Director, Growth

About the role

We’re looking for a highly innovative, strategic, and data-driven Director, Growth to build and scale channels via flywheels and to drive sustainable, long-term growth for The Farmer’s Dog. Reporting into our SVP of Acquisition, the Director of Growth role is designed to unify organic and paid search strategies to maximize visibility, drive traffic, and improve ROI.

Responsibilities

• Defining the overall vision for both organic (SEO) and paid (SEM/PPC) search to deliver on customer acquisition objectives.
• Set clear expectations through OKRs, provide direct and empathetic feedback, and continuously redefine what best-in-class looks like.
• Integrated Search Management: Overseeing both channels to ensure a cohesive approach, such as using high-performing SEM keywords to inform SEO content strategies.
• Defensive Search: Own our core narrative around fresh dog food, nutrition, and differentiation across search engines, treating trust, education, and credibility as inputs to customer acquisition performance.
• AI Adaptation: Staying ahead of search engine algorithm updates and AI-driven search changes to maintain a competitive advantage, including AI-driven discovery, LLMs, and AI overviews in the SERP.
• Performance Tracking & Analytics: Monitoring key KPIs, analyzing data, and reporting on traffic, rankings, and conversions.
• Team Management & Development: Leading, mentoring, and scaling teams of SEO managers, specialists, and SEM experts.
• Budgeting & LTV Optimization: Managing substantial budgets and optimizing spend to drive LTV-positive growth.
• Test & Learn: Execute a rigorous test & learn experimentation plan with Analytics to connect advocacy efforts to conversion rate, CAC, trials, and subscription growth.
• Partnership: Partner with the Brand Content team to ensure authoritative, accurate, and compelling content consistently outranks negative or low-quality narratives.

Requirements

• 7+ years of experience in digital marketing, with deep knowledge in Paid Search, SEO, AEO and PPC/SEM.
• Expertise in tools like Google Ads, Google Search Ads 360, Google Analytics, Google Ads, SEMrush, Ahrefs, and Google Search Console.
• Technical understanding of search algorithms, PPC bid strategies, website architecture, and HTML.
• Demonstrated ability to build and manage both 0 →1 and large scale growth programs for consumer businesses.
• Exceptional people management skills, with the ability to empower team members and create a culture of autonomy and feedback.

Qualifications

You have a passion for developing talent, and are a maximizer who continues to set the bar higher. You lead through others, and don’t need to be the one to ‘do all the things’ to have an outsized impact. You thrive in high pressure, high stakes environments, and maintain early stage startup intensity at any scale.

Skills

You are an expert in digital marketing, with a deep understanding of search algorithms, PPC bid strategies, and website architecture. You are also skilled in tools like Google Ads, Google Search Ads 360, Google Analytics, Google Ads, SEMrush, Ahrefs, and Google Search Console.

Benefits

• Dog-friendly office in SoHo
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO
• Discounted fresh food for your pup

Pay

The anticipated hiring base compensation range is USD annual, with a robust market competitive package of base, bonus, and equity. The NYC Pay Range is $190,000—$205,000 USD.

Schedule

We are an in-office culture, and ask all team members to be in office 4 - 5 days a week to build a collaborative and invested environment.