Director, Consumer Growth Marketing
The Director of Consumer Growth Marketing will be responsible for consumer acquisition, engagement & advocacy for our newly developed Consumer product - developing the marketing strategy & building the team from the ground up. You will work directly with the Head of Consumer to design and deliver the go-to-market plan, and also be a key member of the Marketing Leadership Team representing the Consumer business within the broader brand strategy.
You will be accountable for consumer segmentation & targeting; driving brand awareness & consideration through innovative campaign ideas, programs & channels; delivering consumer acquisition targets - from existing gift recipients and broader prospects; developing early life, growth & referral programs; managing customer reviews & advocacy and establishing distribution partnerships where relevant. You will build a small dedicated team and leverage expert in-house functional teams for Digital, PR and Creative-Studio/animation that also support the B2B business. Initially the focus is the US market, but this may expand over time to include multiple markets in the future.
- Jointly own the Consumer acquisition, activation and engagement metrics
- Deliver a clear Go-to-Market and growth plan with quarterly acquisition targets, plans and programs
- Deliver 2+ peak multi-channel campaigns per year - including Q4 holidays that deliver a step-change in growth
- Build a viral growth flywheel through referrals/WOM, working closely with product & finance to deliver a promotional mechanic and platform that drives ROI positive acquisition.
- Build organic brand awareness & engagement on key social platforms including Instagram and Tiktok
- Build out multi-channel consumer engagement & retention programs for existing customers to grow Gifts/Active Sender
- Share and leverage key learnings across Consumer & B2B to maximise marketing effectiveness for the entire company
- Hire, develop & mentor marketing talent in the organization
- Be a brand ambassador for internally & externally
- A seasoned Marketing Director who is looking to really make their mark and leverage previous consumer growth experience to rapidly build an exciting new business from 0 to 1 based on a strong foundation
- A self-starter who is eager to both set strategy & roll-up their sleeves to get things done when needed
- A digital native with strong social-media and digital marketing experience, a passion for technology and a proven track-record of successful growth campaigns, with experiences working with influencers to drive brand awareness and user growth
- Creatively inspiring with the ability to effectively manage both inhouse and external talent to deliver thumb-stopping creative/content that drives results
- An effective and enthusiastic partner who enjoys collaborating across functions and levels
- Commercially savvy and understands how to drive cost-effective growth quickly
- Familiar with the challenges and opportunities associated with working in a growing startup environment
- A strong and innovative problem solver who sees challenges as opportunities and embraces a growth mindset
- Based in or around New York or the Eastern Time Zone
- Inspired by our values - Positive, Passionate, Humble & Fearless