Responsibilities

• DTC P&L. Revenue, contribution margin, and the growth levers behind both. You’re accountable for the number.
• Paid Acquisition Strategy. Channel strategy and budget allocation across Meta, Google, and an expansion roadmap (TikTok, YouTube, Pinterest, Snap).
• Performance Creative. Lead the performance creative function. Drive creative testing velocity, angle development, and iteration discipline tied to acquisition performance.
• Growth Experimentation. Build the testing system: hypothesis, test, readout, decision, playbook. Prioritize the highest-leverage tests across offers, funnel, and channels. Maintain a rolling test roadmap with clear ownership and learning goals.
• CRO. Own the conversion roadmap across Shopify - landing pages, PDPs, bundles, cart/checkout, upsells - coordinating with web/dev resources. Use TripleWhale + Shopify analytics for clean pre/post measurement.
• Lifecycle & Retention. Own the CRM agency relationship and direct retention outcomes across email + SMS. Tie everything to cohort behavior and LTV and build a monthly lifecycle review tied to new customer revenue, repeat rate and attach rate.
• Growth Operating Cadence. Weekly scorecards, monthly forecasts, quarterly strategy reviews. Clean KPI definitions, standardized reporting, decision logs, and cross-functional accountability.