadership
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Partner with Sales Lead to align digital and creator campaigns with retail windows to improve velocity.
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Partner with Operations (Diego) to align demand with inventory and supply chain constraints.
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Partner with Finance Lead to maintain channel-level profitability and contribution margin accuracy.
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Coordinate with Marketplace Lead (Sam) on Amazon ads strategy, PDP content, and creator-driven Amazon traffic.
7. FTC Compliance & Risk Management
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Ensure all advertising, creator content, and claims meet FTC, platform, and retailer guidelines.
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Maintain compliance around testimonials, endorsements, claims, disclosures, privacy, and SMS/email rules.
8. Team Leadership & Organizational Development
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Build and manage a high-performing Growth organization, including:
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Establish KPI dashboards, accountability structures, and weekly reporting rhythms.
9. Exit-Readiness & Investor Partnership
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Provide growth KPIs for board packages and investor reporting.
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Maintain documentation for diligence: creative tests, acquisition economics, retention, attribution models, CAC/LTV curves.
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Contribute to the buyer narrative around category penetration, customer file strength, and acquisition flywheel.
10. Performance Leadership
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Deep expertise in paid social, acquisition funnels, and CAC/MER optimization.
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Understands how to scale a $20–50M brand into $100M+ while maintaining profitable acquisition.
11. Creative Intelligence
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Strong creative instincts supported by data.
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Able to lead creative experimentation, narrative development, and format testing.
12. Analytical & Technical Fluency
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Highly proficient in performance dashboards, analytics platforms, attribution modeling, and A/B testing.
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Understands the nuances of TikTok Shop, Meta ads, Amazon attribution, and multi-channel funnels.
13. Cross-Functional Influence
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Effective collaborator with Finance, Sales, Ops, Marketplace, and Product Development.
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Capable of pushing and informing executive decision-making.
14. Ownership & Accountability
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Operates with urgency, clarity, and discipline.
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Comfortable making fast decisions with imperfect information.
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Strong understanding of FTC rules around endorsements, reviews, disclosures, and claims.