Director of Growth:
Boy Smells is a gender-neutral fragrance brand known for its innovative and playful scents. With a focus on challenging traditional gender norms in the fragrance industry, Boy Smells offers a diverse range of products, including perfume, and candles and are in the process of launching additional product lines.
Boy Smells is a multimillion dollar ecommerce business and has a growing retail presence as it expands to over 750 stores in the US. This is an exciting phase for the brand as it reinvents its product portfolio and invests in rapid growth across ecommerce and wholesale.
Role Summary:
The Head of Growth at Boy Smells will lead and build out the newly created Growth team, which is responsible for ecommerce revenue.
You will use your data-driven understanding of performance to grow paid channels to hit our wider acquisition goals. This will involve a deep understanding of media buying, creative strategy, and onsite merchandising and conversion rate optimization. You will also use your deep understanding of CRM tools like email and SMS to scale revenue from our highly loyal customer base.
This is an ideal opportunity for those with a growth background looking to step up and lead an entire growth function and growth strategy.
Areas of responsibility:
- Develop Growth Strategy: Define the strategic direction across paid and organic channels, creative, and site design to achieve ecommerce revenue goals.
- Scale Paid Channels: Own the testing roadmap to drive sustained acquisition through paid channels. Understand how to leverage copy, creative, and landing page innovation to scale ecommerce businesses.
- Drive Customer Loyalty: Develop a CRM strategy across email and SMS to maximize recurring revenue. Utilize your understanding of segmentation, copy, creative, etc., to encourage repurchase behavior and increase customer value.
- Enhance Website Performance: Optimize the website to maximize conversion and upsell opportunities. Leverage site analytics to develop a thoughtful testing roadmap.
- Lead and Mentor: Manage channel managers and designers to effectively execute the growth strategy. Foster a culture that values rigorous problem-solving and a focused approach.
- Secure Resources: Make compelling business cases to secure the necessary resources for strategic initiatives. Identify and experiment with new software or services that can accelerate acquisition and retention efforts.
- Data-Driven Decision Making: Regularly analyze performance data to identify new opportunities, reprioritize strategies, and develop appropriate responses.
- Communicate Effectively: Clearly communicate strategic direction, prioritization, and performance to the wider leadership team.
Qualifications:
- Has 5+ years of growth marketing experience. Strong understanding of performance marketing metrics.
- Experience owning growth strategy - including creative and landing page strategy. Growth marketing experience not limited to media buying.
- Proven track record of driving scale and revenue at e-commerce companies.
- Strong analytical, quantitative, and problem-solving skills. Eager to use data to solve problems. Microsoft Excel expertise.
- Strong written and verbal communication skills.
- Bias towards innovation. Experience translating abstract ideas, inspiration, or insights into concrete tests that drive tangible results or learnings.
- Independent drive to succeed and a strong sense of ownership and accountability. Is eager to learn, has strong multitasking skills and will thrive in a fast-paced environment.
- Experience managing at least 1-2 individual contributors or contractors
Bonuses:
- Experience across both paid media (Facebook, Google) AND CRM (e.g. Klaviyo).