Head of Performance Marketing

Job Description

We are a dynamic beauty company operating primarily in the E-commerce space. We operate as an entrepreneurial brand lab currently with three beauty brands under our group company. Our company is inspired by healthy living and we create products that areenhanced with nutrition derived from natural ingredients. We are a global team operating in the UK and North America and are passionate about creating colourful, fun and cruelty-free cosmetics.This role is career defining; allowing the right candidate to make their mark, learn while doing and work to propel THE BEAUTY CROP into a trail-blazing, aspirational global beauty brand.Youll obsess about increasing the volume and quality of overall traffic to THE BEAUTY CROP. Youll own demand creation in both paid media and customer relationship management, so youll have incredible autonomy to drive growth and build a deep understandingof our target audience and customers.Paid media includes every relevant paid for media channel our target audience consumes from online Social, Search, Display, Affiliate etc to offline out of home/posters, audio / radio / podcast, print/press to video/TV in the future.On the CRM side, wed expect you to build a sophisticated life-stage framework which allows THE BEAUTY CROP to send the right messages to Prospects, Nursery customers to VIPs that results in greater recency, frequency and monetary value from our customerand be able to express success through a LTV:CaC greater than 5:1.80% of your time will be today doing with the balance tomorrow thinking. Theres an incredible opportunity for the right candidate to build a team under them and progress to senior leadership / director role within 3-5 years.Main Accountabilities

• Lead Paid Media (Acquisition) team to align on activity, you need them to deliver high volume of high quality traffic to hit your objectives, when you start youll be the team and need to be hands on execution while you build your team;
• Lead all Customer Retention tactics and deliver best practice in eCRM, Segmentation, Customer Insight, Prospecting, Loyalty / VIP, community programmes and other emerging channels that unlock 100% growth in 2022 and beyond;
• Set, monitor CaC/CPA and LTV by customer segment to deliver profitable retention activity for THE BEAUTY CROP and establish KPIs for yourself/your team to work against;
• Build a foundation to share more and better insight than our peer group / competitors with our 3rd party partners; make THE BEAUTY CROP famous with our partners at being the best at Paid Media & CRM;
• Support and Challenge the Technology team to design, develop and deploy the tools you need to deliver your objectives;
• Work closely with the Brand & broader Commercial / Sales teams and feed in tactical, irresistible offers / promotions into THE BEAUTY CROP campaign calendar;
• Work closely with Commercial / Finance Analyst/s to unlock, Customer Insight (through deep segmentation), Marketing Insight, Business Insight which leads to optimisation of your activity;
• Hire, lead and coach a leading-edge team to help execute against goals;
• Provide expertise on current eCommerce industry best practice, with CRO, CpA & LTV focus;
• Keep up to date with eCommerce, CRO & Trading best practice of tomorrow through training, research etc;
• Positively impact and influence internal stakeholders and external partners;
• Effectively communicate and collaborate with THE BEAUTY CROP stakeholders;
• Think like a customer, all the time, every day.

This role is for you if:You have:

• 5+ years experience managing / leading retail marketing within a DTC eCommerce brand; fixated on growing your LTV:CaC Ratio
• Fully operational to Leading Edge Experience in:
  • Demand creation using paid media (with TikTok, Meta, YouTube in particular) both online & offline
  • CRM with RFM foundation
  • Working knowledge of Shopify and common 3rd party applications (Nosto, etc)
  • Experience in premium, aspirational, accessible beauty and fashion brands

Skills:

• Have great understanding of retail, ecommerce and marketing businesses and various platforms:
  • Google Analytics, Google Search Console, SEMrush,Ahrefs, Google Merchant Centre
  • TikTok, Meta, Instagram, Youtube
  • Klaviyo, Shopify
• Youre a natural retailer; obsessed with delivering your promise to customers
• LTV:CaC methodology at the heart of everything you do
• Have a proven track record as a commercial individual, who understands brand and customer
• Intellectual and emotional intelligence in balanced / equal measure
• Are a subjective thinker in terms of ideas, following your instinct, but youll be used to using internal/external data to underpin your ideas with confidence
• You are independent and self-directed but able to work and lead a team of creative individuals
• Have superior analytical skills to track and manage performance
• Have excellent interpersonal skills and the ability to persuasively sell ideas
• A quick learner who can process lots of information and prioritise action
• Effectively navigate and collaborate cross-functionally
• Are an outcomes focused manager, with strong team orientation
• Are bullish about THE BEAUTY CROP and its potential

We would love to respond to every application however due to the volume of applications we receive this isnt always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted.We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.