Growth Lead - D2C/Tech/Application Product

We are looking for an ambitious, data-driven Growth Marketing Manager to own the full customer lifecycle, from initial awareness to long-term loyalty. You will be instrumental in scaling our user base, optimizing our core conversion metrics (Activation and Retention), and identifying new, untapped channels for sustainable growth. If you thrive on experimentation, A/B testing, and turning complex data into actionable strategies, this role is for you.

Key Responsibilities

1. Strategy & Experimentation

• Own the Growth Roadmap: Develop, execute, and iterate on a quarterly growth strategy focused on our North Star Metric (e.g., Weekly Active Users).
• Rapid Experimentation: Design and execute high-velocity A/B tests across the entire funnel (landing pages, onboarding flows, email/push campaigns, ad creative, and core product features) to maximize LTV and reduce CAC.
• Hypothesis-Driven Approach: Clearly articulate hypotheses, define success metrics, analyze results and document learnings to build institutional knowledge.

2. User Acquisition & Activation

• Channel Management: Manage and optimize performance marketing channels (Meta/Instagram, Google Ads, TikTok, etc.) to meet efficiency targets (CPA/ROAS).
• Content & SEO: Collaborate with the content team to identify high-value keyword opportunities and optimize recipe/article content for organic search growth.
• Onboarding Optimization: Work closely with Product to refine the first-time user experience (FTUE) and activation flow to ensure new users successfully adopt core product features.

3. Retention & Engagement

• CRM/Lifecycle Marketing: Manage and segment our user base to develop targeted communication strategies via email, push notifications, and in-app messaging.
• Win-Back Campaigns: Design and implement campaigns to re-engage lapsed users and reduce churn.
• Feature Adoption: Drive adoption of high-value product features (e.g., meal planning, grocery list integration) to solidify user habits and stickiness.

4. Measurement & Reporting

• Data Analysis: Utilize analytics platforms (e.g., Google Analytics, Amplitude, mix panel) to monitor funnel performance, identify drop-offs, and measure the impact of all growth initiatives.
• Reporting: Provide weekly and monthly reporting on key performance indicators (KPIs) to leadership, translating data insights into clear strategic recommendations.

Required Qualifications

• Experience: 3+ years of hands-on experience in a Growth or Performance Marketing role, preferably within a B2C, D2C, or tech/app environment.
• Data Proficiency: Proven ability to define metrics, set up complex tracking, conduct rigorous A/B testing and draw meaningful conclusions from data. Expert-level knowledge of Excel/Sheets is required; SQL knowledge is a significant plus.
• Performance Marketing & Channel Expertise: Demonstrated success managing, scaling, and optimizing major paid acquisition channels (e.g., Paid Social, Search Engine Marketing (SEM), Display) to meet strict efficiency targets (CPA/ROAS).
• Tool Stack: Proficiency with CRM/marketing automation tools (e.g., Braze, Iterable, Customer.io) and analytics platforms (e.g., Google Analytics 4, Amplitude).
• Mindset: Highly autonomous, inherently curious, and possess a "test-and-learn" mentality. You must be comfortable with ambiguity and rapid iteration.